1. Content and Outreach Strategy – Extended Version
A Talk About Content, Outreach, Measuring Successes and Really Long Pubcon Titles
Presented by: Jenneva Vargas
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2. Content should start the conversation with your customers.
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3. After that, its just a matter of figuring out what you want to say.
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4. 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?
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5. Viral Content vs. Market Viral
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6. Market Viral
To achieve saturation within a desired niche
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7. Dope Zebra
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8. Nope. Chuck Testa.
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9. Notoriety
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10. Yup, You Became A Meme
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12. What value did his website get?
And, your point is?
What value did his website get?
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13. @jenneva26

14. @jenneva26

15. Instead, Shoot for Market Viral
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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
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17. Outreach Strategy Things to consider when doing outreach
Promotion time
Influencers to contact
Offering exclusives vs. a tiered approach
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18. Offering Exclusives on Content
Only for extremely high value sites
Sites that speak directly to your niche
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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.
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20. 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
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21. 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
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23. “But We Just Met on Facebook!”
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24. How To Evaluate an Influencer

25. 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

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
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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…
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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
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30. Approaching Influencers
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31. 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

32. Methods of Outreach Social Media Networks Additional Points of Contact
Facebook
Twitter
LinkedIn
Google +
Web forms
Phone
Networking/in-person meetings
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33. LinkedIn People are engaging with the platform more
Checking in more regularly
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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.
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35. AKA The Creep
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36. I LIKE TO CALL IT “Pre-targeting”
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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
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38. Google+ The ugly duckling of “social media” You still should use it.
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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
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41. Don’t Forget about Real Time
Everyone is a twitter about this Oreo ad:
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42. Tools To Help You Create Real Time Content
Social Mention
Trakur
Radian6
ScoutLabs
BuddyMedia
But the one I am most excited about is…
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43. Bitly API True Real Time Search Attention Spikes
Yes, I did bitly a bitly post… is your mind blown?
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44. Tools to Help You Keep Up with Your Outreach Efforts
Raventools
Buzzstream
Excel
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45. Measuring Success
Leads are the main success measurement for any campaign.
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46. @jenneva26

47. Secondary Metrics Traffic – needs to be qualified traffic
Secondary lead generation
Links
Social signals
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48. Content Marketing Dashboard
See what search terms are converting
How much traffic is coming from your blog
What those conversions look like
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49.
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50.
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51.
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52. Be an Outreach Testing Nerd
Look at Success Rates of
Your influencers list
The methods that you use for outreach
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53. 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.
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54. @jenneva26 Original Presentation at: slidesha.re/YAtUs8
Thank You, Austin!
@jenneva26
Original Presentation at: slidesha.re/YAtUs8