Pubcon Vegas - Content Campaign Development

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Content Campaign Development Creating Strategic Content and Getting Outreach Success Presented by: Jenneva Vargas @jenneva26

Transcript of Pubcon Vegas - Content Campaign Development

Page 1: Pubcon Vegas - Content Campaign Development

Content Campaign Development

Creating Strategic Content and Getting Outreach SuccessPresented by: Jenneva Vargas

@jenneva26

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Content Goals

• Get people talking about the brand• Drive qualified traffic and leads• Drive links to the site

@jenneva26

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A tale of two viral campaigns

Small Business and Big Brand

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Nope. Chuck Testa.

@jenneva26

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Yep, You Became A Meme

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And Your Point is?

What value did his site get?

@jenneva26

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@jenneva26

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Now a look at Dove’s Real Beauty Sketches

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@jenneva26

56 Million YouTube

Views

1 Million results for “Dove Real

Beauty Sketches”

Known as the “Most Viral Ad Ever”

556 Comments

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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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@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

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@jenneva26

Outreach Strategy and Implementation

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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

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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

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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

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“But…. We Just Met on Facebook!”

@jenneva26http://bit.ly/VhoNRc

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Facebook

• 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

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I LIKE TO CALL IT “PRE-TARGETING”

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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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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?

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Measuring Success

• The main success metric you need to be measuring is leads. 

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@jenneva26

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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