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#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
#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
✓ 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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@robertjmoore
#promotingyourstartup
The #1 mistake people make when writing “big win” content is failing to think promotion
first.@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
#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
Example: use ad customizers!
@larrykim
Consider doing “Perpetual Sales”- Appeal to those who don’t want to be left out (FOMO)
#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
#promotingyourstartup
Focus on the long tailS
earc
h
Freq
uen
cy
Keywords
THE LONG TAIL
@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
Making this work for your startup
1. Hit the gas with PRable
content
2. Boost performance with paid
3. Maintain momentum with
SEO
@robertjmoore
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