Content and Outreach strategy
-
Upload
jenneva-vargas -
Category
Career
-
view
270 -
download
0
Transcript of Content and Outreach strategy
![Page 1: Content and Outreach strategy](https://reader035.fdocuments.us/reader035/viewer/2022062703/554cfb00b4c905a5138b51b1/html5/thumbnails/1.jpg)
Content and Outreach Strategy
A Talk About Content, Outreach, Measuring
Successes and Really Long Pubcon Titles
Presented by: Jenneva Vargas@jenneva26
![Page 2: Content and Outreach strategy](https://reader035.fdocuments.us/reader035/viewer/2022062703/554cfb00b4c905a5138b51b1/html5/thumbnails/2.jpg)
Viral Content vs. Market Viral
@jenneva26
![Page 3: Content and Outreach strategy](https://reader035.fdocuments.us/reader035/viewer/2022062703/554cfb00b4c905a5138b51b1/html5/thumbnails/3.jpg)
Market Viral
• To achieve saturation within a desired niche
@jenneva26
![Page 4: Content and Outreach strategy](https://reader035.fdocuments.us/reader035/viewer/2022062703/554cfb00b4c905a5138b51b1/html5/thumbnails/4.jpg)
Dope Zebra
@jenneva26
![Page 5: Content and Outreach strategy](https://reader035.fdocuments.us/reader035/viewer/2022062703/554cfb00b4c905a5138b51b1/html5/thumbnails/5.jpg)
Nope. Chuck Testa.
@jenneva26
![Page 6: Content and Outreach strategy](https://reader035.fdocuments.us/reader035/viewer/2022062703/554cfb00b4c905a5138b51b1/html5/thumbnails/6.jpg)
Notoriety
@jenneva26
![Page 7: Content and Outreach strategy](https://reader035.fdocuments.us/reader035/viewer/2022062703/554cfb00b4c905a5138b51b1/html5/thumbnails/7.jpg)
Yup, You Became A Meme
@jenneva26
![Page 8: Content and Outreach strategy](https://reader035.fdocuments.us/reader035/viewer/2022062703/554cfb00b4c905a5138b51b1/html5/thumbnails/8.jpg)
![Page 9: Content and Outreach strategy](https://reader035.fdocuments.us/reader035/viewer/2022062703/554cfb00b4c905a5138b51b1/html5/thumbnails/9.jpg)
And, your point is?
What value did his website get?
@jenneva26
![Page 10: Content and Outreach strategy](https://reader035.fdocuments.us/reader035/viewer/2022062703/554cfb00b4c905a5138b51b1/html5/thumbnails/10.jpg)
@jenneva26
![Page 11: Content and Outreach strategy](https://reader035.fdocuments.us/reader035/viewer/2022062703/554cfb00b4c905a5138b51b1/html5/thumbnails/11.jpg)
@jenneva26
![Page 12: Content and Outreach strategy](https://reader035.fdocuments.us/reader035/viewer/2022062703/554cfb00b4c905a5138b51b1/html5/thumbnails/12.jpg)
Instead, Shoot for Market Viral
@jenneva26
![Page 13: Content and Outreach strategy](https://reader035.fdocuments.us/reader035/viewer/2022062703/554cfb00b4c905a5138b51b1/html5/thumbnails/13.jpg)
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
![Page 14: Content and Outreach strategy](https://reader035.fdocuments.us/reader035/viewer/2022062703/554cfb00b4c905a5138b51b1/html5/thumbnails/14.jpg)
Outreach Strategy
• Things to consider when doing outreach– Promotion time– Influencers to contact– Offering exclusives vs. a tiered
approach
@jenneva26
![Page 15: Content and Outreach strategy](https://reader035.fdocuments.us/reader035/viewer/2022062703/554cfb00b4c905a5138b51b1/html5/thumbnails/15.jpg)
Offering Exclusives on Content
• Only for extremely high value sites• Sites that speak directly to your
niche
@jenneva26
![Page 16: Content and Outreach strategy](https://reader035.fdocuments.us/reader035/viewer/2022062703/554cfb00b4c905a5138b51b1/html5/thumbnails/16.jpg)
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
![Page 17: Content and Outreach strategy](https://reader035.fdocuments.us/reader035/viewer/2022062703/554cfb00b4c905a5138b51b1/html5/thumbnails/17.jpg)
The Outreach Process
Dev Process Starts
Content Launch
@jenneva26
![Page 18: Content and Outreach strategy](https://reader035.fdocuments.us/reader035/viewer/2022062703/554cfb00b4c905a5138b51b1/html5/thumbnails/18.jpg)
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
![Page 19: Content and Outreach strategy](https://reader035.fdocuments.us/reader035/viewer/2022062703/554cfb00b4c905a5138b51b1/html5/thumbnails/19.jpg)
![Page 20: Content and Outreach strategy](https://reader035.fdocuments.us/reader035/viewer/2022062703/554cfb00b4c905a5138b51b1/html5/thumbnails/20.jpg)
“But We Just Met on Facebook!”
@jenneva26http://bit.ly/VhoNRc
![Page 21: Content and Outreach strategy](https://reader035.fdocuments.us/reader035/viewer/2022062703/554cfb00b4c905a5138b51b1/html5/thumbnails/21.jpg)
How To Evaluate an Influencer
![Page 22: Content and Outreach strategy](https://reader035.fdocuments.us/reader035/viewer/2022062703/554cfb00b4c905a5138b51b1/html5/thumbnails/22.jpg)
The Outreach Process
Dev Process Starts
Content Launch
@jenneva26
![Page 23: Content and Outreach strategy](https://reader035.fdocuments.us/reader035/viewer/2022062703/554cfb00b4c905a5138b51b1/html5/thumbnails/23.jpg)
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
![Page 24: Content and Outreach strategy](https://reader035.fdocuments.us/reader035/viewer/2022062703/554cfb00b4c905a5138b51b1/html5/thumbnails/24.jpg)
@jenneva26
![Page 25: Content and Outreach strategy](https://reader035.fdocuments.us/reader035/viewer/2022062703/554cfb00b4c905a5138b51b1/html5/thumbnails/25.jpg)
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
![Page 26: Content and Outreach strategy](https://reader035.fdocuments.us/reader035/viewer/2022062703/554cfb00b4c905a5138b51b1/html5/thumbnails/26.jpg)
Approaching Influencers
@jenneva26
![Page 27: Content and Outreach strategy](https://reader035.fdocuments.us/reader035/viewer/2022062703/554cfb00b4c905a5138b51b1/html5/thumbnails/27.jpg)
The Outreach Process
Dev Process Starts
Content Launch
@jenneva26
![Page 28: Content and Outreach strategy](https://reader035.fdocuments.us/reader035/viewer/2022062703/554cfb00b4c905a5138b51b1/html5/thumbnails/28.jpg)
Methods of Outreach
Social Media Networks
• Facebook• Twitter• LinkedIn• Google +
Additional Points of Contact
• Email• Web forms• Phone• Networking/in-person
meetings
@jenneva26
![Page 29: Content and Outreach strategy](https://reader035.fdocuments.us/reader035/viewer/2022062703/554cfb00b4c905a5138b51b1/html5/thumbnails/29.jpg)
• People are engaging with the platform more
• Checking in more regularly
@jenneva26http://bit.ly/VhoNRc
![Page 30: Content and Outreach strategy](https://reader035.fdocuments.us/reader035/viewer/2022062703/554cfb00b4c905a5138b51b1/html5/thumbnails/30.jpg)
• 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.
@jenneva26
![Page 31: Content and Outreach strategy](https://reader035.fdocuments.us/reader035/viewer/2022062703/554cfb00b4c905a5138b51b1/html5/thumbnails/31.jpg)
AKA The Creep
http://bit.ly/eNkyUL @jenneva26
![Page 32: Content and Outreach strategy](https://reader035.fdocuments.us/reader035/viewer/2022062703/554cfb00b4c905a5138b51b1/html5/thumbnails/32.jpg)
I LIKE TO CALL IT “PRE-TARGETING”
@jenneva26
![Page 33: Content and Outreach strategy](https://reader035.fdocuments.us/reader035/viewer/2022062703/554cfb00b4c905a5138b51b1/html5/thumbnails/33.jpg)
• 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
![Page 34: Content and Outreach strategy](https://reader035.fdocuments.us/reader035/viewer/2022062703/554cfb00b4c905a5138b51b1/html5/thumbnails/34.jpg)
Google+
• The ugly duckling of “social media”• You still should use it.
@jenneva26
![Page 35: Content and Outreach strategy](https://reader035.fdocuments.us/reader035/viewer/2022062703/554cfb00b4c905a5138b51b1/html5/thumbnails/35.jpg)
@jenneva26
![Page 36: Content and Outreach strategy](https://reader035.fdocuments.us/reader035/viewer/2022062703/554cfb00b4c905a5138b51b1/html5/thumbnails/36.jpg)
@jenneva26
Why G+ and SEO Go TogetherGoogle 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
![Page 37: Content and Outreach strategy](https://reader035.fdocuments.us/reader035/viewer/2022062703/554cfb00b4c905a5138b51b1/html5/thumbnails/37.jpg)
Measuring Success
• Leads are the main success measurement for any campaign.
@jenneva26
![Page 38: Content and Outreach strategy](https://reader035.fdocuments.us/reader035/viewer/2022062703/554cfb00b4c905a5138b51b1/html5/thumbnails/38.jpg)
@jenneva26
![Page 39: Content and Outreach strategy](https://reader035.fdocuments.us/reader035/viewer/2022062703/554cfb00b4c905a5138b51b1/html5/thumbnails/39.jpg)
Secondary Metrics
• Traffic – needs to be qualified traffic
• Secondary lead generation• Links • Social signals
@jenneva26
![Page 40: Content and Outreach strategy](https://reader035.fdocuments.us/reader035/viewer/2022062703/554cfb00b4c905a5138b51b1/html5/thumbnails/40.jpg)
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
![Page 41: Content and Outreach strategy](https://reader035.fdocuments.us/reader035/viewer/2022062703/554cfb00b4c905a5138b51b1/html5/thumbnails/41.jpg)
http://bit.ly/PAlJX1 @jenneva26
![Page 42: Content and Outreach strategy](https://reader035.fdocuments.us/reader035/viewer/2022062703/554cfb00b4c905a5138b51b1/html5/thumbnails/42.jpg)
http://bit.ly/PAlJX1 @jenneva26
![Page 43: Content and Outreach strategy](https://reader035.fdocuments.us/reader035/viewer/2022062703/554cfb00b4c905a5138b51b1/html5/thumbnails/43.jpg)
http://bit.ly/PAlJX1 @jenneva26
![Page 44: Content and Outreach strategy](https://reader035.fdocuments.us/reader035/viewer/2022062703/554cfb00b4c905a5138b51b1/html5/thumbnails/44.jpg)
Be an Outreach Testing Nerd
• Look at Success Rates of– Your influencers list– The methods that you use for
outreach
@jenneva26
![Page 45: Content and Outreach strategy](https://reader035.fdocuments.us/reader035/viewer/2022062703/554cfb00b4c905a5138b51b1/html5/thumbnails/45.jpg)
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
![Page 46: Content and Outreach strategy](https://reader035.fdocuments.us/reader035/viewer/2022062703/554cfb00b4c905a5138b51b1/html5/thumbnails/46.jpg)
Thank You, Austin!
@jenneva26