Influencer & Outreach Marketing

@steverayson@buzzsumo

Typical Outreach Process

• Find good quality content relevant that has been shared heavily

• Find the creators of the content and the sites that they’ve posted on

• Find who shares specific content• Research authors and sharers to

find out how authoritative they are• Find influencers in your topic area• Filter by relevant factors (e.g., site

authority, number of followers, engagement rate)

• Add key people to an outreach list• Reach out and build relationships

with them. Follow them, share their content

• Work with them to create quality content assets including interviews

• Utilise their distribution routes and contacts to build links and social signals to the assets

How BuzzSumo Can Help

• Find content that is heavily shared• Identify the authors and their other most shared content• Find the people that share and amplify popular content• Find authoritative and well shared sites in the niche for your

content• Find influencers in your topic area and filter by location, reach,

authority and engagement• See the content they share• Follow and engage with influencers

8 Ways To Find Influencers

1. Find authors of heavily shared content

Where do they write?

2. Search For Influencers By Topic

3. Search for people by company

4. View sharers of specific content

5. Search for sharers of domain content

6. Search sharers of competitor content

Competitor A OR Competitor B

7. Filter by Location

8. Filter by Type

8. Filter by Type

8 Ways To Find Influencers

1. Find authors of content that is heavily shared2. Search for influencers in a topic area3. Search for people by company4. View sharers of specific content5. Search for sharers of domain content6. Search sharers of competitor content7. Filter by location8. Filter by type

Export your lists

Get To Know Them• What do they share

Get To Know Them• What do they share

Set up an alert for them• Use an author alert

Follow

Use BuzzSumo With BuzzStream

Create a prospecting list with BuzzStream

Use BuzzSumo With BuzzStream

Click ‘start prospecting’

Use BuzzSumo With BuzzStream

Use BuzzSumo With BuzzStream

Building Relationships

• Tweet and share their content• Mention them when you share their content• Comment on their blogs• Seek introduction through a connection• Ask to interview them for your website• Ask them to write a guest post for your site• Collaborate on content

As Matthew Barby says the first thing that you need to establish when approaching an influencer is consider their incentive.

What you can offer

• A link to the influencer’s personal site within each post, valuable if you have a high authority or highly ranked site

• A recommendation for their services on your website• Free or discounted use of your services• Offer to share other content from the influencer to your

mailing lists and social following

Money – Payment by shares achieved say

Find target sites for placing content

• Find relevant sites and blogs using searches

• Find most shared domains with content analysis reports

• Target those with active readerships

• Find those willing to take guest posts

Use Google Search

Find link opportunities

• See who is linking to competitor content

Build Twitter Ad Lists

• Twitter now allows marketers to promote ads to audiences based on either email addresses from their own CRM system or lists of twitter IDs

• Target people that share your content• Target influencers in a topic area• Export list from BuzzSumo and filter/refine

How BuzzSumo Can Help

• Find content that is heavily shared• Identify the authors and their other most shared content• Find the people that share and amplify popular content• Find authoritative and well shared sites in the niche for your

content• Find influencers in your topic area and filter by location, reach,

authority and engagement• See the content they share• Follow and engage with influencers

BuzzSumoContent Intelligence In a Social World

@steverayson@buzzsumo