Lessons in Linkbait


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Lessons in Linkbait - Be Wizard 2012.

In this presentation I talk through our creative and outreach process for creating link worthy content.

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Lessons in Linkbait

  1. 1. Lessons in LinkbaitHannah Smith - Distilled @hannah_bo_banna hannah.smith@distilled.net
  2. 2. Hannah SmithDistilledhannah.smith@distilled.netwww..distilled.netwww.seo-chicks.comhttp://twitter.com/#!/hannah_bo_banna @hannah_bo_banna hannah.smith@distilled.net
  3. 3. What is Linkbait?Content which people *want* to share and link to… @hannah_bo_banna hannah.smith@distilled.net
  4. 4. 316 Linking Root Domainshttp://www.thomson.co.uk/blog/wp-content/uploads/infographic/interactive-music-map/index.html @hannah_bo_banna hannah.smith@distilled.net
  5. 5. 450 Linking Root Domains http://www.27bslash6.com/overdue.html @hannah_bo_banna hannah.smith@distilled.net
  6. 6. 1767 Linking Root Domains http://www.seomoz.org/beginners-guide-to-seo/how-search-engines-operate @hannah_bo_banna hannah.smith@distilled.net
  7. 7. Butfor every piece of content that succeedsthere are hundreds that remain... @hannah_bo_banna hannah.smith@distilled.net
  8. 8. unseen, unshared and unlinked to  @hannah_bo_banna hannah.smith@distilled.net
  9. 9. So, before you begin…• Make sure that your boss (or your client) know that there are risks• Manage their expectations• Set metrics ahead of time so you know what ‘success’ looks like @hannah_bo_banna hannah.smith@distilled.net
  10. 10. The Process• Define your audience• Go & find them• Brainstorm Ideas• Filter Ideas• Pick the form for your content• Pre-Outreach• Create• Outreach & follow up @hannah_bo_banna hannah.smith@distilled.net
  11. 11. Define your audience• Think ‘Who’ not ‘What’• ‘What’ you create depends on ‘who’ you want to attract links and social shares from @hannah_bo_banna hannah.smith@distilled.net
  12. 12. Find Real-Life Examples• What do these people like?• What do these people hate?• What do they already link to and share? @hannah_bo_banna hannah.smith@distilled.net
  13. 13. Brainstorm• Brief people before the brainstorm so they come with ideas• Keep the meeting short• Just capture all the ideas• Don’t sit and argue their merits @hannah_bo_banna hannah.smith@distilled.net
  14. 14. Filter your IdeasKey Questions:• Will this appeal to my target audience?• Can I get the data I need?• Do I have enough time / resource to deliver this properly @hannah_bo_banna hannah.smith@distilled.net
  15. 15. Think about Shelf-Life – Don’t get trapped… @hannah_bo_banna hannah.smith@distilled.net
  16. 16. ‘Current’ v ‘Evergreen’ Content• Something that’s very current might do really well…• But if it doesn’t, then you’re stuck• Evergreen content can be outreached for longer – probably increasing your chances of success @hannah_bo_banna hannah.smith@distilled.net
  17. 17. Are wedone with the filtering, now? @hannah_bo_banna hannah.smith@distilled.net
  18. 18. No not yet  @hannah_bo_bannahannah.smith@distilled.net
  19. 19. Filtering ChecklistIs this idea…• Simple – Is your idea easy to communicate & understand? – Can you explain it in a tweet?• Unexpected• Concrete – Real, definite rather than abstract• Emotional – Will anyone care?• Credible – Is your data good enough?http://www.distilled.net/blog/seo/link-building-seo/how-to-make-sticky-content/Inspired by ‘Made to Stick’ by Chip & Dan Heath @hannah_bo_banna hannah.smith@distilled.net
  20. 20. Obtaining Credible Data… @hannah_bo_banna hannah.smith@distilled.net
  21. 21. Trusted Data• If data is central to your story & want to get links from news outlets make sure you use a trusted data source e.g. – http://www.spaghettiopendata.org/dati – http://www.linkedopendata.it/ – http://www.dati.gov.it/ricerca_datasetThanks for these links Gianluca Fiorelli - @gfiorelli1! @hannah_bo_banna hannah.smith@distilled.net
  22. 22. Surveys Don’t Always Cut It• Need at least 1000 respondents• Data isn’t robust / representative• Lots of people won’t cover stories based on survey data @hannah_bo_banna hannah.smith@distilled.net
  23. 23. So we’ve picked out an idea… @hannah_bo_banna hannah.smith@distilled.net
  24. 24. Now pick the format• What’s the best way of telling this story?• What does your audience like? @hannah_bo_banna hannah.smith@distilled.net
  25. 25. Yay! Now we’ve got our idea & we know what we’re going to create… @hannah_bo_banna hannah.smith@distilled.net
  26. 26. Stop! @hannah_bo_banna hannah.smith@distilled.net
  27. 27. Pre-Outreach• Reach out to a few contacts and see if they like the sound of your idea• If they don’t respond positively – do something else @hannah_bo_banna hannah.smith@distilled.net
  28. 28. But if they *like* it… @hannah_bo_banna hannah.smith@distilled.net
  29. 29. Now you can Create it! @hannah_bo_banna hannah.smith@distilled.net
  30. 30. We’ve just made something beautiful.We can sit back & relax now, right? @hannah_bo_banna hannah.smith@distilled.net
  31. 31. No. @hannah_bo_banna hannah.smith@distilled.net
  32. 32. Promote your Linkbait• Outreach to journalists / bloggers etc• Syndicate a press release• Guest post• Seed to influential social contacts• Follow up with those who haven’t linked to you as the source @hannah_bo_banna hannah.smith@distilled.net
  33. 33. Now you can relax @hannah_bo_banna hannah.smith@distilled.net
  34. 34. Key TakeawaysDon’t forget the process…• Figure out what success looks like• Set targets• Define your audience• Go & find them• Brainstorm Ideas• Filter Ideas• Pick the form for your content• Pre-Outreach• Create• Outreach & follow up• Relax (!) @hannah_bo_banna hannah.smith@distilled.net
  35. 35. Key TakeawaysCheck that your idea is…• Simple• Unexpected• Concrete• Credible• Emotional @hannah_bo_banna hannah.smith@distilled.net
  36. 36. Key Takeaways• Outreach like your life depended on it! @hannah_bo_banna hannah.smith@distilled.net
  37. 37. Thank you! @hannah_bo_banna hannah.smith@distilled.net
  38. 38. Hannah SmithDistilledhannah.smith@distilled.netwww..distilled.netwww.seo-chicks.comhttp://twitter.com/#!/hannah_bo_banna @hannah_bo_banna hannah.smith@distilled.net
  39. 39. Image credits• It’s a trap! - http://www.flickr.com/photos/koisny/5597404306/sizes/z/in/photostream/• Credible data - http://www.flickr.com/photos/bfishadow/4930961643/sizes/z/in/photostream/• Idea - http://www.flickr.com/photos/evilpeach/2697408894/sizes/z/in/photostream/• Stop - http://www.flickr.com/photos/aquilaonline/5912499536/sizes/z/in/photostream/• Create it - http://www.flickr.com/photos/tim_norris/2377652663/sizes/z/in/photostream/• No - http://www.flickr.com/photos/kwl/4493219149/sizes/z/in/set-72157625725205643/• Relax - http://www.flickr.com/photos/kwl/3875936992/sizes/z/in/set-72157605226236207/• Get a room - http://www.flickr.com/photos/kwl/5405412150/sizes/z/in/set-72157623544311963/ @hannah_bo_banna hannah.smith@distilled.net