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Earn Links at Scale:
Leverage Newsworthy and
Localized Content
#Pubcon @millanda
Did someone say…links?
#Pubcon @millanda
In a survey of 270 SEOs, 94% said
they believe Google will continue
to use links as a ranking signal for
the next five years.
- Aira’s 2022 State of Link Building Report
Amanda Milligan
Head of Marketing at Stacker Studio
#Pubcon @millanda
Stacker is the world’s
leading data-journalism
newsroom, publishing
engaging research features
across a network of the
world’s most authoritative
news outlets.
#Pubcon @millanda
Stacker Studio creates content on behalf
of brands and syndicates it out to the
3,300+ publishers in our network.
#Pubcon @millanda
#Pubcon @millanda
#Pubcon @millanda
Newsworthy
Targeted
Niche
Passive
#Pubcon @millanda
Newsworthy
AKA “top of
the funnel”
link earning
#Pubcon @millanda
Timeliness Proximity
Context Impact
News Values
Timeliness
#Pubcon @millanda
Timeliness
#Pubcon @millanda
Timeliness
#Pubcon @millanda
Timeliness
455 pickups
#Pubcon @millanda
Timeliness
420 pickups
#Pubcon @millanda
Timeliness
405 pickups
#Pubcon @millanda
Timeliness
List of all events that are relevant to your industry in any way
○ AP Planner
List of all the stories that usually run about those events
Brainstorm what tangential topics you can cover related to the
typical coverage
○ Searchresponse.io
Search Love
Elizabeth Miller, founder and editor
of the Auburn Examiner
“Much of Stacker's content can tie directly to current issues
we are covering, bolstering our original content. For example,
our state legislature is considering a bill related to the use of
Narcan and the broader issue of opioids in our communities… A
recent Stacker article listing 10 opioid-related documentaries will
be an ideal companion to that story, and
I expect the conversation to heat up again. ”
#Pubcon @millanda
Context
#Pubcon @millanda
Context
#Pubcon @millanda
Context
#Pubcon @millanda
Context
What’s the history of this? How long as IE been around compared to
other browsers? How many others have been retired from existence?
How does this compare to other similar things? What else has
Microsoft sunsetted? What are other tools/programs/software/sites that
other major technology companies have given up on?
How does it compare to other different things? How much budget did
IE support account for compared to household costs?
#Pubcon @millanda
Context
#Pubcon @millanda
Context
434 pickups
#Pubcon @millanda
Context
482 pickups
#Pubcon @millanda
Context
442 pickups
Impact
#Pubcon @millanda
Impact
One person might
not be a story…
#Pubcon @millanda
Impact But if it’s
happening en
masse…that
changes things.
#Pubcon @millanda
Impact
What questions in your industry
affect the most people?
#Pubcon @millanda
Impact
Your Mission
Your Product
Your Service Your Industry
Your Company
Culture
General Audience
More Topical More Tangential
#Pubcon @millanda
Impact
Employee Communications
Company Culture Workplace Productivity
Remote Work Time Tracking 4-Day Workweek
Work Friends
Transparency
Zoom out, and then back in
#Pubcon @millanda
Impact
426 pickups
#Pubcon @millanda
Impact
461 pickups
#Pubcon @millanda
Impact
420 pickups
Proximity
#Pubcon @millanda
Proximity Your Country
Your City
Your State
Your Neighborhood
#Pubcon @millanda
Proximity
Any/all localization
#Pubcon @millanda
Proximity
224 pickups
#Pubcon @millanda
Proximity
#Pubcon @millanda
Proximity
+172 local pickups!
#Pubcon @millanda
Proximity
Does your target audience reside in a particular location you
should focus on?
Is there a data set available?
Can you customize the angle or pitch?
#Pubcon @millanda
So why isn’t everyone doing this?
#Pubcon @millanda
#Pubcon @millanda
Opinion: Links pointing to my homepage don’t matter.
Domain-wide
improvements help rise
all of your pages and
keyword rankings over
time.
(Stacker Studio clients have shown marked
improvements to all of their keywords by
investing in backlinks to their homepage.)
#Pubcon @millanda
Opinion: You might as well just pay for links.
If you want to take the risk, that’s up to you.
But paying for links isn’t scalable or as high-
quality as earning them through newsworthy
content.
In fact, our stories earn
150-200 earned media
pickups (and dofollow
links) on average.
#Pubcon @millanda
Opinion: Links have to be unique or else they suck!
We ran a blinded case study and found there
was a slightly negative correlation between
the number of unique links and organic
growth. In contrast, we saw a nearly perfect
correlation between number of links and
organic growth. This indicates that for our
clients,
link uniqueness is not as
important for organic
growth as the volume and
quality of those
backlinks/stories.
ULDs
#Pubcon @millanda
What’s next?
● Set up ideation meeting with relevant teams, and add the
brainstorming questions from this deck to your agenda.
● Go through your content archives to see if anything can be
refreshed and localized.
● Make a list of all sites/sources that release data sets that
are relevant to your industry (and when they’re
published/updated).
#Pubcon @millanda
Further reading:
● What Publishers Want [2023 Report]
● Paid Vs. Earned Content Syndication
Marketing: Which Is Best For You?
● How to Make Newsworthy Content:
Part 1, Part 2
Thank you!
amilligan@stacker.com
@millanda
studio.stacker.com

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Pubcon - Earn Links at Scale: Leverage Newsworthy and Localized Content

Editor's Notes

  1. What’s the history of this? Eg., consider how much it’s costed to start a business now vs. 10 years ago vs. 100 years ago. How does this compare to other similar things? Eg., consider how much it costs to open a business in different U.S. states or in different countries or how much it costs to open a boutique versus a construction company. How does it compare to other different things? Eg., consider how much it costs to start a business compared to average business school student loans.
  2. What’s the history of this? Eg., consider how much it’s costed to start a business now vs. 10 years ago vs. 100 years ago. How does this compare to other similar things? Eg., consider how much it costs to open a business in different U.S. states or in different countries or how much it costs to open a boutique versus a construction company. How does it compare to other different things? Eg., consider how much it costs to start a business compared to average business school student loans.
  3. What’s the history of this? Eg., consider how much it’s costed to start a business now vs. 10 years ago vs. 100 years ago. How does this compare to other similar things? Eg., consider how much it costs to open a business in different U.S. states or in different countries or how much it costs to open a boutique versus a construction company. How does it compare to other different things? Eg., consider how much it costs to start a business compared to average business school student loans.
  4. What’s the history of this? Eg., consider how much it’s costed to start a business now vs. 10 years ago vs. 100 years ago. How does this compare to other similar things? Eg., consider how much it costs to open a business in different U.S. states or in different countries or how much it costs to open a boutique versus a construction company. How does it compare to other different things? Eg., consider how much it costs to start a business compared to average business school student loans.
  5. What’s the history of this? Eg., consider how much it’s costed to start a business now vs. 10 years ago vs. 100 years ago. How does this compare to other similar things? Eg., consider how much it costs to open a business in different U.S. states or in different countries or how much it costs to open a boutique versus a construction company. How does it compare to other different things? Eg., consider how much it costs to start a business compared to average business school student loans.
  6. What’s the history of this? Eg., consider how much it’s costed to start a business now vs. 10 years ago vs. 100 years ago. How does this compare to other similar things? Eg., consider how much it costs to open a business in different U.S. states or in different countries or how much it costs to open a boutique versus a construction company. How does it compare to other different things? Eg., consider how much it costs to start a business compared to average business school student loans.
  7. What’s the history of this? Eg., consider how much it’s costed to start a business now vs. 10 years ago vs. 100 years ago. How does this compare to other similar things? Eg., consider how much it costs to open a business in different U.S. states or in different countries or how much it costs to open a boutique versus a construction company. How does it compare to other different things? Eg., consider how much it costs to start a business compared to average business school student loans.
  8. What’s the history of this? Eg., consider how much it’s costed to start a business now vs. 10 years ago vs. 100 years ago. How does this compare to other similar things? Eg., consider how much it costs to open a business in different U.S. states or in different countries or how much it costs to open a boutique versus a construction company. How does it compare to other different things? Eg., consider how much it costs to start a business compared to average business school student loans.
  9. What’s the history of this? Eg., consider how much it’s costed to start a business now vs. 10 years ago vs. 100 years ago. How does this compare to other similar things? Eg., consider how much it costs to open a business in different U.S. states or in different countries or how much it costs to open a boutique versus a construction company. How does it compare to other different things? Eg., consider how much it costs to start a business compared to average business school student loans.
  10. What’s the history of this? Eg., consider how much it’s costed to start a business now vs. 10 years ago vs. 100 years ago. How does this compare to other similar things? Eg., consider how much it costs to open a business in different U.S. states or in different countries or how much it costs to open a boutique versus a construction company. How does it compare to other different things? Eg., consider how much it costs to start a business compared to average business school student loans.
  11. What’s the history of this? Eg., consider how much it’s costed to start a business now vs. 10 years ago vs. 100 years ago. How does this compare to other similar things? Eg., consider how much it costs to open a business in different U.S. states or in different countries or how much it costs to open a boutique versus a construction company. How does it compare to other different things? Eg., consider how much it costs to start a business compared to average business school student loans.
  12. What’s the history of this? Eg., consider how much it’s costed to start a business now vs. 10 years ago vs. 100 years ago. How does this compare to other similar things? Eg., consider how much it costs to open a business in different U.S. states or in different countries or how much it costs to open a boutique versus a construction company. How does it compare to other different things? Eg., consider how much it costs to start a business compared to average business school student loans.
  13. What’s the history of this? Eg., consider how much it’s costed to start a business now vs. 10 years ago vs. 100 years ago. How does this compare to other similar things? Eg., consider how much it costs to open a business in different U.S. states or in different countries or how much it costs to open a boutique versus a construction company. How does it compare to other different things? Eg., consider how much it costs to start a business compared to average business school student loans.
  14. What’s the history of this? Eg., consider how much it’s costed to start a business now vs. 10 years ago vs. 100 years ago. How does this compare to other similar things? Eg., consider how much it costs to open a business in different U.S. states or in different countries or how much it costs to open a boutique versus a construction company. How does it compare to other different things? Eg., consider how much it costs to start a business compared to average business school student loans.
  15. What’s the history of this? Eg., consider how much it’s costed to start a business now vs. 10 years ago vs. 100 years ago. How does this compare to other similar things? Eg., consider how much it costs to open a business in different U.S. states or in different countries or how much it costs to open a boutique versus a construction company. How does it compare to other different things? Eg., consider how much it costs to start a business compared to average business school student loans.
  16. What’s the history of this? Eg., consider how much it’s costed to start a business now vs. 10 years ago vs. 100 years ago. How does this compare to other similar things? Eg., consider how much it costs to open a business in different U.S. states or in different countries or how much it costs to open a boutique versus a construction company. How does it compare to other different things? Eg., consider how much it costs to start a business compared to average business school student loans.
  17. What’s the history of this? Eg., consider how much it’s costed to start a business now vs. 10 years ago vs. 100 years ago. How does this compare to other similar things? Eg., consider how much it costs to open a business in different U.S. states or in different countries or how much it costs to open a boutique versus a construction company. How does it compare to other different things? Eg., consider how much it costs to start a business compared to average business school student loans.
  18. What’s the history of this? Eg., consider how much it’s costed to start a business now vs. 10 years ago vs. 100 years ago. How does this compare to other similar things? Eg., consider how much it costs to open a business in different U.S. states or in different countries or how much it costs to open a boutique versus a construction company. How does it compare to other different things? Eg., consider how much it costs to start a business compared to average business school student loans.
  19. What’s the history of this? Eg., consider how much it’s costed to start a business now vs. 10 years ago vs. 100 years ago. How does this compare to other similar things? Eg., consider how much it costs to open a business in different U.S. states or in different countries or how much it costs to open a boutique versus a construction company. How does it compare to other different things? Eg., consider how much it costs to start a business compared to average business school student loans.
  20. What’s the history of this? Eg., consider how much it’s costed to start a business now vs. 10 years ago vs. 100 years ago. How does this compare to other similar things? Eg., consider how much it costs to open a business in different U.S. states or in different countries or how much it costs to open a boutique versus a construction company. How does it compare to other different things? Eg., consider how much it costs to start a business compared to average business school student loans.
  21. What’s the history of this? Eg., consider how much it’s costed to start a business now vs. 10 years ago vs. 100 years ago. How does this compare to other similar things? Eg., consider how much it costs to open a business in different U.S. states or in different countries or how much it costs to open a boutique versus a construction company. How does it compare to other different things? Eg., consider how much it costs to start a business compared to average business school student loans.
  22. What’s the history of this? Eg., consider how much it’s costed to start a business now vs. 10 years ago vs. 100 years ago. How does this compare to other similar things? Eg., consider how much it costs to open a business in different U.S. states or in different countries or how much it costs to open a boutique versus a construction company. How does it compare to other different things? Eg., consider how much it costs to start a business compared to average business school student loans.
  23. What’s the history of this? Eg., consider how much it’s costed to start a business now vs. 10 years ago vs. 100 years ago. How does this compare to other similar things? Eg., consider how much it costs to open a business in different U.S. states or in different countries or how much it costs to open a boutique versus a construction company. How does it compare to other different things? Eg., consider how much it costs to start a business compared to average business school student loans.
  24. What’s the history of this? Eg., consider how much it’s costed to start a business now vs. 10 years ago vs. 100 years ago. How does this compare to other similar things? Eg., consider how much it costs to open a business in different U.S. states or in different countries or how much it costs to open a boutique versus a construction company. How does it compare to other different things? Eg., consider how much it costs to start a business compared to average business school student loans.
  25. What’s the history of this? Eg., consider how much it’s costed to start a business now vs. 10 years ago vs. 100 years ago. How does this compare to other similar things? Eg., consider how much it costs to open a business in different U.S. states or in different countries or how much it costs to open a boutique versus a construction company. How does it compare to other different things? Eg., consider how much it costs to start a business compared to average business school student loans.
  26. What’s the history of this? Eg., consider how much it’s costed to start a business now vs. 10 years ago vs. 100 years ago. How does this compare to other similar things? Eg., consider how much it costs to open a business in different U.S. states or in different countries or how much it costs to open a boutique versus a construction company. How does it compare to other different things? Eg., consider how much it costs to start a business compared to average business school student loans.
  27. What’s the history of this? Eg., consider how much it’s costed to start a business now vs. 10 years ago vs. 100 years ago. How does this compare to other similar things? Eg., consider how much it costs to open a business in different U.S. states or in different countries or how much it costs to open a boutique versus a construction company. How does it compare to other different things? Eg., consider how much it costs to start a business compared to average business school student loans.