Mozcon 2017: Kane Jamison

Kane Jamison at Mozcon 2017

DISCLAIMER: This post is written as a live blog from Mozcon. There may be typos and grammar to make my high school English teachers weep. Please excuse those … it’s a fast-paced conference with back-to-back sessions and no time for proofing or even proper writing.

Kane Jamison took the stage to chat about 8 paid promotion tactics that will make us want to quit organic search. He starts by talking about the payout 1 year after new content and the sadness of being a content marketer who can’t wait for organic.  Heres’ the 8 paid media tactics taht show faster ROI on content marketing in the first month after launch.

1 – Audience (Not Sales) Acquisition

The acquisition of customers is far cheaper at the top of the funnel so you can get good ROI by focusing on the top of the funnel and getting traffic to your new content.  Also – you can now retarget to them and get them added o lists, etc.  This relies on cheap clicks.

2 – Split Test

No matter what creating you put in front of people most people won’t convert. So segment your audience by whatever makes sense (gender, location, etc.) and put the creative to that driving down costs and increasing impact.

Test test test with the first 20% of your budget. Pretty normal BUT …

3 – Convert Winners To Organic Posts

Promoting via paid can (but not always) significantly boost the Facebook organic reach. Not always but often.

This helps keep the traffic in the 5 to 10 cent range.

4 – Target Influencers And Journalists

There are over 66k users with “journalist” in their job title. Target these people in industries related to yours prior to your full outreach. This gets it into social before your press release.  This is  VERY good idea.

5 – LinkedIn

Take your best clickthrough ads and put them over in LinkedIn on a CPM basis and then remarket to them after via Google remarketing.

6 – Integrate Your Email List

Made the people on your email list that don’t open your email and build a custom audience ou of them and target the content to them in their feeds.  Also build an audience out of your best content sustomers and build a lookalike audience out of them.

7 – Video For Cheap Engagement.

Even after the higher production costs they have a 43% win on video on Facebook and the lifetime in over 300% higher.

8 – Retarget For The Conversion

Retarget to folks that didn’t take your email offer. Also remarket your product based on the content they visit. If they looked at hiking content retarget your sale on backpacks.

You can download his slide deck here.