Playbook 4

8/20/2019 Playbook 4

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ULTIMATE CONTENT STRATEGIST PLAYBOOK

CONTENTLY1

The Ultimate Content Strategist

Playbook No. 4:

Engaging and Building an Audience

Copyright © 2015 Contently. All rights reserved. contently.com By Joe Lazauskas


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CONTENTLY2

I. Introduction 3

II. The Magical Email Newsletter 6

III. Organic Social Media 11

IV. Paid Content Distribution 16

V. SEO 23

VI. Conclusion 26

Table of Contents

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CONTENTLY3

Four years ago, I ound mysel on a plane o

Zurich, drunk on Air France wine and oblivious o he

ac ha I was abou o learn a very hard lesson

in conen markeing.

I was 23 and excied or he mos badass projec

o my young career. I was par o a small bu alened

eam o young wriers and documenary filmmakers

asked wih creaing a real-ime documenary

abou five young enrepreneurs fighing or social good

a a young leadership conerence. From inerviews

we’d conduced over he previous ew weeks we knew

hey had plans o rally heir peers and he powerul

world leaders in atendance. The plan was or our eam

o capure i all as i unolded, posing updaes across

social and on a slick sie we’d buil in jus 20 days.

Things wen beter han we could have ever imagined.

Our five young proagoniss, all aged 17 o 21, were

ineciously charismaic; he group’s leader in paricular,

Sizwe, had he power o make us swoon.

Sizwe quickly became known as he Souh Arican

Barack Obama or his uncanny resemblance o

he presiden and powerul oraory skills. He wased

no ime making big speeches and rallying he oher

atendees o spark a global movemen. We capured i

all via video, blog poss, and wees, polishing

each piece o conen and pushing i ou as quickly

as possible. Though our salaries and expenses

were being paid by he corporae conglomerae bank-

rolling he conerence, we el like we were working

or Sizwe’s movemen. Beter ye, we el like we were

making somehing worh reading and waching. By

he end o he weekend, we were on a serious work

high: There were concree plans or a global movemen,

and a number o powerul leaders had rallied around

our young sars.


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CONTENTLY4

The projec el like a huge success. There was exci-

ed alk o keeping he documenary going or years o

come, and I was pumped a he prospec o helping

lead he ediorial operaions o a mini-revoluion. Bu

wihin a week, he whole hing was deemed a colossal

ailure and shu down. You see, while we had creaed

a on o grea conen, no

one had acually seen i.

I was a deadly misake.

We’d ailed o build any sor

o real conen disribuion

or audience-building

sraegy, and i cos us a

huge opporuniy.

I was a hard-learned lesson—one ha a lo o brands

and publishers have learned over he pas ew years.

I you build i, hey probably won’ jus magically come.

Insead, you need o work your ass off o ge hem

here and keep hem coming back.

Edelman Chie Conen Sraegis Seve Rubel goes as

ar o sugges ha brands should hink abou conen

disribuion firs, and everyhing else laer.

“Brands need o pu disribuion hinking ahead o con-

en developmen, which sounds compleely backward.

The hisory o he conen indusry is

make somehing grea—and ha bar’s go-

ing up by he way—and hen hink abou

how you disribue ha grea hing,” he

said. “Wha BuzzFeed and ohers have

augh us is ha you need o hink abou

all o he differen pahways ha people

ake o find grea hings. You need o

ideniy wha hose brands do, and wha hose conen

creaors do, o ge heir conen ou here. I should no

impede your creaiviy, bu i should inorm i.”

I was a deadly misake. We’d

failed o build any sor of real

conen disribuion or

audience-building sraegy, and

i cos us a huge opporuniy.


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CONTENTLY5

In our Ulimae Conen Sraegis Playbook series so ar, we’ve

covered—sep-by-sep—how o evangelize a conen program, creae

a killer conen sraegy by ideniying an underserved audience,

and saff and launch your conen program so ha you can publish

high-qualiy conen quickly and efficienly. Bu he mos imporan

work—geting people o read, and keep reading, your conen—has

jus begun.

Here, in our ourh Ulimae Conen Sraegis Playbook, we’ll dive

ino a deailed overview o how o build an audience or your brand

publicaion. You’ll find insighs rom some o he mos successul

brand publishers on Earh, as well as rom our own experience growing

our audience enold o over 200,000 readers in he pas year.

ALON G T HE WAY, WE ’LL COV ER FOU R M AJOR TACTI CS:

1. Email newsleters

2. Organic social media

3. Paid conen disribuion

4. SEO

Le’s ge sared.

http://contently.com/strategist/2015/03/03/the-ultimate-content-strategist-playbook-evangelizing-content-and-setting-yourself-up-for-success/http://contently.com/strategist/2015/03/10/the-ultimate-content-strategist-playbook-no-2-strategy-and-roadmap/http://contently.com/strategist/2015/03/26/the-ultimate-content-strategist-playbook-no-3-staffing-and-launching-your-content-marketing-program/http://contently.com/strategist/2015/03/26/the-ultimate-content-strategist-playbook-no-3-staffing-and-launching-your-content-marketing-program/http://contently.com/strategist/2015/03/10/the-ultimate-content-strategist-playbook-no-2-strategy-and-roadmap/http://contently.com/strategist/2015/03/03/the-ultimate-content-strategist-playbook-evangelizing-content-and-setting-yourself-up-for-success/


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CONTENTLY6

2. The Magical Email Newsletter

The biggest weapon in brand publishers’ arsenal has

been around since Bill Clinton got his first Hotmailaccount: the email newsletter. It’s given birth to many a

new media empire, and it remains the most effective

audience-building tool that you have as a publisher,

allowing you to drive loyal readers back to your site day

after day.


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CONTENTLY7

Tomas Kellner has buil GE Repors ino one o

he hotes ech publicaions around, wih over hal a

million monhly readers. And hough his conen

regularly goes viral on Reddi and Tumblr, he really

perks up when he alks abou email.

“We love email,” Kellner gushed. “I may sound old-

school, bu email subscripion is really a hard-

wired link o your audience. For us, email subscribers

are an exremely valuable audience ha we wan.

Every day 15,000 people ge he blas rom GE Repors

ha a new sory is ou.”

When Kellner came over o GE Repors rom Forbes,

building GE Repors’ newsleter was his firs mission.

“We sared wih zero subscribers, jus like anyone else,”

he explained. “Wih any brand, really, you sar wih

employees, and hen you build he lis rom here.”

For he pas six years, how many email subscribers

a sory drives has been one o he mos imporan

merics or GE Repors. Talk o mos successul

publishers and you’ll hear a similar senimen.

“Email is huge,” said Neil Pael, a serial enrepreneur

who’s buil audiences o over 100,000 monhly visiors

or hree separae blogs: KISSmerics, Quick Sprou,

and Crazy Egg. “In erms o disribuion, i’s he bigges

hing you can do.”

Pael’s blogs are filled wih real esae devoed o

collecing email addresses; usually, he’s offering

somehing in reurn, like ree access o his “Advanced

Guide o SEO.” I pays off. For one o Pael’s blogs,

email accouns or 28 percen o all raffic—and his

doesn’ even ake ino accoun he second wave

o raffic as hose readers who came rom email share

his poss wih heir ollowers on Facebook, Twiter,

and LinkedIn.


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CONTENTLY8

This wave o readership is an incredible phenomenon, and i’s one ha

we experience every day a The Conen Sraegis. Our daily email

newsleter drives housands o readers o our sie every day. Simply pu,

he email newsleter is he old-school engine ha could.

Simply pu, he email newsleter is he old-school

engine ha could.


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Here’s a quick look a he effec an email newsleter has on driving readers o your publicaion:

EMAIL NEWSLETTER

BLOG TRAFFIC!

THEY’RE LOVING IT

EVEN. MORE. BLOG.

TRAFFIC. GUYS.

OMG EVEN MORE

BLOG TRAFFIC!

THEY LOVE IT TOO!

TWITTER SHARES

EVEN MORE

TWITTER SHARES

EVEN MORE

FACEBOOK SHARES

NEW EMAIL

SUBSCRIBERS

EVEN MORE

LINKEDIN SHARES

FAC EB OOK SH AR ES L IN KE DI N SH AR ES


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CONTENTLY10

This may seem incredibly obvious, bu a lo o brand publishers

ail o develop a dedicaed newsleter or heir conen. I’s one o he

mos common misakes new brand publishers make.

In ruh, he echnology sack needed o make his all work is ridic-

ulously simple; i’s more PB&J han Ialian sub. A Conenly, we use

MailChimp o build and send our newsleters, and Sumo.me’s Lis

Builder and Scroll Box ools o inelligenly collec email addresses.

Boh MailChimp and Sumo.me come wih well-designed emplaes ha

are easy o se up—no coding required. Pael uses Maropos or boh.

There are a lo o effecive echnologies ou here or building your email

newsleter, each wih is own advanages and disadvanages.

The imporan hing is ha you pick one and sar building your lis.

An email newsleter is he oundaion o your audience-building effors.Wihou i, all he oher audience-building echniques we’re going o

discuss don’ work nearly as well.


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CONTENTLY11

3. Organic Social Media

Last year, Adobe Marketing Cloud released a hilarious

commercial that poignantly captures the way a lot of

marketers do social. Two dorky marketers are in an

elevator with a couple of hipsters. “Yo bro, you on Woo

Woo?” one of the hipsters asks.


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CONTENTLY12

“Are you kidding me, bro? Everyone’s on Woo Woo.”

The wo markeers go ino a panic, and sorm ino heir

office barking a heir eam o go all-in on Woo Woo.

“I wan sponsored Woos! I wan argeed Woos! We

wan o be all up in your Woo Woo eed!” one orders.

“We need an ehnically ambiguous Woo Woo masco!”

he oher declares.

Meanwhile, he hipsers are back in he elevaor.

Are hey sill on Woo Woo? “Nah man, my mom’s on

Woo Woo.”


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CONTENTLY13

Anyone who’s goten caugh up in he sorm o

exciemen over flash-in-he-pan social neworks like

Meerka and Ello know ha his is all oo rue. I’s

all oo easy o ge caugh up in whaever new plaorm

is inspiring 1,000 TechCrunch hink pieces on any given

week. I’s also easy or brands o ge caugh up in social

media in general and

lose sigh o he goal

a hand—in his case,

driving readers o

he publicaion you

jus creaed.

The simple ruh is ha

brands ofen inves a

on o ime and money

ino social media wih unrealisic expecaions o wha

resuls hose effors will deliver. They’ll assemble gian

social media eams and pump big money ino buying

Facebook ans and Twiter ollowers. They’re assuming

ha i i you have 100,000 Facebook ans and anoher

100,000 Twiter ollowers, geting 100,000 readers o

your blog should be a piece o cake, righ? Wrong.

Lae las year, Forreser released a ascinaing repor,

“Social Relaionship Sraegies Tha Work,” which

showed ha brands were

reaching only a small

percenage o heir Facebook

and Twiter ollowing: less

han 2 percen o ollowers saw

an average pos, and less han

0.1 percen ineraced wih is

conen. While a newsleter

sen o 100,000 subscribers can

easily resul in 10,000 readers

wihin a ew hours, a Facebook or Twiter updae sen

o he same ollowing is likely o produce less han 70.

While a newsleter sen o 100,000

subscribers can easily resul in10,000 readers wihin a few hours, a

Facebook or Twiter updae sen o

he same following is likely o produce

less han 70.

http://blogs.forrester.com/nate_elliott/14-11-17-facebook_has_finally_killed_organic_reach_what_should_marketers_do_nexthttp://blogs.forrester.com/nate_elliott/14-11-17-facebook_has_finally_killed_organic_reach_what_should_marketers_do_next


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CONTENTLY14

Bu paradoxically, social media is an incredibly

powerul orce on he web, driving over 30 percen oall raffic o conen sies. As Shareaholic noed in

is end-o-year analysis o over 300,000 websies

ha reach over 400 million people, Facebook is paricu-

larly dominan, driving nearly 25 percen o all raffic

on he Inerne. Tha’s insane.

This presens a paradox or brand

publishers: Barely anyone sees updaes

rom brand accouns, ye social media

is an incredibly imporan source o raffic

or publishers o all kinds. So how can

brand publishers inves in social media in

a way ha helps heir brand publishing

effors?

I’s prety simple. The secre is ha he majoriy o

your social media raffic will come when oherpeople—such as your email subscribers or influencers

you inerview—share your conen, no when you

share your own conen. Your number one social media

prioriy should be creaing conen ha people can’

help bu share.


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CONTENTLY15

A Conenly, or insance, 37.6 percen o our readers his year have

come o our conen direcly rom social media. Tha’s no because wepos incredibly viral social updaes—i’s because we inves our ime

and resources in creaing compelling conen ha’s shared over

600 imes on average. Tha doesn’ mean you should abandon your

own social updaes. Wihou a doub, you should be acive on he

plaorms where your readers are sharing and alking abou your con-

en. For us—as or mos markeing pubs—ha’s Facebook, Twiter,

and LinkedIn. For your brand, i migh be a differen combinaion o

social neworks. Jus don’ le hose effors ge in he way o creaing

conen ha people wan o share.

The secre is ha he majoriy of your social

media raffic will come when oher people—

such as your email subscribers or influencers

you inerview—share your conen, no whenyou share your own conen.


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CONTENTLY16

4. Paid Content Distribution

It’s time for the obvious question: What do you do whenyou’re investing money in creating great content, but

your email list is still small and your social channels are

only driving a small amount of readers?

The answer: You invest in paid content distribution.


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CONTENTLY17

For brand publishers spending $400 on an aricle, spending an exra

$50 o ensure ha wice as many people see ha aricle jus makessense. And righ now, here are a plehora o companies popping up o

help brands acquire an audience cheaply and effecively.

In ruh, every publisher is always hungry o grow heir audience.

I know we are a Conenly. We have 200,000 monhly readers oday,

bu we wan a million. And ha means

we have o go o where hose poenial

readers hang ou online.

“Ulimaely you’ve go o reach people

in he venues where hey’re choosing

o spend ime,” said renowned conen

markeing exper Jay Baer. “I everybody’s spending ime on Facebook,

you have o reach hem here. The key is, whaever you’re doing on

Facebook, use ha o ge hem over o your own world, o ge hem o

subscribe o your email or somehing else ha’s a litle bi more reliable

in erms o your messaging.”

A Conenly, ha’s exacly he approach we ake.

For brand publishers spending $400

on an aricle, spending an exra $50

o ensure ha wice as many people

see ha aricle jus makes sense.


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CONTENTLY18

We have 15,000 ans on Facebook, bu our organic

reach sucks due o Facebook’s penalizaion o compa-nies. We’re lucky i our Facebook poss reach 500

people organically and generaes a ew dozen clicks.

However, as I deailed in a recen pos and will plagia-

rize here, we’ve figured ou how o use Facebook in

a powerul way ha’s made i a hugely valuable pla-

orm or our conen eam.

We es ou mos o he sories we pos on Facebook

wih an unpublished Facebook dark pos. Basically,

we pay $5 o $10 o deliver each sory o a arge audi-

ence o markeers and see how i perorms. And i

i perorms really well—like our recen inerview wih

Seh Godin—we pu more money behind i. (We have

a relaively small budge or his kind o hing, so we

spend i careully.)

The CPC or hese poss ypically ranges rom $0.15

o $0.20, which acually undersells heir cos effecive-ness, since he numbers doesn’ accoun or he organic

reach and clicks ha occur when readers share your

sponsored Facebook pos. Our Facebook sponsored

pos or our Seh Godin inerview, or insance, was

shared 449 imes, which resuled in 800 addiional

clicks and an organic reach o over 18,000.

Bu we’re no jus buying clicks; we’re also invesing

in our long-erm audience. The new readers we’re

driving o he sie sick around, spending nearly hree

minues engaging wih our sories on average—and

per Charbea’s daa, readers who spend hree engaged

minues wih a sory are more han 50 percen likely

o reurn wihin a week. Addiionally, we ry o make

sure hese readers reurn by promping hem o sign up

or our daily newsleter, and nearly 5 percen do.

Crucially, hese new subscribers end o be more

engaged han our lis as a whole.

http://contently.com/strategist/2015/03/04/yes-facebooks-organic-reach-is-terrible-but-youre-crazy-if-you-delete-your-page/http://www.ducttapemarketing.com/blog/2014/08/26/facebook-dark-posts/http://contently.com/strategist/2015/02/06/you-need-editors-not-brand-managers-marketing-legend-seth-godin-on-the-future-of-branded-content/http://contently.com/strategist/2015/02/06/you-need-editors-not-brand-managers-marketing-legend-seth-godin-on-the-future-of-branded-content/http://contently.com/strategist/2015/02/06/you-need-editors-not-brand-managers-marketing-legend-seth-godin-on-the-future-of-branded-content/http://contently.com/strategist/2015/02/06/you-need-editors-not-brand-managers-marketing-legend-seth-godin-on-the-future-of-branded-content/http://contently.com/strategist/2015/02/06/you-need-editors-not-brand-managers-marketing-legend-seth-godin-on-the-future-of-branded-content/http://www.ducttapemarketing.com/blog/2014/08/26/facebook-dark-posts/http://contently.com/strategist/2015/03/04/yes-facebooks-organic-reach-is-terrible-but-youre-crazy-if-you-delete-your-page/


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Here’s wha he whole hing looks like:

FACEBOOK

SPONSORED POST

ORGANIC

REACH

CONTENTLY

NEWSLETTER

CONTENTLY

PRODUCT PAGES

ADD ITI ONA L

SHARES ON TWITTER,

LINKEDIN, ETC.


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CONTENTLY20

So hrough Facebook ads, we're geting engaged readers who are likely

o reurn. We're geting email subscribers who will probably comeback. We're bringing ons o new people o our sie who migh op o

find ou more abou Conenly's services. In ha ligh, he $0.15 CPC

invesmen sars o look like a seal. And we haven' even considered

he ac ha hose new readers end o share our sories like crazy

on Twiter and LinkedIn, who will in urn drive even more readers and

email subscribers o our sie.

Bu Facebook sponsored poss aren' he bes venue or everyone. Many

Conenly cliens use Oubrain's disribuion services hrough Conenly,

and ypically see a CPC under $0.25. Twiter—while significanly

more expensive per click han Facebook or Oubrain in our experience—

may provide superior resuls or some in he media, markeing, and

ech indusries. And while LinkedIn has CPCs approaching $4, he abiliy

o arge based on job ile and company makes i an invaluable

plaorm or hose looking o arge a small bu significan audience.


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No mater wha plaorm(s) you use or paid conen disribuion, you can supercharge your audience

growh i you use hem correcly:

PAID CONTENT

DISTRIBUTION

READS

AWES OME CON TEN T

ON OWNED SITE

EVEN MORE

TCS TRAFFIC &

NEW READERS

SIGNS UP

FOR NEWSLETTER

SHARES ON

SOCIAL NETWORKS


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CONTENTLY22

As always, i’s worh keeping in mind ha his only works i your conen

is so good ha people wan o subscribe o your newsleter and share iwih heir nework. Bu i i is, he effecs can be magical.

For sep-by-sep insrucions and ricks on how o be incredibly effecive

on each plaorm, check ou our recen e-book, “Paid Conen Disribu-

ion 101: The Beginner’s Guide o Geting More Eyeballs on Your Sories .”

http://contently.com/strategist/2015/03/31/the-beginners-guide-to-paid-content-distribution/http://contently.com/strategist/2015/03/31/the-beginners-guide-to-paid-content-distribution/http://contently.com/strategist/2015/03/31/the-beginners-guide-to-paid-content-distribution/http://contently.com/strategist/2015/03/31/the-beginners-guide-to-paid-content-distribution/http://contently.com/strategist/2015/03/31/the-beginners-guide-to-paid-content-distribution/


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CONTENTLY23

5. SEO

Despite all the trend reports declaring search dead

in the age of social, that’s far from the case. According toShareaholic’s last search traffic report, search still

drives about a third of all traffic to publishers’ sites (a bit

more than social, although it’s likely social has caught

up by now). No matter how you cut it, search remains an

important part of any successful content strategy —a channel that, like social, will drive readers and new

email subscribers.

https://blog.shareaholic.com/search-visit-value-06-2014/https://blog.shareaholic.com/search-visit-value-06-2014/


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CONTENTLY24

I you haven’ rehough SEO his decade, well, i’s

probably ime o dich any preconcepions. A lo

o people sill hink ha good SEO means aggressive

keyword suffing, bu ha’s been compleely unrue

since he release o Google’s Panda algorihm in 2011.

Insead, SEO in 2015 is abou one big hing: qualiy.

“I hink here’s sill a lo o [misguided] belie around

quaniy over qualiy,” said Rand Fishkin, co-ounder o

Moz. “The vas, vas majoriy o links and shares and

amplificaion signals o

all kinds are going o only

he op 5 or 10 percen o

conen ha ges pu ou. There’s no a whole lo o val-

ue in wriing a decen blog pos anymore. [There’s no a

lo o value] unless you can be prety exraordinary.”

The good news is ha i you’ve ollowed he seps

laid ou in our firs hree playbooks and developed

a sraegy o creae original, high-qualiy conen

in a high-ineres area relevan o your brand ha’s

currenly being underserved, you have a very good

sho a being in ha op 5 o 10 percen o conen

ha’s ou here.

“Insead o ocusing on keywords, ocus on conen,”

Ambar Shrivasava, a veeran developer who is now VP

o produc managemen

or Tuor.com and he

Princeton Review, old The

Conenly Sraegis. “Really ry o map ou conen o

your arge audience. You wan o hink abou

your audience and wha’s imporan o hem insead

o creaing pages buil or keywords.”

SEO in 2015 is abou one big hing: qualiy.

http://contently.com/strategist/2015/02/24/seo-isnt-dead-its-just-different/http://contently.com/strategist/2015/02/24/seo-isnt-dead-its-just-different/http://contently.com/strategist/2015/02/24/seo-isnt-dead-its-just-different/http://contently.com/strategist/2015/02/24/seo-isnt-dead-its-just-different/http://contently.com/strategist/2015/02/24/seo-isnt-dead-its-just-different/http://contently.com/strategist/2015/02/24/seo-isnt-dead-its-just-different/


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CONTENTLY25

Essenially, i you’re creaing conen ha’s unique, generaing

value or he reader, and earning links rom people who find i ascina-

ing, you’re in grea shape. “SEO is a process—he way hings earn

atenion, how hey are amplified, who amplifies hem, how hey earn

links, wheher hey’re argeed a hings ha people acually search

or,” Fishkin explained. “Wheher hey solve hose search queries is

he user experience you provide.”

According o Cyrus Shepard, Moz’s direcor o conen and SEO, Google

is beginning o esimae ime on sie, which means ha sories ha

capure a user’s atenion or longer will ge a boos in Google’s rankings.

Google is also opimizing or sies ha load quickly and are opimized

or mobile. Like wih everyhing else we’ve discussed, SEO comes down

o puting your audience firs and elling grea sories.

“Saring wih audience firs and finding where i resonaes” is wha will

work in 2015 and beyond, said Shepard.


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CONTENTLY26

O all he seps you ake as a new publisher, audience-

building is probably he mos challenging—bu i

also migh be he mos un. I’s he poin when you

ruly sar connecing wih people and begin o see

he angible reurns o your conen markeing effors.

Bu i’s also a challenging ime because even wih

he mos aggressive effors, i can ake monhs or even

years beore you sar

o build he audience o

your dreams.

“Wha you have o undersand is ha he companion o

conen markeing,” said Baer, “is elongaing your ime

horizon or success.”

In oher words, building a conen brand akes ime, bu

he rewards are huge.

Conclusion

By his poin in our Ulimae Conen Sraegis

Playbook series, we’ve learned how o evangelize con-

en, build a conen sraegy and roadmap, saff

and launch our publicaions, and build an audience.

Bu one big piece o he puzzle remains: measure-

men. Tracking he success o each acic you use and

opimizing accordingly is crucial. In doing so, you’ll

creae a sysem ha ensures he

coninual improvemen o your

conen markeing effors.

In our nex and final Ulimae Conen Sraegis Play-

book, we’ll cover everyhing you need o know abou

conen measuremen and opimizaion. By he end,

you’ll be sure o one hing: There’s no limi o how big

and powerul your new brand publicaion can grow.

Building a conen brand akes ime,

bu he rewards are huge.


27/27


CONTENTLY27

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Playbook 4

Documents