7. We took 1 million posts at random.
@steverayson
8. Text
We took 1 million
posts at random.
The median number of shares was:
8
@steverayson
9. Only 4%
(4,500 of 114,000 posts)
got more than 3,000
shares.
@steverayson
B2B Content Shares (100 Top Sites)
10. It has never been easier to
create content but …
… it has never been harder to
gain attention and engagement.
@steverayson
11. You Need a Content Amplification
and Promotion Strategy
@steverayson
12. • What content engages your audience?
• What do they share, what do they link to?
• What influencers do they respect?
• Where do they hang out?
• How do they find content?
@steverayson
Content Amplification
17. Will Make You
• 24 Pictures That Will Make You Feel Better About The World
• Harsh Truths That Will Make You a Better Person
• 13 Travel Tips That Will Make You Feel Smart
• Must-Watch TED Talks That Will Make You Insanely Productive
Content >>> >>>> Impact
@steverayson
The Promise
18. What were the top phrases that
start B2B headlines?
(measured by LinkedIn shares)
@steverayson
But what about B2B?
19. Most Shared 2-Word
Phrases That Start
B2B Headlines
• How to import
• How to stop
• How to identify
• How to succeed
• How to manage
• How to prevent
• How to unlock
• How to protect
@steverayson
20. What was the most
popular list number?
@steverayson
Some Interesting Data
39. Celebrities or names in your industry
(typically these have large followings)
Journalists
(amplification and reach through distribution)
Academics or industry analysts
(authority/influence with a targeted audience)
Peers
(respected by the wider community)
@steverayson
Example Influencer Types
40. Who influences your target market?
PeersAnalysts Journalists & Bloggers
Which ones do
they follow and
respect?
What sites, blogs and
publications do your
audience read?
Which peers
contribute to the
debate and have
influence?
@steverayson
Map the Landscape:
41. • Tweet and share their content
• Comment on their blogs
• Recommend their services
• Actively help them – free services, data, case studies, etc
• Meet them at events
• Seek introduction through a connection
• Ask to interview them for your website
• Ask them to contribute to content
• Collaborate on content
@steverayson
Build Relationships Over Time
42. Map your landscape, who does your audience respect?
• Identify authors of heavily shared content
• Identify the people that share and amplify popular content
Find influencers that best fit your audience
• Filter by location, reach, authority and engagement
Create an outreach list of influencers you can help
Build relationships over time
@steverayson
Influencer Summary
