Getting Started With Content

Distribution & Promotion

Greg Shuey - Stryde

About Me

• Husband

• Dad

• Doing This For 10 Years

About Stryde

• Content Marketing Lead Gen Company

• We Believe That There’s A Better Way To Connect Businesses & Consumers

Strong Online Foundations

• Church

• Non-Profit Organization

• Mom & Pop Shop (Storefront)

• Online Ecommerce

• How-To Blog (SAHM)

No Content? Big Problem!!!

• Search Engines Can Tell What You’re About

• You Can’t Tell Your Story

• You Can’t Spread Your Message

• You Can’t Engage Prospects

• You Can’t Get Them To Take Action

Your Content Is…

• Down Right Amazing

• Tells Your Story

• Engaging

• Insightful

• Helpful

We Need To Put “The Marketing” Into

Content Marketing

Content Distribution & Promotion

Content Distribution

• Who?

– Sales Reps

– Service Reps

– Strategic Partners

– Associations

– Other Divisions

Content Promotion

• What? (What Channels)– Search Engines (Organic &

Paid)

– Social Media (Organic & Paid)

– Content Recommendations

– Email

– Strategic Outreach

– Guest Blogging

Organic Search Engine Optimization

• Keyword Research

• Content Optimization

– Title Tags

– Meta Descriptions

– Heading Tags

– Body Content

Organic Social Media

Organic Social Media

Twitter

Organic Social Media

Facebook

Organic Social Media

LinkedIn

Paid Social Media

• Facebook Sponsored Posts

• Sponsored Tweets

• LinkedIn Sponsored Updates

• YouTube Video Ads

Paid Social Media

• StumbleUpon Paid Discovery

• Reddit Ads

• Promoted Pins (one day…)

• + Post Ads (hopefully one day…)

Content Recommendations

• Outbrain

• Zemanta

• Taboola

• Flipboard

• Keywee

• AdBlade

The Process

Why Are You Creating & Promoting The Content

Audiences/Devices/Platforms

Create Ad Copy/Imagery

Split Test, Split Test, Split Test

Know Your Why

• Optimize For The Why

– Drive Leads

– Build An Audience

– Build A Remarketing List

– Get Media Coverage

– Get Blogger Coverage

Define Audience

• Who Do You Want/Need To Target?

– Decision Makers & Influencers

• Basic Buyer Personas Aren’t Enough!

– Psychographic Information• Values, Opinions, Attitudes, Interests, & Lifestyles

– Where Do They Spend Time Online?

Define Audience/Understand Platform

No, seriously….

Watch Out For Mobile

Create Ad Copy & Imagery

• Compelling Headlines

• Eye Catching Images

Split Test Your Guts Out

• Ad Copy– Offers

– Urgency

– Social Proof

• Audiences– Interests

– Gender

– Age Range

• Imagery– Colors

– Text

– People/Animals

Greg Shuey

gshuey@stryde.com