The Habits that Land You Links #brightonseo 2014 by @staceycav

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@staceycav's deck from #brightonseo on the habits that land you links.

@staceycav's deck from #brightonseo on the habits that land you links.

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  • @undefined Hi Ralph. In the context of content marketing, it's really more of a loose brief than a problem statement.

    So, for example, 'We need to come up with an idea for a series of blog posts that would appeal to adrenalin junkies,' was a recent one of ours.

    But it can be looser than that too. E.g. 'Our travel client needs a content marketing project designed to bait links.'

    The looser it is, the easier the ideas will be to come by :)
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  • Good work, Stacey. 'Start with a problem statement'.... do you mean identify a problem that needs solving e.g. 'Most people are bad with money'?
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  • @AliceRalph Thanks, Alice! Glad you found it useful!
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  • Agree, I found this one of the most useful talks at BrightonSEO. Thanks Stacey!
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  • Thanks, Andy! Let me know how you get on if you give any of the ideas a go!
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  • 1. THE HABITS THAT LAND YOU LINKS Stacey Cavanagh Tecmark #brightonseo
  • 2. I have a confession… #brightonseo @staceycav
  • 3. I still love links. #brightonseo @staceycav
  • 4. Despite potential heartbreak… #brightonseo @staceycav
  • 5. #brightonseo @staceycav
  • 6. #brightonseo @staceycav We still need links. https://www.youtube.com/watch?v=NCY30WhI2og
  • 7. No more cheating. #brightonseo @staceycav
  • 8. It’s about doing stuff that lands links #brightonseo @staceycav
  • 9. Producing awesome stuff #brightonseo @staceycav
  • 10. Doing awesome stuff #brightonseo @staceycav
  • 11. Being generally awesome #brightonseo @staceycav
  • 12. And being real. #brightonseo @staceycav
  • 13. None of this is new information #brightonseo @staceycav
  • 14. #brightonseo @staceycav But it’s all easier said than done.
  • 15. And harder to scale than… #brightonseo @staceycav
  • 16. #brightonseo @staceycav
  • 17. #brightonseo @staceycav
  • 18. #brightonseo @staceycav
  • 19. There’s no magic formula #brightonseo @staceycav
  • 20. But, you can start by building good habits. #brightonseo @staceycav
  • 21. In 3 key areas… #brightonseo @staceycav
  • 22. 1. IDEATION #brightonseo @staceycav
  • 23. Content marketing demands a seemingly endless stream of good ideas. #brightonseo @staceycav
  • 24. #brightonseo @staceycav
  • 25. We needed an efficient means of ideas generation #brightonseo @staceycav
  • 26. Where do you look for inspiration on efficiency? #brightonseo @staceycav
  • 27. #brightonseo @staceycav
  • 28. Efficiency at its best. #brightonseo @staceycav
  • 29. #brightonseo @staceycav Introducing Bernd Rohrbach
  • 30. #brightonseo @staceycav 108 ideas in 30 minutes
  • 31. #brightonseo @staceycav 6-3-5 method of brainwriting http://blogsession.co.uk/2014/03/635-method-brainwriting/
  • 32. #brightonseo @staceycav You need 6 people
  • 33. #brightonseo @staceycav A simple worksheet goo.gl/1ZuiGN
  • 34. #brightonseo @staceycav 30 minutes
  • 35. #brightonseo @staceycav Start with a Problem statement
  • 36. #brightonseo @staceycav 5 minutes. 3 ideas each
  • 37. #brightonseo @staceycav Pass worksheets to the left
  • 38. #brightonseo @staceycav Write 3 ideas inspired by the 3 you’ve been handed
  • 39. #brightonseo @staceycav Lather. Rinse. Repeat
  • 40. #brightonseo @staceycav That’s 108 ideas in 30 minutes
  • 41. #brightonseo @staceycav This isn’t INSTEAD of other methods
  • 42. #brightonseo @staceycav It’s AS WELL as…
  • 43. #brightonseo @staceycav Verbal brainstorming
  • 44. #brightonseo @staceycav Crowdsourcing ideas.
  • 45. #brightonseo @staceycav Solo ideation sessions
  • 46. #brightonseo @staceycav Differentiate between ideas generation and concept development
  • 47. #brightonseo @staceycav Lots of ideas may only result in a couple of concepts
  • 48. #brightonseo @staceycav And that’s ok!
  • 49. #brightonseo @staceycav NUF testing is a great way to narrow a long list of ideas down! http://creatingminds.org/tools/nuf_test.htm
  • 50. #brightonseo @staceycav Seek impartial feedback
  • 51. #brightonseo @staceycav Ideation Tools
  • 52. #brightonseo @staceycav
  • 53. #brightonseo @staceycav
  • 54. #brightonseo @staceycav
  • 55. #brightonseo @staceycav http://simitator.com/generator/twitter
  • 56. #brightonseo @staceycav Generate “Tweets” based on your ideas and split test them here (free)…
  • 57. #brightonseo @staceycav
  • 58. #brightonseo @staceycav 2. ASSET GENERATION (or collation)
  • 59. #brightonseo @staceycav Thorough audits of existing assets
  • 60. #brightonseo @staceycav
  • 61. #brightonseo @staceycav Do this in person
  • 62. #brightonseo @staceycav We got into the habit of asking our clients for images
  • 63. #brightonseo @staceycav Loads of Images
  • 64. #brightonseo @staceycav Hint: They don’t have to be phenomenal ones!
  • 65. #brightonseo @staceycav Image link attribution building isn’t new
  • 66. #brightonseo @staceycav But it is effective
  • 67. #brightonseo @staceycav
  • 68. #brightonseo @staceycav
  • 69. #brightonseo @staceycav
  • 70. #brightonseo @staceycav Share images on Flickr under Creative Commons
  • 71. #brightonseo @staceycav And tell people how to attribute
  • 72. #brightonseo @staceycav SEO for Images on Flickr
  • 73. #brightonseo @staceycav
  • 74. #brightonseo @staceycav
  • 75. #brightonseo @staceycav Get into the habit of regular reclamation sessions
  • 76. #brightonseo @staceycav
  • 77. #brightonseo @staceycav
  • 78. #brightonseo @staceycav Get really good at tactics that can be applied cross niche
  • 79. #brightonseo @staceycav Like creating stories from surveys
  • 80. #brightonseo @staceycav
  • 81. #brightonseo @staceycav Content curation is a cross niche tactic
  • 82. #brightonseo @staceycav http://www.rohitbhargava.com/2011/03/the-5-models-of-content-curation.html
  • 83. #brightonseo @staceycav http://moz.com/google-algorithm-change
  • 84. #brightonseo @staceycav http://moz.com/google-algorithm-change
  • 85. #brightonseo @staceycav http://moz.com/google-algorithm-change
  • 86. #brightonseo @staceycav http://www.slideshare.net/aleydasolis/getting-content-curation-right-at-smx-smxmuenchen <<< Speak to @aleyda!
  • 87. #brightonseo @staceycav Get into the mindset of considering offline content
  • 88. #brightonseo @staceycav Sometimes, linkworthy content is a chair made out of scrap car parts.
  • 89. #brightonseo @staceycav
  • 90. #brightonseo @staceycav
  • 91. #brightonseo @staceycav User Student generated offline content… http://www.dronsfields.com/auction/
  • 92. #brightonseo @staceycav Work closely with clients’ other departments to think bigger and bolder with more benefits than “SEO”
  • 93. #brightonseo @staceycav Work closely with other organisations to cut costs and share benefits
  • 94. #brightonseo @staceycav Do something real.
  • 95. #brightonseo @staceycav It results in coverage
  • 96. #brightonseo @staceycav And coverage results in links.
  • 97. #brightonseo @staceycav
  • 98. #brightonseo @staceycav
  • 99. #brightonseo @staceycav
  • 100. #brightonseo @staceycav Collaborate. Think bigger. Think offlin-er.
  • 101. #brightonseo @staceycav 3. OUTREACH
  • 102. #brightonseo @staceycav Build your little black book
  • 103. #brightonseo @staceycav Start on day 1
  • 104. #brightonseo @staceycav With a contacts audit.
  • 105. #brightonseo @staceycav You’ll need an evolving list of journalists/bloggers/ot her relevant contacts
  • 106. #brightonseo @staceycav You’ll need excellent monitoring tools.
  • 107. #brightonseo @staceycav
  • 108. #brightonseo @staceycav
  • 109. #brightonseo @staceycav
  • 110. #brightonseo @staceycav I use Buzzstream to manage this list.
  • 111. #brightonseo @staceycav Find more journalists and opportunities
  • 112. #brightonseo @staceycav
  • 113. #brightonseo @staceycav
  • 114. #brightonseo @staceycav
  • 115. #brightonseo @staceycav Read these (repeatedly)
  • 116. #brightonseo @staceycav
  • 117. #brightonseo @staceycav Apply the principles in your outreach
  • 118. #brightonseo @staceycav Particularly pay attention to the reciprocity rule
  • 119. #brightonseo @staceycav http://blogsession.co.uk/2014/02/freedman-and-fraser-compliance-without-pressure/
  • 120. #brightonseo @staceycav I say it a lot, I know.
  • 121. #brightonseo @staceycav And I sound like my Nan.
  • 122. #brightonseo @staceycav But this guy…
  • 123. #brightonseo @staceycav Is doing it better than this guy
  • 124. #brightonseo @staceycav Pick up the phone.
  • 125. #brightonseo @staceycav Send handwritten letters.
  • 126. #brightonseo @staceycav Yes, really…
  • 127. #brightonseo @staceycav Response rates depend on project, audience and approach, of course
  • 128. #brightonseo @staceycav But allow me to share some (very unscientific) analysis…
  • 129. #brightonseo @staceycav NOTE: Small sample sizes – 100 emails, 40 phone calls, 20 letters sent out and this relates to just one event centric project.
  • 130. #brightonseo @staceycav Step back in time. Good old fashioned communications are disruptive.
  • 131. #brightonseo @staceycav Thank you stacey.cavanagh@tecmark.co.uk GET IN TOUCH @staceycav https://plus.google.com/+StaceyCavanagh
  • 132. #brightonseo @staceycav Images • http://www.motaen.com/wallpapers/view/id/988 • http://faceforwardcolumbus.com/2012/11/24/ways-to-live-the-year-of-faith-2/ • http://www.hdwallpapers.in/ • https://commons.wikimedia.org/wiki/File:Sand_Heart_break.JPG • http://www.recitethis.com • http://www.huffingtonpost.co.uk/2014/03/20/world-cup-defining-images_n_4998763.html • http://www.redbullstratos.com/ • http://www.wallconvert.com/search/funny/ • http://ecx.images-amazon.com/images/I/516eYh1jhbL.jpg • https://www.youtube.com/watch?v=3WcyFf6JPSI • Disney/Reuters • http://www.mithought.com/blog/post/2013-08-30/12-things-that-successfully-convert-a-great-idea-in-to-reality-part-2 • http://www.makeameme.org • http://www.123rf.com/photo_2138302_yellow-post-it-notes-on-the-corkboard.html • http://friends.wikia.com/wiki/Category:Episode_Stills • http://itsmonk.com/mountaint-everest-nature-wallpaper/sunrise-over-mount-everest-picture-wallpaper/ • http://athousandthreads.files.wordpress.com/2011/08/searching.jpg • http://www.operationworld.org/country/germ/owtext.html • http://justinsbrewreview.blogspot.co.uk/2012/09/what-is-oktoberfest.html • http://www.desktopaper.com/inspiring-clock-wallpaper/inspiring-clock-wallpaper-high-definition/ • http://culturacolectiva.com/10-libros-para-10-momentos-distintos/ • http://nicholasdraney.com/blog/blog/2012/01/30/boxing/ • http://ondalys.fr/en/references/ • http://www.telemobile.ro/download/light-bulb-c-15983.html • http://www.cnjtc.com/sophie-slim-showering-with-babywise-a-giveaway.html • https://www.flickr.com/photos/hannahdonovan/5901011862/ • https://commons.wikimedia.org/wiki/File:2009-05-03_Man_talking_on_cell_phone_in_parking_lot.jpg • https://commons.wikimedia.org/wiki/File:Neworleans_phone_call.JPG • http://www.history.uncc.edu/digitalhistory/Pattersonslavesale01041834.jpg • https://commons.wikimedia.org/wiki/File:%22_12_-_ITALY_-_MOLESKINE_-_notebook_-_pocket_book_-_agenda_2012_3_black.JPG • https://commons.wikimedia.org/wiki/File:Expanding_Universe.jpg