The document appears to be a presentation on content promotion and distribution strategies that work. It discusses various paid and unpaid channels for promoting content, including media relations, influencer marketing, bylined articles, sponsored content, social media, email, and press releases. It emphasizes the importance of researching audiences and targeting content distribution wisely based on audience interests and behaviors. It also stresses writing logical goals for content campaigns and measuring key metrics like clicks, subscribers, and leads to evaluate performance across different channels.
Instant Digital Issuance: An Overview With Critical First Touch Best Practices
Paid and Unpaid Content Promotion and Distribution Methods that Actually Work from #CMWorld
1. @TwitterHandle • #CMWorld
Paid and Unpaid Content
Promotion and Distribution
That Actually Work
Chad Pollitt
Co-founder, VP of Audience, Relevance
@ChadPollitt
@ChadPollitt • #CMWorld
33. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
32 years old
Lives in New York City
Interested in: bath time
SUGGESTED BID:
$0.01-$0.03
32 years old
Lives in New York City
Interested in: first-time moms
SUGGESTED BID:
$0.38-$0.72
Image credit: Keywee
51. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
Lessons
1. Native social media is not a cost-effective channel to
promote all of your content at scale.
52. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
Lessons
1. Native social media is not a cost-effective channel to
promote all of your content at scale.
2. Programmatic native ad units are.
53. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
Lessons
1. Native social media is not a cost-effective channel to
promote all of your content at scale.
2. Programmatic native ad units are.
3. Use native social media with only your best
performing content.
54. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
Native Do’s
1. Target wisely
2. Write logical and attainable goals
3. Measure what matters
4. Be careful with terminology
56. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
Native Do’s
1. Target wisely
2. Write logical and attainable goals
3. Measure what matters
4. Be careful with terminology
5. Do experiment
57. @TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
nothing
for likes, shares, clicks,
follows, favorites, etc.
Larry Kim, Founder, Wordstream
shared sponsored social
media posts cost
58. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
Native Do’s
1. Target wisely
2. Write logical and attainable goals
3. Measure what matters
4. Be careful with terminology
5. Do experiment
6. Pay attention to creative
63. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
The Rodon
Group
Earned coverage from
virtually every major
media outlet
“Cheaper than China” Ebook
69. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
American
Giant
Very difficult to
get media coverage
for a product, but
Bayard Winthrop
pulled it off
77. @TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld
TAKEAWAYS
① Converging the owned, earned and paid media channels
is the most impactful promotion strategy
@ChadPollitt • #CMWorld
78. @TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld
TAKEAWAYS
① Converging the owned, earned and paid media channels
is the most impactful promotion strategy
② Third parties (managed services technology) provide
more scale for native advertising efforts
@ChadPollitt • #CMWorld
79. @TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld
TAKEAWAYS
① Converging the owned, earned and paid media channels
is the most impactful promotion strategy
② Third parties (managed services technology) provide
more scale for native advertising efforts
③ Research, target wisely, set goals, measure what matters,
watch terminology, experiment, and don’t forget creative
@ChadPollitt • #CMWorld
80. @TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld
TAKEAWAYS
① Converging the owned, earned and paid media channels
is the most impactful promotion strategy
② Third parties (managed services technology) provide
more scale for native advertising efforts
③ Research, target wisely, set goals, measure what matters,
watch terminology, experiment, and don’t forget creative
④ Great content with media/influencer outreach is a recipe
for success
@ChadPollitt • #CMWorld
82. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@ChadPollitt • #CMWorld
Special Offer
Getting the Most Out of
Your Content Marketing
Using Paid Media
bit.ly/native-advertising-manifesto