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Building Links and Coverage When Your Content Campaign is Over - outREACH Conference 2018



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We invest so much into content production and promotion for link and coverage building. And actually, we see some amazing content marketing of this nature with brilliant results now. But what happens when your content promotion is over? I spoke about that at Verve's awesome outREACH Conference in June 2018. Here's the deck.

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Building Links and Coverage When Your Content Campaign is Over - outREACH Conference 2018

  1. 1. Building Links and Coverage when your Campaign is Over @staceycavStacey MacNaught
  2. 2. @staceycav #outreachconf As an SEO, I got into the content marketing game driven by one thing….
  3. 3. @staceycav #outreachconf Links.
  4. 4. @staceycav #outreachconf (Also, it was easier to explain what I do to my Nan when it was visible in the news)
  5. 5. @staceycav #outreachconf We bound around this term a lot… “Linkable assets.”
  6. 6. @staceycav #outreachconf And sure, if you smash your promotion goals, land hundreds of top tier links and get people talking, you can be confident your content is brilliant.
  7. 7. @staceycav #outreachconf But, if a campaign stops generating links the moment you stop emailing/calling people, have you really created a linkable asset?
  8. 8. So let’s talk about where your campaign goes when your attention shifts…
  9. 9. @staceycav #outreachconf I ran a little survey…
  10. 10. @staceycav #outreachconf 59% of those involved in outreach do all their outreach for a project in one go as quickly as possible.
  11. 11. @staceycav #outreachconf
  12. 12. @staceycav #outreachconf And only 22% say they “re-outreach” old projects often or all the time.
  13. 13. @staceycav #outreachconf
  14. 14. @staceycav #outreachconf Just 25% of respondents claim to hit their outreach targets often or all the time.
  15. 15. @staceycav #outreachconf
  16. 16. So, for three quarters of respondents, hitting targets is “hit or miss,” at best.
  17. 17. @staceycav #outreachconf But success rates are higher amongst the minority who do revisit old content all the time or often.
  18. 18. @staceycav #outreachconf
  19. 19. @staceycav #outreachconf
  20. 20. @staceycav #outreachconf Far too small a data set to make any scientific analysis on… but is it just a coincidence that those revisiting old content frequently feel they’re having more success?
  21. 21. @staceycav #outreachconf I don’t think so.
  22. 22. @staceycav #outreachconf Back in 2014, I did this:
  23. 23. @staceycav #outreachconf
  24. 24. @staceycav #outreachconf
  25. 25. @staceycav #outreachconf One year (and no more work) later…
  26. 26. @staceycav #outreachconf And now…
  27. 27. @staceycav #outreachconf
  28. 28. @staceycav #outreachconf In the past 30 days:
  29. 29. @staceycav #outreachconf Including placement on pieces like this…
  30. 30. @staceycav #outreachconf More recently…
  31. 31. @staceycav #outreachconf More recently…
  32. 32. @staceycav #outreachconf It’s the things you do before and during content production lay the foundations for long term success
  33. 33. @staceycav #outreachconf And your active outreach and promotion work is imperative to making content “self sufficient.”
  34. 34. Optimise your campaign assets like your biggest commercial landing pages.
  35. 35. @staceycav #outreachconf We (rightly) spend so much time on creative outreach email subjects and attention grabbing headlines….
  36. 36. @staceycav #outreachconf But these aren’t always suitable for page titles and meta descriptions written to rank.
  37. 37. @staceycav #outreachconf mega-study The headline is brilliant.
  38. 38. @staceycav #outreachconf mega-study But it’s not continuing to build links…
  39. 39. @staceycav #outreachconf This is less than ideal, but isn’t the biggest issue
  40. 40. @staceycav #outreachconf
  41. 41. @staceycav #outreachconf Those searchers aren’t looking for a study… but these ones might be.
  42. 42. @staceycav #outreachconf
  43. 43. @staceycav #outreachconf
  44. 44. @staceycav #outreachconf
  45. 45. @staceycav #outreachconf
  46. 46. @staceycav #outreachconf
  47. 47. @staceycav #outreachconf As the page has built links through outreach activity, its organic rankings have increased.
  48. 48. @staceycav #outreachconf As the page has built links through outreach activity, its organic traffic has increased.
  49. 49. @staceycav #outreachconf
  50. 50. @staceycav #outreachconf With data and statistics driven content, searchers are often looking for sources.
  51. 51. @staceycav #outreachconf Good writers link to their sources.
  52. 52. @staceycav #outreachconf Even non proprietary data driven content that ranks for stats queries wins links.
  53. 53. @staceycav #outreachconf
  54. 54. @staceycav #outreachconf
  55. 55. @staceycav #outreachconf
  56. 56. @staceycav #outreachconf So, whatever the content asset, approach keyword research and page optimization the same way you would with a service or product page.
  57. 57. @staceycav #outreachconf What might someone search where your content asset is a great answer to their query?
  58. 58. @staceycav #outreachconf
  59. 59. Release your campaign assets under Creative Commons Attribution Licensing.
  60. 60. @staceycav #outreachconf Particularly effective with imagery, whether it’s an infographic, small illustration or photographs..
  61. 61. @staceycav #outreachconf You can tag the content on your page as Creative Commons with rel=“license”
  62. 62. @staceycav #outreachconf Or, use Flickr
  63. 63. @staceycav #outreachconf Track usage and Chase Attribution.
  64. 64. Monitor mentions of key topics where a “revisit” might be genuinely impactful.
  65. 65. @staceycav #outreachconf
  66. 66. @staceycav #outreachconf In an agency context, that almost always requires a retainer rather than one off project, but is a genuinely impactful task – to simply have someone reviewing alerts and sending quick emails.
  67. 67. Monitor similar or competing content for disappearing…
  68. 68. @staceycav #outreachconf Older, similar (well linked) research pieces sometimes disappear! Jump on those opportunities quickly.
  69. 69. Monitor your own content that way too.
  70. 70. Let’s talk about targets again.
  71. 71. @staceycav #outreachconf
  72. 72. @staceycav #outreachconf I don’t believe that three quarters of people doing this are bad at outreach.
  73. 73. @staceycav #outreachconf Maybe we’re bad at target setting.
  74. 74. @staceycav #outreachconf And maybe we need to work more closely with sales teams or stakeholders to set objectives that take into account long term value.
  75. 75. @staceycav #outreachconf But one thing I did find made an immediate improvement to performance 4 years ago…
  76. 76. Setting BIGGER targets.
  77. 77. @staceycav #outreachconf Securing link number 10 on a project with a target of 10 feels like…
  78. 78. @staceycav #outreachconf Securing link number 10 on a project with a target of 100 feels like…
  79. 79. @staceycav #outreachconf Setting more ambitious goals (even if they’re internal targets only) makes more ambitious teams.
  80. 80. @staceycav #outreachconf Sell the long term value of content. Treat content assets like service pages. Aim HIGHER.
  81. 81. @staceycav