Content and Outreach Strategy – Extended Version

1. Content and Outreach Strategy – Extended Version A Talk About Content, Outreach, Measuring Successes and Really Long Pubcon Titles Presented by: Jenneva Vargas @jenneva26

2. Content should start the conversation with your customers. @jenneva26

3. After that, its just a matter of figuring out what you want to say. @jenneva26

4. Google Analytics Official Website - Web Analytics & Reporting ... Successful Content 4 Search Types Setting A Goal for the Content What is the end goal for your content? How will you know if it was successful? • Informative • Transactional • Navigational • Conditional @jenneva26

5. Viral Content vs. Market Viral @jenneva26

6. Market Viral • To achieve saturation within a desired niche @jenneva26

7. Dope Zebra @jenneva26

8. Nope. Chuck Testa. @jenneva26

9. Notoriety @jenneva26

10. Yup, You Became A Meme @jenneva26

12. And, your point is? What value did his website get? @jenneva26

13. @jenneva26

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15. Instead, Shoot for Market Viral @jenneva26

16. 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

17. Outreach Strategy • Things to consider when doing outreach • Promotion time • Influencers to contact • Offering exclusives vs. a tiered approach @jenneva26

18. Offering Exclusives on Content • Only for extremely high value sites • Sites that speak directly to your niche @jenneva26

19. 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

20. The Outreach Process Dev Process Starts Content Launch @jenneva26

21. Um … What is aProfessional 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

23. “But We Just Met on Facebook!” @jenneva26 http://bit.ly/VhoNRc

24. How To Evaluate an Influencer

25. The Outreach Process Dev Process Starts Content Launch @jenneva26

26. 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

27. @jenneva26

28. Tools to Help Judge Influence • Feed Compare • How Sociable • Mention Mapp • Tweet Reach • Twitter Counter • But the big winner for me is… @jenneva26

29. 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 http://mz.cm/Yq7QPB

30. Approaching Influencers @jenneva26

31. The Outreach Process Dev Process Starts Content Launch @jenneva26

32. Methods of Outreach Social Media Networks Additional Points of Contact Email Web forms Phone Networking/in-person meetings • Facebook • Twitter • LinkedIn • Google + @jenneva26

33. LinkedIn • People are engaging with the platform more • Checking in more regularly @jenneva26 http://bit.ly/VhoNRc

34. 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

35. AKA The Creep http://bit.ly/eNkyUL @jenneva26

36. I LIKE TO CALL IT “Pre-targeting” @jenneva26

37. 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

38. Google+ • The ugly duckling of “social media” • You still should use it. @jenneva26

39. @jenneva26

40. 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 @jenneva26

41. Don’t Forget about Real Time Everyone is a twitter about this Oreo ad: @jenneva26 http://bit.ly/WyRfe2

42. Tools To Help You Create Real Time Content • Social Mention • Trakur • Radian6 • ScoutLabs • BuddyMedia • But the one I am most excited about is… @jenneva26

43. Bitly API • True Real Time Search • Attention Spikes • Yes, I did bitly a bitly post… is your mind blown? @jenneva26 http://bit.ly/UH68K8

44. Tools to Help You Keep Up with Your Outreach Efforts • Raventools • Buzzstream • Excel @jenneva26

45. Measuring Success • Leads are the main success measurement for any campaign. @jenneva26

46. @jenneva26

47. Secondary Metrics • Traffic – needs to be qualified traffic • Secondary lead generation • Links • Social signals @jenneva26

48. Content Marketing Dashboard • See what search terms are converting • How much traffic is coming from your blog • What those conversions look like http://bit.ly/PAlJX1 @jenneva26

49. http://bit.ly/PAlJX1 @jenneva26

50. http://bit.ly/PAlJX1 @jenneva26