Content Marketing Promotional Plan for the AFIJulieta Randall

IMC693W - Content MarketingWest Virginia University

Prof. Kristin MeeksSeptember 23, 2016

Blog Post: Underrepresented Women Directors Get Hired on TV

@JulietaRandall – Staff writer at @AmericanFilm

“In an effort to promote underrepresented female population in the industry, film schools such as the AFI Conservatory has introduced: The AFI Conservatory Directing Workshop for Women.”

Promotion Objective

1. Increase Blog Readership Among Chosen Brand Personas in 2 months by 10%

2. Increase Click-Throughs of “Become a Member” Banner by 10%

3. Increase Newsletter sign-ups by 10%

4. Increase Social Media Traffic Redirection to Website and Blog by 20%

Promotion Channels

Earned Media

• Find Influencers who will share content on their

accounts• Press picking up the

related PR • Bloggers moving content • Post on News Aggregator

Sites, such as: Reddit or Inquisitr

\Connect with Audience

Organically

Paid Media• StumbleUpon Discovery

• Promoted Tweets• LinkedIn Native Ads

• Facebook Sponsored Ads• Instagram Sponsored

Posts• Blog Native Ad (e.g.,

Variety & Hollywood Reporter)

Make Owned Media and Content Visible

To Target Audience

Promotion Channels (Cont.)

Owned Media

• AFI Newsletter• Official Website• Official Blog

• AFI’s Press Room

Optimize all owned content to make it:Clear, Searchable, Likable, and Linkable

Promotion Tactics: ServicesPublishing Management Buzz and Influencer Finder

Content Management

Promotion Tactics: To-Dos

Owned Media

• Create Lead Magnet Become a Member• Create Blog Widget on Website • Create Related Blog Posts on Pillar Post• Link to Related Content on Pillar Post (e.g., Interview on iTunes and Youtube)• Press Release must have link to Blog

Paid Media

• Native Ads Facebook (Ad pixel), Instagram, Twitter, LinkedIn.• StumbleUpon Paid Discovery• Google Ads Retarget Leaving Guests on Similar Stories searches

Earned Media

• Reblog, Retweet, Repost, Acknowledge & Mention

• Use Buzz and Influencer Finder Services

• Twitter: Share with those who have shared similar content

More on Earned Media Promotion Tactics

Get Social. G e t C o n v e r s a t i o n a l .

• Share with those who have shared similar content on Twitter• Retweet to other AFI related social media channels • Reach out to Twitter Target Audience Influencers (by tagging or @mentioning) (e.g., Celebrities who support Gender Gap Causes, Notable Women in Film)• Follow people who follow Competing Film Schools and Organizations• Answer questions or comments on social media regarding the post (e.g., Facebook)• Reach out to Blogs on Film/Women in Film @mention or e-mail (e.g., a quote):

https://womenandfilmproject.wordpress.com/ http://womenandcinema.tumblr.com/ http://shitpeoplesaytowomendirectors.tumblr.com/ https://www.theguardian.com/us/film

Proposed Timeline

Phase 1

• Optimize Site & Blog: Keywords, SEO, URL links, Pictures• Write Post, Think Related Links and Titles, format it for E-mail• Segment Newsletter Lists According to Audience and Branding Persona• Pre-Release Newsletter: A/B Testing and Fixing Following Click-Through

Behavior Results

Phase 2

• Give it a Date: Schedule the Post and Publish• Promote Via Facebook, Twitter, and Instagram• Schedule Content Ad on Outbrain (e.g., Variety &

Hollywood Reporter)• Retarget on Google • Get Conversational on Social Media Comments and Answer

Questions• Suggest to Influencers

Phase 3

• Republish/Repurpose: SlideShare, Submit to Aggregator Sites, or Connect Newer Content with this Post (Internally Linking)

Owned Media: Micro-level MetricsGoogle Analytics

• # of Visits• # of Bounce Rates• # Pages Viewed Per session/Time on site• # of Click-Through to Call-to-action • # of Conversions & Completions (i.e., members, newsletter sign-ups)• # of Blog/Article Views• # of Comments• Demographics: age, sex, location,

interests• COMBINE with Youtube to Retrieve

Analytics• KNOW: Totality of content (all formats)

Facebook

• # of likes• # of Organic Reach• # of friends of fans• # of Reached Users • # of Engaged Users • # of People Talking about this• # Negative Feedback• Click-through: Links, Photo Views,

Video PlaysEmail:• Opens and click-throughs• Conversions and Sender Score

Owned Media: Micro-level MetricsTwitter• # of Follows• # Tweet Length vs. Engagement• Followers’ Region• Tweet Reach Percentage• Followers’ Top Interests• # Clicks and RT by time of day & week

day

Iconosquare• Love Rate• Talk Rate• Spread Rate• Top Followers and Unfollowers• Growth History: Gain & Lost Followers• Location

Podtrac

• # of Raw Downloads• # of Unique Downloads• Referring Link• Demographics: age, location

LinkedIn Company Page

• Trends and Followers: total, organic, acquired

• Demographics• Page views, Follows, Unique Visitors

Paid Media: Micro-level MetricsPRWEB• Impressions• Reads• Referrals • Web Traffic • Deliveries StumbleUpon• Paid, Unpaid, and Organic Stumbles• Click-through Rates• Pages Per visitor• Time Spent• Geographic locationAdwords• Paid, Unpaid, and Organic Stumbles• Click-through Rates• Pages Per visitor• Time Spent• Geographic location

Ad Managers Within:

Facebook Boosted Post• Organic• Viral• Paid• Click-through RateTwitter Promoted Tweets• Tweet Reach: RT, Favorites, Mentions, Clicks• Significant Sharers• Tweet Reach PercentageLinkedIn Sponsored Posts• Engagement: clicks, likes, shares,

comments, company follows • Site Traffic and Time Per Visit Numbers• Cost Per Lead

Earned Media: Micro-level Metrics

Featured Competitive Tool: SEMRush

• Competitors’ Ranks, Traffic, Keywords, and Costs

• Keyword Research• Audit of Owned Sites• Competitors’ Social Media: Audience, Activity,

and Engagement• Brand Monitoring: mentions, blogger outreach, new content channels, track campaign backlinks, etc.• Backlink Audit: identify poor backlinks

General Metrics (heidicohen.com, 2015):

• Mentions and publications on third party media, blogs, and websites

• Social Media Engagement and Growth across channels

• Search Results• Referral Traffic • Leads Generated• Phone Calls • Emails• Sign-Ups

Macro-Objectives of the Plan

Audience Insights: Age, Sex, Location, Interests, Medium

Increase Overall Media EngagementIncrease ROI: Organic vs. Earned vs. PaidIncrease Visibility Increase Readership

Owned Media Measuring Tools

In-app Facebook Analytics (FREE)In-App Twitter Analytics (FREE)

Iconosquare Instagram Analytics (Low Cost)

Comprehensive Social Media Tools (Costs):

Do-it-allSpecial Mention

Earned and Paid Media Measuring Tools

Earned Media

Paid Media

In-App Sponsored Ad Analytics on:

Facebook, Twitter, and LinkedIn

RRR: Repurpose, Reuse, and Refresh

Blog Post: Underrepresented Women Directors Get Hired on TV

• Related Blog Posts: “5 Women Alumni You Should Know” & “Women in Film/TV: Infographic”

• Blog post has 2 direct links: Podcast (iTunes) or Video Interview (Youtube)

• 2 Facebook posts: Youtube interview and Blog Post itself• 3 LinkedIn posts: Company update (PR about Lifetime deal

w/Alumni), Follower post (link to blog), and Follower post (Infographic).

• 3 Twitter Posts: Watch Now (Video Link), Download Now (Podcast), and the Blog Post.

Blog Post

Listen NOW to our Podcast Interview with Sarah Gertrude Shapiro HERE

Watch NOW our Video Interview With Sarah Gertrude Shapiro HERE

Alumni Sarah Getrude Shapiro talks #WomenInFilm on #AFI #Youtube bitly.com/AFI_4578 #Film

References5 Press Release Metrics to Monitor (2016). Retrieved fromhttp://service.prweb.com/resources/article/5-press-release-metrics-to-monitor/

Podtrac.com (2016). Retrieved fromhttp://analytics.podtrac.com/

How Does StumbleUpon Paid Discovery Work? What To Expect (2013). Retrieved fromhttp://www.internetmarketingninjas.com/blog/social-media/stumbleupon-paid-discovery-work/

SemRush Manual (n.d). Retrieved fromhttps://www.semrush.com/kb/manual/

6 Facebook Metrics Marketers Should Be Measuring (2013). Retrieved fromhttp://www.socialmediaexaminer.com/facebook-page-metrics/

How to Use Twitter Analytics: 15 Simple-to-Find Stats to Help You Tweet Better (2016). Retrieved fromhttps://blog.bufferapp.com/twitter-analytics

7 Key Metrics to Track the Success of your LinkedIn Sponsored Updates (2015). Retrieved fromhttps://business.linkedin.com/marketing-solutions/blog/7/7-key-metrics-to-track-the-success-of-your-linkedin-sponsored-updates

References

References

Earned Media Metrics: How To Track Your Results (2015). Retrieved fromhttp://heidicohen.com/earned-media-metrics/

How To Use Social Media Analytics To Create The Best Content (2016). Retrieved fromhttp://coschedule.com/blog/social-media-analytics/

The List of the Top 25 Social Media Analytics Tools (2016). Retrieved fromhttp://keyhole.co/blog/list-of-the-top-25-social-media-analytics-tools/

How to Measure Paid, Owned, and Earned Media (2016). Retrieved fromhttps://www.brandwatch.com/2016/06/define-measure-paid-owned-earned-media/

Content Marketing Metrics You Need to Measure (2016). Retrieved fromhttps://www.searchenginejournal.com/measure-success-content-marketing/167988/

9 Ways to Measure Content Marketing Success (2016). Retrieved fromhttp://writtent.com/blog/9-ways-measure-content-marketing-success/

References

ReferencesReferences