Advanced Content Promotionand OutreachPaul MayCo-Founder/CEO, BuzzStreamPresented at the Content Marketing ShowOn May 31st...
What’s BuzzStream?helps the world’s best marketers promotetheir products, services, and content to buildbuzz, mentions, an...
“The best way to get links and buzz is to hitthe publish button.”
It makes perfect sense,if you have…
A HUGE BUDGET
A BIG BRAND
OR LOADS OF TIME…Most bloggers give uphere…When they want to behere.
But for the Average Joe…
Hey girl,You click the publishbutton and collect yourthousands of links.And I’ll get our bubblebath ready.This might not b...
The old outreach model
STEP 1: Build a big-ass list.
Hi,Yoursite www.bullseye.comis SO cool.Please write about me andgive me a link so I can becool two.Sinceerly,Paul MaySTEP ...
STEP 3: Hope like hell you get a response.
Start by segmenting your“content market.”
Leverage the EASIER to acquirementions and links to helpget the more DIFFICULT ones.
Commit to relationship buildingprior to outreach.
Automate low-value tasks.
EXAMPLE: Content promotion for orbitonline.com
Their primary content asset:SPRINKLER SYSTEM DESIGNER
IDENTIFYTARGETSEGMENTSBUILDLISTSEXECUTECAMPAIGNMEASUREAND ADAPTPLAN YOURENGAGEMENT
IDENTIFYINGTARGETSEGMENTSStart Building YourCampaign Strategy by
Understanding Our Asset and Its ValueIt’s Compelling Because ItDesigns a Sprinkler System.
Let’s start with the obvious segments…LANDSCAPING GARDENING DIY HOME
…and then expand using “chunking”Chunk up:What is this an example/typeof?What is this part of?What is theintention/purpose...
Use Google Trends for ideas
…and Library of Congress/Dewey Decimal Classifications
Chunking: An ExampleStart with the base categories…GARDENING LANDSCAPING
GARDENING LANDSCAPINGORGANICGARDENINGSUSTAINABLELANDSCAPINGChunkDown…Chunking: An Example
Chunking: An ExampleGARDENING LANDSCAPINGChunk up…HOME IMPROVEMENTAGRICULTURE MANAGEMENTARCHITECTURAL DESIGNORGANICGARDENI...
Chunking: An ExampleGARDENING LANDSCAPINGLateral andbackdown…HOME IMPROVEMENTAGRICULTURE MANAGEMENTARCHITECTURAL DESIGNORG...
Resources for List Building Link reclamation Finding unlinked mentions Beginner’s Guide to Link Prospecting Using Googl...
Qualify & Annotate Prospects with the BuzzBar
Identify Target Segments & OpportunitiesPRIMARY SEGMENTGardening SitesContractors &LandscapersDIY SitesSECONDARYOPPORTUNIT...
PLAN YOURENGAGEMENTMake a Plan to Reachthe Influencers
Outreach Order of Operations“HARVESTING” “DEMAND GENERATION”Link ReclamationUnlinked MentionsResource PagesBroken LinksGue...
The ProcessResearchOutreachRelationshipBuilding‘Big Content’Prospects‘Thank ‘PastPromoters’Promote ‘BigContentProspects’‘H...
EXECUTE YOURCAMPAIGNStart Reaching Out andEarning Links
4 Elements of a Great Outreach EmailGreat emails are: Personalized Positioned Persuasive Effective at Calling to Actio...
Email for High-InfluenceGardening Blogger
Thanks for Listening!Paul May@PaulMayQuestions? Email Paul (at) BuzzStream Dot Com
Advanced Content Promotion and Outreach Tactics
Advanced Content Promotion and Outreach Tactics
Advanced Content Promotion and Outreach Tactics
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Advanced Content Promotion and Outreach Tactics

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Transcript of "Advanced Content Promotion and Outreach Tactics"

  1. 1. Advanced Content Promotionand OutreachPaul MayCo-Founder/CEO, BuzzStreamPresented at the Content Marketing ShowOn May 31st, 2013
  2. 2. What’s BuzzStream?helps the world’s best marketers promotetheir products, services, and content to buildbuzz, mentions, and links.Take a 14-Day Free Trial Today atBuzzStream.com
  3. 3. “The best way to get links and buzz is to hitthe publish button.”
  4. 4. It makes perfect sense,if you have…
  5. 5. A HUGE BUDGET
  6. 6. A BIG BRAND
  7. 7. OR LOADS OF TIME…Most bloggers give uphere…When they want to behere.
  8. 8. But for the Average Joe…
  9. 9. Hey girl,You click the publishbutton and collect yourthousands of links.And I’ll get our bubblebath ready.This might not be completely realistic.
  10. 10. The old outreach model
  11. 11. STEP 1: Build a big-ass list.
  12. 12. Hi,Yoursite www.bullseye.comis SO cool.Please write about me andgive me a link so I can becool two.Sinceerly,Paul MaySTEP 2: Send a lightly personalized email.
  13. 13. STEP 3: Hope like hell you get a response.
  14. 14. Start by segmenting your“content market.”
  15. 15. Leverage the EASIER to acquirementions and links to helpget the more DIFFICULT ones.
  16. 16. Commit to relationship buildingprior to outreach.
  17. 17. Automate low-value tasks.
  18. 18. EXAMPLE: Content promotion for orbitonline.com
  19. 19. Their primary content asset:SPRINKLER SYSTEM DESIGNER
  20. 20. IDENTIFYTARGETSEGMENTSBUILDLISTSEXECUTECAMPAIGNMEASUREAND ADAPTPLAN YOURENGAGEMENT
  21. 21. IDENTIFYINGTARGETSEGMENTSStart Building YourCampaign Strategy by
  22. 22. Understanding Our Asset and Its ValueIt’s Compelling Because ItDesigns a Sprinkler System.
  23. 23. Let’s start with the obvious segments…LANDSCAPING GARDENING DIY HOME
  24. 24. …and then expand using “chunking”Chunk up:What is this an example/typeof?What is this part of?What is theintention/purpose?Chunk down:What’s an example/type ofthis?What is a component of this?What/who/wherespecifically?
  25. 25. Use Google Trends for ideas
  26. 26. …and Library of Congress/Dewey Decimal Classifications
  27. 27. Chunking: An ExampleStart with the base categories…GARDENING LANDSCAPING
  28. 28. GARDENING LANDSCAPINGORGANICGARDENINGSUSTAINABLELANDSCAPINGChunkDown…Chunking: An Example
  29. 29. Chunking: An ExampleGARDENING LANDSCAPINGChunk up…HOME IMPROVEMENTAGRICULTURE MANAGEMENTARCHITECTURAL DESIGNORGANICGARDENINGSUSTAINABLELANDSCAPING
  30. 30. Chunking: An ExampleGARDENING LANDSCAPINGLateral andbackdown…HOME IMPROVEMENTAGRICULTURE MANAGEMENTARCHITECTURAL DESIGNORGANICGARDENINGSUSTAINABLELANDSCAPINGFARMINGORGANICFARMING
  31. 31. Resources for List Building Link reclamation Finding unlinked mentions Beginner’s Guide to Link Prospecting Using Google 9 Steps to Suck Your Competitors Link Profile Dry Want Guest Post Links? Find Them Via Twitter Find Authority Guest Blog Opportunities on Twitter Building Links with BuzzStream & FollowerWonk
  32. 32. Qualify & Annotate Prospects with the BuzzBar
  33. 33. Identify Target Segments & OpportunitiesPRIMARY SEGMENTGardening SitesContractors &LandscapersDIY SitesSECONDARYOPPORTUNITIESHomeImprovement SitesHouse FlippingSitesTurf ManagementSchoolsTERTIARYOPPORTUNITIESFree Web AppLists andDirectoriesFarmingResourcePages
  34. 34. PLAN YOURENGAGEMENTMake a Plan to Reachthe Influencers
  35. 35. Outreach Order of Operations“HARVESTING” “DEMAND GENERATION”Link ReclamationUnlinked MentionsResource PagesBroken LinksGuest PostingBig ContentPromotion
  36. 36. The ProcessResearchOutreachRelationshipBuilding‘Big Content’Prospects‘Thank ‘PastPromoters’Promote ‘BigContentProspects’‘HarvestingOpportunities’‘Big ContentProspects’
  37. 37. EXECUTE YOURCAMPAIGNStart Reaching Out andEarning Links
  38. 38. 4 Elements of a Great Outreach EmailGreat emails are: Personalized Positioned Persuasive Effective at Calling to Action (aka ‘Make theAsk’)
  39. 39. Email for High-InfluenceGardening Blogger
  40. 40. Thanks for Listening!Paul May@PaulMayQuestions? Email Paul (at) BuzzStream Dot Com

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