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Advanced Content Promotion and Outreach Tactics
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Advanced Content Promotion and Outreach Tactics Advanced Content Promotion and Outreach Tactics Presentation Transcript

  • Advanced Content Promotionand OutreachPaul MayCo-Founder/CEO, BuzzStreamPresented at the Content Marketing ShowOn May 31st, 2013
  • 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
  • “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 be completely realistic.
  • 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 2: Send a lightly personalized email.
  • 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?Chunk down:What’s an example/type ofthis?What is a component of this?What/who/wherespecifically?
  • 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 DESIGNORGANICGARDENINGSUSTAINABLELANDSCAPING
  • Chunking: An ExampleGARDENING LANDSCAPINGLateral andbackdown…HOME IMPROVEMENTAGRICULTURE MANAGEMENTARCHITECTURAL DESIGNORGANICGARDENINGSUSTAINABLELANDSCAPINGFARMINGORGANICFARMING
  • 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
  • Qualify & Annotate Prospects with the BuzzBar
  • Identify Target Segments & OpportunitiesPRIMARY SEGMENTGardening SitesContractors &LandscapersDIY SitesSECONDARYOPPORTUNITIESHomeImprovement SitesHouse FlippingSitesTurf ManagementSchoolsTERTIARYOPPORTUNITIESFree Web AppLists andDirectoriesFarmingResourcePages
  • PLAN YOURENGAGEMENTMake a Plan to Reachthe Influencers
  • Outreach Order of Operations“HARVESTING” “DEMAND GENERATION”Link ReclamationUnlinked MentionsResource PagesBroken LinksGuest PostingBig ContentPromotion
  • The ProcessResearchOutreachRelationshipBuilding‘Big Content’Prospects‘Thank ‘PastPromoters’Promote ‘BigContentProspects’‘HarvestingOpportunities’‘Big ContentProspects’
  • EXECUTE YOURCAMPAIGNStart Reaching Out andEarning Links
  • 4 Elements of a Great Outreach EmailGreat emails are: Personalized Positioned Persuasive Effective at Calling to Action (aka ‘Make theAsk’)
  • Email for High-InfluenceGardening Blogger
  • Thanks for Listening!Paul May@PaulMayQuestions? Email Paul (at) BuzzStream Dot Com