CIM Digital PR Bootcamp 5th Nov 2015 [Content Marketing]

www.visionb2b.co.uk @visionb2b @renepower

Distributing content for maximum reach & interaction

René PowerFounder, Vision B2B


About Rene & Vision B2B• B2B marketing and training

– 20 year business marketing professional– 5 years client-side in PPE– 15 years in agency

• 7 years in pharmaceuticals• 8 years in B2B

• Well networked and connected• Published, blogger, speaker, trainer• Vice Chair, Manchester CIM


Session objectives• To understand new ways to get

content distributed, found and interacted with

• To create an initial action plan for distributing content after the workshop


Your content mission isn’t…


…but your content mission is…


Does everyone in the room see themselves as a publisher?


Simple view of distribution

Marketing


Want content do they want?• Where are they in their purchase process?

Credit: Gary Magnone

How much of this involves earned/owned content?


What content works when?


Ten ways to enhance the distribution of your content tomorrow


1.Optimise SEO• Ensure keyword

density across meta and on the page– Focus keyword– SEO title– Article heading– Page URL– Meta description


2.Maximise ‘on website’ presence

• Top listing on blog• Feature on home

page – latest content– Home page slider?– Specific call to

action button?– Dedicated landing

page


3. Add to email footers• Include a link to latest content in

your email footers across the business


4.Tell people directly• Email them with an update


5.Maximise Linkedin reach• Post a personal update• Post a company update• Place in relevant

groups as a prompt for discussion

• Re-publish a version to Pulse

• Share with your connections through messaging


6.Post to Facebook


7.Post to Google+


8.Post blog image to Instagram / Pinterest board


9.Post to social bookmarking sites• Add URL to sites like StumbleUpon,

Digg & Reddit


10.Page link to/from blog posts


Trade media

Trade associations

Search engine indexes

Social media

Bloggers

Main-stream press

Website

Top Internet

sites

Discussion portals

Trade shows

Conferences

Distribution/links

Main stream press

Directories

News sites

Apps/viral newsfeed

News sites

Email


Summary• Getting the right eyeballs is key• Some are hard to reach• Some will never visit your site, follow

or like you• Play to your strengths • Use the best channels to reach the

right people


Content distribution breakout• Create your own action plan to

distribute your content

– Who needs to see it/does it help?– Where do they hang out/go for

information?– Who can help you reach a wider

(relevant) audience?

CIM Digital PR Bootcamp 5th Nov 2015 [Content Marketing]

Business