Pubcon Vegas - Content Campaign Development
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Transcript of Pubcon Vegas - Content Campaign Development
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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
@jenneva26
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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?
@jenneva26
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The Early Days of the Campaign
@jenneva26
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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.
@jenneva26
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Market Viral:
To achieve
saturation within a desired niche.
@jenneva26
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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
@jenneva26
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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
@jenneva26
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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.
@jenneva26
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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
@jenneva26
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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…
@jenneva26
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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
@jenneva26
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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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• 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.
@jenneva26
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AKA The Creep
http://bit.ly/eNkyUL @jenneva26
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I LIKE TO CALL IT “PRE-TARGETING”
@jenneva26
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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.
@jenneva26
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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
@jenneva26
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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.
@jenneva26
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@jenneva26
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Secondary Metrics
• Traffic – needs to be qualified traffic.
• Secondary lead gen • Links • Social signals
@jenneva26
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Thank You, Vegas!
@jenneva26