Two Founders Share How Startups Can Reach a Massive Audience

#promotingyourstartup

What you’re going to learn

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How to create content that gets press coverage and thousands of shares

How to combine PPC & SEO to create a total search solution that fits into your content strategy

Why your promotion strategy is part of, not an afterthought to, content creation

@robertjmoore

How to Reach a Massive Audience

(Even Though No One Knows Who You Are)

#promotingyourstartup

Content marketing is any marketing that involves the creation and sharing of media and publishing content in order to acquire and retain customers.

Content marketing is...

@larrykim

#promotingyourstartup

Why it works

Reciprocity index

r =

value you delivervalue you receive

This matters for customers, prospects, and strangers@robertjmoore

#promotingyourstartup

How to reach an audience

owned

earned paid

List

PPC

PR

SocialSEO

@larrykim

PR & Social

#promotingyourstartup

Your competition

@larrykim

#promotingyourstartup

How to win?

@larrykim

#promotingyourstartup

Leverage a trending topic

@robertjmoore

#promotingyourstartup@robertjmoore

#promotingyourstartup

Become part of a bigger story

@larrykim

#promotingyourstartup

10k+ press

mentions

10M+

pageviews

@larrykim

#promotingyourstartup

“Oops, I Ruined the Facebook

IPO!”

@larrykim

#promotingyourstartup

Grab the unexpected opportunities

@robertjmoore

#promotingyourstartup

✓ 30k+ pageviews on day one✓ Top of Hacker News✓ Column in the New York

Times✓ Multiple speaking engagements✓ Tons of positive brand vibes

@robertjmoore

#promotingyourstartup

Leverage a trending topic

Become part of a bigger story

Grab the unexpected opportunities

Recap

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2

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@robertjmoore

The #1 Mistake People Make When Writing “Big

Win” Content

#promotingyourstartup

The #1 mistake people make when writing “big win” content is failing to think promotion

first.@larrykim

#promotingyourstartup

Press Vendors Influencers

@larrykim

#promotingyourstartup

Two rules for “big win” content

1. If you can’t figure out ahead of time who will promote your content and why, don’t bother.

2. Content marketing success is largely determined in the planning phase, before writing a single word.

@robertjmoore

PPC

Hunting Ad Unicorns?!

#promotingyourstartup

1.Always focus on quality score

@larrykim

#promotingyourstartup

1.Always focus on quality score

@larrykim

#promotingyourstartup

Donkey’s Vs. Unicorn ads

@larrykim

Distribution Point Vs. Expected CTR Comments

Bottom 50% Below Expected CTR Donkeys

Top 15% 2x OK

Top 5% 3x Better

Top 1% 6x Unicorns

Most Ads Suck (+90%)

#promotingyourstartup

2. Tap into your customer’s emotions

@larrykim

#promotingyourstartup

2. Tap into your customer’s emotions

@larrykim

Example:

#promotingyourstartup

Example: use ad customizers!

@larrykim

Consider doing “Perpetual Sales”- Appeal to those who don’t want to be left out (FOMO)

#promotingyourstartup

3. Publish & promote high quality content

@larrykim

#promotingyourstartup

4. Promote to influencers

@larrykim

#promotingyourstartup

. . . Initial traction

@larrykim

#promotingyourstartup

. . . the results

@larrykim

#promotingyourstartup

5. Just say NO to promoting junk updates

@larrykim

#promotingyourstartup

6. Remember who your audience is

@larrykim

#promotingyourstartup

6. Remember who your audience is

@larrykim

Keywords Targeting: Google vs. Twitter

Google AdWords Twitter

Infant clothes boy Julian’s first birthday

Content Marketing Position Freelance SEO writer needed

Small Business Loan I’m starting my first business

Grow My Business #frustrated we need Bar Rescue

Mobile landing page tools #mobilegeddon

Social Keywords: Higher Funnel, Informational, Conversational, Hashtags

#promotingyourstartup

Using PPC for PR

1. Always Focus on Quality Score - Look for

Unicorns

2. Tap Into Your Customer’s Emotions

3. Publish High Quality Content

4. Promote to Influencers

5. Say NO to Promoting Junk Updates

6. Remember Who Your Audience Is

@larrykim

SEO

#promotingyourstartup

Focus on the long tailS

earc

h

Freq

uen

cy

Keywords

THE LONG TAIL

@robertjmoore

#promotingyourstartup

Find the opportunity

@robertjmoore

#promotingyourstartup

$65.61

per click

“BUSINESS INTELLIGENCE”

@robertjmoore

#promotingyourstartup

Focus on intent

@robertjmoore

#promotingyourstartup

Create good content

@robertjmoore

#promotingyourstartup

Create amazing content

@robertjmoore

#promotingyourstartup

Results

$11.05

per click

“CHURN RATE”

@robertjmoore

#promotingyourstartup

60,000 views per year0.1% view-to-SQL60 SQLs

19.8% SQL-to-paid11 paying clients

$12k ARR ACV$132k of new ARR/year

15x ARR Multiple (w00t!)$2MM of Equity Value

Cost: One Day@robertjmoore

#promotingyourstartup

Find your content unicorns

● 50% of traffic● 70% of shares● 80% of links

@larrykim

#promotingyourstartup

Find the opportunity

@larrykim

#promotingyourstartup

Create amazing content

@larrykim

#promotingyourstartup

Results

@larrykim

Measuring Success

#promotingyourstartup

Are we building a more effective PR machine?

@robertjmoore

#promotingyourstartup

Are we steadily growing our owned audience?

@robertjmoore

#promotingyourstartup

Are we steadily growing our owned audience?

@robertjmoore

#promotingyourstartup

Making this work for your startup

1. Hit the gas with PRable

content

2. Boost performance with paid

3. Maintain momentum with

SEO

@robertjmoore

Thank you for joining us!