Published: 14 July 2015
You’ve recently written an amazing blog post great for SEO and uploaded it to your website (as we all know content is most definitely essential for SEO now, right?). A week later you log in to your Google Analytics account and find that you’ve had only a few views on what you thought to be an amazing blog post – a little disheartening right?
Well, don’t be disheartened. Just because you haven’t had many views does not mean it isn’t fab and great for SEO! Unfortunately your blog post isn’t just going to appear on page one of Google and be seen by everyone, and in order to get your post seen you need to put it ‘out there’. This is where outreach comes into play.
So how do you go about outreaching your content? Social media.
As short and simple as that answer seems it is a little more complex than just scheduling several posts with a link to your blog post in, and hoping this will dramatically improve your SEO value and page views. Especially if you only have a small following on your profiles.
Usually the outreach process begins before the actual content creation itself, firstly with identifying key influencers. Knowing the key influencers within the field/subject area of your content will give you a starting point for outreaching your content. With your content you will be able to approach these key influencers in hope they will share it with their community.
How to Outreach Successfully…
Whether you’ve already got your content written or you’re starting from scratch and beginning the outreach process, these steps will help you to create a successful campaign.
1. Target audience
First, you will need to define the target audience that your content is relevant to and where you can find them online.
2. Create social media channels
From your target audience research you will then be able to ensure you are signed up to the relevant social channels, and if you haven’t already go ahead and create profiles on these channels.
You then may need to take some time to build up your profiles. In order to do so you could look at running several paid campaigns to build a larger following, and also to build awareness of your social profiles.
Then on each social channel you will need to find the key influencers. For example, on Twitter you will need to complete research around the relevant topic and see what influencers are discussing your subject area. Create a list of the influencers and how many followers they have, this will help you determine whether they’re worth targeting.
From this then start reviewing what hashtags they are using when talking about your topics to determine what ones you should be using.
Use the same process for each social channel you are going to be using.
Once you have your list of influencers and tags you will need to begin building an online relationship with them, follow them on social channels, retweet/favourite their content if it is relevant and, comment on their content and posts if it is of interest.
This begins a conversation allowing you to build a good rapport with the user, resulting in them trusting you and knowing that you are in fact real. Not a robot sat behind a computer screen!
Now this is where the real fun begins…
You’ve established that you’re not a spammy user and that you are in actual fact real by previously engaging with the key influencers on social media. This now means you can start sharing your content directly with them.
Pulling out your list of key influencers you can approach them with a comment and link to your blog post, with persuading text as to why it would be of interest to them and giving them reason to share/read it. Obviously with the varying character limits on different social profiles it will differ with what you say.
Once you have approached your different key influencers (don’t go bombarding them all at once, try to spread this out over a week or so!), you can sit back and, (fingers crossed), wait for the users to share/comment on your blog post resulting in increased exposure and page views.
I would also suggest having several posts linking to your content scheduled out on your own social channels regularly.
Further to this…
There are alternative ways of doing outreach. Including native advertising on wider media, a site to use for this would be Outbrain. This is a content recommendation platform used for content marketing to help users increase web traffic by presenting them with relevant website links.
Facebook Ads, with this platform you can recreate your target audience for this piece of content within the Facebook Ads control panel and promote your content to these users.
Finally, Twitter Ads. For this platform you can use the research previously done of key influencers on Twitter, running a campaign targeting their followers and user’s like their followers that would have an interest in seeing your content.
To conclude you will now be able to see that your content isn’t going to just appear in front of people and that it does take some time and effort. But one thing to remember is, content is key!