A joint webinar from BuzzStream and BuzzSumo, describing best practices for influencer marketing as part of a robust content marketing strategy.

1. Influencer Outreach Best Practice
Using BuzzStream & BuzzSumo
@paulmay @steverayson

2. Steve Rayson
Director, BuzzSumo
steve@buzzsumo.com
@steverayson
Paul May
C0-founder, BuzzStream
Paul@buzzstream.com
@paulmay

3. What is an Influencer?
An influencer is
someone who has the
ability to amplify your
content.

4. Content is amplified by sharing and linking

5. An Influencer Is Not:
Someone with lots
of followers.

7. An influencer has an
engaged audience in an
area that matters to you
and your product or
service.

8. An influencer was defined as someone with a retweet rate of 2 or more

9. Which Influencers Amplify Content
In Your Area?

10. Influencer Types
Celebrities or names in your industry
(typically these have large followings)
Journalists
(amplification and reach through distribution)
Academics or industry analysts
(authority and influence with a targeted audience)

11. 1. Find heavily shared content and see who
shared and amplified it

12. 2. Find authors of heavily shared content

13. 3. Use BuzzStream Discovery

14. Nurture Relationships

15. 4. Use BuzzSumo Influencer Search

16. Filter by Type

17. Build an outreach or nurturing list

18. Review & share their recent content

19. How can you help your influencers?
• Link to the influencer’s personal site, valuable if you have
a high authority or highly ranked site
• Recommend their services
• Free or discounted use of your services
• Research/share insights before they are public
• Share and promote their content

20. Ok, but how do I execute an influencer
campaign that gets results?

21. Gated eBook targeted
at SEOs and content
marketers
Case Study:
‘Linking Outside
the Box”

22. Ideation LaunchEditing/StagingContent Creation
Content Collaboration - big
influencers
Early access:
Customers
Targeted
Social Ads
Owned
Media
Promotion
Early access:
Advocates
Relationship Nurturing –
influencers, promoters, advocates
The Project Plan

23. Created a project in
BuzzStream for each
segment
For each segment, we
had unique:
○ Goals
○ Workflow
○ Email templates

24. Content
Collaboration
Included influencers
in multiple key
segments.
Multiple benefits:
○ Improved the book
○ Broadened reach
○ Added credibility

25. Use BuzzStream Discovery

26. 1.Set threshold metric filters (DA 60+, posted in past
year, 1,000+ Twitter followers)
2.Enter relevant keyword (link building)
3.Review influencers by content to determine
collaboration candidates
BuzzStream Discovery Workflow

27. Influencers, Advocates,
Promoters
Nurtured relationships prior to
launch
Outreach to likely promoters:
○ Requested feedback on the
eBook outline before writing
○ Provided early access to the
eBook (soliciting feedback)
Included shout-outs in the blog
post.
Benefits:
○ Improved the eBook
○ Drove sharing
○ Built loyalty

28. Find Research Nurture Outreach Analyze
Workflow for Influencers, Advocates, Promoters

29. Find content sharers
with BuzzSumo:
• Filter out websites
that are heavily
shared by bots
• View sharers for
highly shared content
Find Influencers

30. Research sharers to
determine fit:
• Our goal – sharing…
look for high RTs,
followers, reply ratio
• View links shared to
determine likelihood
they’ll share
– Focused on your
topics?
– Share content from
other sites?
Research Influencers

31. 1. Twitter influencer search in the “Amplification” section in
BuzzSumo
2. Content search in BuzzSumo to find influential authors
3. Influencer search in BuzzStream Discovery (filter to limit
results to twitter influencers)
4. Use the BuzzStream chrome extension (BuzzMarker) to
turn twitter lists into “prospecting lists.”
Find and Research Influencers – Additional
Methods

32. • Add to nurture lists in
BuzzSumo
• Engage in the
“Amplification”
section
– Answer questions
– Retweet/like tweets
with matching keywords
– Share content
• Import nurture lists
into BuzzStream
project
Nurture Influencers

33. • Includes:
– People who share/link to us
– People we share/link to
– Customers
– People we talk to regularly
• Tools for identifying advocates and friends
– BuzzSumo brand monitoring and URL searches
– BuzzStream Discovery brand search
– BuzzStream Outreach – filtering by outreach history, tweet
history, link history
Find Advocates/Friends

34. Using filters in
BuzzStream outreach
• Tags
• Tweet history
• Email history
• Link history
Find Advocates/Friends

35. Asked for feedback on eBook outlineNurture Advocates/Friends

36. Provided early access when it was completeNurture Advocates/Friends

37. Targeted Social Ads
Twitter, LinkedIn,
Facebook, retargeting
Twitter targeting:
○ Followers of link
building influencers
○ Don’t follow
BuzzStream

38. Thank You