Pubcon Vegas - Content Campaign Development
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Transcript of Pubcon Vegas - Content Campaign Development
Content Campaign Development
Creating Strategic Content and Getting Outreach SuccessPresented by: Jenneva Vargas
@jenneva26
Content Goals
• Get people talking about the brand• Drive qualified traffic and leads• Drive links to the site
@jenneva26
A tale of two viral campaigns
Small Business and Big Brand
Nope. Chuck Testa.
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Yep, You Became A Meme
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And Your Point is?
What value did his site get?
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@jenneva26
Now a look at Dove’s Real Beauty Sketches
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56 Million YouTube
Views
1 Million results for “Dove Real
Beauty Sketches”
Known as the “Most Viral Ad Ever”
556 Comments
What was the end result to the site?
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The Early Days of the Campaign
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@jenneva26
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Lessons Learned
• Linking to original source is rare.– Get the most bang for your campaign
by setting up a post link building campaign
• Make sure your site is set up to receive the full value of your efforts.
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Market Viral:
To achieve
saturation within a desired niche.
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Achieve Market Virality
• Answer pain points of the industry/niche.
• Provide industry insights wrapped in a compelling content piece.
• Use Psychographic data to find themes that will resonate with your Target Audience.
• Outreach your content.@jenneva26
@jenneva26
Outreach Strategy and Implementation
Outreach Strategy
• Things to consider when outreaching– Promotion Time– Influencers to outreach to– Offering exclusives vs a Tiered
Approach
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Offering Exclusives on Content
• This would be for sites that are extremely well known
• Sites that speak directly to your niche
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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.
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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
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@jenneva26
Tools to Help Judge Influence
• Feed Compare• How Sociable• Mention Mapp• Tweet Reach• Twitter Counter• But the big winner for me is…
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Followerwonk
• “You can order all active Twitter users by influence, dissect your social graph, or find new followers who are most important”
• Social Authority
http://mz.cm/Yq7QPB @jenneva26
The Outreach Process
Dev Process Starts
Content Launch
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Um… What is Professional Flirt?
• Getting in front of your desired influencers– Promoting their content– Letting them know what you think
about their own content– Helping them find other content that
is valuable
“But…. We Just Met on Facebook!”
@jenneva26http://bit.ly/VhoNRc
• Target Influencers and get in front of them so when you do start the conversation your brand seems familiar to them.
• Use Power Editor to target via email.
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AKA The Creep
http://bit.ly/eNkyUL @jenneva26
I LIKE TO CALL IT “PRE-TARGETING”
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• Best to start the conversation before you ask them to look or RT any of your content to their followers.
• Hashtags allow for search.
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Methods of Outreaching
Social Media Networks
• Facebook• Twitter• LinkedIn• Google +
Additional Points of Contact
• Email• Web Forms• Phone• Networking/In Person
Meetings
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Stages of the Campaign
• Steered client to strategic content• Developed list of influencers• Started professional flirting• Launched the campaign and
outreached (to the non-linking webmasters too)
• What’s next?
Measuring Success
• The main success metric you need to be measuring is leads.
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Secondary Metrics
• Traffic – needs to be qualified traffic.
• Secondary lead gen • Links • Social signals
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Thank You, Vegas!
@jenneva26