Jon Quinton, Scaling Content Marketing
 

Jon Quinton, Scaling Content Marketing

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Jon Quinton, Scaling Content Marketing Jon Quinton, Scaling Content Marketing Presentation Transcript

  • HOW TO SCALE CONTENT MARKETING Jon Quinton SEOgadget.co.uk
  • BUT WHAT DO CLIENTS WANT?
  • $ View slide
  • ............................................................................................................................................................................................... View slide
  • PROBLEM #1SCALING WITHOUT LOSING QUALITY
  • ............................................................................................................................................................................................... MORE OF THIS PLEASE…
  • ............................................................................................................................................................................................... LINKS FROM SITES THAT MEET QUALITY METRICS Nice!
  • ............................................................................................................................................................................................... LINKS FROM REAL SITES…
  • ............................................................................................................................................................................................... BUT WE STILL NEED VOLUME c. 200 linking root domains required to compete confidently
  • ...............................................................................................................................................................................................
  • PROBLEM #2GETTING STUCK IN THE BOTTLENECK
  • ............................................................................................................................................................................................... CONTENT PRODUCTION?
  • ............................................................................................................................................................................................... THE UK REALLY ISN’T SHORT ON TALENT
  • ............................................................................................................................................................................................... LOOKING FOR PEOPLE WHO MIGHT BE INTERESTED? That’s 1419 guitar teachers that I can contact about my content. Scrape this list with Google Docs and you’re onto a winner
  • ............................................................................................................................................................................................... READY TO WONK?? https://seogadget.co.uk/googlewonk/
  • ............................................................................................................................................................................................... FINDING CONTACT DETAILS? Again, this really shouldn’t slow us down. If you can’t find an email address there’s always the phone
  • ............................................................................................................................................................................................... DON’T BE AFRAID TO BUILD APPS https://seogadget.co.uk/mozscape-api-extension-for-excel/
  • ............................................................................................................................................................................................... STARTING THE CONVERSATION It really isn’t rocket science. Offer something cool, help them out a bit and show a bit of friendly interest
  • OK, SO THAT’S MY PROBLEM!
  • HERE’S SOME THINGS YOU CAN DO…
  • #1 – BUILD A LIST
  • ............................................................................................................................................................................................... GO ON A PROSPECT BINGE Advanced Operators Looking for Lists Checking Competitor Backlinks Using FollowerWonk This is a great team activity. One hour + one Google Docs sheet = team FTW!
  • ............................................................................................................................................................................................... TWITTER SEARCHES
  • ............................................................................................................................................................................................... SCRAPING LISTS AND SERPS Top 100 Guitar Sites: SERPs: http://www.top100guitarsites.com/ Inurl:”write for us” guitar http://www.seerinteractive.com/blog/google-scraper-in-google-docs-update
  • ............................................................................................................................................................................................... PLUS A LITTLE BIT OF STALKING TOO http://www.techradar.com/author?searchTerm=Scott%20Nichols http://gamerlymusings.wordpress.com/about/
  • ............................................................................................................................................................................................... ACCEPT GUEST POSTS ON A THIRD PARTY SITE It’s amazing what you can learn by sitting on the other side of the fence Understand how it feels to be hounded by SEOs!
  • ............................................................................................................................................................................................... Contact On Launch Twitter List – Jumping Phase Three: Promote on opportunities Phase Two: On topic guest posts design work
  • STAYING AGILE BUT REMAINING SELECTIVE
  • #2 – WEED OUT THE CRAP
  • ............................................................................................................................................................................................... MEET YOUR NEW BEST FRIENDS…
  • ............................................................................................................................................................................................... NOW ITS EASY TO SPOT THE GOOD STUFF Your time is valuable – don’t waste ANY of it on sites that aren’t worth your while
  • #3 – GETTING IN TOUCH
  • COULD OUTSOURCING BE THE ANSWER?
  • FORUM FRIDAY LINK BUILDING 20/01/2012 Hosted by Oli
  • ............................................................................................................................................................................................... ODESK – THE LAND OF OPPORTUNITY http://ontolo.com/blog/5-steps-assembling-all-star-link-building-team-odesk View feedback, profile facts, test results and previous assignments
  • ............................................................................................................................................................................................... AIM: FIND SOMEONE WHO CAN FOLLOW STRICT GUIDELINES AND INSTRUCTIONS • Working from a pre-sent list of blogs • Find contact details and ideally a contact name • Customise pre-sent template • Start sending emails from a persona’s email address • Incentive is a $$ bonus for over 10 responses per week
  • ............................................................................................................................................................................................... THE FREELANCER’S PROCESS All Contact List Email Template Communication Provided Via Gmail
  • ............................................................................................................................................................................................... WORK FROM YOUR PRE-BUILT LIST
  • ............................................................................................................................................................................................... POST A JOB DESCRIPTION
  • ............................................................................................................................................................................................... FILTER APPLICANTS http://ontolo.com/blog/5-steps-assembling-all-star-link-building-team-odesk Note – there’s usually a big difference between the self-assessed scores and test results!
  • ............................................................................................................................................................................................... INTERVIEW CANDIDATES
  • ............................................................................................................................................................................................... WEED OUT THE GOOD FROM THE BAD
  • ............................................................................................................................................................................................... 4. THE JOB BRIEF Explaining clearly want I need; and how best to achieve that in simple easy to follow steps
  • ............................................................................................................................................................................................... THE TEMPLATE Hi [name], Hope youre well? Im getting in touch to see if you ever accept content from guest authors on your blog? Ive written a variety of posts similar to those featured on [domain] and I wondered if youd be interested in seeing any drafts? Let me know if youre interested; Im more than happy to send some examples over. All the best, Jon Freelancers required to use first name, or ‘Hi’. Also briefed to personalise [domain]
  • ............................................................................................................................................................................................... RESULT: AN INBOX FULL OF INTERESTED BLOGGERS Response rate currently c. 20%
  • #1 – BUILD YOUR BASE#2 – FILTER TO THE GOOD STUFF#3 – SCALE THE HEAVY LIFTING
  • THANKS!! Jon Quinton SEOgadget.co.ukjon@seogadget.co.uk