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:, 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!” @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 @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 @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’s blog post. @jenneva26
  29. 29. AKA The Creep @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 @jenneva26
  39. 39. @jenneva26
  40. 40. @jenneva26
  41. 41. @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