Content and Outreach

longtermagonizingInternet and Web Development

Dec 13, 2013 (3 years and 8 months ago)

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Content and Outreach
Strategy


Extended Version

A Talk About Content, Outreach,
Measuring Successes and Really
Long Pubcon Titles


Presented by: Jenneva Vargas

@jenneva26


Content should start the conversation
with your customers.

@jenneva26


After that, its just a matter of figuring
out what you want to say.

@jenneva26

Successful Content

4 Search Types


Informative


Transactional


Navigational


Conditional

Setting A Goal for the
Content


What is the end goal for
your content?


How will you know if it
was successful?


Google
Analytics
Official Website
-

Web Analytics
& Reporting ...

@jenneva26

Viral Content vs. Market Viral

@jenneva26

Market Viral


To achieve saturation within a desired
niche

@jenneva26

Dope Zebra

@jenneva26

Nope. Chuck Testa.

@jenneva26

Notoriety

@jenneva26

Yup, You Became A Meme

@jenneva26

And, your point is?

What value did his website get?

@jenneva26

@jenneva26

@jenneva26

Instead,
Shoot for
Market
Viral

@jenneva26

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

Outreach Strategy


Things to consider when doing
outreach


Promotion time


Influencers to contact


Offering exclusives vs. a tiered approach

@jenneva26

Offering Exclusives on
Content


Only for extremely high value sites


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

The Outreach Process

Idea for
Content

Build List of
Potential
Influencers

Evaluate

T1 vs. T2

Get Your
Professional
Flirt on

Reach Out
For Your
Content

Dev

Process
Starts

Content
Launch

@jenneva26

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

“But We Just Met on
Facebook!”

@jenneva26

http://bit.ly/VhoNRc

How To Evaluate an
Influencer

The Outreach Process

Idea for
Content

Build List of
Potential
Influencers

Evaluate

T1 vs. T2

Get Your
Professional
Flirt on

Reach Out
For Your
Content

Dev

Process
Starts

Content
Launch

@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”


New Announcement: Social Authority

http://mz.cm/Yq7QPB

@jenneva26

Approaching Influencers

@jenneva26

The Outreach Process

Idea for
Content

Build List of
Potential
Influencers

Evaluate

T1 vs. T2

Get Your
Professional
Flirt on

Reach Out
For Your
Content

Dev

Process
Starts

Content
Launch

@jenneva26

Methods of Outreach

Social Media Networks


Facebook


Twitter


LinkedIn


Google +


Additional Points of
Contact


Email


Web forms


Phone


Networking/in
-
person
meetings

@jenneva26

LinkedIn


People are engaging with the platform
more


Checking in more regularly

@jenneva26

http://bit.ly/VhoNRc

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
WrightIMC.com’s blog post on Monday.

@jenneva26

AKA The Creep

http://bit.ly/eNkyUL

@jenneva26

I LIKE TO CALL IT “PRE
-
TARGETING”

@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

Google+


The ugly duckling of “social media”


You still should use it.

@jenneva26

@jenneva26

@jenneva26

Why G+ and SEO Go
Together

Google is giving content that
has Authorship higher
positions in SERPs.


Putting links in your author
profile for additional inbound
links


Highly indexable content,
everything from biographical
information to public posts


For outreaching there are
some great features like
Circles and Hangouts

Don’t Forget about Real Time

Everyone is a
twitter about
this Oreo ad:

http://bit.ly/WyRfe2

@jenneva26

Tools To Help You Create
Real Time Content


Social Mention


Trakur


Radian6


ScoutLabs


BuddyMedia


But the one I am most excited about
is…

@jenneva26

Bitly API


True Real Time Search


Attention Spikes





Yes, I did
bitly

a
bitly

post… is your
mind blown?

http://bit.ly/UH68K8

@jenneva26

Tools to Help You Keep Up
with Your Outreach Efforts


Raventools


Buzzstream


Excel


@jenneva26

Measuring Success


Leads are the main success
measurement for any campaign.

@jenneva26

@jenneva26

Secondary Metrics


Traffic


needs to be qualified traffic


Secondary lead generation


Links


Social signals


@jenneva26

Content Marketing Dashboard

http://bit.ly/PAlJX1

@jenneva26


See what search terms are converting


How much traffic is coming from your
blog


What those conversions look like


http://bit.ly/PAlJX1

@jenneva26

http://bit.ly/PAlJX1

@jenneva26

http://bit.ly/PAlJX1

@jenneva26

Be an Outreach Testing Nerd


Look at Success Rates of


Your influencers list


The methods that you use for outreach

@jenneva26

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

Thank You, Austin!

@jenneva26


Original Presentation at:
slidesha.re/YAtUs8