Hey! Look at This!How to Spread the Word about Your Content

Matthew T. Grant, PhDDirector of Content StrategyAquent, LLC

@MattTGrant #DML15

What’s So Great About Me?

● Content strategist for the world’s first (and largest) creative and marketing staffing firm, Aquent

● PhD in Germanistik● 2 meters

@MattTGrant #DML15

How Did You Do That?

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How Did You Do That?

● Over 200,000 downloads of individual episodes

● Mailing list with over 400,000 names on it● Well-developed social presence

o @MarketingProfs = 261K followers

Simple Lesson #1

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Tell people about your content

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Case in Point

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Classic Content Marketing

● Offer people content that is valuable in itselfo MOOCs on cutting edge technology & techniques

● Tie content to specific business goalso Need to attract people with cutting edge skills

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How Did We Do That?

● Over 37,000 registrants● Over 43,000 enrollments● 30 years in business means = Big Database

Simple Lesson #2

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Build an audience interested in your content

@MattTGrant

One Caveat

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Don’t Send Just Anything!

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But Matt….

● What if I don’t have a gigantic audience already?

Simple Lesson #3

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Go where the audience is

@MattTGrant

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Events

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Public Relations

● What conversations can we get into?

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Two Opportunities

● Earned Mentions● Contributed Articles

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Earned Mentions

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Contributed Articles

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A Repeatable Strategy

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The Social Piece

Simple Lesson #4

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Sometimes you have to pay

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Sponsoring Posts on LinkedIn

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Sponsoring Posts on LinkedIn

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Sponsoring Posts on LinkedIn

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Sponsoring Posts on LinkedIn

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Sponsoring Posts on LinkedIn

Influence and Earned Premiums

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PJA & The Earned Premium

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PJA & The Earned Premium

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PJA & The Earned Premium

http://www.slideshare.net/agencypja/earned-premium-112013//www.slideshare.net/agencypja/earned-premium-112013

Don’t Forget About SEO

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Search Engines ARE Channels

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Content Improves with Age

● 90% of HubSpot’s leads come from content that is older than a month.

● 75% of blog visits come from older posts.● (HubSpot’s Marketing Blog has over 5,000

posts!)

One More Thing

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Your content needs to be good

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What Makes Content Good?

● Informative● Useful● Entertaining

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Listen to your audience

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Let’s Review

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● Tell people about your content● Build an audience interested in your content● Go where the audience is● Sometimes you have to pay● Your content needs to be good● Listen to your audience

Lessons

Thanks!

@MattTGrant #DML15

● mgrant@aquent.com● www.linkedin/in/matthewtgrant● https://twitter.com/MattTGrant

Get in Touch!

@MattTGrant #DML15

Photo Credits (Creative Commons)

● Boris Lechaftois - https://flic.kr/p/5bN58Z● Official LeWeb Photos - https://flic.kr/p/aUh5X8● Jan Ramroth - https://flic.kr/p/2XuJbH● Martin Terber - https://flic.kr/p/bxFrkR● Andrew Magill - https://flic.kr/p/y1nMn● Steven Depolo - https://flic.kr/p/7xvoCj● Travis Isaacs - https://flic.kr/p/6XDLbw