This document summarizes Paul May's presentation on advanced content promotion and outreach strategies. It discusses segmenting content markets and building lists of influencers through techniques like chunking, link reclamation, and finding unlinked mentions. It provides examples of segmenting audiences for a sprinkler system designer tool into gardening, landscaping, and other categories. The presentation also covers planning an engagement strategy, executing an outreach campaign, and writing effective outreach emails that are personalized, positioned, persuasive and make a clear call to action.

1. Advanced Content Promotion
and Outreach
Paul May
Co-Founder/CEO, BuzzStream
Presented at the Content Marketing Show
On May 31st, 2013

2. What’s BuzzStream?
helps the world’s best marketers promote
their products, services, and content to build
buzz, mentions, and links.
Take a 14-Day Free Trial Today at
BuzzStream.com

3. “The best way to get links and buzz is to hit
the publish button.”

4. It makes perfect sense,
if you have…

5. A HUGE BUDGET

6. A BIG BRAND

7. OR LOADS OF TIME…
Most bloggers give up
here…
When they want to be
here.

8. But for the Average Joe…

9. Hey girl,
You click the publish
button and collect your
thousands of links.
And I’ll get our bubble
bath ready.
This might not be completely realistic.

11. The old outreach model

12. STEP 1: Build a big-ass list.

13. Hi,
Yoursite www.bullseye.com
is SO cool.
Please write about me and
give me a link so I can be
cool two.
Sinceerly,
Paul May
STEP 2: Send a lightly personalized email.

14. STEP 3: Hope like hell you get a response.

16. Start by segmenting your
“content market.”

17. Leverage the EASIER to acquire
mentions and links to help
get the more DIFFICULT ones.

18. Commit to relationship building
prior to outreach.

19. Automate low-value tasks.

20. EXAMPLE: Content promotion for orbitonline.com

21. Their primary content asset:
SPRINKLER SYSTEM DESIGNER

22. IDENTIFY
TARGET
SEGMENTS
BUILD
LISTS
EXECUTE
CAMPAIGN
MEASURE
AND ADAPT
PLAN YOUR
ENGAGEMENT

23. IDENTIFYING
TARGET
SEGMENTS
Start Building Your
Campaign Strategy by

24. Understanding Our Asset and Its Value
It’s Compelling Because It
Designs a Sprinkler System.

25. Let’s start with the obvious segments…
LANDSCAPING GARDENING DIY HOME

26. …and then expand using “chunking”
Chunk up:
What is this an example/type
of?
What is this part of?
What is the
intention/purpose?
Chunk down:
What’s an example/type of
this?
What is a component of this?
What/who/where
specifically?

27. Use Google Trends for ideas

28. …and Library of Congress/
Dewey Decimal Classifications

29. Chunking: An Example
Start with the base categories…
GARDENING LANDSCAPING

30. GARDENING LANDSCAPING
ORGANIC
GARDENING
SUSTAINABLE
LANDSCAPING
Chunk
Down…
Chunking: An Example

31. Chunking: An Example
GARDENING LANDSCAPING
Chunk up…
HOME IMPROVEMENT
AGRICULTURE MANAGEMENT
ARCHITECTURAL DESIGN
ORGANIC
GARDENING
SUSTAINABLE
LANDSCAPING

32. Chunking: An Example
GARDENING LANDSCAPING
Lateral and
back
down…
HOME IMPROVEMENT
AGRICULTURE MANAGEMENT
ARCHITECTURAL DESIGN
ORGANIC
GARDENING
SUSTAINABLE
LANDSCAPING
FARMING
ORGANIC
FARMING

34. Resources for List Building
 Link reclamation
 Finding unlinked mentions
 Beginner’s Guide to Link Prospecting Using Google
 9 Steps to Suck Your Competitors Link Profile Dry
 Want Guest Post Links? Find Them Via Twitter
 Find Authority Guest Blog Opportunities on Twitter
 Building Links with BuzzStream & FollowerWonk

35. Qualify & Annotate Prospects with the BuzzBar

36. Identify Target Segments & Opportunities
PRIMARY SEGMENT
Gardening Sites
Contractors &
Landscapers
DIY Sites
SECONDARY
OPPORTUNITIES
Home
Improvement Sites
House Flipping
Sites
Turf Management
Schools
TERTIARY
OPPORTUNITIES
Free Web App
Lists and
Directories
Farming
Resource
Pages

37. PLAN YOUR
ENGAGEMENT
Make a Plan to Reach
the Influencers

38. Outreach Order of Operations
“HARVESTING” “DEMAND GENERATION”
Link Reclamation
Unlinked Mentions
Resource Pages
Broken Links
Guest Posting
Big Content
Promotion

39. The Process
Research
Outreach
Relationship
Building
‘Big Content’
Prospects
‘Thank ‘Past
Promoters’
Promote ‘Big
Content
Prospects’
‘Harvesting
Opportunities’
‘Big Content
Prospects’

40. EXECUTE YOUR
CAMPAIGN
Start Reaching Out and
Earning Links

41. 4 Elements of a Great Outreach Email
Great emails are:
 Personalized
 Positioned
 Persuasive
 Effective at Calling to Action (aka ‘Make the
Ask’)

42. Email for High-Influence
Gardening Blogger

43. Thanks for Listening!
Paul May
@PaulMay
Questions? Email Paul (at) BuzzStream Dot Com