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From Start to Finish: Content Distribution

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by

Paul Hanges

on 7 November 2014

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Transcript of From Start to Finish: Content Distribution

Examples
Content Creation
Distribution Market
Key Takeaways
Distribution Strategies
310.752.5777
paul@crowdignite.com
Los Angeles, CA
.
.
Content Creation:
Which one is better?
Native advertising isn't a new place to put an existing ad.
Key Takeaways
DISTRIBUTION COMPANIES
Social
SOCIAL
SEO
CMS
From Start to Finish: Content Distribution
Paul Hanges
VP and GM, Crowd Ignite
Diversify distribution efforts. One tactic is not enough.
The Rise of
ADVERTISINGWEEK: OCTOBER 2, 2014
Objectives:
To showcase the value of content creation
To create a new way of thinking for successful native programs
To highlight how content distribution has evolved
Creating good content means making hard decisions. Become an expert or partner with one.
Evoke an emotion. That leads to sharing.
- Why would they care about this?
Know your audience and what they are interested in.
Know where they'll be consuming the content. Engaging power users is key.
Thematically align your message, don't make it the focal point
4.5 million views
Ted Talk
Extensive Link Pickup -
Talk show appearances
Distribution Matters!!
Evolve's Branded Content Strategy
500k views
Some Link Pickup -
Fast Company, HuffPo, TechCrunch
Wimp, HuffPo, ViralViralVideos.com
30,681
272
2,699
6,627
44
1,718
http://www.karenx.com/blog/10-ways-to-make-your-video-go-viral/
1) Don't be too good for marketing
2) Understand how things go viral
3) Release on Monday or Tuesday
4) Understand who has a stake in your video
5) None of it matters if your video isn't good
6) Tell a story
7) Make your video shorter
8) Write a viral title
9) Know what you're willing to compromise
10) What do you do after you go viral?
Internal Strategies
External Strategies
Paid
Distribution
Increase in content creation (brands and publishers)
Native advertising growth
Below the fold shows value
Either become an expert, or partner with one.
Good content needs distribution.
Distribution needs good content.
Performance Analysis
Featured Placements
Social Media Accounts
Post-Timing
Headline Testing
Similar Article Linkage
Curated Email Lists
Forum and Community Efforts
Cross Linking
SEM/SEO
Brand Evangelists
External promotion is inefficient
an Evolve Media Company
Content Checklist
Diligence:
Analysis:
Preparation:
Execution:
Retrospection:
Understand why you are going to produce specific pieces of content before you start.
If no one finds the story to begin with, it can't be shared.
You can only have a good plan if there is a plan
The job doesn't stop after you publish; there are no short cuts.
Be overly critical. You'll only get better if you know where you failed.
Full transcript