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How to Create Content for SEO That Earns Me Links?

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Our Senior Content Manager, Kyle Olson, sat down with BuzzSumo’s Director, Steve Rayson, to analyze BuzzSumo data. By combing through millions of news articles and social posts, they were able to shed light on what publishers actually want- shareworthy content!

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How to Create Content for SEO That Earns Me Links?

  1. 1. Webinar: Creating Content Publishers Want to Share
  2. 2. Listen to the Webinar! #ShareableContent
  3. 3. Presenters Steve Rayson @BuzzSumo Kyle Olson @DTCchicago #ShareableContent
  4. 4. #ShareableContent
  5. 5. How Do I Get My Content on Top-Tier Publications?
  6. 6. BuzzSumoBUZZSUMO DATA #ShareableContent
  7. 7. BuzzSumoBUZZSUMO DATA #ShareableContent
  8. 8. Most Shared ContentMost Shared Content #ShareableContent
  9. 9. Today’s Trending ContentMost Shared ContentToday’s Trending Content #ShareableContent
  10. 10. Domain AnalysisMost Shared ContentDomain Analysis #ShareableContent
  11. 11. Top AuthorsMost Shared ContentTop Authors #ShareableContent
  12. 12. Interesting Finds New York Times Example • Long form content gets more shares & links • List posts achieve a lot more shares • Opinion posts get a lot more shares and links #ShareableContent
  13. 13. #ShareableContent
  14. 14. Design & Development ChecklistDEMAND FOR CONTENT #ShareableContent
  15. 15. Design & Development ChecklistDEMAND FOR CONTENT #ShareableContent
  16. 16. Design & Development ChecklistDEMAND FOR CONTENT #ShareableContent
  17. 17. Design & Development ChecklistDEMAND FOR CONTENT #ShareableContent
  18. 18. #ShareableContent#ShareableContent
  19. 19. Traditional Newsroom Flow Chart #ShareableContent
  20. 20. Digital Publication Flow Chart #ShareableContent
  21. 21. Design & Development ChecklistEMBRACING DIGITAL PUBLISHING #ShareableContent
  22. 22. Design & Development ChecklistICE BUCKET CHALLENGE INFOGRAPHIC #ShareableContent
  23. 23. Design & Development ChecklistICE BUCKET CHALLENGE INFOGRAPHIC #ShareableContent
  24. 24. Design & Development ChecklistICE BUCKET CHALLENGE INFOGRAPHIC 266 5,500 #ShareableContent
  25. 25. Design & Development ChecklistDAN DIAMOND - FORBES #ShareableContent CNN, Huffington Post, Time Magazine, Billboard
  26. 26. Design & Development ChecklistEMBRACING DIGITAL PUBLISHING #ShareableContent
  27. 27. Design & Development ChecklistTHE ECHO CHAMBER #ShareableContent
  28. 28. Design & Development ChecklistTHE ECHO CHAMBER #ShareableContent
  29. 29. Design & Development ChecklistTHE ECHO CHAMBER #ShareableContent
  30. 30. Design & Development ChecklistTHE ECHO CHAMBER SOURCE #ShareableContent
  31. 31. DIGITAL PUBLISHING FLOW CHART #ShareableContent
  32. 32. Design & Development ChecklistHEARTBLEED INFOGRAPHIC #ShareableContent
  33. 33. Design & Development ChecklistHEARTBLEED INFOGRAPHIC #ShareableContent
  34. 34. Design & Development ChecklistHEARTBLEED INFOGRAPHIC #ShareableContent
  35. 35. S U C C E S #ShareableContent
  36. 36. Simple Can it be pitched in a subject line? U C C E S #ShareableContent
  37. 37. Simple Can it be pitched in a subject line? Unexpected You’ve got my attention, now can you keep it? C C E S #ShareableContent
  38. 38. Simple Can it be pitched in a subject line? Unexpected You’ve got my attention, now can you keep it? Concrete Can you express this in terms that I understand? C E S #ShareableContent
  39. 39. Simple Can it be pitched in a subject line? Unexpected You’ve got my attention, now can you keep it? Concrete Can you express this in terms that I understand? Credible Why are you telling me this story? E S #ShareableContent
  40. 40. Simple Can it be pitched in a subject line? Unexpected You’ve got my attention, now can you keep it? Concrete Can you express this in terms that I understand? Credible Why are you telling me this story? Emotional Why does this matter to my audience? S #ShareableContent
  41. 41. Simple Can it be pitched in a subject line? Unexpected You’ve got my attention, now can you keep it? Concrete Can you express this in terms that I understand? Credible Why are you telling me this story? Emotional Why does this matter to my audience? Stories What’s the narrative? How’s it flow? #ShareableContent
  42. 42. Design & Development Checklist8 NEWS VALUES #ShareableContent 1. Impact The significance, importance, or consequence of an event or trend. 2. Timeliness The more recent, the more newsworthy. 3. Prominence Occurrences featuring well-known individuals or institutions. 4. Proximity Closeness to the story. Geographically or in mentality. 5. The Bizarre The unusual, unorthodox, or unexpected attracts attention. 6. Conflict Controversy and clashes are newsworthy. 7. Currency Take into account what’s on people’s minds. 8. Human Interest More of an entertainment value.
  43. 43. Design & Development ChecklistLANGUAGE INTERACTIVE #ShareableContent
  44. 44. Design & Development ChecklistLANGUAGE INTERACTIVE #ShareableContent
  45. 45. Design & Development Checklist BEFORE YOU START DEVELOPMENT PRE-DEVELOPMENT • Exploratory Outreach • Find influencers • BuzzSumo • Test the market • Is your idea viable? • Get feedback • Use the feedback #ShareableContent
  46. 46. Design & Development ChecklistAMPLIFYING THE CONTENT #ShareableContent You’ve carefully decided on a content piece to develop… …so how do you get publications to place the content? You have to know where to look.
  47. 47. Design & Development ChecklistDEFINING THE AUDIENCE #ShareableContent
  48. 48. Design & Development ChecklistFINDING CONTACT INFO #ShareableContent
  49. 49. Design & Development ChecklistFINDING CONTACT INFO #ShareableContent
  50. 50. Design & Development ChecklistFINDING CONTACT INFO #ShareableContent
  51. 51. Design & Development ChecklistFINDING CONTACT INFO #ShareableContent
  52. 52. Design & Development ChecklistOUTREACH EMAIL #ShareableContent
  53. 53. Design & Development ChecklistKEEPING THE RELATIONSHIP #ShareableContent • Don’t just get the placement and disappear • Keep a black book and update it regularly • Stay active in their inbox • Once a month • Don’t “ask” for anything • Keep them up to date with what you’re working on • If the piece was well received, the writer likely wants more content • win/win
  54. 54. Design & Development ChecklistOUTREACH TIP #ShareableContent
  55. 55. Design & Development ChecklistOUTREACH TIP #ShareableContent
  56. 56. Design & Development ChecklistOUTREACH TIP #ShareableContent • Get familiar with their work • Has a lot to prove • Easier access point • Same SEO value as top writer • Traffic and social shares are cherry on top • Build the relationship as they grow
  57. 57. THANK YOU! #ShareableContent

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