Pubcon Vegas - Content Campaign Development
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This document summarizes a presentation about developing strategic content campaigns and achieving outreach success. It discusses setting content goals around branding, traffic, and links. It then compares a viral campaign for a small business that became an internet meme to a large brand's viral campaign. Key lessons are to build links back to the original content source and ensure the website can handle increased traffic. The document also provides tips for evaluating influencers, developing an outreach strategy, and measuring campaign success based on leads and other metrics.
Pubcon Vegas - Content Campaign Development
- 1. Content Campaign Development Creating Strategic Content and Getting Outreach Success Presented by: Jenneva Vargas @jenneva26
- 2. Content Goals • Get people talking about the brand • Drive qualified traffic and leads • Drive links to the site @jenneva26
- 3. A tale of two viral campaigns Small Business and Big Brand
- 5. Yep, You Became A Meme @jenneva26
- 7. And Your Point is? What value did his site get? @jenneva26
- 8. @jenneva26
- 9. Now a look at Dove’s Real Beauty Sketches
- 10. 56 Million YouTube Views 556 Comments 1 Million results for “Dove Real Beauty Sketches” Known as the “Most Viral Ad Ever” @jenneva26
- 11. What was the end result to the site? @jenneva26
- 12. The Early Days of the Campaign @jenneva26
- 13. @jenneva26
- 14. @jenneva26
- 15. 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
- 17. 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
- 19. Outreach Strategy • Things to consider when outreaching – Promotion Time – Influencers to outreach to – Offering exclusives vs a Tiered Approach @jenneva26
- 20. Offering Exclusives on Content • This would be for sites that are extremely well known • Sites that speak directly to your niche @jenneva26
- 21. 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
- 22. 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
- 23. @jenneva26
- 24. Tools to Help Judge Influence • • • • • • Feed Compare How Sociable Mention Mapp Tweet Reach Twitter Counter But the big winner for me is… @jenneva26
- 25. 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
- 27. 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
- 29. “But…. We Just Met on Facebook!” 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. • Use Power Editor to target via email. @jenneva26
- 32. I LIKE TO CALL IT “PRETARGETING” @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. Methods of Outreaching Social Media Networks • Facebook • Twitter • LinkedIn • Google + Additional Points of Contact • Email • Web Forms • Phone • Networking/In Person Meetings @jenneva26
- 35. 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?
- 36. Measuring Success • The main success metric you need to be measuring is leads. @jenneva26
- 37. @jenneva26
- 38. Secondary Metrics • • • • Traffic – needs to be qualified traffic. Secondary lead gen Links Social signals @jenneva26