Content and Outreach      StrategyA Talk About Content, Outreach, Measuring Successes and Really       Long Pubcon Titles ...
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...
Outreach Strategy• Things to consider when doing  outreach  – Promotion time  – Influencers to contact  – Offering exclusi...
Offering Exclusives on            Content• Only for extremely high value sites• Sites that speak directly to your niche   ...
Tiered Approach• T1 – High-authority sites or sites where  targeted influencers are the primary  presence• T2 – These site...
The Outreach Process                               Dev                             Process                              St...
Um … What is a        Professional Flirt?• Getting in front of your desired  influencers  – ReTweet their content  – Letti...
“But We Just Met on    Facebook!”    http://bit.ly/VhoNRc   @jenneva26
How To Evaluate an    Influencer
The Outreach Process                               Dev                             Process                              St...
How To Evaluate an           Influencer• Do they have an online presence?  – Their own blog + company blog  – Are they on ...
@jenneva26
Followerwonk• “You can order all active Twitter users  by influence, dissect your social graph,  or find new followers who...
Approaching Influencers                     @jenneva26
The Outreach Process                               Dev                             Process                              St...
Methods of Outreach                        Additional Points ofSocial Media Networks   Contact• Facebook              • Em...
LinkedIn• People are engaging with the platform  more• Checking in more regularly             http://bit.ly/VhoNRc   @jenn...
Facebook• Target influencers and get in front of  them, so when you do start the  conversation your brand seems familiar  ...
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• Hashta...
Google+• The ugly duckling of “social media”• You still should use it.                                  @jenneva26
@jenneva26
Why G+ and SEO GoTogetherGoogle is giving content thathas Authorship higherpositions in SERPs.Putting links in your author...
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      ...
Content Marketing Dashboard• See what search terms are converting• How much traffic is coming from your  blog• What those ...
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   ...
One Last Tip• People have a tendency to take images  without linking.• Use Reverse Image Search or Tin Eye to  find them a...
Thank You, Austin!    @jenneva26
Content and Outreach strategy
Content and Outreach strategy
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Content and Outreach strategy

  1. 1. Content and Outreach StrategyA Talk About Content, Outreach, Measuring Successes and Really Long Pubcon Titles Presented by: Jenneva Vargas @jenneva26
  2. 2. Viral Content vs. Market Viral @jenneva26
  3. 3. Market Viral• To achieve saturation within a desired niche @jenneva26
  4. 4. Dope Zebra @jenneva26
  5. 5. Nope. Chuck Testa. @jenneva26
  6. 6. Notoriety @jenneva26
  7. 7. Yup, You Became A Meme @jenneva26
  8. 8. And, your point is?What value did his website get? @jenneva26
  9. 9. @jenneva26
  10. 10. @jenneva26
  11. 11. Instead,Shoot for Market Viral @jenneva26
  12. 12. 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
  13. 13. Outreach Strategy• Things to consider when doing outreach – Promotion time – Influencers to contact – Offering exclusives vs. a tiered approach @jenneva26
  14. 14. Offering Exclusives on Content• Only for extremely high value sites• Sites that speak directly to your niche @jenneva26
  15. 15. 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
  16. 16. The Outreach Process Dev Process StartsContentLaunch @jenneva26
  17. 17. 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
  18. 18. “But We Just Met on Facebook!” http://bit.ly/VhoNRc @jenneva26
  19. 19. How To Evaluate an Influencer
  20. 20. The Outreach Process Dev Process StartsContentLaunch @jenneva26
  21. 21. 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
  22. 22. @jenneva26
  23. 23. 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
  24. 24. Approaching Influencers @jenneva26
  25. 25. The Outreach Process Dev Process StartsContentLaunch @jenneva26
  26. 26. Methods of Outreach Additional Points ofSocial Media Networks Contact• Facebook • Email• Twitter • Web forms• LinkedIn • Phone• Google + • Networking/in-person meetings @jenneva26
  27. 27. LinkedIn• People are engaging with the platform more• Checking in more regularly http://bit.ly/VhoNRc @jenneva26
  28. 28. 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. @jenneva26
  29. 29. AKA The Creep http://bit.ly/eNkyUL @jenneva26
  30. 30. I LIKE TO CALL IT “PRE-TARGETING” @jenneva26
  31. 31. 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
  32. 32. Google+• The ugly duckling of “social media”• You still should use it. @jenneva26
  33. 33. @jenneva26
  34. 34. Why G+ and SEO GoTogetherGoogle is giving content thathas Authorship higherpositions in SERPs.Putting links in your authorprofile for additional inboundlinksHighly indexable content,everything from biographicalinformation to public postsFor outreaching there aresome great features likeCircles and Hangouts @jenneva26
  35. 35. Measuring Success• Leads are the main success measurement for any campaign. @jenneva26
  36. 36. @jenneva26
  37. 37. Secondary Metrics• Traffic – needs to be qualified traffic• Secondary lead generation• Links• Social signals @jenneva26
  38. 38. 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
  39. 39. http://bit.ly/PAlJX1 @jenneva26
  40. 40. http://bit.ly/PAlJX1 @jenneva26
  41. 41. http://bit.ly/PAlJX1 @jenneva26
  42. 42. Be an Outreach Testing Nerd• Look at Success Rates of – Your influencers list – The methods that you use for outreach @jenneva26
  43. 43. 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
  44. 44. Thank You, Austin! @jenneva26
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