Content and Outreach
Strategy – Extended Version
A Talk About Content, Outreach,
Measuring Successes and Really
Long Pubcon Titles
Presented by: Jenneva Vargas
@jenneva26
• Content should start the conversation
with your customers.
@jenneva26
• After that, its just a matter of figuring
out what you want to say.
@jenneva26
Successful Content
4
•
•
•
•
Search Types
Informative
Transactional
Navigational
Conditional
Setting A Goal for the
Content
• What is the end goal for
your content?
• How will you know if it
was successful?
@jenneva26
Viral Content vs. Market Viral
@jenneva26
Market Viral
• To achieve saturation within a desired
niche
@jenneva26
Dope Zebra
@jenneva26
Nope. Chuck Testa.
@jenneva26
Notoriety
@jenneva26
Yup, You Became A Meme
@jenneva26
And, your point is?
What value did his website get?
@jenneva26
@jenneva26
@jenneva26
Instead,
Shoot for
Market
Viral
@jenneva26
Ways To Achieve Market
Virality
• Answer pain points of the
industry/niche
• Provide industry insights wrapped in a
compelling content piece
• Actively distribute your content
@jenneva26
Outreach Strategy
• Things to consider when doing
outreach
– Promotion time
– Influencers to contact
– Offering exclusives vs. a tiered approach
@jenneva26
Offering Exclusives on
Content
• Only for extremely high value sites
• Sites that speak directly to your niche
@jenneva26
Tiered Approach
• T1 – High-authority sites or sites where
targeted influencers are the primary
presence
• T2 – These sites are smaller, but still
offer quality readership
• T3 – To get a link: Visua.ly, Cool
Infographics, Stumble Upon, etc.
@jenneva26
The Outreach Process
Dev
Process
Starts
Idea for
Content
Content
Launch
Reach Out
For Your
Content
Get Your
Professional
Flirt on
Build List of
Potential
Influencers
Evaluate
T1 vs. T2
@jenneva26
Um … What is a
Professional Flirt?
• Getting in front of your desired
influencers
– ReTweet their content
– Letting them know what you think about
their own content
– Helping them find other content that is
valuable
@jenneva26
“But We Just Met on
Facebook!”
http://bit.ly/VhoNRc
@jenneva26
How To Evaluate an
Influencer
The Outreach Process
Dev
Process
Starts
Idea for
Content
Content
Launch
Reach Out
For Your
Content
Get Your
Professional
Flirt on
Build List of
Potential
Influencers
Evaluate
T1 vs. T2
@jenneva26
How To Evaluate an
Influencer
• Do they have an online presence?
– Their own blog + company blog
– Are they on social networks?
– Do other people see them as a thought
leader in their niche?
• Pro tip: Search Top # influencers in X industry
@jenneva26
@jenneva26
Tools to Help Judge Influence
•
•
•
•
•
•
Feed Compare
How Sociable
Mention Mapp
Tweet Reach
Twitter Counter
But the big winner for me is…
@jenneva26
Followerwonk
• “You can order all active Twitter users
by influence, dissect your social graph,
or find new followers who are most
important”
• New Announcement: Social Authority
http://mz.cm/Yq7QPB
@jenneva26
Approaching Influencers
@jenneva26
The Outreach Process
Dev
Process
Starts
Idea for
Content
Content
Launch
Reach Out
For Your
Content
Get Your
Professional
Flirt on
Build List of
Potential
Influencers
Evaluate
T1 vs. T2
@jenneva26
Methods of Outreach
Social Media Networks
• Facebook
• Twitter
• LinkedIn
• Google +
Additional Points of
Contact
• Email
• Web forms
• Phone
• Networking/in-person
meetings
@jenneva26
LinkedIn
• People are engaging with the platform
more
• Checking in more regularly
http://bit.ly/VhoNRc
@jenneva26
Facebook
• Target influencers and get in front of
them, so when you do start the
conversation your brand seems familiar
to them.
• If you missed Joe’s presentation on
using Facebook Graph Search to find
psychographic data, check out
WrightIMC.com’s blog post on Monday.
@jenneva26
AKA The Creep
http://bit.ly/eNkyUL
@jenneva26
I LIKE TO CALL IT “PRE-TARGETING”
@jenneva26
Twitter
• Best to start the conversation before
you ask them to look or RT any of your
content to their followers
• Hashtags allow for search
@jenneva26
Google+
• The ugly duckling of “social media”
• You still should use it.
@jenneva26
@jenneva26
Why G+ and SEO Go
Together
Google is giving content that
has Authorship higher
positions in SERPs.
Putting links in your author
profile for additional inbound
links
Highly indexable content,
everything from biographical
information to public posts
For outreaching there are
some great features like
Circles and Hangouts
@jenneva26
Don’t Forget about Real Time
Everyone is a
twitter about
this Oreo ad:
http://bit.ly/WyRfe2
@jenneva26
Tools To Help You Create
Real Time Content
•
•
•
•
•
•
Social Mention
Trakur
Radian6
ScoutLabs
BuddyMedia
But the one I am most excited about
is…
@jenneva26
Bitly API
• True Real Time Search
• Attention Spikes
• Yes, I did bitly a bitly post… is your
mind blown?
http://bit.ly/UH68K8
@jenneva26
Tools to Help You Keep Up
with Your Outreach Efforts
• Raventools
• Buzzstream
• Excel
@jenneva26
Measuring Success
• Leads are the main success
measurement for any campaign.
@jenneva26
@jenneva26
Secondary Metrics
•
•
•
•
Traffic – needs to be qualified traffic
Secondary lead generation
Links
Social signals
@jenneva26
Content Marketing Dashboard
• See what search terms are converting
• How much traffic is coming from your
blog
• What those conversions look like
http://bit.ly/PAlJX1
@jenneva26
http://bit.ly/PAlJX1
@jenneva26
http://bit.ly/PAlJX1
@jenneva26
http://bit.ly/PAlJX1
@jenneva26
Be an Outreach Testing Nerd
• Look at Success Rates of
– Your influencers list
– The methods that you use for outreach
@jenneva26
One Last Tip
• People have a tendency to take images
without linking.
• Use Reverse Image Search or Tin Eye to
find them and ask them to link back to
the original source.
@jenneva26
Thank You, Austin!
@jenneva26
Original Presentation at:
slidesha.re/YAtUs8