Content marketing has become one the most powerful tools a digital marketer can use. Creating useful content is one of the best ways to build trust, establish your brand as an industry leader, and, most importantly, make sales.

1. #SEJthinktank

2. #SEJthinktank

3. @lorenbaker
• Link Brand Building as Marketing
and Influence
• Using Tools, Data to Build
Ideation and Business Cases
• Finding Outreach Targets
• Case Study
#SEJthinktank
What I’m Going to Talk About

4. #SEJthinktank

5. @lorenbaker
• Authority Signal Building
• Branding, influence and positioning
• Links are the byproduct of great [content]
marketing
• Supports great content that ranks itself and
attracts more links / signals
#SEJthinktank
So, What Is Link Building?

6. @lorenbaker
• Article distribution sites
• Guest blogging networks
• Link wheels
• Private Blog Networks
• Mass link swapping
• Link injections
#SEJthinktank
What’s Not Link Building?

7. #SEJthinktank

8. @lorenbaker
Pages That Typically Do
Not Attract Links
• Product Listings
• Product Categories
• Boring Press Releases
• About Pages
#SEJthinktank

9. @lorenbaker
Does This Thing Come
With a Link Magnet?
• Blog
• Resource Centers
• Galleries
• Reviews
• Comparisons
• White Papers or Ebooks
• Infographics … etc.
#SEJthinktank

10. @lorenbaker
POLL #1 - What is your biggest
linking / content marketing
challenge?
- Getting links to my content.
- Developing content that people share.
- I don't have the time to link build.
- I have no challenges
#SEJthinktank

11. #SEJthinktank

12. @lorenbaker
Tools I’m Talking About Today
#SEJthinktank

13. @lorenbaker
Travel Link Building Scenario
11% of visitors to Las Vegas in
2012 chose to bring minors
along with them. That’s up
150% in the past 10 years.
How do we hit this niche of 5
million travelers / flyers / hotel
bookers in Vegas per year?
Let’s look!
#SEJthinktank

14. @lorenbaker
Keyword Research –
Google Suggest
#SEJthinktank

15. @lorenbaker#SEJthinktank

16. @lorenbaker
Side note: I searched
for “toddlers” not kids!
Where are the
hotels?
#SEJthinktank

17. @lorenbaker
But What About The Long Tail?
#SEJthinktank

18. @lorenbaker
Less Trip Advisor, More Blogs &
Content
#SEJthinktank

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21. @lorenbaker
Digging into the Data
#SEJthinktank

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23. @lorenbaker
Now we know
• The kind of content Google is serving
• The sites Google is serving
• The relevant topic matter people are searching for
• How Google is classifying that topic matter
#SEJthinktank

24. @lorenbaker
We Have An Ideation Outline
Things Kids Love in Vegas
Kids love Aquariums
• Top 10 Aquariums in Las Vegas
• Top 5 Kids Attractions in Vegas Only Locals
Know About
• Best Kids Destinations off the Vegas Strip
• Las Vegas: The New Disneyland for Families
#SEJthinktank

25. @lorenbaker
Develop That Content
Accordingly
Things Kids Love in Vegas
Las Vegas: The New Disneyland for Families:
Infographic
• Top 10 Aquariums in Las Vegas: Listicle
• Top 5 Kids Attractions in Vegas Only Locals Know
About: Blog Post
• Best Kids Destinations off the Vegas Strip: Blog
Post
#SEJthinktank

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30. @lorenbaker
Dump Export Into Majestic
#SEJthinktank

31. @lorenbaker
Dump Export Into Majestic
#SEJthinktank

32. @lorenbaker
BuzzSumo For Influencer Research
#SEJthinktank

33. @lorenbaker
Search Google News for ‘Infographics’
#SEJthinktank

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36. @lorenbaker
Competitive Intel - Links
#SEJthinktank

37. @lorenbaker
Competitive Intel – Co Citation Links
Pull Backlinks on the Backlinks.
Eg. Space.com has 15 domains pointing to that one
article.
#SEJthinktank

38. @lorenbaker
Competitive Intel – Social Influence
Using the SharedCount
Bulk Upload Feature
#SEJthinktank

39. @lorenbaker
Data Pulling Recap
1. Google – See what people are searching for
2. SEMRush – Quantifiable & exportable data on search trends, search
volume and sites ranking for those terms (terms can be run in
BuzzSumo to find influencers)
3. Majestic – Run Bulk Links on pages ranking for terms that you found in
SEMRush. Run more backlinks on pages linking to those pages.
4. SharedCount – Export all from Majestic above to gather social sharing
numbers.
#SEJthinktank

40. #SEJthinktank

41. @lorenbaker
Find Contact Info and Scale Outreach
#SEJthinktank

42. @lorenbaker
Trusted Voices & Warm
Introductions
Turn loyal audiences into your own brand evangelists.
• Blogger Outreach - Target publishers during the final
stages of design and offer them an exclusive to be first to
publish
#SEJthinktank

43. @lorenbaker
Trusted Voices & Warm
Introductions
• Leverage Relationships with Publishers - Can you invite
them in the ideation process?
• Leverage Your Audience - Remember, this is a joint effort.
#SEJthinktank

44. @lorenbaker
Poll #2 - How do you build
links?
- We have an agency that builds for us.
- We do it internally.
- We don't.
- Links? What are they?
#SEJthinktank

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46. @lorenbaker
Goals
• Position client as national leader in denim amongst 16 to 25 year old
market
• Capitalize on customization of clothing; distressing
• Drive traffic to blog and site for informational and transactional goals
• Dominate organic search queries
#SEJthinktank

47. @lorenbaker
Content
• In depth blog post on distressing denim [much more in depth than
competition]
• Infographic visualizing How To’s and DIY Tips [subtle product
placement]
• Infograms for social distribution on client social channels [and 3rd
party]
• Material for client customer email list [post sale informational tips]
#SEJthinktank

48. @lorenbaker
Outreach Targets
• Fashion influencers
• College style influencers
• Denim loyalists
• Industry sites that have covered client initiatives in past
• Influencers who have covered competition posts or similar content
#SEJthinktank

49. @lorenbaker
Result of the Campaign
• 10,000+ Facebook Likes
• 450+ Facebook Shares
• 2,500+ Other Signals from Social Sites
• 25+ Unique Links [High Trust Flow]
• 500+ Co Citation Links
• 25,000+ Referrals per month from Organic Search
#SEJthinktank

50. @lorenbaker
Ongoing Organic Traffic & Links
#SEJthinktank

51. @lorenbaker
Ranking for Targets
#SEJthinktank

52. @lorenbaker#SEJthinktank