Jon Quinton, Scaling Content Marketing

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Jon Quinton, Scaling Content Marketing

  1. 1. HOW TO SCALE CONTENT MARKETING Jon Quinton SEOgadget.co.uk
  2. 2. BUT WHAT DO CLIENTS WANT?
  3. 3. $
  4. 4. ...............................................................................................................................................................................................
  5. 5. PROBLEM #1SCALING WITHOUT LOSING QUALITY
  6. 6. ............................................................................................................................................................................................... MORE OF THIS PLEASE…
  7. 7. ............................................................................................................................................................................................... LINKS FROM SITES THAT MEET QUALITY METRICS Nice!
  8. 8. ............................................................................................................................................................................................... LINKS FROM REAL SITES…
  9. 9. ............................................................................................................................................................................................... BUT WE STILL NEED VOLUME c. 200 linking root domains required to compete confidently
  10. 10. ...............................................................................................................................................................................................
  11. 11. PROBLEM #2GETTING STUCK IN THE BOTTLENECK
  12. 12. ............................................................................................................................................................................................... CONTENT PRODUCTION?
  13. 13. ............................................................................................................................................................................................... THE UK REALLY ISN’T SHORT ON TALENT
  14. 14. ............................................................................................................................................................................................... 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
  15. 15. ............................................................................................................................................................................................... READY TO WONK?? https://seogadget.co.uk/googlewonk/
  16. 16. ............................................................................................................................................................................................... FINDING CONTACT DETAILS? Again, this really shouldn’t slow us down. If you can’t find an email address there’s always the phone
  17. 17. ............................................................................................................................................................................................... DON’T BE AFRAID TO BUILD APPS https://seogadget.co.uk/mozscape-api-extension-for-excel/
  18. 18. ............................................................................................................................................................................................... STARTING THE CONVERSATION It really isn’t rocket science. Offer something cool, help them out a bit and show a bit of friendly interest
  19. 19. OK, SO THAT’S MY PROBLEM!
  20. 20. HERE’S SOME THINGS YOU CAN DO…
  21. 21. #1 – BUILD A LIST
  22. 22. ............................................................................................................................................................................................... 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!
  23. 23. ............................................................................................................................................................................................... TWITTER SEARCHES
  24. 24. ............................................................................................................................................................................................... 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
  25. 25. ............................................................................................................................................................................................... PLUS A LITTLE BIT OF STALKING TOO http://www.techradar.com/author?searchTerm=Scott%20Nichols http://gamerlymusings.wordpress.com/about/
  26. 26. ............................................................................................................................................................................................... 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!
  27. 27. ............................................................................................................................................................................................... Contact On Launch Twitter List – Jumping Phase Three: Promote on opportunities Phase Two: On topic guest posts design work
  28. 28. STAYING AGILE BUT REMAINING SELECTIVE
  29. 29. #2 – WEED OUT THE CRAP
  30. 30. ............................................................................................................................................................................................... MEET YOUR NEW BEST FRIENDS…
  31. 31. ............................................................................................................................................................................................... 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
  32. 32. #3 – GETTING IN TOUCH
  33. 33. COULD OUTSOURCING BE THE ANSWER?
  34. 34. FORUM FRIDAY LINK BUILDING 20/01/2012 Hosted by Oli
  35. 35. ............................................................................................................................................................................................... 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
  36. 36. ............................................................................................................................................................................................... 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
  37. 37. ............................................................................................................................................................................................... THE FREELANCER’S PROCESS All Contact List Email Template Communication Provided Via Gmail
  38. 38. ............................................................................................................................................................................................... WORK FROM YOUR PRE-BUILT LIST
  39. 39. ............................................................................................................................................................................................... POST A JOB DESCRIPTION
  40. 40. ............................................................................................................................................................................................... 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!
  41. 41. ............................................................................................................................................................................................... INTERVIEW CANDIDATES
  42. 42. ............................................................................................................................................................................................... WEED OUT THE GOOD FROM THE BAD
  43. 43. ............................................................................................................................................................................................... 4. THE JOB BRIEF Explaining clearly want I need; and how best to achieve that in simple easy to follow steps
  44. 44. ............................................................................................................................................................................................... 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]
  45. 45. ............................................................................................................................................................................................... RESULT: AN INBOX FULL OF INTERESTED BLOGGERS Response rate currently c. 20%
  46. 46. #1 – BUILD YOUR BASE#2 – FILTER TO THE GOOD STUFF#3 – SCALE THE HEAVY LIFTING
  47. 47. THANKS!! Jon Quinton SEOgadget.co.ukjon@seogadget.co.uk

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