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Content and Outreach strategy
1. Content and Outreach
Strategy
A Talk About Content, Outreach,
Measuring Successes and Really
Long Pubcon Titles
Presented by: Jenneva Vargas
@jenneva26
13. 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
14. Outreach Strategy
• Things to consider when doing
outreach
– Promotion time
– Influencers to contact
– Offering exclusives vs. a tiered approach
@jenneva26
15. Offering Exclusives on
Content
• Only for extremely high value sites
• Sites that speak directly to your niche
@jenneva26
16. 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
18. 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
19.
20. “But We Just Met on
Facebook!”
http://bit.ly/VhoNRc @jenneva26
23. 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
25. 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
28. Methods of Outreach
Additional Points of
Social Media Networks Contact
• Facebook • Email
• Twitter • Web forms
• LinkedIn • Phone
• Google + • Networking/in-person
meetings
@jenneva26
29. LinkedIn
• People are engaging with the platform
more
• Checking in more regularly
http://bit.ly/VhoNRc @jenneva26
30. 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.
@jenneva26
33. 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
34. Google+
• The ugly duckling of “social media”
• You still should use it.
@jenneva26
36. 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
39. Secondary Metrics
• Traffic – needs to be qualified traffic
• Secondary lead generation
• Links
• Social signals
@jenneva26
40. 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
44. Be an Outreach Testing Nerd
• Look at Success Rates of
– Your influencers list
– The methods that you use for outreach
@jenneva26
45. 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
