#MozCon
Richard Baxter
REALLY TARGETED OUTREACH
"Hey, we need
to get some
links!"
"Let's do some
outreach!"
Credit: http://www.flickr.com/photos/leonahobbs/
AT FIRST
I WAS
LIKE
Credit: http://www.flickr.com/photos/doublebug/
THEN I
WAS LIKE
Credit: http://www.flickr.com/photos/remcat/
AND
NOW I’M
JUST
I STARTED
WITH GOOGLE
Let'sdosome
marketing…
Iwanttofindoutwhere
mytargetmarketis
Iwanttofindoutwhat
they'resharing
Iwanttoknowwhoto
contact
Option1:Google
"writeforus”+marketing
(orwhatever)
Takeoption1:
Youunderstandnothing.
Option2:
Collectdata+analyze+
besmart
0
20
40
60
80
100
120
0
5
10
15
20
25
30
35
40
45
50
blog.bufferapp.com
blog.mindjet.com
techcrunch.com
instagram.com
mash...
Beautifulwebsites
Stillnotconvinced?
0
10
20
30
40
50
60
70
80
Average Domain Authority
Twitter Shares
Google Search
Results
Youtookoption2:
Youunderstand
everything.
There'sabetterway–
anditdoesn'tinvolve
Google.
Who are
you
targeting?
Identify
influencer
intersect
What Are
those
people
sharing?
Be there
Reallytargetedoutreach
Domains shared by pro snowboarders
instagram.com
www.martyrobertson.com
www.redbull.com
imaginate.redbull.com
pbs.twimg.co...
Wanttoknowhowtodo
it?
Youneedthese3tools:
#MozCon
Get TAGS v5
#MozCon
And the rest:
Credit: http://www.flickr.com/photos/wundoroo/
FETCH!
#MozCon
Authorize the app
#MozCon
You get a window like this…
#MozCon
Then get a Twitter OAuth Consumer Key:
GO TO: https://dev.twitter.com/apps/new
Findyouraudience
#MozCon
#MozCon
Grab Their Shared Links with Advanced
Twitter Search:
filter:links
from:richardbaxter OR
from:randfish OR
from:wil...
Constructthesearch
query,fast:
http://bit.ly/followerwonkfetcher
#MozCon
#MozCon
Paste your query into TAGs
Then, click run!
#MozCon
If it worked, it’ll look bad ass:
#MozCon
TIP: Create profiles for every target group
Credit: http://www.flickr.com/photos/backinthepack/
OK am listening
#MozCon
Here’s your next template:
bit.ly/mozcontemplate
#MozCon
#MozCon
#MozCon
Makethedata
actionable
#MozCon
Ta Da! Data…
Tweet
Entity
Data
User
Followers
Shared
URL
Domain
Author
Social
stuff
#MozCon
#MozCon
Pull through tweets, user + entity data
=OFFSET
(INDIRECT("'Twitter Archive'!“
&
ADDRESS(6,COLUMN()+3,4)),ROW()-2,...
#MozCon
=RegexpFind
(G25,
"(
https?://)?([da-z.-]+).([a-z.]{2,6})([/w .-]*)*/?
")
Extract the shared URL
#MozCon
Scrape the author name
=XPathOnUrl
(
[Unshortened_URL],"//a[@rel='author']“
)
#MozCon
Get the contact details
use: tools.seogadget.co.uk or tools.seogadget.co.uk/use_api
Iactuallydidsome
outreachwiththisdata
0
20
40
60
80
100
120
0
5
10
15
20
25
30
35
40
45
50
blog.bufferapp.com
blog.mindjet.com
techcrunch.com
instagram.com
mash...
Andthat,isreally
targeted.
Enjoytherestof
#MozCon!
#MozCon
Really Targeted Outreach - Mozcon 2013 - Richard Baxter
Really Targeted Outreach - Mozcon 2013 - Richard Baxter
Really Targeted Outreach - Mozcon 2013 - Richard Baxter
Really Targeted Outreach - Mozcon 2013 - Richard Baxter
Really Targeted Outreach - Mozcon 2013 - Richard Baxter
Really Targeted Outreach - Mozcon 2013 - Richard Baxter
Really Targeted Outreach - Mozcon 2013 - Richard Baxter
Really Targeted Outreach - Mozcon 2013 - Richard Baxter
Really Targeted Outreach - Mozcon 2013 - Richard Baxter
Really Targeted Outreach - Mozcon 2013 - Richard Baxter
Really Targeted Outreach - Mozcon 2013 - Richard Baxter
Really Targeted Outreach - Mozcon 2013 - Richard Baxter
Really Targeted Outreach - Mozcon 2013 - Richard Baxter
Really Targeted Outreach - Mozcon 2013 - Richard Baxter
Really Targeted Outreach - Mozcon 2013 - Richard Baxter
Really Targeted Outreach - Mozcon 2013 - Richard Baxter
Really Targeted Outreach - Mozcon 2013 - Richard Baxter
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Really Targeted Outreach - Mozcon 2013 - Richard Baxter

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My presentation, from Mozcon 2013 looked at using Twitter data as a starting point for higher quality link building / content marketing outreach. I'll be following this up with a post on the Moz blog really soon!

Published in: Business, Technology

Really Targeted Outreach - Mozcon 2013 - Richard Baxter

  1. 1. #MozCon Richard Baxter REALLY TARGETED OUTREACH
  2. 2. "Hey, we need to get some links!"
  3. 3. "Let's do some outreach!"
  4. 4. Credit: http://www.flickr.com/photos/leonahobbs/ AT FIRST I WAS LIKE
  5. 5. Credit: http://www.flickr.com/photos/doublebug/ THEN I WAS LIKE
  6. 6. Credit: http://www.flickr.com/photos/remcat/ AND NOW I’M JUST
  7. 7. I STARTED WITH GOOGLE
  8. 8. Let'sdosome marketing…
  9. 9. Iwanttofindoutwhere mytargetmarketis
  10. 10. Iwanttofindoutwhat they'resharing
  11. 11. Iwanttoknowwhoto contact
  12. 12. Option1:Google "writeforus”+marketing (orwhatever)
  13. 13. Takeoption1: Youunderstandnothing.
  14. 14. Option2: Collectdata+analyze+ besmart
  15. 15. 0 20 40 60 80 100 120 0 5 10 15 20 25 30 35 40 45 50 blog.bufferapp.com blog.mindjet.com techcrunch.com instagram.com mashable.com blogs.hbr.org advanced-… joel.is news.blinkbox.com gawker.com venturebeat.com performinsider.com blog.lift.do saastr.com worldobserveronline… variety.com thenextweb.com kottke.org lifehacker.com zenhabits.net siliconangle.com blog.kissmetrics.com blog.kippt.com stratechery.com ibeconnects.com sfy.co jonyiveredesignsthin… en.wikipedia.org online.wsj.com science.time.com cmo.com brw.com.au twitpic.com business.time.com readwrite.com songza.com blog.hubspot.com isotropic.org unbounce.com blog.trendrr.com m.vanityfair.com econsultancy.com mobile.smashingma… exp.lore.com michaelhyatt.com hollykl.newsvine.com blog.capwatkins.com elitedaily.com resources.limelight.c… websuccessteam.com latinafatale.com vooza.com wronghands1.wordp… supportops.co e27.co blog.contentforest.com videos.digg.com jobs.bufferapp.com Count of Domain pda
  16. 16. Beautifulwebsites
  17. 17. Stillnotconvinced?
  18. 18. 0 10 20 30 40 50 60 70 80 Average Domain Authority Twitter Shares Google Search Results
  19. 19. Youtookoption2: Youunderstand everything.
  20. 20. There'sabetterway– anditdoesn'tinvolve Google.
  21. 21. Who are you targeting? Identify influencer intersect What Are those people sharing? Be there Reallytargetedoutreach
  22. 22. Domains shared by pro snowboarders instagram.com www.martyrobertson.com www.redbull.com imaginate.redbull.com pbs.twimg.com www.pinkbike.com offerpop.com www.snowboardermag.com live.redbull.tv www.golfdigest.com beachlifestyle.com www.usopen.com thepurebar.com www.youtube.com vimeo.com tmi.me 0 200 400 600 800 instagram.com facebook.com youtube.com foursquare.com pinterest.com twitpic.com vine.co Social sites shared by people interested in snowboarding
  23. 23. Wanttoknowhowtodo it?
  24. 24. Youneedthese3tools:
  25. 25. #MozCon Get TAGS v5
  26. 26. #MozCon And the rest:
  27. 27. Credit: http://www.flickr.com/photos/wundoroo/ FETCH!
  28. 28. #MozCon Authorize the app
  29. 29. #MozCon You get a window like this…
  30. 30. #MozCon Then get a Twitter OAuth Consumer Key: GO TO: https://dev.twitter.com/apps/new
  31. 31. Findyouraudience
  32. 32. #MozCon
  33. 33. #MozCon Grab Their Shared Links with Advanced Twitter Search: filter:links from:richardbaxter OR from:randfish OR from:wilreynolds
  34. 34. Constructthesearch query,fast: http://bit.ly/followerwonkfetcher
  35. 35. #MozCon
  36. 36. #MozCon Paste your query into TAGs Then, click run!
  37. 37. #MozCon If it worked, it’ll look bad ass:
  38. 38. #MozCon TIP: Create profiles for every target group
  39. 39. Credit: http://www.flickr.com/photos/backinthepack/ OK am listening
  40. 40. #MozCon Here’s your next template: bit.ly/mozcontemplate
  41. 41. #MozCon
  42. 42. #MozCon
  43. 43. #MozCon
  44. 44. Makethedata actionable
  45. 45. #MozCon Ta Da! Data… Tweet Entity Data User Followers Shared URL Domain Author Social stuff
  46. 46. #MozCon
  47. 47. #MozCon Pull through tweets, user + entity data =OFFSET (INDIRECT("'Twitter Archive'!“ & ADDRESS(6,COLUMN()+3,4)),ROW()-2,0,1,1)
  48. 48. #MozCon =RegexpFind (G25, "( https?://)?([da-z.-]+).([a-z.]{2,6})([/w .-]*)*/? ") Extract the shared URL
  49. 49. #MozCon Scrape the author name =XPathOnUrl ( [Unshortened_URL],"//a[@rel='author']“ )
  50. 50. #MozCon Get the contact details use: tools.seogadget.co.uk or tools.seogadget.co.uk/use_api
  51. 51. Iactuallydidsome outreachwiththisdata
  52. 52. 0 20 40 60 80 100 120 0 5 10 15 20 25 30 35 40 45 50 blog.bufferapp.com blog.mindjet.com techcrunch.com instagram.com mashable.com blogs.hbr.org advanced-… joel.is news.blinkbox.com gawker.com venturebeat.com performinsider.com blog.lift.do saastr.com worldobserveronline… variety.com thenextweb.com kottke.org lifehacker.com zenhabits.net siliconangle.com blog.kissmetrics.com blog.kippt.com stratechery.com ibeconnects.com sfy.co jonyiveredesignsthin… en.wikipedia.org online.wsj.com science.time.com cmo.com brw.com.au twitpic.com business.time.com readwrite.com songza.com blog.hubspot.com isotropic.org unbounce.com blog.trendrr.com m.vanityfair.com econsultancy.com mobile.smashingma… exp.lore.com michaelhyatt.com hollykl.newsvine.com blog.capwatkins.com elitedaily.com resources.limelight.c… websuccessteam.com latinafatale.com vooza.com wronghands1.wordp… supportops.co e27.co blog.contentforest.com videos.digg.com jobs.bufferapp.com Count of Domain pda
  53. 53. Andthat,isreally targeted. Enjoytherestof #MozCon!
  54. 54. #MozCon
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