You’ve created an amazing story with great supporting assets and you’ve had superb success getting it placed, covered and building links. High 5! But what happens now? In this session, Stacey will talk about turning your completed campaigns into assets on a website that generate links (relatively) passively for years after your outreach has stopped.
6. @staceycav #outreachconf
And sure, if you smash your promotion
goals, land hundreds of top tier links and get
people talking, you can be confident your
content is brilliant.
7.
8. @staceycav #outreachconf
But, if a campaign stops generating links the
moment you stop emailing/calling people,
have you really created a linkable asset?
9. So let’s talk about where your campaign
goes when your attention shifts…
11. @staceycav #outreachconf
59% of those involved in outreach do all
their outreach for a project in one go as
quickly as possible.
https://www.staceymacnaught.co.uk/outreach-statistics/
13. @staceycav #outreachconf
And only 22% say they “re-outreach” old
projects often or all the time.
https://www.staceymacnaught.co.uk/outreach-statistics/
15. @staceycav #outreachconf
Just 25% of respondents claim to hit their
outreach targets often or all the time.
https://www.staceymacnaught.co.uk/outreach-statistics/
21. @staceycav #outreachconf
Far too small a data set to make any
scientific analysis on… but is it just a
coincidence that those revisiting old
content frequently feel they’re having
more success?
53. @staceycav #outreachconf
So, whatever the content asset,
approach keyword research and
page optimization the same way you
would with a service or product
page.
63. @staceycav #outreachconf
In an agency context, that almost always
requires a retainer rather than one off
project, but is a genuinely impactful task –
to simply have someone reviewing alerts
and sending quick emails.
https://www.pixsy.com
72. @staceycav #outreachconf
And maybe we need to work more
closely with sales teams or stakeholders to
set objectives that take into account long
term value.