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.

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• After that, its just a matter of figuring out what you want to say.

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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?

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Viral Content vs. Market Viral

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Market Viral

• To achieve saturation within a desired niche

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Dope Zebra

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Nope. Chuck Testa.

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Notoriety

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Yup, You Became A Meme

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And, your point is?

What value did his website get?

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Instead, Shoot for Market Viral

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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

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Outreach Strategy

• Things to consider when doing outreach– Promotion time– Influencers to contact– Offering exclusives vs. a tiered

approach

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Offering Exclusives on Content

• Only for extremely high value sites• Sites that speak directly to your

niche

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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.

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The Outreach Process

Dev Process Starts

Content Launch

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Um … What is aProfessional 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

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“But We Just Met on Facebook!”

@jenneva26http://bit.ly/VhoNRc

How To Evaluate an Influencer

The Outreach Process

Dev Process Starts

Content Launch

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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

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Tools to Help Judge Influence

• Feed Compare• How Sociable• Mention Mapp• Tweet Reach• Twitter Counter• But the big winner for me is…

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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

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The Outreach Process

Dev Process Starts

Content Launch

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Methods of Outreach

Social Media Networks

• Facebook• Twitter• LinkedIn• Google +

Additional Points of Contact

• Email• Web forms• Phone• Networking/in-person

meetings

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LinkedIn

• People are engaging with the platform more

• Checking in more regularly

@jenneva26http://bit.ly/VhoNRc

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.

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AKA The Creep

http://bit.ly/eNkyUL @jenneva26

I LIKE TO CALL IT “PRE-TARGETING”

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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

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Google+

• The ugly duckling of “social media”• You still should use it.

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Why G+ and SEO Go TogetherGoogle 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

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…

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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

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Measuring Success

• Leads are the main success measurement for any campaign.

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Secondary Metrics

• Traffic – needs to be qualified traffic

• Secondary lead generation• Links • Social signals

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Content Marketing Dashboard

http://bit.ly/PAlJX1 @jenneva26

• 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

Be an Outreach Testing Nerd

• Look at Success Rates of– Your influencers list– The methods that you use for

outreach

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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.

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Thank You, Austin!

@jenneva26

Original Presentation at: slidesha.re/YAtUs8