Content Promotion and Outreach for Links, Mentions, & More - Presented at #SearchLove San Diego

Hinweis der Redaktion

1. This is how we create link building strategies.We start by:Identifying target segmentsFinding Link Opportunities in those target segmentsPlanning engagement and outreachRun the campaign – reach outMeasuring our impact and make changes for next time
2. Identifying target segments is about creating a top-level strategy to start finding outreach opportunities.If you’re building a new tool, you can start with something like, “I’ll reach out to SEOs,” or “I’ll reach out to Web Developers”.When you’re promoting content or resources, it will often appeal to multiple segments and have multiple opportunity types.Thinking outside the box here is really important. Try to think laterally – who would find this valuable? How can it be valuable?Photo is here - http://www.flickr.com/photos/proadventurephotos/4600503019/
3. We start with understanding why our asset is valuable, before we go into who.If I were doing this, I’d try to either use the tool myself, or if it wasn’t live yet, go through the spec and chat with whoever was managing it’s production. Of course it’s a sprinkler system designer, so it first and foremost helps you design your sprinkler system.It’s actually pretty cool – you map out your house and and then you can drag and drop a sprinkler system around. Then it gives you a list of products to buy, and a step by step guide to put it together.
4. What do they like, how do they talk, get in their headThink and talk like they do, use their language
5. You’ll want to put segment your opportunities by vertical (mommy blogger, green blogger, what have you), as well as by influence
6. Finding people who have promoted your stuff in the past and like you.Internal KnowledgeTopsy searches of your own URLKlout engagersYou can get really valuable feedback from people like this – who already share your stuff and already like you. They’re a great ‘friendly first audience’ for risk reduction & initial promotion.I think the risk reduction point is really worth expanding on – if you’re spending thousands of dollars on a piece of content, you should make some effort to see if it hits before you start.Additionally, you can get lots fancier with this – Richard Baxter has some great stuff on the Moz blog on this topic.
7. Also non-social mention tools like Fresh Web Explorer can be used to find evangelists who might later link to your content. They’re also great people to reach out to and thank in general to build those relationships.
8. Chances are you having some influential customers – possibly without ever knowing it.You can use useFullContact to add social data to email profiles. Then, with some quick calls to social APIs (like the Twitter API), you can add URL and Bio information to your listing. Now that you have your listings, segment by influence and outreach! (Or upload it into BuzzStream and we’ll take care of a lot of that for you.)
9. Don’t be this person.Nothing is good about this email.They clearly didn’t look at my site, and are offering me something I don’t care about.
10. Don’t be this person.Nothing is good about this email.They clearly didn’t look at my site, and are offering me something I don’t care about.
11. DiagramI am not an artist – anything like this is fine.
12. Industry specific details = If a wedding blogger, when are they getting married?If a mommy blogger, how old are their kids?If a motorcycle blogger, what kind of bike?
13. Industry specific details = If a wedding blogger, when are they getting married?If a mommy blogger, how old are their kids?If a motorcycle blogger, what kind of bike?