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.

Sustainable Content Marketing

6,146 views

Published on

Presented by Paddy Moogan, co-founder of Aira and explaining how content driven link building can be more sustainable.

Published in: Marketing

Sustainable Content Marketing

  1. 1. Sustainable Content Marketing Paddy Moogan
  2. 2. Download the slides: www.aira.net/brighton
  3. 3. 7 ways to reduce risk & increase the odds of link building success
  4. 4. …and one story about the stupidest thing I’ve done for links
  5. 5. Links are just a means to an end
  6. 6. They don’t pay the bills (unless you sell them)* *Speak to me at the bar
  7. 7. You also need to get all the other bits right
  8. 8. Content marketing interest from Google Trends
  9. 9. Penguin happened here Content marketing interest from Google Trends
  10. 10. Content isn’t the only way to get links
  11. 11. But it can be very sustainable
  12. 12. Great content drives links and can do this
  13. 13. Great content can get links (it doesn’t mean it will)
  14. 14. My first ever infographic…
  15. 15. It was shit and it was my fault
  16. 16. Let’s forget links for a second
  17. 17. Strategy
  18. 18. True strategy is about placing bets and making hard choices. The objective is not to eliminate risk but to increase the odds of success. Source
  19. 19. True strategy is about placing bets and making hard choices. The objective is not to eliminate risk but to increase the odds of success. Source
  20. 20. 7 ways to reduce risk & increase the odds of link building success
  21. 21. #1 Avoid one-hit wonders
  22. 22. www.daysoftheyear.com
  23. 23. Timing content with events can get you coverage
  24. 24. Look at the previous year
  25. 25. Gambling on a specific time frame can be dangerous
  26. 26. National Proposal Day
  27. 27. We didn’t tie the content to the day, but the outreach used it
  28. 28. Use events, but don’t tie the content in 100%
  29. 29. #2 Develop reusable content
  30. 30. This was a pain to build
  31. 31. But we could reuse it…
  32. 32. Now we can plug new data in pretty easily
  33. 33. #3 Use ongoing outreach (not one-off)
  34. 34. Usually the process is…
  35. 35. Ideas Design Prospecting Outreach Standard process
  36. 36. Ideas Design Prospecting Outreach Rinse and repeat the following month
  37. 37. We built this for Internet of Things Day
  38. 38. We were still outreaching it 6 weeks afterwards
  39. 39. We still recheck for people using the graphic...
  40. 40. Google Image Reverse Search…
  41. 41. Filter using the date range
  42. 42. We also use Buzzsumo alerts
  43. 43. If outreach is working, just keep going
  44. 44. #4 Use different content forms
  45. 45. In-depth resources / guides
  46. 46. In-depth resources / guides
  47. 47. We now have a template for long-form content
  48. 48. Top tier links are tougher for this type of content
  49. 49. Guest blogging is great for this content type
  50. 50. Mini infographics
  51. 51. We produced a series of mini-infographics
  52. 52. Lower risk and easier to produce quickly
  53. 53. The same design can be used multiple times
  54. 54. #5 Make friends with copywriters
  55. 55. Ever get emails like this?
  56. 56. Copywriters for hire
  57. 57. Copywriters for hire
  58. 58. Some of them write for good blogs…
  59. 59. A network of writers on different topics helps make link building sustainable
  60. 60. #6 Translate successful content pieces
  61. 61. #7 Interactive doesn’t have to be cutting edge
  62. 62. New web technology is cool
  63. 63. But it’s about the idea, not the technology
  64. 64. I promised you a story…
  65. 65. What happens when you eat chillies…
  66. 66. What happens when you eat chillies…
  67. 67. What happens when you eat chillies…
  68. 68. What happens when you eat chillies…
  69. 69. I’d like to say that it was worth it
  70. 70. Number of links we got..
  71. 71. Zero
  72. 72. Download the slides: www.aira.net/brighton
  73. 73. See you at the pub!
  74. 74. Thank you! paddy@aira.net

×