Content Promotion Tactics for Link Building
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Here are the slides from the Kerboo webinar I delivered on content promotion for SEO benefit and link building. The deck covers tactics for promoting your content specifically with link acquisition in mind.
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Content Promotion Tactics for Link Building
- 1. @staceycav Content Promotion Tactics For Link Acquisition Stacey MacNaught Tecmark
- 2. @kerboo @staceycav I still give a crap about links
- 3. @kerboo @staceycav (Yep, even in 2015).
- 4. @kerboo @staceycav And I’ll still give a crap about them next year.
- 5. @kerboo @staceycav And, let’s be honest, links are why SEO agencies have had to adopt content led marketing
- 6. @kerboo @staceycav We invest heavily in content with the primary goal of building links
- 10. @kerboo @staceycav Simple ideas formatted to fit target audiences
- 12. @kerboo @staceycav Over the past 5 years, we’ve modified our processes extensively to improve our success rates. Changes include:
- 13. @kerboo @staceycav Better goal setting
- 14. @kerboo @staceycav More efficient ideation http://blogsession.co.uk/2014/03/635-method-brainwriting/
- 15. @kerboo @staceycav Thorough audience analysis http://blogsession.co.uk/2015/06/content-audience-insight-tools/
- 16. @kerboo @staceycav Higher quality production
- 17. @kerboo @staceycav Significantly higher investment into smarter promotion planning and execution
- 18. @kerboo @staceycav Time and money.
- 19. @kerboo @staceycav But first, let’s take a step back…
- 20. @kerboo @staceycav Why do people link?
- 21. @kerboo @staceycav “Because I paid them.” - Me, circa 2009.
- 22. @kerboo @staceycav “Because we spent so many many many many many many hours creating a linkable asset and then promoting it.” Me, circa 2015.
- 23. @kerboo @staceycav But, there is some good news, link lovers.
- 24. @kerboo @staceycav The reasons that people link are far simpler than the reasons they share on social
- 30. @kerboo @staceycav So, sharing is all about relationships
- 31. @kerboo @staceycav Whereas natural linking is often more about attribution (or blame).
- 32. @kerboo @staceycav That’s why image link building is so effective
- 35. @kerboo @staceycav Image link building works in travel, B2B, finance, insurance, retail….
- 36. @kerboo @staceycav Because if people use something that belongs to you, they attribute.
- 37. @kerboo @staceycav So how does this apply to content promotion?
- 38. @kerboo @staceycav Well, first of all it raises the questions about why someone would link (rather than share) the piece of content we are promoting.
- 39. @kerboo @staceycav Does your content have linkable assets?
- 40. @kerboo @staceycav A compelling story A linkable assetHappy Place
- 41. @kerboo @staceycav Linkable assets could be: Images journalists or bloggers will want to use when writing about your story.
- 42. @kerboo @staceycav Linkable assets could be: A tool that solves the problem your story is about.
- 43. @kerboo @staceycav Linkable assets could be: A download that the blogger or journalist’s audience will benefit from
- 44. @kerboo @staceycav Linkable assets could be: Even simply a highly controversial opinion or statistic that someone effectively wants to write about but blame you for!
- 45. @kerboo @staceycav Ultimately, they’re things that justify a link rather than just a mention
- 47. @kerboo @staceycav Outreach ≠ Promotion
- 48. @kerboo @staceycav If ‘outreach’ is the only thing you are doing to promote your content, then you are not doing enough.
- 49. @kerboo @staceycav Outreach ≠ Promotion
- 50. @kerboo @staceycav Before you can plan promotion you need to know why you’re doing it.
- 51. What does success look like? @kerboo @staceycav
- 52. @kerboo @staceycav You need to know who you’re doing it for
- 53. @kerboo @staceycav When your goals centre around link acquisition, your content target audience might not be the same as your target customer
- 55. @kerboo @staceycav You want me to link?
- 56. @kerboo @staceycav Align your objectives with your audience
- 57. @kerboo @staceycav Find out where your audience is finding content and what they’re reading 1. Where
- 67. @kerboo @staceycav Start finding specific contacts 2. Who
- 70. @kerboo @staceycav https://adwords.google.com/da/DisplayPlanner 1.Major Influencers 2. Mid Weight Influencers 3. Smaller publications/Influencers Organise them into Tiers
- 71. @kerboo @staceycav Get buy in early (where possible) 3. When
- 72. @kerboo @staceycav 1.Major Influencers 2. Mid Weight Influencers 3. Smaller publications/Influencers Tier 1 – Before Production
- 73. @kerboo @staceycav Good old fashioned psychology
- 75. @kerboo @staceycav I saw you wrote about people with their faces in their phones in the pub! If I had data suggesting people spend 3 hours of the day on their phone, would it be of interest?
- 76. @kerboo @staceycav I saw you wrote about people with their faces in their phones in the pub! If I had data suggesting people spend 3 hours of the day on their phone, would it be of interest?
- 78. @kerboo @staceycav Great. While we’re conducting our research, are there any other questions you think we should be asking? Is there any data we could acquire that would specifically help you?
- 79. @kerboo @staceycav Messaging and Headlines 4. What
- 81. @kerboo @staceycav How well you describe your content is as important as how good it actually is.
- 83. @kerboo @staceycav Let’s take a lesson from clickbait headlines
- 88. @kerboo @staceycav Yes, you need a cracking headline.
- 89. @kerboo @staceycav Yes, you need a cracking headline. But you also need to deliver on it.
- 90. @kerboo @staceycav The headline might generate the interest. But delivering on it generates the link.
- 91. @kerboo @staceycav http://simitator.com/generator/twitter/tweet https://www.google.com/insights/consumersurveys/ + Test headlines, email subjects, Tweets…
- 93. @kerboo @staceycav MailChimp Lets You Split Test Email
- 98. @kerboo @staceycav Reaching the right people at scale 5. How
- 99. @kerboo @staceycav Outreach ≠ Promotion
- 100. @kerboo @staceycav Supplement with Paid Press Release Distribution
- 101. @kerboo @staceycav Paid Social and Content Discovery
- 102. @kerboo @staceycav PPC for Content Promotion
- 105. @kerboo @staceycav Adwords is auction based. If nobody is bidding, it’s freakin’ cheap.
- 109. @kerboo @staceycav Bing is even cheaper.
- 110. @kerboo @staceycav On Page SEO for Content
- 111. @kerboo @staceycav
- 112. @kerboo @staceycav
- 113. @kerboo @staceycav Treat a piece of content the way you would treat a key product or service page