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Pubcon Vegas - Content Campaign Development
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Pubcon Vegas - Content Campaign Development






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    Pubcon Vegas - Content Campaign Development Pubcon Vegas - Content Campaign Development Presentation Transcript

    • Content Campaign Development Creating Strategic Content and Getting Outreach Success Presented by: Jenneva Vargas @jenneva26
    • Content Goals • Get people talking about the brand • Drive qualified traffic and leads • Drive links to the site @jenneva26
    • A tale of two viral campaigns Small Business and Big Brand
    • Nope. Chuck Testa. @jenneva26
    • Yep, You Became A Meme @jenneva26
    • And Your Point is? What value did his site get? @jenneva26
    • @jenneva26
    • Now a look at Dove’s Real Beauty Sketches
    • 56 Million YouTube Views 556 Comments 1 Million results for “Dove Real Beauty Sketches” Known as the “Most Viral Ad Ever” @jenneva26
    • What was the end result to the site? @jenneva26
    • The Early Days of the Campaign @jenneva26
    • @jenneva26
    • @jenneva26
    • Lessons Learned • Linking to original source is rare. – Get the most bang for your campaign by setting up a post link building campaign • Make sure your site is set up to receive the full value of your efforts. @jenneva26
    • Market Viral: To achieve saturation within a desired niche. @jenneva26
    • Achieve Market Virality • Answer pain points of the industry/niche. • Provide industry insights wrapped in a compelling content piece. • Use Psychographic data to find themes that will resonate with your Target Audience. • Outreach your content. @jenneva26
    • Outreach Strategy and Implementation @jenneva26
    • Outreach Strategy • Things to consider when outreaching – Promotion Time – Influencers to outreach to – Offering exclusives vs a Tiered Approach @jenneva26
    • Offering Exclusives on Content • This would be for sites that are extremely well known • Sites that speak directly to your niche @jenneva26
    • 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
    • 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
    • @jenneva26
    • Tools to Help Judge Influence • • • • • • Feed Compare How Sociable Mention Mapp Tweet Reach Twitter Counter But the big winner for me is… @jenneva26
    • Followerwonk • “You can order all active Twitter users by influence, dissect your social graph, or find new followers who are most important” • Social Authority http://mz.cm/Yq7QPB @jenneva26
    • The Outreach Process Dev Process Starts Content Launch @jenneva26
    • Um… What is Professional Flirt? • Getting in front of your desired influencers – Promoting their content – Letting them know what you think about their own content – Helping them find other content that is valuable
    • “But…. We Just Met on Facebook!” http://bit.ly/VhoNRc @jenneva26
    • Facebook • Target Influencers and get in front of them so when you do start the conversation your brand seems familiar to them. • Use Power Editor to target via email. @jenneva26
    • AKA The Creep http://bit.ly/eNkyUL @jenneva26
    • 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
    • Methods of Outreaching Social Media Networks • Facebook • Twitter • LinkedIn • Google + Additional Points of Contact • Email • Web Forms • Phone • Networking/In Person Meetings @jenneva26
    • Stages of the Campaign • • • • Steered client to strategic content Developed list of influencers Started professional flirting Launched the campaign and outreached (to the non-linking webmasters too) • What’s next?
    • Measuring Success • The main success metric you need to be measuring is leads.  @jenneva26
    • @jenneva26
    • Secondary Metrics • • • • Traffic – needs to be qualified traffic. Secondary lead gen Links Social signals @jenneva26
    • Thank You, Vegas! @jenneva26