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Fortune and GloryHow to Make Friends, Rank High
and Get Famous Using Social Media
#contentjam
Andy Crestodina, Orbit Media Studios
@crestodina
There are 2 kinds of people on the internet.
There are two kinds of people on the internet
source: Wikipedia
Creators
Contributors And “lurkers”
Two Types of Social Media
Two Types of Social Media
Content Promotion Online NetworkingTraffic and Branding Relationships with Influencers
Two Types of Social Media
Content Promotion Online NetworkingTraffic and Branding Relationships with Influencers
...direct benefits ...indirect benefits
• Journalists• Authors• Podcasters• Academic Researchers• Event Producers
And of course...• Bloggers and blog editors
Who makes content?
Connect with people who have already built the audience you need to reach...
Then borrow that audience in a sensitive and considerate way.
lead
lead
traffic
conversions
lead
traffic
conversions
rank
lead
traffic
conversions
rank
content
links
lead
traffic
conversions
rank
content
content
relationships links
HOW TO FIND INFLUENCERS
1
Social media is the world’s greatest phone book
Build a List
MAKING FRIENDS WITHCONTENT CREATORS
2
Subscribed to blog by feed / email Use Talkwalker, Newsle and Brand24 Google+: Add to circle Twitter: Follow Twitter: Add to a “radar” list
Part One: LISTEN
source: Online Networking Guide, Orbit Media
Twitter “Radar”
Feedly
Google+ Circles of Creators
Favorite their tweets +1 their posts Like comments on other blogs Comment on their blog
Part Two: ENGAGE
source: Online Networking Guide, Orbit Media
Connect on LinkedIn Like LinkedIn posts, mention them Endorse on LinkedIn Write a recommendation on LinkedIn Send friend request on Facebook Like Facebook posts, mention them
Part Three: CONNECT
source: Online Networking Guide, Orbit Media
LinkedIn Tagging
Follow on Quora, Medium, Instagram, Yelp, MeetUp, Storify, Listly, etc.
Follow on apps like Spotify, Runkeeper, FitBit, etc.
*REVIEW PODCAST on iTunes *REVIEW BOOK on Amazon
Part Four: EXTRA MILE
source: Online Networking Guide, Orbit Media
Cross the Streams…the strength of weak connections!
1. Publish…2. Share here…3. Say thanks there!
Mention them in your content Get a contributor quote Include them in an expert
roundup Deep dive interview
Part Five: COLLABORATE
source: Online Networking Guide, Orbit Media
Phone call, Skype or Google+ Hangout
Face-to-face meeting Mastermind group Hand-written thank you note
Part Six: FRIENDSHIP!
source: Online Networking Guide, Orbit Media
If you’re not making friends, you’re doing it wrong.
THE BIG ASK3
Everything in marketing is based on relationships
…including search rankings.
links are credibility
more links = more credibility
links from credible sites =much more credibility
many outgoing links =less credibility per link
Content + Visibility = Link
Find the missing stat...
source: Skyrocket’s Link Building Survey: 2014
Which link building tactics are most effective?
Social actions. Search Outcomes
Social actions. Search Outcomes
Traffic Sources
Social Traffic Conversion Rates
Search Traffic Conversion Rates
The Thing About Content
Which Topics Have an SEO Advantage?
Scraped from Google Suggest
source: Keywordtool.io
Topic + Collaborator = Content
Topics and Focal Distance
Topics and Focal Distance
Why do Dogs Bark at Night?
Hotels and Dogs: A Canine Guest Guide to
Staying
10 Travel Tips for
Dogs
Every topic in the universe fits into a giant fractal
Puppy Training
Best Practices: 5 Tips for Raising a Good Boy
5 Dog Training Mistakes That Will Get You
Bit
Remind your audience what they’ll miss, risk or lose by
not using you
YOUR SITE
OTHER SITES
Locations
Blogging vs. Guest Blogging
Content = 2Links = 0Friends = 0
Content = 3Links = 1Friends = 2
Round Two…
(better links + real connections)
Content = 4Links = 0Friends = 0
Content = 6Links = 2Friends = 4
Round Four…
Nice blog, but… This is what great content marketing looks like.
Influencer Marketing Tools
InkyBee
InkyBee
GroupHigh
Get Out There!...events are the biggest shortcut
SOCIAL SCHEDULING4
Social Sharing Schedule
source: KISSmetrics
SOCIAL AUTOMATION5
How to share ...big time• The content that get shared,
get clicked and gets visitors to act• The times of day that are best
for your followers• The tool that keeps those
posts in rotation at those times
Share what gets shared the most
source: BuzzSumo
Share what gets clicked the most
Share what converts the most
Share when people tend to be active
Share when your audience is active
source: FollowerWonk
Load the posts into the tool...
Use every trick in the book• Headline (clarity and benefits)• Secondary headline (number)• Special characters
☝Use copypastecharacter.com• #Hashtags• Linebreaks• Image• The Link!
Load the schedule into the tool
Thank you!I really hope that was useful...
#contentjam
Andy Crestodina, Owner, Orbit Media Studios
@crestodina
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