A few tips on how to leverage content marketing to build links for clients when you aren't a Subject Matter Expert (SME) in their field and they can't offer you much assistance.
Marketing Management Business Plan_My Sweet Creations
Building links with content even when you're clueless
1. Building Earning Links with Content Marketing…
…Even When You’re CLUELESS About the Content
Ephricon Web Marketing LLC
w: www.ephricon.com p: 877.473.9230 e: info@ephricon.com Jon Payne - Ephricon Web Marketing - 07.23.2012
17. They Want This: In Exchange for This:
1. Rankings 1. Great content
2. Traffic 2. Strong relationships
3. Conversions 3. Their time
4. A few bucks
Ephricon Web Marketing LLC
w: www.ephricon.com p: 877.473.9230 e: info@ephricon.com
24. Uh Oh!
Stuff I Know About Stuff I Don’t Know About
• SEO • Infectious disease epidemiology
• Pizza • Schedule 80 PVC fittings
• Madden on Xbox 360 • Network integration services
• GSA contract consulting
• Trademark law
• Pharmaceutical nanotechnology
• Application virtualization
• Secure payment gateways
• Sclerotherapy
Ephricon Web Marketing LLC
w: www.ephricon.com p: 877.473.9230 e: info@ephricon.com
25. So how can we create content?
…when we’re not Subject Matter Experts?
Ephricon Web Marketing LLC
w: www.ephricon.com p: 877.473.9230 e: info@ephricon.com
34. What I Like About Surveys
1. Teaser contact
2. Link bait (results)
3. Infographic
4. Guest blog posts (multiple)
5. “Soft” Lead Gen
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w: www.ephricon.com p: 877.473.9230 e: info@ephricon.com
35. 5. Partner with an Outside Blogger
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36. Hire an Outside Blogger
“Sally’s Widgetry”
(Awesome Blog)
$$$
Boring Client’s Blog
(Yawn)
Ephricon Web Marketing LLC
w: www.ephricon.com p: 877.473.9230 e: info@ephricon.com
37. = “Contributing Author”
to our client’s blog
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38. 5 Tips for Widget Manufacturing
About the Author By Sally Smith
Sally Smith is a widget manufacturing consultant
Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do
with over 20 years of experience. She runs the eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut
popular Sally’s Widgetry and is also a contributing enim ad minim veniam, quis nostrud exercitation ullamco laboris
blogger on Boring Client’s blog. You can follow her nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in
reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla
on Twitter @sallyiswaycool. pariatur. Excepteur sint occaecat cupidatat non proident, sunt in
culpa qui officia deserunt mollit anim id est laborum.
Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do
eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut
enim ad minim veniam, quis nostrud exercitation ullamco laboris
nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in
“Sally’s Widgetry” reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla
(Awesome Blog) pariatur. Excepteur sint occaecat cupidatat non proident, sunt in
culpa qui officia deserunt mollit anim id est laborum.
About the Author
Sally Smith is a widget manufacturing consultant with over
Boring Client’s Blog 20 years of experience. She runs the popular Sally’s
(Yawn) Widgetry and is also a frequent blogger on Boring Client’s
blog. You can follow her on Twitter @sallyiswaycool.
Ephricon Web Marketing LLC
w: www.ephricon.com p: 877.473.9230 e: info@ephricon.com
39. 6. Go More Broad
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w: www.ephricon.com p: 877.473.9230 e: info@ephricon.com
40. What people are interested in
What client does
Write about this
Ephricon Web Marketing LLC
w: www.ephricon.com p: 877.473.9230 e: info@ephricon.com
41. Example 1
Client Does: debt relief services
What Matters: helping single
moms
Angle: Stats about women and
children and debt
Target: Mommy Bloggers
Ephricon Web Marketing LLC
w: www.ephricon.com p: 877.473.9230 e: info@ephricon.com
42. Example 2
Client Does:
solar panel installation
People Like:
1) saving money
2) saving the world
Target: “green” bloggers
How solar saves energy
and money (infographic)
Ephricon Web Marketing LLC
w: www.ephricon.com p: 877.473.9230 e: info@ephricon.com
43. SEO Content Marketing
Ephricon Web Marketing LLC
w: www.ephricon.com p: 877.473.9230 e: info@ephricon.com
44. Thanks!
Jon Payne
Ephricon Web Marketing
jon@ephricon.com
877.473.9230 ext. 1
http://bit.ly/clueless-links
Ephricon Web Marketing LLC
w: www.ephricon.com p: 877.473.9230 e: info@ephricon.com