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go   big         or go home…


        Hannah Smith
      @hannah_bo_banna
…a phrase usually used to

goad someone into an
outlandish or awesome act

                  @hannah_bo_banna
@hannah_bo_banna
…actually often said act is
      pretty dumb



                    @hannah_bo_banna
@hannah_bo_banna
today‟s not about



big       drinking


             @hannah_bo_banna
today’s about


big     content


            @hannah_bo_banna
WTF?!
    @hannah_bo_banna
expensive
  content



            @hannah_bo_banna
WTF?!
    @hannah_bo_banna
takes more than

40 hours
   to create


               @hannah_bo_banna
plus

further time
   to outreach


             @hannah_bo_banna
sounds like a
  gamble?
         @hannah_bo_banna
funnily


enough
           @hannah_bo_banna
I used to be a
betting shop manager



              @hannah_bo_banna
@hannah_bo_banna
gambling is a

mug‟s game

             @hannah_bo_banna
which presents something

  of a   problem

                @hannah_bo_banna
because investing in

big content
                @hannah_bo_banna
is a major

gamble
              @hannah_bo_banna
and I am

risk averse
              @hannah_bo_banna
this is the story of how
 I learned to embrace
        gambling


                  @hannah_bo_banna
but first,
some context…



          @hannah_bo_banna
@hannah_bo_banna
it was always a competitive
          niche…



                  @hannah_bo_banna
Jan 2012:
   we‟d been working
together for over a year…



                 @hannah_bo_banna
„small‟

content
            @hannah_bo_banna
@hannah_bo_banna
+ some guest blogging




               @hannah_bo_banna
consistent

results
          @hannah_bo_banna
then
   @hannah_bo_banna
@hannah_bo_banna
@hannah_bo_banna
@hannah_bo_banna
@hannah_bo_banna
it got


         @hannah_bo_banna
@hannah_bo_banna
@hannah_bo_banna
the stuff we were doing




                @hannah_bo_banna
playing it

safe
             @hannah_bo_banna
small

content
          @hannah_bo_banna
small

gamble
          @hannah_bo_banna
small

reward
          @hannah_bo_banna
these consistent

results
             @hannah_bo_banna
were not going to be

  enough

               @hannah_bo_banna
to really

compete
              @hannah_bo_banna
the client was

happy
            @hannah_bo_banna
the client was

happy
            @hannah_bo_banna
the client was

happy
            @hannah_bo_banna
but we were on

borrowed
  time
            @hannah_bo_banna
go   big
       or go home?

           @hannah_bo_banna
sounds

risky
         @hannah_bo_banna
remember, I‟m

risk averse
             @hannah_bo_banna
but
  @hannah_bo_banna
is it really a

gamble?
              @hannah_bo_banna
maybe not when you‟re the

    agency
                 @hannah_bo_banna
but you still need to


persuade
     the client…

                   @hannah_bo_banna
they are the ones that
       stand to

     lose
                @hannah_bo_banna
@hannah_bo_banna
they agreed to a test

        

               @hannah_bo_banna
don‟t expect the client to

pay more
                   @hannah_bo_banna
we pitched to go

slower
             @hannah_bo_banna
moved from a 4 week
       content cycle
to an 8 week content cycle



                  @hannah_bo_banna
we absorbed some

   risk
             @hannah_bo_banna
we
over-delivered

           @hannah_bo_banna
like

crazy
        @hannah_bo_banna
we
figured

       @hannah_bo_banna
if we could


prove
 it worked

             @hannah_bo_banna
we could pitch for


 more
   money later

              @hannah_bo_banna
it was a

gamble
            @hannah_bo_banna
but that nag

romped
 home
            @hannah_bo_banna
@hannah_bo_banna
148
linking root domains


               @hannah_bo_banna
what
happened
  next
     @hannah_bo_banna
it‟s not about going

      big
       once


               @hannah_bo_banna
@hannah_bo_banna
101
linking root domains


               @hannah_bo_banna
@hannah_bo_banna
@hannah_bo_banna
79
linking root domains


               @hannah_bo_banna
@hannah_bo_banna
@hannah_bo_banna
74
linking root domains


               @hannah_bo_banna
@hannah_bo_banna
@hannah_bo_banna
197
linking root domains


               @hannah_bo_banna
@hannah_bo_banna
@hannah_bo_banna
55
linking root domains


               @hannah_bo_banna
@hannah_bo_banna
@hannah_bo_banna
188
linking root domains


               @hannah_bo_banna
@hannah_bo_banna
@hannah_bo_banna
6
 linking root domains
(don‟t panic, it‟s new)


                 @hannah_bo_banna
it‟s not been the

smoothest
       ride


               @hannah_bo_banna
250


200


150


100


 50


  0




      Linking Root Domains

                             @hannah_bo_banna
however
     @hannah_bo_banna
per £1 invested in

 content
& outreach
              @hannah_bo_banna
we‟re now building
    more than

  double
the number of links

              @hannah_bo_banna
we‟re twice as

  effective
now as when we were
   playing it safe

               @hannah_bo_banna
but it‟s not just about


   links
                 @hannah_bo_banna
results you actually

  care
 about
                @hannah_bo_banna
Jan 2012

versus
 Jan 2013


            @hannah_bo_banna
improved
 rankings
 for head terms

             @hannah_bo_banna
@hannah_bo_banna
@hannah_bo_banna
45% increase
  in organic traffic



                @hannah_bo_banna
increased
 conversions



           @hannah_bo_banna
conversions are

 money
  #justsayin


               @hannah_bo_banna
happy
 client



          @hannah_bo_banna
@hannah_bo_banna
5 tips for

going big
or how to avoid going home

                     @hannah_bo_banna
@hannah_bo_banna
your content needs to
 support the brand‟s

positioning
               @hannah_bo_banna
in order to get

sign off

             @hannah_bo_banna
& in order to be

repeatable

              @hannah_bo_banna
„whacky‟
   ideas


           @hannah_bo_banna
cost too much

 time
           @hannah_bo_banna
& are hard to

repeat

           @hannah_bo_banna
@hannah_bo_banna
evergreen content is far

  less risky

                 @hannah_bo_banna
@hannah_bo_banna
use your best idea

     first

              @hannah_bo_banna
but have plenty more in
         your

back pocket
                @hannah_bo_banna
it‟s not about going

      big
       once


               @hannah_bo_banna
@hannah_bo_banna
set benchmarks for

„success‟
             @hannah_bo_banna
before
 launch


          @hannah_bo_banna
@hannah_bo_banna
don‟t believe the

   hype

             @hannah_bo_banna
“great content produces

  out-sized
  returns”
                @hannah_bo_banna
one cold

email

           @hannah_bo_banna
@hannah_bo_banna
sadly, that only happens

 sometimes

                 @hannah_bo_banna
great content gets you

  top-tier
guest posts
                @hannah_bo_banna
@hannah_bo_banna
@hannah_bo_banna
@hannah_bo_banna
a word of
 warning

       @hannah_bo_banna
I was hoping to build a

   flywheel

                @hannah_bo_banna
#naive

     @hannah_bo_banna
nevertheless

        @hannah_bo_banna
investing in

big content
              @hannah_bo_banna
is a major

gamble
              @hannah_bo_banna
that can

pay off
            @hannah_bo_banna
& if you too are in a

      rut
                @hannah_bo_banna
small

content
          @hannah_bo_banna
small

gamble
          @hannah_bo_banna
small

reward
          @hannah_bo_banna
& it‟s not

enough
              @hannah_bo_banna
to really

compete
              @hannah_bo_banna
@hannah_bo_banna
@hannah_bo_banna
@hannah_bo_banna
HANNAH SMITH
Caffeine Addict
SEOmoz Associate
Writer for State of Search & SEO Chicks




      Principal Consultant, Distilled


      hannah.smith@distilled.net


      @hannah_bo_banna
Image Credits

Shots - http://www.thethirstypig.com/2011/01/13/100-shots-at-blue-frog-%E8%93%9D%E8%9B%99/
Please drink responsibly - http://lmaotwitpics.com/2012/12/27/drink-responsibly/
Ladbrokes - http://www.flickr.com/photos/jaggers/8047471537/sizes/l/
F*ck Yeah - http://www.fastcodesign.com/1669791/infographic-the-rise-of-tumblrs-fuck-yeah-movement
1 - http://www.flickr.com/photos/lwr/204714598/sizes/l/in/set-72157594159394280/
2 - http://www.flickr.com/photos/lwr/5489483429/sizes/l/in/set-72157594159392957/
3 - http://www.flickr.com/photos/lwr/94877877/sizes/l/in/set-72157594159391763/
4 - http://www.flickr.com/photos/lwr/5122443605/sizes/l/in/set-72157594159390514/
5 - http://www.flickr.com/photos/lwr/4322212584/sizes/l/in/set-72157594159389491/
Clock - http://digitalbloggers.com/gregfionascott/how-to-stop-procrastinating/
Your best shot - http://www.forbes.com/sites/jessicahagy/2012/10/04/40-things-to-say-before-you-die/2/
Go big or go home - http://kristiehuey.com/GO-BIG




                                                                                   @hannah_bo_banna

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