3 Content Formats To Lift Your Traffic

Influencer Outreach Best PracticeUsing BuzzStream & BuzzSumo

@paulmay @steverayson

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Steve RaysonDirector, BuzzSumosteve@buzzsumo.com@steverayson

Paul MayC0-founder, BuzzStreamPaul@buzzstream.com @paulmay

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What is an Influencer?An influencer is someone who has the ability to amplify your content.

Content analysis report

Content is amplified by sharing and linking

This is where influencers can help you. Will they share or link to your content.

An Influencer Is Not:Someone with lots of followers.

Content analysis report

Someone with lots of followers may get less average retweets than someone with few followers

An influencer has an engaged audience in an area that matters to you and your product or service.

Content analysis report

An influencer was defined as someone with a retweet rate of 2 or more

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Which Influencers Amplify Content In Your Area?

Content analysis report

Influencer Types

Celebrities or names in your industry(typically these have large followings)

Journalists (amplification and reach through distribution)

Academics or industry analysts (authority and influence with a targeted audience)

Find heavily shared content and see who shared and amplified it

See that little View Sharers button? That one little button is your new best friend.

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2. Find authors of heavily shared content

3. Use BuzzStream Discovery

Nurture Relationships

Engage with their content eg questions they are asking, tips they provide14

4. Use BuzzSumo Influencer Search

Start by going to the influencer tab. Type in your topic area and BuzzSumo will return a list of influencers by relevance. You can re-sort this list to find influencers that are relevant to you, for example:- Number of followers- Retweet ratio- Reply ratio- Page authority, if they have a blog or website

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Filter by Type

Filter by type

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Build an outreach or nurturing list

Paul will explain in more detail17

Review & share their recent content

Engage with their content eg questions they are asking, tips they provide18

How can you help your influencers?Link to the influencers personal site, valuable if you have a high authority or highly ranked siteRecommend their services Free or discounted use of your servicesResearch/share insights before they are publicShare and promote their content

What can you offer?19

Ok, but how do I execute an influencer campaign that gets results?

Gated eBook targeted at SEOs and content marketersCase Study:Linking Outside the Box

Ideation

Launch

Editing/Staging

Content Creation

Content Collaboration - big influencersEarly access:CustomersTargeted Social AdsOwned Media PromotionEarly access:AdvocatesRelationship Nurturing influencers, promoters, advocatesThe Project Plan

Created a project in BuzzStream for each segment

For each segment, we had unique:Goals WorkflowEmail templates

Content Collaboration

Included influencers in multiple key segments.

Multiple benefits:Improved the bookBroadened reachAdded credibility

Use BuzzStream Discovery

Set threshold metric filters (DA 60+, posted in past year, 1,000+ Twitter followers)Enter relevant keyword (link building)Review influencers by content to determine collaboration candidates

BuzzStream Discovery Workflow

Influencers, Advocates, Promoters

Nurtured relationships prior to launch

Outreach to likely promoters:Requested feedback on the eBook outline before writingProvided early access to the eBook (soliciting feedback)

Included shout-outs in the blog post.

Benefits:Improved the eBookDrove sharing Built loyalty

Workflow for Influencers, Advocates, Promoters

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Find content sharers with BuzzSumo:Filter out websites that are heavily shared by botsView sharers for highly shared content

Find Influencers

See that little View Sharers button? That one little button is your new best friend.

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Research sharers to determine fit:Our goal sharing look for high RTs, followers, reply ratioView links shared to determine likelihood theyll shareFocused on your topics?Share content from other sites?

Research Influencers

See that little View Sharers button? That one little button is your new best friend.

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Twitter influencer search in the Amplification section in BuzzSumoContent search in BuzzSumo to find influential authorsInfluencer search in BuzzStream Discovery (filter to limit results to twitter influencers)Use the BuzzStream chrome extension (BuzzMarker) to turn twitter lists into prospecting lists.

Find and Research Influencers Additional Methods

Add to nurture lists in BuzzSumoEngage in the Amplification sectionAnswer questionsRetweet/like tweets with matching keywordsShare contentImport nurture lists into BuzzStream project

Nurture Influencers

See that little View Sharers button? That one little button is your new best friend.

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Includes:People who share/link to usPeople we share/link toCustomersPeople we talk to regularly

Tools for identifying advocates and friendsBuzzSumo brand monitoring and URL searchesBuzzStream Discovery brand searchBuzzStream Outreach filtering by outreach history, tweet history, link history

Find Advocates/Friends

See that little View Sharers button? That one little button is your new best friend.

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Using filters in BuzzStream outreachTagsTweet historyEmail historyLink history

Find Advocates/Friends

See that little View Sharers button? That one little button is your new best friend.

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Asked for feedback on eBook outline

Nurture Advocates/Friends

See that little View Sharers button? That one little button is your new best friend.

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Provided early access when it was complete

Nurture Advocates/Friends

See that little View Sharers button? That one little button is your new best friend.

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Targeted Social Ads

Twitter, LinkedIn, Facebook, retargeting

Twitter targeting:Followers of link building influencersDont follow BuzzStream

Thank You