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SearchLove Boston 2017 | Kirsty Hulse | Content Marketing: Work Less and Win More
The document focuses on effective content marketing strategies to generate high-quality backlinks with minimal effort, emphasizing the importance of creative ideas, data assets, and outreach techniques. It suggests diversifying objectives beyond mere link acquisition, advocating for metrics that drive traffic and engagement. Additionally, it offers practical tips for generating data stories and collaborating with experts to enhance content visibility.
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SearchLove Boston 2017 | Kirsty Hulse | Content Marketing: Work Less and Win More
- 1. Content Marketing Work Lessand Win More
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- 5. @kirsty_hulse Lesson 1: Findthe absolute easiest route to the results you want
- 6. @kirsty_hulse If the resultsthat I want are high authority, campaign centric, quality earned links, then how can I get them with the least effort possible?
- 7. A formula forlinks as easily and cheaply as possible Finding the elusive ‘good idea’ Creating a content marketing business case Generating data to create stories Outreach tips
- 8. @kirsty_hulse Getting links issimple. You just need a really good idea
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- 11. AMAZING IDEA +GREAT ASSET = Links AMAZING IDEA + DATA = Links STRONG DATA + AMAZING IDEA = Links 507 backlinks 132 ref domains 3.6k shares
- 12. 370 backlinks 125 refdomains 3.2k shares
- 13. @kirsty_hulse How can Iget these results with the least effort possible?
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- 17. @kirsty_hulse Can we get linkswithout an asset?
- 18. 147 backlinks 93 refdomains 150k + shares
- 19. 15,066 backlinks 1040 refdomains 700 shares
- 23. Total campaign time andcost = 2 days Average position for keyword group 9 to 5 Over 6000 social shares
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- 25. Think laterally aboutyour band
- 27. A furniture storetalking about furniture? This content is going to have to be really good for me to see it as anything other than commercial
- 28. A lot ofideas struggle to get links (or payment is requested) because they too look like advertising
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- 34. A millennial targeteddata security guide doesn’t exist. Use the data to create the news, and the guide as the asset for outreach.
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- 42. Links shouldn’t beour primary success metric when creating our content business cases
- 43. Will it drivetraffic? Will it drive conversions? Will it improve engagement metrics? Will it capture demand? Will it increase demand? Will it impact other channels? Does it align with business objectives? Diversify our Objectives
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- 45. Generating survey datais a great way to quickly create stories
- 46. POLLFISH ARE AWESOME REALLYAWESOME LIKE, I DON’T EVEN REALLY WANT TO BE TELLING YOU THIS AWESOME
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- 49. Generating survey datais a great way to quickly create stories (That are more likely to get coverage if they’re light-hearted)
- 50. Finding publically availabledata is even better
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- 52. DataSearch is a researchdata search engine. Potential for academic links and university partnerships
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- 56. AMAZON NEW RELEASES ISA GOLDMINE
- 58. PAY JOURNALISTS! (FOR CONTENTFEEDBACK, STRATEGY ADVICE AND PRESS RELEASE AMENDS)
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- 61. Link to client Link to architectswe partnered with
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- 63. Highlight key statsin the release but link to the detail onsite
- 64. Don’t just give journalistsa story, give them data to support their story http://www.forbesmedia.com/wp-content/uploads/2015/06/2017- EditCalendar.pdf
- 65. You’re gonna needfriends
- 66. If you havethe budget, focus on idea + data + asset. If not, pick 2. Generate interesting topics related to your brand Generate survey data for a quick release Identify publically available data you can use Identify and partner with experts Find topic authors on Amazon Download media calendars To do tomorrow…
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