Influencer Marketing and Outreach with BuzzSumo

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Overview of influencer marketing and oureach with BuzzSumo including 8 ways to find influencers, how to create outreach lists and build relationships with influencers.

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  • Brief overview of what we will cover.
  • If you don’t know trending topics, a good way is to search industry sites, assoc sites or competitor sites.
  • Many different way to find influencers for an outreach list
  • Do an author search or click on their name in a search
  • Start by going to the influencer tab. Type in your topic area and BuzzSumo will return a list of influencers by relevance. You can re-sort this list to find influencers that are relevant to you, for example:
    -      Number of followers
    -      Retweet ratio
    -      Reply ratio
    -      Page authority, if they have a blog or website
  • Start by going to the influencer tab. Type in your topic area and BuzzSumo will return a list of influencers by relevance. You can re-sort this list to find influencers that are relevant to you, for example:
    -      Number of followers
    -      Retweet ratio
    -      Reply ratio
    -      Page authority, if they have a blog or website
  • See that little View Sharers button? That one little button is your new best friend. 
  • Search a site you like and see who shares their content.
  • See who shares competitor content
  • See who shares competitor content
  • Filter by type
  • Ignore broadcasters
  • Export is really powerful
  • See what they share
  • See what they share
  • See what they share
  • Follow users as you go
  • As an example
  • As an example
  • Buzsztream pull in contact data
  • Display of buzzstream contact data
  • If you don’t know trending topics, a good way is to search industry sites, assoc sites or competitor sites.
  • What can you offer?
  • Start by going to the influencer tab. Type in your topic area and BuzzSumo will return a list of influencers by relevance. You can re-sort this list to find influencers that are relevant to you, for example:
    -      Number of followers
    -      Retweet ratio
    -      Reply ratio
    -      Page authority, if they have a blog or website
  • Advanced google searches can help find guest post opportunities
  • Start by going to the influencer tab. Type in your topic area and BuzzSumo will return a list of influencers by relevance. You can re-sort this list to find influencers that are relevant to you, for example:
    -      Number of followers
    -      Retweet ratio
    -      Reply ratio
    -      Page authority, if they have a blog or website
  • If you don’t know trending topics, a good way is to search industry sites, assoc sites or competitor sites.
  • Influencer Marketing and Outreach with BuzzSumo

    1. 1. Influencer & Outreach Marketing @steverayson @buzzsumo
    2. 2. Typical Outreach Process • Find good quality content relevant that has been shared heavily • Find the creators of the content and the sites that they’ve posted on • Find who shares specific content • Research authors and sharers to find out how authoritative they are • Find influencers in your topic area • Filter by relevant factors (e.g., site authority, number of followers, engagement rate) • Add key people to an outreach list • Reach out and build relationships with them. Follow them, share their content • Work with them to create quality content assets including interviews • Utilise their distribution routes and contacts to build links and social signals to the assets
    3. 3. How BuzzSumo Can Help • Find content that is heavily shared • Identify the authors and their other most shared content • Find the people that share and amplify popular content • Find authoritative and well shared sites in the niche for your content • Find influencers in your topic area and filter by location, reach, authority and engagement • See the content they share • Follow and engage with influencers
    4. 4. 8 Ways To Find Influencers
    5. 5. 1. Find authors of heavily shared content
    6. 6. Where do they write?
    7. 7. 2. Search For Influencers By Topic
    8. 8. 3. Search for people by company
    9. 9. 4. View sharers of specific content
    10. 10. 5. Search for sharers of domain content
    11. 11. 6. Search sharers of competitor content Competitor A OR Competitor B
    12. 12. 7. Filter by Location
    13. 13. 8. Filter by Type
    14. 14. 8. Filter by Type
    15. 15. 8 Ways To Find Influencers 1. Find authors of content that is heavily shared 2. Search for influencers in a topic area 3. Search for people by company 4. View sharers of specific content 5. Search for sharers of domain content 6. Search sharers of competitor content 7. Filter by location 8. Filter by type
    16. 16. Export your lists
    17. 17. Get To Know Them • What do they share
    18. 18. Get To Know Them • What do they share
    19. 19. Set up an alert for them • Use an author alert
    20. 20. Follow
    21. 21. Use BuzzSumo With BuzzStream Create a prospecting list with BuzzStream
    22. 22. Use BuzzSumo With BuzzStream Click ‘start prospecting’
    23. 23. Use BuzzSumo With BuzzStream
    24. 24. Use BuzzSumo With BuzzStream
    25. 25. Building Relationships • Tweet and share their content • Mention them when you share their content • Comment on their blogs • Seek introduction through a connection • Ask to interview them for your website • Ask them to write a guest post for your site • Collaborate on content As Matthew Barby says the first thing that you need to establish when approaching an influencer is consider their incentive.
    26. 26. What you can offer • A link to the influencer’s personal site within each post, valuable if you have a high authority or highly ranked site • A recommendation for their services on your website • Free or discounted use of your services • Offer to share other content from the influencer to your mailing lists and social following Money – Payment by shares achieved say
    27. 27. Find target sites for placing content • Find relevant sites and blogs using searches • Find most shared domains with content analysis reports • Target those with active readerships • Find those willing to take guest posts
    28. 28. Use Google Search
    29. 29. Find link opportunities • See who is linking to competitor content
    30. 30. Build Twitter Ad Lists • Twitter now allows marketers to promote ads to audiences based on either email addresses from their own CRM system or lists of twitter IDs • Target people that share your content • Target influencers in a topic area • Export list from BuzzSumo and filter/refine
    31. 31. How BuzzSumo Can Help • Find content that is heavily shared • Identify the authors and their other most shared content • Find the people that share and amplify popular content • Find authoritative and well shared sites in the niche for your content • Find influencers in your topic area and filter by location, reach, authority and engagement • See the content they share • Follow and engage with influencers
    32. 32. BuzzSumo Content Intelligence In a Social World @steverayson @buzzsumo

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