59 Resources for More Effective Content Promotion

The world of content promotion changes extremely rapidly. By keeping up on the day-to-day changes, you’ll not only be able to advise your clients and colleagues more effectively, but you’ll be able to jump on new opportunities before the competition knows they exist. Here are some of our favorite resources for content promotion.

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Table of Contents:

Books (sort of) About Content Promotion

Blogs and Online Resources

Books (sort of ) About Content Promotion 

It’s important to remember things in this field change incredibly fast, so many books are outdated by the time they’re published. However, there are many (more…)

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BuzzStream Product Update: Customized Workflows & Exchange Integration

Each of your projects is unique. Some require a custom workflow. Others require a custom set of fields to track. One-size-fits-all solutions simply don’t work if you’re trying to do content promotion and product reviews and journalist outreach all at once. That’s why we’ve added the ability to create custom fields for individual projects in BuzzStream. This means you can create a dropdown menu to track whether or not you’ve shipped products for reviews in one project, and then create a checkbox list to track competitors mentioned in another project.  You can color code them all (and relationship stages, too) for easy viewing.   custom-fields-for-projects

New: Create custom fields for individual projects in BuzzStream

  We’ve also added Exchange integration for our Premium and Plus customers. (Details on that at the bottom of the post.)

Custom Fields for Projects

You can now easily add dropdown menus, checklists, date, number, and text entry fields to individual projects in BuzzStream. Simply click on the column header and choose “Add Columns.” Then select “Create New” next to custom fields. Add the details and you’re all set. (more…)

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Case Study: Building Links in the Travel Industry

Today’s post comes from Shawn Cohen of Standing Dog Interactive, a full service digital agency in Dallas, Texas.  

The travel and hospitality industry is inspiring to work in: you know you’re helping travelers reach their destination and once they get there, you are there to ensure that they will have the best time of their lives.

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Case Study: Building Links in the Travel Industry

However, it’s a crowded digital space with a lot of limitations. Depending on the brand, content, budget, and time can all be tight restrictions on SEO link building campaigns. That means we have to think creatively about where to find reputable sites that will link to individual properties that have tiny SEO budgets, run of the mill content, and just a few hours of linking time per year.

Yes, that’s right—a few hours of linking time per year.

With these limitations in mind, we’re pulling back the curtain on how we’ve built thousands of reputable links for hundreds of hotel properties since the founders of our hospitality-oriented agency opened up shop nine years ago.

Case Study: Vacations by Marriott

First, though, we’d like to bring your attention to a case study of a more sophisticated travel and hospitality link building campaign we did for Vacations by Marriott, the official travel package program of Marriott International. (more…)

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Want to Join BuzzStream? We’re Looking for a Head of Content Marketing

A lot of people ask me how we’ve been able to consistently deliver such high quality content across all of our content channels for such a long period of time. The majority of the credit for this belongs to Matt Gratt. Until this spring, virtually every piece of our content was created, edited or conceived by Matt. In that time, we’ve seen traffic to our website explode and subscribers to our twitter feed increase dramatically…and because content is our biggest driver of sign-ups and revenue, we’ve seen trials and revenue more than triple in the last two years.

Matt has now decided to move on to another great Austin company. It’s an exciting opportunity that makes a lot of sense for him. Nevertheless, I’ll miss working side-by-side with him. He’s had a big impact on our growth, our strategy and our culture, and it’s been a lot of fun working with him. I’m incredibly grateful for what he’s done and I know he’s going to kick some serious butt in his new role.

So what now for BuzzStream?

Well this is where you come in. :)  We need someone who is unfathomably awesome to step in and lead BuzzStream’s content efforts.

What will you be doing?

First and foremost, you’ll be creating, curating and sourcing amazing content that both makes our customers better at their jobs and helps BuzzStream achieve our business goals.

To do this, you’ll be responsible for:

  • Finding the themes and topics relevant to our target audiences, conducting the analysis required to determine what works for them and developing a content strategy to support this
  • Creating blog posts, eBooks, webinars, email newsletters and more.
  • Sourcing content from guest contributors and contractors and overseeing their work (i.e., editing, managing freelancers, etc.)
  • Building and managing a content calendar
  • Getting BuzzStream featured on major blogs in our market (through contributed articles, outreach, etc.)

You’ll also be BuzzStream’s primary evangelist and community manager.  You’ll be responsible for:

  • Managing and growing our social following by engaging with the community and sourcing/posting content that benefits them
  • Promoting our content through outreach, paid channels, syndication and other promotion mechanisms
  • Speaking at events on BuzzStream’s behalf
  • Planning and attending events, including tradeshows, meetups and more.

So those are the primary responsibilities, but we run lean here…you’ll have your hands in a lot of things and you’ll be able to impact the business in multiple ways. You’ll be reporting directly to me.

What are the job requirements?

  • You have strong writing skills and you have experience creating, curating and promoting content…the content you create tends to spread naturally and you know how to give it the promotional push it needs to make it go big.
  • You have the communication skills, personality and attitude to publicly represent BuzzStream, both in person and online.
  • You understand the digital marketing space (ideally including blogger and influencer outreach). Big plus if you have agency or SaaS experience. Also a plus if you have experience marketing to marketers.
  • You enjoy connecting people and building relationship, both in person and online.
  • Big plus if you’re a BuzzStream user
  • Strong preference for someone in Austin (or willing to relocate).

How do I apply?

Simple…just send an email to thenextmarketer@buzzstream.com.  In the email, include a copy of your resume, a paragraph explaining why you’d like the job and another paragraph explaining why you’re a good fit for it. If possible, include links to your content that best shows why you’re a fit for the job.

I’m looking forward to hearing from you!

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How to Kick the Habit of Reporting Like a Link Builder

Today’s post comes from Trung Ngo, SEO Strategist at Red Door Interactive. Find him on Twitter @trungvngo or his personal blog, upstreamist.co, where he writes about outreach marketing, SEO, and productivity.

The TL;DR Version

Outreach marketing aligns the client’s brand with people who have the ability to influence consumer preference in the respective industry. Links are just the cherry on top.

Here’s what we need to include in outreach marketing campaign performance reports to better communicate our value:

  • Impressions and engagement on brand-related influencer tweets using TweetReach
  • Social shares and total count of comments on brand-related articles from influencers using URL Profiler
  • Comparison of outreach response rates and campaign goal completion rates for influencers with whom we have a pre-existing relationship to those where we do not have an existing relationship using data from BuzzStream

This data makes for a more compelling report and paves the way for a more strategic conversation about outreach marketing. Below is a sample report:

lb-report Sample link building report

How to Kick the Habit of Reporting Like a Link Builder

A lot of SEOs, like myself, branched off into outreach marketing by way of link building. In linking building campaigns, the primary KPI is, well, links. So that’s what we reported on and that’s how clients measured success.

Outreach marketing has grown beyond link building, but our reporting has not evolved to match. Links do not accurately reflect the value of our efforts, but they’re still, in large part, what we tend to focus on in reports.

Don’t get me wrong, links are valuable and should be reported on. But they should be accompanied by the following:

  • A bigger picture of the earned media generated from outreach marketing
  • The quality of impressions gained as determined by audience engagement
  • The value of developing a relationship with industry influencers

These are the important aspects of outreach marketing that are underrepresented in reports. Without them, we are limited to conversations about page and domain authority, anchor text, and the number of links we gain from campaigns. While important, these metrics are an inaccurate portrayal of our contributions; at best, incomplete.

Outreach marketing aligns the client’s brand with people who have the ability to influence consumer preference in the respective industry. Links are just the cherry on top.

That’s the conversation we should be having with clients. But it won’t happen unless we change how we talk about what we do, and it starts with better reporting.

(more…)

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How to Create a Winning Content Promotion Plan

Many content marketers view “promotion” as a phase that begins once content goes live. The truth is, promotion should begin much earlier than that, running parallel to production, and most of the promotion work should be completed before launch. Here’s a plan framework you can use for your next content campaign.

Planning

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A good promotion plan begins with audience research and the development of targeted messaging.

Audience Research

If you have the time and budget, doing research like survey analysis is really helpful. At BuzzStream, we’re a bit more informal. Our planning stage usually involves a discussion of who we’re creating the content for and what their needs are. We use analytics data from previous pieces, information about what we’ve seen performing well on Twitter, and insight from conversations we’ve had with customers. (more…)

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How to Pitch: Outreach Tips from Lifestyle Bloggers

We’ve talked before about best practices for pitching journalists and bloggers when you have news to share, but what should you do when your goal is partnering with a blogger to promote a product or brand? I reached out to a few lifestyle bloggers to see what they had to say about pitches, priorities, and PR people. Read their advice below.
How to Pitch (2)

First, A Little Bit About the Bloggers

I interviewed bloggers from Hither and Thither, OhDearDrea, PopCosmoand Small Fry Blog. According to Moz, the bloggers had Page and Domain Authority scores ranging from 34-54. Most have at least a few hundred linking root domains. Each of the bloggers had between 6K and 16K followers on Pinterest, 1K and 5K followers on Twitter, and 2K and 40K followers on Instagram.

Advice on Pitching and Partnerships

The bloggers talked about how many PR people screw up the basics – getting names right and making sure the blog is a fit for what they’re pitching – but they spoke more deeply of professionalism and authenticity. They don’t expect fake compliments about being a huge fan of their site. “Just be honest and be direct. We’re both professionals.” said Ashley from Hither and Thither. Bloggers expect you to respect their time, value the audiences they’ve built, and to be straightforward about your intentions.

What makes a good PR pitch stand out?

Ditch the mail merge. Personalized messages go a long way to earn bloggers’ trust. You can still use templates to save time, but you should do research and customize each message before sending.

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 “A concise, simple pitch combined with a personalized approach.” 

– PopCosmo

 

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“We respond to genuine, heartfelt correspondence. It’s easy to spot a canned email a mile away. Just take a moment to personalize it, actually LOOK at our site and gather intel before approaching.” 

– Small Fry Blog

 

How do you decide to work with a company you’ve never heard of before?

It’s easy for big brands, like Target, to partner with bloggers. It’s much more challenging for smaller brands to stand out. When I asked bloggers about what makes them want to work with new brands or brands they’ve never heard of, the overwhelming response was fit. They want a good fit, not just in the traditional sense of “Would my audience like this?” but fit in terms of aesthetics and brand values. They also appreciated the brands that compensate them for their time.

Hither-and-Thither-Oval

“If the product or service is relevant; if I haven’t already covered the same product/service by another brand;and if it’s clever. Sponsored posts are of course most enticing, because they value my time and support me to continue to grow the audience I’ve built.”

– Hither and Thither

 

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“Branding and style. Secondly, I do my research. If it’s not a quality company, I can’t promote it.” 

– ohdeardrea

 

Have you ever gotten unreasonable requests from PR people?

When working with bloggers, understand that they know their audiences best and understand that they’re doing you a favor. Try not to force them into a rigid promotion plan, and be respectful of their time.

ohdeardrea-oval“I’m not a blog that promotes-promotes-promotes— I like things to be thoughtful and planned out— or things that are incredibly fitting for my life. It always feels a bit off when I’m contacted from companies (big and small, but especially the big ones) asking for a lot of free or trade work. My blog isn’t one big ad— no one would stop to care about it if it was. What I write is valuable, to me at least, so I don’t like when companies act as if it’s not.”

– ohdeardrea

Hither-and-Thither-Oval

“Unreasonable… no. But if you’d like coverage free of charge, be clear about: “would you be interested in sharing this with your readers?” Don’t pretend like it’s a fabulous opportunity to hand out free advertising, even if I might be interested in arranging that.”

– Hither and Thither

 

pop-cosmo-oval
“We just had a PR company repeatedly asked us to promote an event in a city where we are not located. And we had another PR company that kept sending the same request over and over. We wanted to work with them and responded, but they never answered.”

– PopCosmo

Small-Fry-Blog-Oval
“We understand that every company has requirements and goals to meet for campaigns but flexibility is key! Don’t ask us to re-write a tweet because we said May 23rd instead of May 23. True story.”

– Small Fry Blog

 

What do you expect from the PR people you work with?

(more…)

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Worfklow Improvements to BuzzStream: BuzzBar Defaults, Bulk Monitored Link Editing, and More

Today we’re excited to announce some new features that make it easier to accomplish your workflow in BuzzStream.  With these improvements, BuzzStream should map to your process in a more natural way, saving you some clicks and enabling you to spend time on the important parts of outreach.

Default Fields in the BuzzMarker

You can now set default fields when adding new websites in the BuzzBar:

default panel

Default fields are perfect when you’re working through a prospecting list, looking for one type of opportunity, or bloggers in a specific vertical. For example, if you’re looking through a list of finance blogs, you can pre-tag every opportunity as ‘Finance’ and every site type as ‘Blog':

example of default panel

You can set defaults by clicking on the Defaults link in the upper right corner of the BuzzMarker for Chrome.

(more…)

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Using Google+ Ripples to Find Influencers

Today’s post comes from Amanda DiSilvestro, a writer from SEO company HigherVisibility. Amanda regularly writes on search optimization and influencer marketing.  

Most people know the ten or twenty biggest influencers in their industry, but what many don’t realize is that there are actually quite a few people out there who maybe aren’t quite as publicized and popular, but still have a lot of pull within certain communities. Google+ Ripples is one tool that can help you find these influencers.

How Google+ Ripples Work

Google+ Ripples is a feature of Google+ that allows you to see who has been re-sharing the posts you’ve shared on Google+, along with who they’ve been sharing the posts with.

As you might imagine, the way these ripples can look varies greatly based on the number of people who publicly shared the post (ripples don’t show private shares). As you can see in the screenshots below, they can appear complicated:

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Or they can appear to be very simple:

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Those who have shared the post the most often and with the most people will appear as larger bubbles. You can zoom in and out as you wish with the tool on the left hand side of the screenshots. This is particularly useful for those complicated posts because you are able to see the specific names of people who have shared.

A list of everyone who has shared the post also appears on the right hand side. If you put your cursor over any one of the names, you can see what that person said about the post and connect with them easily if you’re interested in building a relationship.

Watch the Post Spread

Under the ripple image, you will have a small graph that will show you how the post has spread across the network over time. If you move the dial to go backwards in time, the ripple image will change based on what was going on with the spread of the post at that time. The screenshot below shows what that first screenshot above looked like on February 24, 2014, along with the dial on the bottom:

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This is more of a cool-looking feature than anything else, but it can definitely give you an idea of who started the ripple and help you manage the information by breaking it into smaller, more manageable chunks.

Influencers, Statistics, and Languages

Lastly, you have the option to look at several statistics. These will tell you who earned the most public shares for your post, the languages that people used to engage with the post, and the length of a chain. The statistics are right at the bottom of the page and look like this:

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How to Find Ripples:

Click the small gray arrow next to any post you see on your homefeed and choose “View Ripples.” Remember that only public posts are shown with ripples, so if someone didn’t share something publicly, this option will not exist.

How to Use Google+ Ripples to Find Influencers

Using all of the information Ripples can offer is actually easier than it looks:

  1. Start with people who have big circles or are explicitly listed in the “influencers” section at the bottom. These are the people to connect with immediately to start building a relationship.
  2. Visit an influencer’s Google+ page and see what content he/she is sharing. View the ripple of the content they shared and discover where the post came from initially. You’ll quickly learn who is influencing your influencers. Consider building relationships with these people and websites, too.
  3. Compare the ripples for different types of posts you’ve shared. Look for trends about which content performs the best and try to find patterns about how things are being shared. Do one or two influencers seem pivotal in getting a post to take off? If so, you might want to manually reach out to them the next time you have something to share.

Bonus Tip: Scott Langdon, managing partner of HigherVisibility says that you should always keep an eye out for some of the influencers you recognize. He said, “You may also notice that one of those very top influencers is connected with someone or something associated with your ripple. Follow the ripple to see where it all started so that you can hopefully have that influencer get involved again.”

In the end, having your posts shared by someone who has a large following (particularly a following that is also apt to share) is a great way to get your posts out there to a larger audience. The image can definitely seem overwhelming at first, but once you understand what the bubbles mean it can actually be fun!

Have you used Google+ Ripples in the past? Let us know your story and your thoughts in the comment section below.

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Manage Your Link Profile with BuzzStream & LinkRisk

Today we’re excited to announce LinkRisk, the leader in backlink auditing and risk analysis, is now integrated with BuzzStream.  Now you can move data from your LinkRisk account to BuzzStream with the touch of a button, so it’s even easier to keep your link profile in tip top shape.

If you’re involved in link removal and link profile management projects, this is an integration you should definitely check out.

What’s LinkRisk?

Link Risk helps search marketers assess and manage their link profile risk. The product provides a score of risk based on links, as well as providing some workflow for auditing, investigation, and removal.

As Link Risk CEO Paul Madden explains, “ The LinkRisk score is calculated using a complex algorithm. The score itself runs from 1-1000 with 1 being good and 1000 being very bad. Every link starts at a LinkRisk score of 500 and each of the signals we detect when we analyse the link will nudge that score up or down from its starting base of 500.”

Send Links to BuzzStream from LinkRisk

You can use LinkRisk’s algorithm and BuzzStream’s outreach and collaboration capabilities to both remove your poor links, along with identifying the competition’s best links and adding those sites to your list.

To send your LinkRisk data to your BuzzStream account, log into your Link Risk account, select a website’s link profile, and choose “Profile Control Panel”.

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Then, you can export data into your BuzzStream account through the ‘Export’ button. You might choose to look at your riskiest links, or alternatively, your competition’s least risky links.

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Then you can use BuzzStream’s outreach and workflow capabilities to remove bad links and try to get the best links from your competitors.

More Resources

For more on BuzzStream, LinkRisk, and link profile management check out these great posts:

LinkRisk on LinkRisk and BuzzStream

How to Use BuzzStream to Clean Up Your Link Profile

Reconsideration and Link Removal Using BuzzStream

Removing a Manual Link Penalty: A Reconsideration Request Accepted By Google

 

 

 

 

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