Beyond Manual Outreach: Leveraging ALL Distribution Channels for your Content

BEYOND MANUAL OUTREACH:
How to Leverage All Distribution Channels
Adria Saracino

@adriasaracino
#SEARCHLOVE
source

total visits: 322K
social shares: 3,300
@adriasaracino
#SEARCHLOVE

@adriasaracino
#SEARCHLOVE
total visits: 1.8M
social shares: 110K

@adriasaracino
#SEARCHLOVE
total visits: 116K
social shares: 26K

@adriasaracino
#SEARCHLOVE
site mentions: 8
social shares: 34

@adriasaracino
#SEARCHLOVE
site mentions: 11
social shares: 90

@adriasaracino
#SEARCHLOVE
# emails sent: 50
distribution methods: 1

@adriasaracino
#SEARCHLOVE
# emails sent: 91
distribution methods: 1

@adriasaracino
#SEARCHLOVE
Content is king…

Content is king…but
distribution is queen
and she wears the pants.
– Jonathan Perelman, Buzzfeed
@adriasaracino
#SEARCHLOVE

publishers
@adriasaracino
#SEARCHLOVE
books
theaters
search engines
review sites
company websites
emails
social media
word of mouth
billboards
TV
blogs

43 WAYS TO GET
YOUR CONTENT SEEN

publishers
@adriasaracino
#SEARCHLOVE
books
theaters
PPC
review sites
company
websites
emails
social media
word of mouth
TV
billboards
blogs

publishers
@adriasaracino
#SEARCHLOVE
books
PPC
review sites
company
websites
emails
EARNED
social media
word of mouth
TV
billboards
OWNED
MEDIA
MEDIA
PAID
MEDIA
theaters
blogs

GROUP ONE: OWNED MEDIA
EARNED
OWNED
MEDIA
MEDIA
PAID
MEDIA
@adriasaracino
#SEARCHLOVE

@adriasaracino
#SEARCHLOVE
1
resource
image credit
Use tools to split test headlines

@adriasaracino
#SEARCHLOVE
1
resource
resource

@adriasaracino
#SEARCHLOVE
1
resource

@adriasaracino
#SEARCHLOVE
2
source
Make it easy for readers to share

@adriasaracino
#SEARCHLOVE
3
resource
Test social CTAs within content

@adriasaracino
#SEARCHLOVE
4
source
Optimize which CTAs to include

@adriasaracino
#SEARCHLOVE
5
resource
image credit
Install Open Graph Meta Protocol

@adriasaracino
#SEARCHLOVE
6
resource
image credit
Use Facebook Connect

@adriasaracino
#SEARCHLOVE
7
resource
image credit
Setup retargeting cookies

@adriasaracino
#SEARCHLOVE
8
resource
resource
Apply dynamic retargeting to email

@adriasaracino
#SEARCHLOVE
9
source
resource
Image credit
See who embedded your videos

@adriasaracino
#SEARCHLOVE
GROUP TWO: PAID MEDIA
EARNED
OWNED
MEDIA
MEDIA
PAID
MEDIA

PAID MEDIA OUTLETS
● PPC
● Social media
● Influencer partnerships
● Native advertising
@adriasaracino
#SEARCHLOVE

@adriasaracino
#SEARCHLOVE
Pay-Per-Click
image source

@adriasaracino
#SEARCHLOVE
10
image source
Prepare for ongoing management

@adriasaracino
#SEARCHLOVE
11
resource
Remember to setup exclusions

@adriasaracino
#SEARCHLOVE
12
resource
image credit
Remember to set time limits

@adriasaracino
#SEARCHLOVE
13
source
Leverage engagement ads

@adriasaracino
#SEARCHLOVE
14
source
Promote your G+ page

@adriasaracino
#SEARCHLOVE
15
image credit
Don’t miss out on retargeting

@adriasaracino
#SEARCHLOVE
16
resource
image credit
Use custom lists to target
users who completed a certain action

@adriasaracino
#SEARCHLOVE
17
resource
image credit
Use custom combo lists to
target users who visited specific pages

@adriasaracino
#SEARCHLOVE
18
source
Try tools like Resonance

@adriasaracino
#SEARCHLOVE
19
source
Try using Unruly

@adriasaracino
#SEARCHLOVE
Paid Social Media
image credit

@adriasaracino
#SEARCHLOVE
20
image credit
Embrace the creepiness of Facebook

Use tools to understand your audience
@adriasaracino
#SEARCHLOVE
21
* All logos link to company site

@adriasaracino
#SEARCHLOVE
21
Use tools to understand your audience

@adriasaracino
#SEARCHLOVE
22
source
Target users by job title

@adriasaracino
#SEARCHLOVE
23
resource
resource
Create custom audiences on Facebook

@adriasaracino
#SEARCHLOVE
24
Target purchasers with related content

@adriasaracino
#SEARCHLOVE
25
resource
Create lookalike audiences on Facebook

@adriasaracino
#SEARCHLOVE
26
source
image credit
Create lookalike audiences
based off users who visited content

@adriasaracino
#SEARCHLOVE
27
Create high affinity target groups
source
image credit

@adriasaracino
#SEARCHLOVE
28
source
image credit
Keep an eye on FBNewswire

@adriasaracino
#SEARCHLOVE
29
resource
image credit
citation
Use Twitter cards

@adriasaracino
#SEARCHLOVE
30
source
source
Hell, skip the content promo
& go straight to the buy

@adriasaracino
#SEARCHLOVE
31
source
Try Tubular Dashboard

Run ads on competing YouTube channels
@adriasaracino
#SEARCHLOVE
32
source

@adriasaracino
#SEARCHLOVE
Influencer Partnerships
image credit

@adriasaracino
#SEARCHLOVE
33
Use tools that connect you with bloggers
additional tools

@adriasaracino
#SEARCHLOVE
34
image credit
Think beyond website coverage

@adriasaracino
#SEARCHLOVE
35
Setup retargeting pixel on blogger’s site
image credit

@adriasaracino
#SEARCHLOVE
Native Advertising
image credit

A form of paid media in which
the ad integrates seamlessly
with the content and UX of
the site in which it’s placed.
– Sharethrough
@adriasaracino
#SEARCHLOVE

source
@adriasaracino
#SEARCHLOVE

@adriasaracino
#SEARCHLOVE
source
$50,000

@adriasaracino
#SEARCHLOVE
source
$30,000

source
$50,000
@adriasaracino
#SEARCHLOVE

@adriasaracino
#SEARCHLOVE
36
Leverage content distribution platforms

@adriasaracino
#SEARCHLOVE
37
source
Keep an eye on Google

@adriasaracino
#SEARCHLOVE
image source

total visits: 1.8M
social shares: 110K
@adriasaracino
#SEARCHLOVE

@adriasaracino
#SEARCHLOVE
source
THE #KLONTZINATOR @Britt_Klontz

GROUP THREE: EARNED MEDIA
@adriasaracino
#SEARCHLOVE
EARNED
OWNED
MEDIA
MEDIA
PAID
MEDIA

1
3
@adriasaracino
#SEARCHLOVE
38
source
2
Identify writers with amplification potential

@adriasaracino
#SEARCHLOVE
39
source
Target bloggers that already follow you

@adriasaracino
#SEARCHLOVE
40
resource
Use MailChimp to find similar email lists

@adriasaracino
#SEARCHLOVE
image credit

total cost: $800
@adriasaracino
#SEARCHLOVE source

@adriasaracino
#SEARCHLOVE
total cost: $800
source

@adriasaracino
#SEARCHLOVE
made us a credible source
source
@jsedmond

OUTREACH ON STEROIDS
@adriasaracino
#SEARCHLOVE
EARNED
OWNED
MEDIA
MEDIA
PAID
MEDIA

@adriasaracino
#SEARCHLOVE
41
Use tools to find publishers

@adriasaracino
#SEARCHLOVE
41
Use tools to find publishers
resource

@adriasaracino
#SEARCHLOVE
42
Target editors via LinkedIn
source

@adriasaracino
#SEARCHLOVE
43
Target editors via Facebook
resource

@adriasaracino
#SEARCHLOVE
EARNED
OWNED
MEDIA
MEDIA
PAID
MEDIA

Beyond Manual Outreach: Leveraging ALL Distribution Channels for your Content

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Beyond Manual Outreach: Leveraging ALL Distribution Channels for your Content