Académique Documents
Professionnel Documents
Culture Documents
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By Joe Lazauskas
Table of Contents
I. Introduction
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V. SEO
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VI. Conclusion
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in content marketing.
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content distribution or
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1. Email newsletters
2. Organic social media
3. Paid content distribution
4. SEO
Lets get started.
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Heres a quick look at the effect an email newsletter has on driving readers to your publication:
EMAIL NEWSLETTER
BLOG TRAFFIC!
THEYRE LOVING IT
TWITTER SHARES
FACEBOOK SHARES
LINKEDIN SHARES
EVEN MORE
TWITTER SHARES
EVEN MORE
FACEBOOK SHARES
NEW EMAIL
SUBSCRIBERS
EVEN MORE
LINKEDIN SHARES
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Meerkat and Ello know that this is all too true. Its
driving readers to
the publication you
just created.
The simple truth is that
brands often invest a
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At Contently, for instance, 37.6 percent of our readers this year have
come to our content directly from social media. Thats not because we
post incredibly viral social updatesits because we invest our time
and resources in creating compelling content thats shared over
600 times on average. That doesnt mean you should abandon your
own social updates. Without a doubt, you should be active on the
platforms where your readers are sharing and talking about your content. For usas for most marketing pubsthats Facebook, Twitter,
and LinkedIn. For your brand, it might be a different combination of
social networks. Just dont let those efforts get in the way of creating
content that people want to share.
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spend it carefully.)
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FACEBOOK
SPONSORED POST
ORGANIC
REACH
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NEWSLETTER
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PRODUCT PAGES
ADDITIONAL
SHARES ON TWITTER,
LINKEDIN, ETC.
So through Facebook ads, we're getting engaged readers who are likely
to return. We're getting email subscribers who will probably come
back. We're bringing tons of new people to our site who might opt to
find out more about Contently's services. In that light, the $0.15 CPC
investment starts to look like a steal. And we haven't even considered
the fact that those new readers tend to share our stories like crazy
on Twitter and LinkedIn, who will in turn drive even more readers and
email subscribers to our site.
But Facebook sponsored posts aren't the best venue for everyone. Many
Contently clients use Outbrain's distribution services through Contently,
and typically see a CPC under $0.25. Twitterwhile significantly
more expensive per click than Facebook or Outbrain in our experience
may provide superior results for some in the media, marketing, and
tech industries. And while LinkedIn has CPCs approaching $4, the ability
to target based on job title and company makes it an invaluable
platform for those looking to target a small but significant audience.
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No matter what platform(s) you use for paid content distribution, you can supercharge your audience
growth if you use them correctly:
PAID CONTENT
DISTRIBUTION
READS
AWESOME CONTENT
ON OWNED SITE
SIGNS UP
FOR NEWSLETTER
SHARES ON
SOCIAL NETWORKS
EVEN MORE
TCS TRAFFIC &
NEW READERS
As always, its worth keeping in mind that this only works if your content
is so good that people want to subscribe to your newsletter and share it
with their network. But if it is, the effects can be magical.
For step-by-step instructions and tricks on how to be incredibly effective
on each platform, check out our recent e-book, Paid Content Distribution 101: The Beginners Guide to Getting More Eyeballs on Your Stories.
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5. SEO
Despite all the trend reports declaring search dead
in the age of social, thats far from the case. According to
Shareaholics last search traffic report, search still
drives about a third of all traffic to publishers sites (a bit
more than social, although its likely social has caught
up by now). No matter how you cut it, search remains an
important part of any successful content strategy
a channel that, like social, will drive readers and new
email subscribers.
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amplification signals of
all kinds are going to only
of product management
content that gets put out. Theres not a whole lot of val-
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Conclusion
Of all the steps you take as a new publisher, audience-
also might be the most fun. Its the point when you
your dreams.
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contently.com
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