Content Marketing From Content to Marketing
Content Marketing - Distribution and Measurement
Jul 25, 2015
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Content Marketing
From Content to Marketing
Jean-Christophe Lavocat
@jice_lavocat
+jice_lavocat
PhD Nanophotonics
2009
Agence Graphemeride
2010
Elokenz
2014
Startup Ecosystem in Toulon
Business Network
HighTech/Digital Companies
Startup Nursery by the Sea ;-) Innovation driver
Angels
Startup Incubator
Business Coordination
Lots of serious business events
(Var Up, Var Ecobiz, ...)
Outstanding landscapes
Startup events – By startup for Startups
(Startup Weekends – Hackaton - Apero)
Startup Ecosystem in Toulon
Table of Content
Production VS Distribution
Distribution Channels
Measurement
Conversion Funnel
Why Your Content Fails ?
Why Your Content Fails ?
« The strategy for success is more distribution that
creation. » Mitch Joel (Twist Image)
Table of Content
Production VS Distribution
Distribution Channels
Measurement
Distribution Strategies
Owned channels
Remote channels
Outreach
Distribution Strategies
Owned channels
Remote channels
Outreach
Owned Channels
RSS Feed
Visible on your website
Signatures
RSS Feed Directories
Example
RSS Feed
Owned Channels
Newsletter
Frequency :
Don't send an email for every new content piece
Send a weekly/monthly recap + Additional informations
Reminder at the end of your blogposts
Contests & Landing Pages
Owned Channels
Newsletter
The ultimate tool !
Example
Newsletter
Send with dedicated software : Mailchimp, Mailjet, Simplemail,
Aweber, Sarbacane, ...
A/B testing (subscription form + landing page) : Unbounce,
Optimizely, VWO, Google Analytics
Fire
« Content is Fire and Social Media is Gasoline »
Jay Baer (Convince and Convert)
Owned Channels
Social Accounts
Required : Twitter, Facebook, Google+
Optional :
B2B (Linkedin), B2C (Pinterest, Instagram)
Niche social networks
Polish your description and media assets
Visible on your website
Example
Social Accounts
Example
Social Accounts
Example
Social Accounts
Owned Channels
Social Accounts – Grow your followers
Call to Action on your blogposts
Email / Forum signatures
Contests
Interactions : curation, publication,
comments, answers ...
Example
Social Accounts
Example
Social Accounts
Example
Distribute manually to get use to different networks
Once the traction comes : pick up 3 social networks
where you feel at home and continue posting
Automate other networks : IFTTT, SociallyMap, Dlvr.it,
Zapier, ...
Social Accounts
Example
To grow your audience
Curate on your topic (Google Alerts, Reador, Scoop.it, Paper.li …)
Social Accounts
Example
Social Media Curation – Post Frequency
Example
To grow your audience
Curate on your topic (Google Alerts, Reador, Scoop.it, Paper.li …)
Post with Buffer/Hootsuite
Social Accounts
Example
Share your articles with more care and with repetitions
Distribution Strategies
Owned channels
Remote channels
Outreach
Remote Channels
Communities
Google+ / Facebook / LinkedIn / Viadeo Groups
Forums : build reputation before sharing own links
Reddit-like : requires good karma
Comments
Example
Communities
Distribution Strategies
Owned channels
Remote channels
Outreach
Outreach
Person to Person
Active interaction about (unsolicited) pieces of information
« raising the awareness of existing services »
Build relationships
Goals
Increase Brand Awareness
Strenghten bonds with clients
Get recommended by your peers/clients
Get viral
Outreach
Person to Person
Active interaction about (unsolicited) pieces of information
« raising the awareness of existing services »
Build relationships
In Practice
The right person at the right time
Behave politely
Don't ask too much
Share relevant information
Reward people you interact with
Example
Person to Person
Minimalist Outreach
React to mentions
Thank people
Ask opinion/feedback
Follow/RT/Fav/Like/Share/+1 if necessary
The idea is to keep the discussion active for
the longest possible time
Table of Content
Production VS Distribution
Distribution Channels
Measurement
Measurement
Measurement
Web Analytics
Dashboards
Measurement
Follow your impact
Standard analytics : Google Analytics, Clicky.com, Piwik, OWA
Social Mentions : Elokenz, Twitter Analytics
Analyze topic
Analyze authors
Analyze content types
Related Documents
