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How Not To Fail at Link Bait. Chris Bennett 97th Floor SEOPRO Boston

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How not to fail at link bait.
Not everything works – learn from it:
Through his vast experience Chris Bennett of 97th Floor will offer insight into how you should coordinate research, writing and design. What tools and sources create the most link-worthy content, what link bait fails, and why. In depth look at infographics.

Published in: Technology, Business
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How Not To Fail at Link Bait. Chris Bennett 97th Floor SEOPRO Boston

  1. 1. How not to FAIL at Link Bait Chris Bennett 97th Floor bit.ly/failatlinkbait
  2. 3. What Makes a Good Graphic? Good Data/Info Complex Ideas Aesthetically Pleasing @chrisbennett Topical No False/Confusing Data
  3. 4. Infographics: Rules to Live By If it is cool information but would be utterly boring as text then make it a graphic.
  4. 5. I would much rather learn the ins and outs of something as complicated as the Stimulus plan via graphic rather than a 1,079 page document. http://www.creditloan.com/infographics/obamas-economic-stimulus-plan-mapped-out/
  5. 6. I love this, super informative and the graphic display makes it easy to digest. Would be so boring as a written article. http://www.focus.com/images/view/11905/
  6. 7. if it would lead to the wrong conclusions, not presenting the data at all would be better.
  7. 8. Infographics: Content is King
  8. 9. 97th Floor Creative Brief - Infographic Client: Rough Due Date: Dimensions (Pixels): Color Scheme: Branding Inclusions: Working Title: Summary: Research: Inspiration: Rate: Website: Publish Date: Infographics: Start To Finish
  9. 10. 1. Brainstorm ideas -- identify a discussion in which the client ought to be active and vocal in, and then find a unique angle to chime in so that what we have to say is a) insightful b) creative. 2. Research -- we typically start with an idea, and then move on to data-mining, and finding out what the experts in an industry have to say on the topic. It is during this process that we know if the idea we came up with in the first stage is actionable; eg, that we are not making up story but that there is data which is both interesting/available that merits our story-telling 3. Copywriting and Editing -- this is how where we lay out the hierarchy and flow of information being designed, striving to make every thing as digestible as possible. 4. Briefing -- project manager/researcher sends connects with designer for the production of the graphic 5. Design -- designer does his work alongside the project manager to ensure that we are telling the story that we want to, and that the information is presented in the most intuitive and straight-forward manner. 6. Revisions -- the polishing and tightening up of design/copy/colors/fonts, etc 7. Publish -- coordinate the publish for maximum visibility -- eg., M-Th are the best days, etc. 8. Promo -- send out the content to everywhere/everyone. 9. Report -- Report on success. eg. Traffic, Pageviews/Uniques, big mentions, social counts and link counts. Talk with client about results tracking eg. better search referrals, conversions, sales etc... Infographics: Start To Finish
  10. 11. <ul><li>Title: SMALL BUSINESSES JOURNEY TO THE CLOUD </li></ul><ul><li>A. Defining Cloud Applications </li></ul><ul><li>- Instead of applications and data stored on a single computer terminal or network, cloud-based services (&quot;cloud applications&quot;) are accessible on the Internet in the same manner as online banking and shopping, e-mail and social networking sites. </li></ul><ul><li>The numbers: </li></ul><ul><li>- It is estimated that the worldwide cloud computing market is $8 billion with the U.S. market accounting for approximately 40% of that: $3.2 billion. </li></ul><ul><li>- According to Gartner's 2011 predictions, number one on their list of Top Strategic Technologies is Cloud Computing. </li></ul><ul><li>The popular types of online small business cloud apps: </li></ul><ul><li>Data storage and backup. </li></ul><ul><li>Document uploads and management. </li></ul><ul><li>Online customer self-scheduling (for service-based businesses that require appointments). </li></ul><ul><li>Online payment programs. </li></ul><ul><li>Accounting software. </li></ul><ul><li>Human resources software. </li></ul><ul><li>Marketing and sales programs, including e-mail marketing. </li></ul><ul><li>What makes cloud apps so appealing to small businesses </li></ul><ul><li>- Whether a small business is looking at improving its accounting procedures, creating an effective e-mail marketing campaign, or searching for a way to book their appointments online, cloud apps applications are becoming the tool of choice for a variety of tasks. </li></ul><ul><li>1. Cost </li></ul><ul><li>- Perhaps the most important benefit of cloud-computing applications, the cost of today's cloud-based software is affordable and fits most budgets. </li></ul><ul><li>- There is no need for expensive outside IT support. The service provider maintains and monitors the program, as well as conduct upgrades and updates. </li></ul><ul><li>2. Accessibility </li></ul><ul><li>- All you need is an Internet connection, something most small business owners already have. It is the ideal solution for owners and staff who are constantly on the road. </li></ul><ul><li>3. Ease of Set-up and Use </li></ul><ul><li>- Cloud apps generally do not require any installations or downloads, and as the developers of these software services typically have the small business owner in mind, they're generally easy to learn and use. </li></ul><ul><li>- Many cloud-based apps offer owners, operators and staff a free trial to see if it fits their business. </li></ul><ul><li>B. 10 Cloud-based applications that will save you time and money </li></ul><ul><li>Free cloud apps that you should be using: </li></ul><ul><li>1. Freshbooks (Accounting manager) </li></ul><ul><li>- Free trial </li></ul><ul><li>- Use Freshbooks to manage invoicing, expenses and time sheets for up to three clients, as well as send and receive an unlimited number of invoices for free. </li></ul><ul><li>2. Google Docs (Document sharing/editing) </li></ul><ul><li>- Free </li></ul><ul><li>- This is an entirely free service and is immensely popular for sharing, editing, and commenting on documents. </li></ul><ul><li>3. PicNik (Photo sharing/editing) </li></ul><ul><li>- Free with purchasable upgrade </li></ul><ul><li>- Not everyone can afford the latest Photoshop editing software on his/her hard drive. This is a free tool that allows you to share, edit, crop, resize, and rotate photos entirely in the cloud. </li></ul><ul><li>4. Windows Live Skydrive (File storage/sharing) </li></ul><ul><li>- Free </li></ul><ul><li>- Skydive is a password-protected file sharing and storage service that allows you to upload up to 25 GB of documents for free. An easy solution for getting rid of your company's storage bins. </li></ul><ul><li>5. Mozy (Backup service) </li></ul><ul><li>- Monthly fee </li></ul><ul><li>- If you are a small business who doesn't want to hassle with storing your backups offsite, then Mozy is your answer. With more than 1 million customers, Mozy is a trusted online backup service for all your businesses important information and files. </li></ul><ul><li>6. Doodle (Polling/scheduling) </li></ul><ul><li>- Free </li></ul><ul><li>- This cloud-based app helps you schedule meetings by showing others your available times and dates. It's the perfect instant scheduling solution and co-workers wont fee harassed the next time you're trying to schedule a meeting. </li></ul><ul><li>7. Dropbox (File sharing) </li></ul><ul><li>- Free with purchasable upgrades </li></ul><ul><li>- Have the capability to share photos, documents, and videos with others from anywhere in the world and on various devices. </li></ul><ul><li>8. Carbonite (Backup service) </li></ul><ul><li>- Free trial </li></ul><ul><li>- If you've ever lost important files or wanted to access existing files from anywhere on any device then Carbonite is the answer. This cloud-based app safely stores files on your computer or multiple computers in the cloud. </li></ul><ul><li>9. Outright.com (Finance manager) </li></ul><ul><li>- Free trial </li></ul><ul><li>- Helps streamline the work involved with owning a business, helping entrepreneurs pay the right taxes, record financial transactions, and keep their businesses on track and growing. </li></ul><ul><li>10. Quickbooks Online (Accounting manager) </li></ul><ul><li>- Free trial </li></ul><ul><li>- Quickbooks goal is to provide your small business with an easy-to-use online accounting software. One of the most popular features is it's online invoicing tools and templates. Quickbooks also offers additional support for online banking, payroll and time tracking. </li></ul><ul><li>Sources: gartner.com, smallbusinessbranding.com, startupnations.com </li></ul>
  11. 12. <ul><li>Title: SMALL BUSINESSES JOURNEY TO THE CLOUD </li></ul><ul><li>A. Defining Cloud Applications </li></ul><ul><li>- Instead of applications and data stored on a single computer terminal or network, cloud-based services (&quot;cloud applications&quot;) are accessible on the Internet in the same manner as online banking and shopping, e-mail and social networking sites. </li></ul><ul><li>The numbers: </li></ul><ul><li>- It is estimated that the worldwide cloud computing market is $8 billion with the U.S. market accounting for approximately 40% of that: $3.2 billion. </li></ul><ul><li>- According to Gartner's 2011 predictions, number one on their list of Top Strategic Technologies is Cloud Computing. </li></ul><ul><li>The popular types of online small business cloud apps: </li></ul><ul><li>Data storage and backup. </li></ul><ul><li>Document uploads and management. </li></ul><ul><li>Online customer self-scheduling (for service-based businesses that require appointments). </li></ul><ul><li>Online payment programs. </li></ul><ul><li>Accounting software. </li></ul><ul><li>Human resources software. </li></ul><ul><li>Marketing and sales programs, including e-mail marketing. </li></ul><ul><li>What makes cloud apps so appealing to small businesses </li></ul><ul><li>- Whether a small business is looking at improving its accounting procedures, creating an effective e-mail marketing campaign, or searching for a way to book their appointments online, cloud apps applications are becoming the tool of choice for a variety of tasks. </li></ul><ul><li>1. Cost </li></ul><ul><li>- Perhaps the most important benefit of cloud-computing applications, the cost of today's cloud-based software is affordable and fits most budgets. </li></ul><ul><li>- There is no need for expensive outside IT support. The service provider maintains and monitors the program, as well as conduct upgrades and updates. </li></ul><ul><li>2. Accessibility </li></ul><ul><li>- All you need is an Internet connection, something most small business owners already have. It is the ideal solution for owners and staff who are constantly on the road. </li></ul><ul><li>3. Ease of Set-up and Use </li></ul><ul><li>- Cloud apps generally do not require any installations or downloads, and as the developers of these software services typically have the small business owner in mind, they're generally easy to learn and use. </li></ul><ul><li>- Many cloud-based apps offer owners, operators and staff a free trial to see if it fits their business. </li></ul><ul><li>B. 10 Cloud-based applications that will save you time and money </li></ul><ul><li>Free cloud apps that you should be using: </li></ul><ul><li>1. Freshbooks (Accounting manager) </li></ul><ul><li>- Free trial </li></ul><ul><li>- Use Freshbooks to manage invoicing, expenses and time sheets for up to three clients, as well as send and receive an unlimited number of invoices for free. </li></ul><ul><li>2. Google Docs (Document sharing/editing) </li></ul><ul><li>- Free </li></ul><ul><li>- This is an entirely free service and is immensely popular for sharing, editing, and commenting on documents. </li></ul><ul><li>3. PicNik (Photo sharing/editing) </li></ul><ul><li>- Free with purchasable upgrade </li></ul><ul><li>- Not everyone can afford the latest Photoshop editing software on his/her hard drive. This is a free tool that allows you to share, edit, crop, resize, and rotate photos entirely in the cloud. </li></ul><ul><li>4. Windows Live Skydrive (File storage/sharing) </li></ul><ul><li>- Free </li></ul><ul><li>- Skydive is a password-protected file sharing and storage service that allows you to upload up to 25 GB of documents for free. An easy solution for getting rid of your company's storage bins. </li></ul><ul><li>5. Mozy (Backup service) </li></ul><ul><li>- Monthly fee </li></ul><ul><li>- If you are a small business who doesn't want to hassle with storing your backups offsite, then Mozy is your answer. With more than 1 million customers, Mozy is a trusted online backup service for all your businesses important information and files. </li></ul><ul><li>6. Doodle (Polling/scheduling) </li></ul><ul><li>- Free </li></ul><ul><li>- This cloud-based app helps you schedule meetings by showing others your available times and dates. It's the perfect instant scheduling solution and co-workers wont fee harassed the next time you're trying to schedule a meeting. </li></ul><ul><li>..... </li></ul><ul><li>Sources: gartner.com, smallbusinessbranding.com, startupnations.com </li></ul>
  12. 15. http://bit.ly/formstackcloud
  13. 17. Infographics Work
  14. 18. INFO(CRAP)HICS DO NOT WORK
  15. 19. Death by information...or lack thereof.
  16. 20. Infographics: INFO(CRAP)HICS Newsweek A majority of Americans say Japan is an innovative country; not so China and India. So What?
  17. 21. How Many Units Sold? What was popular then vs. now? What is the avg yr gross for a vending machine? How many and what were the most popular stolen items?
  18. 22. Death by design
  19. 23. GOPLEADER.GOV Ahhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh!!!!!!!
  20. 24. Just because you saved your .doc as a .png does not mean you know how to make infographics.
  21. 25. Death by bad promo
  22. 26. Infocraphics: Relying on Social News
  23. 27. Infocraphics: Relying on Social News Make Friends with influencers in your space
  24. 28. Search Social News/Sharing sites for sites in your industry enjoying social promo and contact them. Infocraphics: Relying on Social News
  25. 29. Trading Content, Traffic and Social Success in exchange for links on the top sites. Blog Outreach Bartering Infocraphics: Relying on Social News
  26. 30. Show Them Recent Success Infocraphics: Relying on Social News
  27. 31. ROLODEX Create Relationships with those linking to you Notify them the next time you create good content Create “Guest Virals” on their behalf
  28. 32. <ul><li>If you get a link from the best sites in your industry why not get 2 or 3? </li></ul><ul><li>Thank them for linking, comment on their other stuff, follow them on Twitter keep you on their mind. Next time you have a killer piece of content you hit them up. </li></ul>Relationships
  29. 33. Relationships: Do you have friends? Ask them if they know of other sites or blogs that would like to have the same relationship you have with them.
  30. 35. You are the “Creator” you want to reach out to and target the “Collectors” which will better your chance of getting in front of the “Spectators” and “Joiners” Source: Near Complete Graphic coming soon to 97thfloor.com
  31. 36. Cool idea. I want to start talking about specific examples that work and that I like.
  32. 37. Infographics: Beat a Dead Horse
  33. 38. Social Media Landscape Launched in 2010 = Extremley Successful http://www.cmo.com/social-media/cmos-guide-social-media-landscape
  34. 39. Social Media Landscape Launched in 2011 = Rinse and Repeat http://www.cmo.com/social-media/2011-cmos-guide-social-andscape
  35. 40. Infographics: Don’t Sell <ul><li>Don’t push your forms </li></ul><ul><li>Don’t litter with ads </li></ul><ul><li>Don’t force email captures or require something prior to viewing. </li></ul><ul><li>Don’t promote yourself (hardcore) </li></ul>
  36. 41. Infographics: Branding
  37. 42. Talk about Petabytes and makes Mozy look good. http://mozy.com/blog/misc/how-much-is-a-petabyte/
  38. 43. Good Design, awesome topic anyone can relate too. Data actually works. Case and Point, my kids no longer accept my challenges. http://www.chacha.com/content/infographics/How-do-i-win-rock-paper-scissors-every-time
  39. 44. Complex info that would be boring as a text article. Layout is good which is very important given the topic. Topic related to web dev have better chance of success cause it is targeting “creators” and “collectors” http://www.formstack.com/the-anatomy-of-a-perfect-landing-page
  40. 45. Looking Ahead While good infographics still work what is the next step to useful content?
  41. 46. ChaCha ties their graphics into questions most frequently asked via their technology. Creates an interactive experience that keeps people on the site and drives page views. http://www.chacha.com/content/infographics/left-handed-facts
  42. 47. Animated White Board. Search “RSA Animate” in Youtube. Absolutely Brilliant.
  43. 48. Animated Infographics. “How a Ponzi Scheme Works” at the end of “The Other Guys”
  44. 49. <ul><li>Chris Bennett </li></ul><ul><li>97thFloor.com </li></ul><ul><li>President 97th Floor </li></ul><ul><li>[email_address] </li></ul><ul><li>@chrisbennett </li></ul>

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