CONFIDENTIAL – DO NOT DISTRIBUTE 1

Building Your Brand With Content Promotion!

Larry Kim (@larrykim)Founder/CTO, WordStream, Inc.March 18, 2014

Everyone’s Jumping on the Content Bandwagon

Previous Best Practices Become Outdated

Warning: Lots of Information Ahead!

Epiphany #1:SEO is Terrible

for Brand Building

Organic Search Success?

• Blog does 600k Uniques / Month, +8.4% / month.

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SEO Success! (Or.. not?)

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Problem 1: Low Visitor Engagement

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Problem 2: Virtually No Branded Searches

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So Actually …

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Epiphany #2:Build Your Brand with

Content Promotion!

Content Promotion Case Study

• +10,000 Press Pick-ups, +10M Pageviews• Huge Brand Exposure!!

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Epiphany #3:Start With The

End In Mind

Create Methodological Plan to Succeed

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Our Big Idea!

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“So What” Factor (Your Hook)

 Type of Publication

Example Publications Hook / Angle

Business WSJ, Motley Fool, Etc. Do FB Ads Work?

Technology Wired, TheNextWeb, Techcrunch, etc.

Who Actually Clicks on FB Ads?

Small Business Small Biz Trends, Inc. Magazine, Entrepreneur

Are FB Ads Effective Grow My Small Business?

Marketing  Search Engine Land, Marketing Profs, etc.

How FB ads Compare to GOOG Display ads?

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Epiphany #4:Promote Your

Content!(It’s more work than you think)

Use Twitter for Pitching Media

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Pitch Influencers, Too.

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Include Visual Assets

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Pinterest Pretty Effective!

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Follow Up Stories!

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Pay Up!

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Promoted Posts on Twitter & Facebook

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Use Remarketing on Google Display Network

92% reach across millions of sites, videos and devices

Sites Games VideoFeeds MobileSocial media

Adsense publisher network

• 204M visitors/month

• 92% of U.S. internet users

• 317B impressions/month

• Hundreds of comScore 1000 sites

Doubleclick ad exchange

• Hundreds of premium publishers, with hundreds of millions of ad placements available every day

Google O&O properties

YouTube

• 1B+ video views/day

• 2nd largest search engine

• 5% of all online time spent

Google sites

• Finance

• Blogger 8.1M

Display Network

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Typical Reach of Remarketing…

1. Reach 2. Frequency 3. DiversityOn various pagesReach more users

Reach them frequently

Of the typical remarketing audience, find

Reach them on between As they visit 20 or more pages on a typical day across

84%…within a month

10-18 days… or more out of the month

5-10 sites… of which all pages and

sites have ad space available to Google Display Network buyers

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Seriously, Use Remarketing.

• 43 Million Ad Impressions in a typical month

• Display Ads = 50% of PPC Spend

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Repurpose & Syndicate Content

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Don’t Forget Television and Radio!

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Target International Press!

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Domino Effect of Content Promotion

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Epiphany #4:Build

Relationships with Influential

People

Dan Barker’s Tweet

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I Drove The Press Coverage of That Tweet

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Epiphany #5A Note on Article

Quality vs. Quantity

Quality Articles Win By a Landslide

4% of My Articles Generate Nearly Half the Page Views. How?

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Article Quality vs. Quantity.

1. 4% of content gets 85% of the social shares.

2. 5% of content get +95% of the high value links

3. So … Don’t Bother with all the Crap Content.

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Epiphany #6Be The Expert

Become a Columnist

• #1 Columnist at Search Engine Land in 2013• Over 400 articles on Search Marketing in 2013

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Epiphany #7A Note on Effort & Skill Required.

Is This Really Possible?

You Can Do It!

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Epiphany #8What’s the

Benefit of all this Content

Promotion Work?!

Impact on Repeat User Rate

• New Visitor Rate Fell From 79.8% to 66.63%

• (Meaning, Visitors are Now Returning)

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Impact on User Engagement

• Time on Site Increased from 1:33 to 4:35 (TRIPLED!!)

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Direct Traffic

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• TRIPLED!!!

Content Promotion: Light Our Darkest Hour!!

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Your Questions

Thank You PUBCON!Benchmark your AdWords account today!

http://www.wordstream.com/google-adwords

Larry Kimlkim@wordstream.comhttp://twitter.com/larrykim

Larry Kim (@larrykim) #wordstream #pubcon