Digital Olympus Tried and tested link acquisition tactics for success

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The document discusses eight tactics for acquiring links that are still effective in 2016 and 2017: 1) Newsjacking, 2) Thought leadership, 3) Visualizing own data through maps and infographics, 4) Quizzes, 5) Surveys, 6) User-generated content, 7) Events. It notes that these tactics involve creating valuable and shareable content that journalists and other websites would want to link to, in order to drive traffic and discussion.

Marketing

@lauracrimmons #DigitalOlympus
Tried and tested link acquisition tactics
for success
Laura Crimmons @lauracrimmons
#DigitalOlympus

@lauracrimmons #DigitalOlympus
Link building’s been around
for years… much longer than
I’ve been in the industry

@lauracrimmons #DigitalOlympus
What happened in 2012?

@lauracrimmons #DigitalOlympus
So has content marketing/
digital PR replaced link
building?

@lauracrimmons #DigitalOlympus
Digital PR & Content Marketing =

@lauracrimmons #DigitalOlympus
Link acquisition in 2016 is
hard

@lauracrimmons #DigitalOlympus
And its probably not getting
any easier in 2017…

@lauracrimmons #DigitalOlympus
So what does work?

@lauracrimmons #DigitalOlympus
# 1 :
Newsjacking

@lauracrimmons #DigitalOlympus
Identify internal
experts & create
author page
Build calendar of
potential ‘events’
Proactively contact
journalists ahead of
‘event’ with
predictions or offer
of live commentary
Monitor for ‘events’
to target from a
reactive
perspective

@lauracrimmons #DigitalOlympus
# 2 :
Thought Leadership

@lauracrimmons #DigitalOlympus
Identify the areas of
expertise it makes sense for
you to talk about

@lauracrimmons #DigitalOlympus
# 3 :
Visualising own data

@lauracrimmons #DigitalOlympus
http://www.lovehoney.co.uk/sexmap/

@lauracrimmons #DigitalOlympus
People like exploring stats
and facts about their area
and feeling like they’re not
alone

@lauracrimmons #DigitalOlympus
# 4 :
Maps

@lauracrimmons #DigitalOlympus
Don’t have to be about
data…

@lauracrimmons #DigitalOlympus
People like testing their own
knowledge and sharing if
they get things right

@lauracrimmons #DigitalOlympus
# 5 :
Quizzes

@lauracrimmons #DigitalOlympus
The data from the quiz
forms the story

@lauracrimmons #DigitalOlympus
Ego makes people share
their scores

@lauracrimmons #DigitalOlympus
# 6 :
Surveys

@lauracrimmons #DigitalOlympus
If you don’t have your own
data…buy it

@lauracrimmons #DigitalOlympus
But still create something
worth linking to… the stats
will get the coverage, the
creative will get you links

@lauracrimmons #DigitalOlympus
# 7 :
User generated content

@lauracrimmons #DigitalOlympus
You don’t have to create
everything yourself, get
your fans or bloggers to
help…

@lauracrimmons #DigitalOlympus
Human ego means if we’re
featured in something, we’re
more likely to share/link to it

@lauracrimmons #DigitalOlympus
# 8 :
Events

@lauracrimmons #DigitalOlympus
Don’t forget about offline;
creating an experience for
someone makes them want
to talk about it

@lauracrimmons #DigitalOlympus
Thanks
Laura.Crimmons@branded3.com
@lauracrimmons

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Digital Olympus Tried and tested link acquisition tactics for success

1. @lauracrimmons #DigitalOlympus Tried and tested link acquisition tactics for success Laura Crimmons @lauracrimmons #DigitalOlympus

2. @lauracrimmons #DigitalOlympus Link building’s been around for years… much longer than I’ve been in the industry

3. @lauracrimmons #DigitalOlympus

4. @lauracrimmons #DigitalOlympus What happened in 2012?

5. @lauracrimmons #DigitalOlympus

6. @lauracrimmons #DigitalOlympus

7. @lauracrimmons #DigitalOlympus So has content marketing/ digital PR replaced link building?

8. @lauracrimmons #DigitalOlympus Digital PR & Content Marketing =

9. @lauracrimmons #DigitalOlympus Digital PR & Content Marketing =

10. @lauracrimmons #DigitalOlympus Link acquisition in 2016 is hard

11. @lauracrimmons #DigitalOlympus And its probably not getting any easier in 2017…

12. @lauracrimmons #DigitalOlympus So what does work?

13. @lauracrimmons #DigitalOlympus # 1 : Newsjacking

14. @lauracrimmons #DigitalOlympus Identify internal experts & create author page Build calendar of potential ‘events’ Proactively contact journalists ahead of ‘event’ with predictions or offer of live commentary Monitor for ‘events’ to target from a reactive perspective

15. @lauracrimmons #DigitalOlympus

16. @lauracrimmons #DigitalOlympus

17. @lauracrimmons #DigitalOlympus # 2 : Thought Leadership

18. @lauracrimmons #DigitalOlympus Identify the areas of expertise it makes sense for you to talk about

19. @lauracrimmons #DigitalOlympus

20. @lauracrimmons #DigitalOlympus

21. @lauracrimmons #DigitalOlympus # 3 : Visualising own data

22. @lauracrimmons #DigitalOlympus http://www.lovehoney.co.uk/sexmap/

23. @lauracrimmons #DigitalOlympus

24. @lauracrimmons #DigitalOlympus

25. @lauracrimmons #DigitalOlympus

26. @lauracrimmons #DigitalOlympus