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Content promotion to win and retain audiences by @staceycav at #learninbound
The document appears to be a series of tweets by Stacey MacNaught discussing content promotion strategies. Some of the key points discussed include tiering targets for content promotion, getting commitments from influencers before production, using on-page SEO techniques like optimizing titles, retargeting audiences, and focusing on retention through repeated interactions to turn casual viewers into loyal fans. The overall message seems to be about treating content like a product and investing as much or more in promotion as in production.
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Content promotion to win and retain audiences by @staceycav at #learninbound
- 1. @staceycav Content Promotion To Win andRetain Audiences Stacey MacNaught Tecmark
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- 3. #learninbound @staceycav Google? Don’t theymake t-shirts?
- 4. #learninbound @staceycav What myfriends think I do…
- 5. #learninbound @staceycav What myclients think I do…
- 6. #learninbound @staceycav What myNan thinks I do…
- 7. #learninbound @staceycav What myNan thinks I do…
- 8. #learninbound @staceycav What Ithink I do…
- 9. #learninbound @staceycav What Ireally do…
- 10. #learninbound @staceycav It’s hardbloody work.
- 11. #learninbound @staceycav And no,I don’t get paid to “piss around on Twitter all day.”
- 12. #learninbound @staceycav Well, notevery day.
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- 14. #learninbound @staceycav There’s toomuch content that gets no traction
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- 24. #learninbound @staceycav And I’velaunched some f***ing awful content too
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- 27. #learninbound @staceycav Wtf iswith the dinosaur?!
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- 32. Fast forward 4years… #learninbound @staceycav
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- 47. £££ Direct andAssisted Bookings #learninbound @staceycav
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- 51. #learninbound @staceycav What Ireally do…
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- 54. #learninbound @staceycav Treat yourcontent like your products or services
- 55. #learninbound @staceycav Invest atleast as much into promotion as production
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- 58. #learninbound @staceycav It startsbefore your content goes into production
- 59. #learninbound @staceycav What arethe goals?
- 60. #learninbound @staceycav What arethe goals? How will you measure them?
- 61. #learninbound @staceycav What arethe goals? How will you measure them? Who are you promoting to?
- 62. #learninbound @staceycav What arethe goals? How will you measure them? Who are you promoting to? What makes you think they’ll give a crap?
- 63. #learninbound @staceycav Format foryour Audience
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- 65. #learninbound @staceycav Tier YourTargets 1.Major Influencers 2. Mid Weight Influencers 3. Smaller publications/Influencers
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- 67. #learninbound @staceycav Get inTouch with Tier 1 Before Production
- 68. #learninbound @staceycav Get aprovisional agreement to the concept
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- 71. #learninbound @staceycav I sawyou wrote about people with their faces in their phones in the pub! If I had data suggesting people spend 3 hours of the day on their phone, would it be of interest?
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- 73. #learninbound @staceycav Great. Whilewe’re conducting our research, are there any other questions you think we should be asking? Is there any data we could acquire that would specifically help you?
- 74. #learninbound @staceycav When it’sready, go to tier 1 first Individual contact. Phone/Email/Social 2. Mid Weight Influencers 3. Smaller publications/Influencers
- 75. #learninbound @staceycav Only then,tier 2 Individual contact. Phone/Email/Social Individual contact. Phone/Email/Social 3. Smaller publications/Influencers
- 76. #learninbound @staceycav And finallytier 3. Individual contact. Phone/Email/Social Individual contact. Phone/Email/Social A small degree of “templating”. Mailchimp.
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- 78. #learninbound @staceycav Paid PressRelease Distribution
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- 85. #learninbound @staceycav Be sureabout your content before you spend a thing.
- 86. #learninbound @staceycav You canbuy the click but you can’t buy the action or someone’s positive sentiment.
- 87. #learninbound @staceycav Good OldOn Page SEO
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- 90. #learninbound @staceycav Initial title:“Destination Inspiration Quiz”
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- 92. #learninbound @staceycav Where shouldI go on holiday?
- 93. #learninbound @staceycav And thenthere’s all the variants
- 94. #learninbound @staceycav An assetwith relevant organic presence has longevity
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- 96. #learninbound @staceycav Soft callsto (inter)action
- 97. #learninbound @staceycav Categorise YourContent Audience
- 98. #learninbound @staceycav Turn yourcontent consumers into fans
- 99. #learninbound @staceycav Make friendswith your PPC people.
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- 104. #learninbound @staceycav Retention iscost effective
- 105. #learninbound @staceycav Have realisticexpectations
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- 108. #learninbound @staceycav It mighttake several interactions
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- 110. #learninbound @staceycav Map outthe journey from discovery to purchase and loyalty
- 111. #learninbound @staceycav And mapyour content efforts to it
- 112. #learninbound @staceycav And learnfrom #epicfails
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