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Future of Social Media, October 28th 2008, London Pubcon November 11 - 14 2008 | Jane Copland, SEOmoz Blogging for  your links Using blogged content for link acquisition and website visibility
Future of Social Media, October 28th 2008, London Pubcon November 11 - 14 2008 | Jane Copland, SEOmoz Everyone can publish content online* *Unfortunately Blog posts create low cost, high visibility, easily-digestible content
Future of Social Media, October 28th 2008, London Pubcon November 11 - 14 2008 | Jane Copland, SEOmoz Blogs imitate familiar old media Their success is partly a result of their familiar nature. Banner Sidebar Lead article
Future of Social Media, October 28th 2008, London Pubcon November 11 - 14 2008 | Jane Copland, SEOmoz Different types of blogged content  achieve different results Their success is partly a result of their familiar nature. Diggs: 2549  Diggs: 1251 Diggs: 6 Diggs: 937  External links: 27 External links: 114 External links: 69 External links: 331
Future of Social Media, October 28th 2008, London Pubcon November 11 - 14 2008 | Jane Copland, SEOmoz These multiple types of blogged link-worthy content exist as: ... and it's not always a good idea to decide which type you're working with before you start writing. “ The Gimmick” (OneBox results)...  it helps to be drunk. Light-content lists (Footer post)...  it's easy. The “OMG” Ticket (URLs ending in .0)...  it's harder, and it doesn't   help to be drunk. Heavier-content lists (E-commerce advice)...  you definitely shouldn't    “be drunk. In-depth articles and case-studies...  which should be launched on, not   hosted by, a blog.
Future of Social Media, October 28th 2008, London Pubcon November 11 - 14 2008 | Jane Copland, SEOmoz Blog posts can also point to larger content... Don't expect to launch viral content and not point to it from a more visible area.
Future of Social Media, October 28th 2008, London Pubcon November 11 - 14 2008 | Jane Copland, SEOmoz Some other innovative blog content / link builing  ideas include: 301 Please ignore
Future of Social Media, October 28th 2008, London Pubcon November 11 - 14 2008 | Jane Copland, SEOmoz Enable comments, because sometimes your readers are more interesting than you are. Even old media types have recognised the advantages of comments. Sometimes, comments  are  the link-worthy content. From Sphinn, a social news site with  no content.
Future of Social Media, October 28th 2008, London Pubcon November 11 - 14 2008 | Jane Copland, SEOmoz However,  disabling  comments has its place... People must link to your content in order to comment on it if you intelligently disable comments... you must decide when this is appropriate
Future of Social Media, October 28th 2008, London Pubcon November 11 - 14 2008 | Jane Copland, SEOmoz Link building via blog content achieves three main goals: 1. It adheres to the traditional ways that content is distributed. 2. Posts invite interaction. Interaction breeds debate. Debate   breeds involvement. 3. The ease with which people can subscribe to blogs makes   viral content so much easier to spread.  Thank you!

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  • 1. Future of Social Media, October 28th 2008, London Pubcon November 11 - 14 2008 | Jane Copland, SEOmoz Blogging for your links Using blogged content for link acquisition and website visibility
  • 2. Future of Social Media, October 28th 2008, London Pubcon November 11 - 14 2008 | Jane Copland, SEOmoz Everyone can publish content online* *Unfortunately Blog posts create low cost, high visibility, easily-digestible content
  • 3. Future of Social Media, October 28th 2008, London Pubcon November 11 - 14 2008 | Jane Copland, SEOmoz Blogs imitate familiar old media Their success is partly a result of their familiar nature. Banner Sidebar Lead article
  • 4. Future of Social Media, October 28th 2008, London Pubcon November 11 - 14 2008 | Jane Copland, SEOmoz Different types of blogged content achieve different results Their success is partly a result of their familiar nature. Diggs: 2549 Diggs: 1251 Diggs: 6 Diggs: 937 External links: 27 External links: 114 External links: 69 External links: 331
  • 5. Future of Social Media, October 28th 2008, London Pubcon November 11 - 14 2008 | Jane Copland, SEOmoz These multiple types of blogged link-worthy content exist as: ... and it's not always a good idea to decide which type you're working with before you start writing. “ The Gimmick” (OneBox results)... it helps to be drunk. Light-content lists (Footer post)... it's easy. The “OMG” Ticket (URLs ending in .0)... it's harder, and it doesn't help to be drunk. Heavier-content lists (E-commerce advice)... you definitely shouldn't “be drunk. In-depth articles and case-studies... which should be launched on, not hosted by, a blog.
  • 6. Future of Social Media, October 28th 2008, London Pubcon November 11 - 14 2008 | Jane Copland, SEOmoz Blog posts can also point to larger content... Don't expect to launch viral content and not point to it from a more visible area.
  • 7. Future of Social Media, October 28th 2008, London Pubcon November 11 - 14 2008 | Jane Copland, SEOmoz Some other innovative blog content / link builing ideas include: 301 Please ignore
  • 8. Future of Social Media, October 28th 2008, London Pubcon November 11 - 14 2008 | Jane Copland, SEOmoz Enable comments, because sometimes your readers are more interesting than you are. Even old media types have recognised the advantages of comments. Sometimes, comments are the link-worthy content. From Sphinn, a social news site with no content.
  • 9. Future of Social Media, October 28th 2008, London Pubcon November 11 - 14 2008 | Jane Copland, SEOmoz However, disabling comments has its place... People must link to your content in order to comment on it if you intelligently disable comments... you must decide when this is appropriate
  • 10. Future of Social Media, October 28th 2008, London Pubcon November 11 - 14 2008 | Jane Copland, SEOmoz Link building via blog content achieves three main goals: 1. It adheres to the traditional ways that content is distributed. 2. Posts invite interaction. Interaction breeds debate. Debate breeds involvement. 3. The ease with which people can subscribe to blogs makes viral content so much easier to spread. Thank you!