1. Content and Outreach Strategy – Extended Version A Talk About Content, Outreach, Measuring Successes and Really Long Pubcon Titles Presented by: Jenneva Vargas @jenneva26

2. Content should start the conversation with your customers. @jenneva26

3. After that, its just a matter of figuring out what you want to say. @jenneva26

4. Successful Content 4 Search Types Informative Transactional Navigational Conditional Setting A Goal for the Content What is the end goal for your content? How will you know if it was successful? Google Analytics Official Website - Web Analytics & Reporting... @jenneva26

5. Viral Content vs. Market Viral @jenneva26

6. Market Viral To achieve saturation within a desired niche @jenneva26

7. Dope Zebra @jenneva26

8. Nope. Chuck Testa. @jenneva26

9. Notoriety @jenneva26

10. Yup, You Became A Meme @jenneva26

12. And, your point is? What value did his website get? @jenneva26

15. Instead, Shoot for Market Viral @jenneva26

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 @jenneva26

17. Outreach Strategy Things to consider when doing outreach –Promotion time –Influencers to contact –Offering exclusives vs. a tiered approach @jenneva26

18. Offering Exclusives on Content Only for extremely high value sites Sites that speak directly to your niche @jenneva26

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. @jenneva26

20. The Outreach Process 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

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 @jenneva26

23. “But We Just Met on Facebook!” @jenneva26 http://bit.ly/VhoNRc

24. How To Evaluate an Influencer

25. The Outreach Process 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 @jenneva26

28. Tools to Help Judge Influence Feed Compare How Sociable Mention Mapp Tweet Reach Twitter Counter But the big winner for me is… @jenneva26

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 http://mz.cm/Yq7QPB @jenneva26

30. Approaching Influencers @jenneva26

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

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

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. @jenneva26

35. AKA The Creep http://bit.ly/eNkyUL @jenneva26

36. I LIKE TO CALL IT “PRE-TARGETING” @jenneva26

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 @jenneva26

38. Google+ The ugly duckling of “social media” You still should use it. @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

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

42. Tools To Help You Create Real Time Content Social Mention Trakur Radian6 ScoutLabs BuddyMedia But the one I am most excited about is… @jenneva26

43. Bitly API True Real Time Search Attention Spikes Yes, I did bitly a bitly post… is your mind blown? http://bit.ly/UH68K8 @jenneva26

44. Tools to Help You Keep Up with Your Outreach Efforts Raventools Buzzstream Excel @jenneva26

45. Measuring Success Leads are the main success measurement for any campaign. @jenneva26

47. Secondary Metrics Traffic – needs to be qualified traffic Secondary lead generation Links Social signals @jenneva26

48. Content Marketing Dashboard http://bit.ly/PAlJX1 @jenneva26 See what search terms are converting How much traffic is coming from your blog What those conversions look like

49. http://bit.ly/PAlJX1 @jenneva26

50. http://bit.ly/PAlJX1 @jenneva26

51. http://bit.ly/PAlJX1 @jenneva26

52. Be an Outreach Testing Nerd Look at Success Rates of –Your influencers list –The methods that you use for outreach @jenneva26

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. @jenneva26

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