We invest so much into content production and promotion for link and coverage building. And actually, we see some amazing content marketing of this nature with brilliant results now. But what happens when your content promotion is over? I spoke about that at Verve's awesome outREACH Conference in June 2018. Here's the deck.
6. @staceycav #outreachconf
And sure, if you smash your promotion
goals, land hundreds of top tier links and get
people talking, you can be confident your
content is brilliant.
7.
8. @staceycav #outreachconf
But, if a campaign stops generating links the
moment you stop emailing/calling people,
have you really created a linkable asset?
9. So let’s talk about where your campaign
goes when your attention shifts…
11. @staceycav #outreachconf
59% of those involved in outreach do all
their outreach for a project in one go as
quickly as possible.
https://www.staceymacnaught.co.uk/outreach-statistics/
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And only 22% say they “re-outreach” old
projects often or all the time.
https://www.staceymacnaught.co.uk/outreach-statistics/
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Just 25% of respondents claim to hit their
outreach targets often or all the time.
https://www.staceymacnaught.co.uk/outreach-statistics/
21. @staceycav #outreachconf
Far too small a data set to make any
scientific analysis on… but is it just a
coincidence that those revisiting old
content frequently feel they’re having
more success?
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So, whatever the content asset,
approach keyword research and
page optimization the same way you
would with a service or product
page.
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In an agency context, that almost always
requires a retainer rather than one off
project, but is a genuinely impactful task –
to simply have someone reviewing alerts
and sending quick emails.
https://www.pixsy.com
77. @staceycav #outreachconf
And maybe we need to work more
closely with sales teams or stakeholders to
set objectives that take into account long
term value.