Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

A Process for Content-Driven Link Building

415 views

Published on

A Process for Content-Driven Link Building, presented at SMX Munich 2018 by Paddy Moogan

Published in: Marketing
  • Be the first to comment

A Process for Content-Driven Link Building

  1. 1. A Process for Content-Driven Link Building
  2. 2. A Process for Content-Driven Link Building
  3. 3. (Because links still matter, a lot)
  4. 4. But…
  5. 5. The best link building campaign won’t rescue a bad website or product
  6. 6. Strategy & Objectives Ideas & Validation Production Promotion
  7. 7. #1 - Strategy & Objectives
  8. 8. What’s the goal?
  9. 9. Links
  10. 10. Rankings
  11. 11. Traffic
  12. 12. Conversions
  13. 13. How quickly?
  14. 14. Is content-driven link building going to do this?
  15. 15. It takes time
  16. 16. It may not work
  17. 17. “I have three months to save my business” - A genuine enquiry we had
  18. 18. Your goal is to reduce risk across all content that you produce
  19. 19. Your strategy needs to have a low-risk element to it
  20. 20. Include tactics for producing “safe” content that can be reused
  21. 21. This could be used across several events and many local markets
  22. 22. #2 Ideas & Validation
  23. 23. What is the client comfortable with?
  24. 24. Do they have brand guidelines?
  25. 25. What formats are possible?
  26. 26. How wide can you go with ideas?
  27. 27. Types of visualisation
  28. 28. Types of visualisation
  29. 29. The story comes first
  30. 30. Validation
  31. 31. A good content idea
  32. 32. A good content idea that get links
  33. 33. Validation
  34. 34. What’s the one thing we’re showing?
  35. 35. What’s the one thing we’re showing? How are we going to execute?
  36. 36. What’s the one thing we’re showing? How are we going to execute? Who is going to link to it?
  37. 37. What’s the one thing we’re showing? How are we going to execute? Who is going to link to it? How is it different?
  38. 38. What’s the one thing we’re showing? How are we going to execute? Who is going to link to it? How is it different? Why will people care?
  39. 39. You need to be able to confidently answer these questions for every idea
  40. 40. If not – they don’t make it through the process
  41. 41. #3 Production
  42. 42. Briefing is key
  43. 43. Build a culture of open, timely feedback
  44. 44. Common production mistakes
  45. 45. Spelling, grammar
  46. 46. Cross-browser testing
  47. 47. Analytics code
  48. 48. Open Graph tags missing
  49. 49. Not mobile-friendly
  50. 50. #4 Promotion
  51. 51. Prospecting
  52. 52. Don’t skip the manual element
  53. 53. Reverse engineer similar content
  54. 54. It’s fine if it starts slow
  55. 55. Can you see the story?
  56. 56. Then we noticed something
  57. 57. Toyota logos…
  58. 58. We pushed that angle harder
  59. 59. 150+ pieces of coverage with 77 links
  60. 60. It’s ok to start slow, but watch the coverage you get closely and react
  61. 61. Be sure to display big images within a lightbox or popup
  62. 62. Don’t worry about content “going viral”
  63. 63. Launched June 2016, now has just over 50 links and counting
  64. 64. We produced one content piece every other month & kept building links into older pieces
  65. 65. 6 months and several content pieces for traffic to show improvement
  66. 66. We’ve now produced 15 pieces of content for them Not a single one has gone viral
  67. 67. Organic traffic up 53%
  68. 68. It’s consistency that wins – not going viral
  69. 69. But consistency won’t save you if you launch at the wrong time
  70. 70. US Election data from Google Trends
  71. 71. US Election data from Google Trends Don’t launch you content here
  72. 72. Revisit content and relaunch
  73. 73. To wrap up
  74. 74. You can’t rely on links alone
  75. 75. There isn’t a single answer to making your website link worthy
  76. 76. Brand, product, experience, price, reputation, trustworthiness
  77. 77. Forget these, link building may as well be dead for you
  78. 78. Build your process and trust it
  79. 79. Thank you! paddy@aira.net

×