This document discusses strategies for earning genuine links and stories by leveraging business assets and creating newsworthy content. It notes that the best links are earned through choice, not paid links or outreach emails. Several myths about link building are debunked. The document provides a framework for ideating story ideas using business assets and customer data. It emphasizes that stories should be qualitative and resonate with audiences. Metrics and case studies are presented to show how stories can increase visibility. The importance of senior buy-in, stakeholder input, and creating feel-good stories is stressed.

1. EARNING LINKS
Leveraging Assets, Tools and Process-
Change to Create Genuine Stories
by Nichola Stott

2. “The best links are not paid, or
exchanged after out-of-the-blue
emails–the best links are earned
and given by choice.” Matt Cutts’ Blog - 2005
-

3. MYTHS

4. BUILD IT
AND THEY WILL
COME

6. WE
MADE
A VIRAL
VIDEO

8. STAGES
Distribution Ideation
Creation

9. What is newsworthy?
AGENDA Ideation process – using
business assets
Operating frameworks
Organisational change

10. 82%
Average
visibility drop from the TOP 100 losers when
Panda rolled out to the UK - SearchMetrics

11. 3.1%
of all queries impacted by penguin. (Google)

12. the length of time it took iAquire
to get back in the index after
being accused of buying links
(SEL)

13. 73
is the position that Google Chrome dropped to for
the term “browser” after giving themselves a PR
penalty for a sponsored posts campaign (Danny
Goodwin)

14. 700,000
“notice of detection” emails sent via
webmaster tools in Jan and Feb last
year
(Tiffany Oberoi – Google at SMX West)

15. Diversity Audience
Reinforces
Endearing
Brand Story

18. WHAT IS
NEWSWORTHY

19. Quantifiable

21. Emotive

22. Social currency
Triggers
Ease for emotion
Public
Practical Value
Stories
Contagious – Why Things Catch On
Professor Jonah Berger, Wharton Penn.

23. Uncover Use real
Stories assets
Process
Earn Resonate your
Placement with audience

24. Face to face
Qualitative interviews
Stakeholder Need Senior
groups Buy-in

25. Customer
Your Experience
USP
- Voted best customer service
- Highest retention rate

26. PRODUCT STORIES

27. AN EXAMPLE
Set Demographics
Set Screening
Questions
Survey Question

28. Results
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Fully Prepared Not Prepared

29. STORY
The Business Daily
79% of business owners not ready for RTI
A recent survey by Chartered accounting firm, Accountants and Co found that 79% of all
business owners and employers surveyed are not yet ready for the new HMRC reporting
requirements which came into effect on April 6th 2013.
Under the RTI system, employers will be required to send data about PAYE, NIC and
student loans every time they pay their employees, rather than just once a year on the P35
End of Year Return. HMRC is currently in the process of notifying employers their start
date for RTI and some may have already recently received a notification.
Accountants and Co. have released a ten-step checklist for business owners help assess
their readiness for RTI.

30. PRODUCT
Needs a USP

31. For Ubiquitous Products
Press
Release
Distribution Ideation
Creation

33. Boring products can have
human applications
Can be service or
policy related
Take it to the
human conclusion

34. “A strong purpose and a sense of
ethics give the company a solid
foundation. In Innocent’s case the focus
was on leaving the planet a little better
than they found it.”
Sir Richard Branson – Tips for
Growing Your Small Business –
Entrepreneur.com

35. Holistic Marketing
Strategies
Responsibility Create feel good
stories
Inclusion
Earn links
Job satisfaction
Attract employees
Attract customers

37. Needs to be Policy before Genuine or
intrinsic story backfire

38. “It is such a cliché: Don't just present
data, tell a story. Yet it is rarely
followed. We almost always
present data.” Avinash Kaushik: Occam’s Razor

39. Infographics Slides
Mechanisms
Data
Graphs Visualisation

40. “Rather than ‘big’ large volumes of
data it’s actually about a third
dimension – like velocity of that
data”
Ed Parsons – Google Head of Geo-Spatial
Technology

41. DATASTORIES

42. Professor Ed Manley and
James Cheshire of UCL Centre
for Spatial Technology

45. META-METRIC –
SALES PER
HOUR

46. 10
15
20
25
35
30
0
5
11-Sep
18-Sep
25-Sep
02-Oct
09-Oct
16-Oct
23-Oct
30-Oct
06-Nov
13-Nov
20-Nov
27-Nov
04-Dec
11-Dec
18-Dec
25-Dec
01-Jan
08-Jan
15-Jan
22-Jan
29-Jan
05-Feb
12-Feb

47. Don’t Discount
an infographic because everyone else
does; just tell a better story

49. Transmission or receipt of the
materials in this presentation or
information herein does not
constitute legal advice.

53. Media
Contact
Databases

54. EMBRACING
CHANGE

55. Integral to Marketing
growth and Mindset & Skills
success in
SERPS + Sales
Earning
Links
Part of holistic
business strategy

56. THANKS
FOR LISTENING

57. Tel: +44(0)1420 540227
E-mail: nichola.stott@themediaflow.com
Twitter: @NicholaStott
Web: www.themediaflow.com
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