WEBINAR

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Speakers:

Rebecca BrownExecutive Directorof StrategyEngagement Labs@BunchFamily

Moderator:

Amanda EldridgeDirector, Strategic ChannelsPR Newswire@PRNSmallBiz

Amanda HickenManager, Audience RelationsPR NewswireBloggerBeyond Bylines@ADHicken

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Showcase your expertise

Build your influence

Engage with your audience

Understand their needs

Marketers who blog are 13x more likely to drive positive ROI than those who don't.- HubSpot’s State of Inbound 2014

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Identify your goals

Understand the value you bring

Establish a blogging routine

Create craveable content

Step 1:

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Step 2: Promote it.

Sounds easy. Right?

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Today, we’ll discuss how to:

1. Uncover where your blog’s audience is

2. Make the best use of your time on social media

3. Use other tools to grow your readership

4. Position your content to promote your expertise

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• Blogs are no longer destinations on their own

• Content marketplace is saturated

• Social channels becoming pay-to-play

Multi-Channel: The New Normal

80% of Consumers Research Online Prior to Purchase

Your audience is choosing content based on recommendations & shares

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• Who your audience is

• What topics they’re interested in

• Where they hang out

• Their digital and social habits

Unlock Your Promotion Strategy By Researching

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Assign categories to:

• Content published across channels

• Your audience

Research, Categorize & Record

Gather data from Google Analytics, Facebook, Twitter, Pinterest’s free native tools

Capture data in spreadsheet and observe over time

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Tailor Strategy by Social Network

Start with a few networks aligned with your business

Adapt according to how users interact with each

Identify and differentiate your voice if needed

Stay organized and stick to a schedule

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Don’t Just Broadcast – Build!

Build relationships and influence by:

• Answering questions

• Offering (non-promotional) advice

• Sharing and engaging with other bloggers

Follow ‘Real Life’ Rules: Be nice and be helpful

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Use Multimedia

The state of video on :The effect on retweets of:

• > 1 billion video views daily

• 50% of people in US who regularly visit Facebook watch 1+ video daily

• Number of video posts per person increased 75% globally, 94% in US

Source: Twitter Media Blog Source: Facebook Media Blog

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Leverage Smaller, Niche Networks

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Get Involved in Groups

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Beyond Social: Email Marketing

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Beyond Social: Email Marketing

Use site and social analytics to select content

Make it easy to subscribe

Personalize by audience type

Not tech-savvy? No problem!

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Beyond Social: Press Releases

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Beyond Social: Press Releases

• Frequency: Once per week

• Select posts that feature original research and focus on consumers

• Coupled with personalized media outreach, syndicated partnerships, social media

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Beyond Social: Press Releases

Earned media on:

• Yahoo! Finance

• CNN Money

• MarketWatch

• New York Times

• Associated Press

• LA Times

• Boston.com

• TODAY.com/TODAY Show

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Beyond Social: Press Releases

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Beyond Social: Partnerships

Use search engines, social and your professional network to identify relevant partners.

Be flexible and find mutual benefit:

• Conferences and webinars• Cross promotion• Guest Posting

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Beyond Social: Strategic Guest Posting

Do it for the right reasons:

• To help others and demonstrate expertise • NOT for SEO

Research site’s requirements and published content

Provide original content with new perspective

No link spamming

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Monitor

Analyze

Define

Execute / Adjust

Full Circle Promotion

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Full Circle Promotion

Look at channels AND content

Identify patterns, but don’t ignore outliers

Get rid of your assumptions

Refine and pivot

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Questions?

Rebecca BrownEngagement Labs

@BunchFamily

Amanda EldridgePR Newswire

@PRNSmallBiz

Amanda HickenPR Newswire

Beyond Bylines@ADHicken

Follow PR Newswire: Follow CNW: @PRNEWSWIRE @CNWGROUP

FOR MORE INFORMATION:

US: (888) 776-0942CANADA: (877) 269-7890