Content Campaign
Development
Creating Strategic Content and
Getting Outreach Success
Presented by: Jenneva Vargas
@jenneva...
Content Goals
• Get people talking about the brand
• Drive qualified traffic and leads
• Drive links to the site

@jenneva...
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...
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 buil...
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 co...
Outreach Strategy and
Implementation

@jenneva26
Outreach Strategy
• Things to consider when outreaching
– Promotion Time
– Influencers to outreach to
– Offering exclusive...
Offering Exclusives on
Content
• This would be for sites that are
extremely well known
• Sites that speak directly to your...
Tiered Approach
• T1 – High Authority Sites or Sites where
targeted influencers are the primary
presence
• T2 – These site...
How To Evaluate an
Influencer
• Do they have an online presence?
– Their own blog + Company Blog
– Are they on Social Netw...
@jenneva26
Tools to Help Judge Influence
•
•
•
•
•
•

Feed Compare
How Sociable
Mention Mapp
Tweet Reach
Twitter Counter
But the big ...
Followerwonk
• “You can order all active Twitter users
by influence, dissect your social graph,
or find new followers who ...
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 kn...
“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 ...
AKA The Creep

http://bit.ly/eNkyUL

@jenneva26
I LIKE TO CALL IT “PRETARGETING”

@jenneva26
Twitter
• Best to start the conversation before
you ask them to look or RT any of your
content to their followers.
• Hasht...
Methods of Outreaching
Social Media Networks
• Facebook
• Twitter
• LinkedIn
• Google +

Additional Points of
Contact
• Em...
Stages of the Campaign
•
•
•
•

Steered client to strategic content
Developed list of influencers
Started professional fli...
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
Pubcon Vegas - Content Campaign Development
Pubcon Vegas - Content Campaign Development
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Pubcon Vegas - Content Campaign Development

  1. 1. Content Campaign Development Creating Strategic Content and Getting Outreach Success Presented by: Jenneva Vargas @jenneva26
  2. 2. Content Goals • Get people talking about the brand • Drive qualified traffic and leads • Drive links to the site @jenneva26
  3. 3. A tale of two viral campaigns Small Business and Big Brand
  4. 4. Nope. Chuck Testa. @jenneva26
  5. 5. Yep, You Became A Meme @jenneva26
  6. 6. And Your Point is? What value did his site get? @jenneva26
  7. 7. @jenneva26
  8. 8. Now a look at Dove’s Real Beauty Sketches
  9. 9. 56 Million YouTube Views 556 Comments 1 Million results for “Dove Real Beauty Sketches” Known as the “Most Viral Ad Ever” @jenneva26
  10. 10. What was the end result to the site? @jenneva26
  11. 11. The Early Days of the Campaign @jenneva26
  12. 12. @jenneva26
  13. 13. @jenneva26
  14. 14. 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
  15. 15. Market Viral: To achieve saturation within a desired niche. @jenneva26
  16. 16. 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
  17. 17. Outreach Strategy and Implementation @jenneva26
  18. 18. Outreach Strategy • Things to consider when outreaching – Promotion Time – Influencers to outreach to – Offering exclusives vs a Tiered Approach @jenneva26
  19. 19. Offering Exclusives on Content • This would be for sites that are extremely well known • Sites that speak directly to your niche @jenneva26
  20. 20. 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
  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. Tools to Help Judge Influence • • • • • • Feed Compare How Sociable Mention Mapp Tweet Reach Twitter Counter But the big winner for me is… @jenneva26
  24. 24. 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
  25. 25. The Outreach Process Dev Process Starts Content Launch @jenneva26
  26. 26. 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
  27. 27. “But…. We Just Met on Facebook!” 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. • Use Power Editor to target via email. @jenneva26
  29. 29. AKA The Creep http://bit.ly/eNkyUL @jenneva26
  30. 30. I LIKE TO CALL IT “PRETARGETING” @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. Methods of Outreaching Social Media Networks • Facebook • Twitter • LinkedIn • Google + Additional Points of Contact • Email • Web Forms • Phone • Networking/In Person Meetings @jenneva26
  33. 33. 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?
  34. 34. Measuring Success • The main success metric you need to be measuring is leads.  @jenneva26
  35. 35. @jenneva26
  36. 36. Secondary Metrics • • • • Traffic – needs to be qualified traffic. Secondary lead gen Links Social signals @jenneva26
  37. 37. Thank You, Vegas! @jenneva26
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