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

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

What value did his website get? 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 Dev Process Starts Content Launch @jenneva26 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!” http://bit.ly/VhoNRc @jenneva26

How To Evaluate an Influencer

The Outreach Process Dev Process Starts Content Launch @jenneva26 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 @jenneva26 http://mz.cm/Yq7QPB

Approaching Influencers @jenneva26

The Outreach Process Dev Process Starts Content Launch @jenneva26 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 Additional Points of Contact Facebook Twitter LinkedIn Google + Email Web forms Phone Networking/in-person meetings @jenneva26

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

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

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

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

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 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

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

@jenneva26 Original Presentation at: slidesha.re/YAtUs8 Thank You, Austin! @jenneva26 Original Presentation at: slidesha.re/YAtUs8