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Link Building Through Data Driven Storytelling by @staceycav #fos16

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My deck on getting creative with link acquisition through data driven story telling from Friends of Search 2016 in Amsterdam. I talked about the content marketing led work we'd done with data at the centre of it back to 2011 and the lessons that we've learnt from it, then shared the data sources we're using, the criteria we consider important for story telling and what's working for us turning coverage into links.

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Link Building Through Data Driven Storytelling by @staceycav #fos16

  1. 1. Turning Numbers into Stories Creative, data driven link acquisition Stacey MacNaught @staceycav
  2. 2. @staceycav#FOS16 It’s confession time.
  3. 3. @staceycav#FOS16 My name is Stacey. And I’m a recovering paid link builder.
  4. 4. @staceycav#FOS16 Amongst my link building tactics in 2009 was this stuff…
  5. 5. @staceycav#FOS16
  6. 6. @staceycav#FOS16
  7. 7. @staceycav#FOS16 Because we had number 1s for
  8. 8. @staceycav#FOS16 And our clients were all like…
  9. 9. @staceycav#FOS16 If you didn’t do that stuff in the competitive spaces, you simply weren’t in the race.
  10. 10. @staceycav#FOS16 We were incredibly open about the risks.
  11. 11. @staceycav#FOS16 We were incredibly open about the risks. That bit is super important.
  12. 12. @staceycav#FOS16 Fast forward a few years…
  13. 13. @staceycav#FOS16
  14. 14. @staceycav#FOS16
  15. 15. @staceycav#FOS16 Our client set has changed. And since 2010, so has our approach to link acquisition in particular.
  16. 16. @staceycav#FOS16 Getting creative with link acquisition
  17. 17. @staceycav#FOS16 We constantly develop our link acquisition techniques.
  18. 18. @staceycav#FOS16 And one we’ve been working on since 2011 is data backed content for links and coverage
  19. 19. @staceycav#FOS16 January and August 2011
  20. 20. @staceycav#FOS16 January and August 2011 100+ referring domains including news sites and competitors.
  21. 21. @staceycav#FOS16
  22. 22. @staceycav#FOS16
  23. 23. @staceycav#FOS16
  24. 24. @staceycav#FOS16
  25. 25. @staceycav#FOS16
  26. 26. @staceycav#FOS16
  27. 27. @staceycav#FOS16 One I did for fun in 2013 (Yes, this is how I have fun).
  28. 28. @staceycav#FOS16
  29. 29. @staceycav#FOS16
  30. 30. @staceycav#FOS16
  31. 31. @staceycav#FOS16 This tactic can be employed in relatively “boring” niches, like convicted driver insurance.
  32. 32. @staceycav#FOS16
  33. 33. @staceycav#FOS16
  34. 34. @staceycav#FOS16 For a small independent vehicle leasing company.
  35. 35. @staceycav#FOS16
  36. 36. @staceycav#FOS16
  37. 37. @staceycav#FOS16
  38. 38. @staceycav#FOS16 When we look back over the data-driven projects we’ve carried out since 2011
  39. 39. @staceycav#FOS16 Most resulted in great coverage and links.
  40. 40. @staceycav#FOS16 Some fell completely flat.
  41. 41. @staceycav#FOS16 Others….
  42. 42. @staceycav#FOS16
  43. 43. @staceycav#FOS16 I. Want. Both.
  44. 44. @staceycav#FOS16 So, we’ve done some analysis into what worked and what didn’t.
  45. 45. @staceycav#FOS16
  46. 46. What sort of data we’re talking about @staceycav#FOS16
  47. 47. @staceycav#FOS16
  48. 48. @staceycav#FOS16 Survey Providers (Credible)
  49. 49. @staceycav#FOS16 Or you can try: https://directory.esomar.org/
  50. 50. @staceycav#FOS16 Tongue in cheek or “quick” surveys
  51. 51. @staceycav#FOS16 Freedom of Information http://www.wobbing.eu/
  52. 52. @staceycav#FOS16 http://www.asktheeu.org/
  53. 53. @staceycav#FOS16 http://www.whatdotheyknow.com
  54. 54. @staceycav#FOS16 https://fragdenstaat.de/
  55. 55. What makes good data? @staceycav#FOS16
  56. 56. • Credible • Impartial • Transparent source • Date relevant • Appropriate panel size @staceycav#FOS16
  57. 57. @staceycav#FOS16 But – data without a story is just a load of old numbers.
  58. 58. @staceycav#FOS16 News publications do not publish surveys.
  59. 59. @staceycav#FOS16 News publications do not publish surveys. They publish stories.
  60. 60. @staceycav#FOS16
  61. 61. @staceycav#FOS16 Pitching surveys without stories pisses journalists off.
  62. 62. @staceycav#FOS16 What makes a story?
  63. 63. @staceycav#FOS16 • Timely • Relevant • Unexpected • New • Close to home • Human interest
  64. 64. Timeliness & Relevance @staceycav#FOS16 Why you wouldn’t write Christmas stories in February or pitch political stories to Tech Crunch.
  65. 65. New @staceycav#FOS16
  66. 66. @staceycav#FOS16 This is Neil (In what looks like an indie-band album cover photo) Unexpected
  67. 67. @staceycav#FOS16 He explains it very well.
  68. 68. @staceycav#FOS16 Dog bites man? Not news.
  69. 69. @staceycav#FOS16 Dog bites man? Not news. Man bites dog? News.
  70. 70. Human Interest @staceycav#FOS16
  71. 71. Close to Home @staceycav#FOS16 The reason that the Paris attacks got more European coverage than equally deadly atrocities in Africa or the Middle East.
  72. 72. @staceycav#FOS16 The Linkable Asset
  73. 73. @staceycav#FOS16 The linkable asset is the reason that a journalist or write might want to send their readers to your site.
  74. 74. @staceycav#FOS16
  75. 75. @staceycav#FOS16
  76. 76. @staceycav#FOS16
  77. 77. @staceycav#FOS16
  78. 78. @staceycav#FOS16 Disappointment.
  79. 79. @staceycav#FOS16 Sometimes, it’s simple.
  80. 80. @staceycav#FOS16 Raw data available for download…
  81. 81. @staceycav#FOS16 Raw data available for download…
  82. 82. @staceycav#FOS16 Supporting visual asset
  83. 83. @staceycav#FOS16 A tool that solves a problem your story uncovered.
  84. 84. @staceycav#FOS16 Our Process in Summary
  85. 85. @staceycav#FOS16
  86. 86. @staceycav#FOS16 More Detailed Process – http://www.tecmark.co.uk/fos16
  87. 87. @staceycav#FOS16 Key Things to Consider
  88. 88. @staceycav#FOS16 Data should be new (Unless you’re trying to debunk or update another study)
  89. 89. @staceycav#FOS16 Have a backup plan (Multiple questions/data items are essential)
  90. 90. @staceycav#FOS16 Get your target contact names and seek buy in before you source data
  91. 91. @staceycav#FOS16 Use independent people/views to sanity check your ideas
  92. 92. @staceycav#FOS16 Don’t launch without a linkable asset.
  93. 93. @staceycav#FOS16 Success or failure, record what happened and measure.
  94. 94. Let me know how you get on! stacey.macnaught@tecmark.co.uk @staceycav#FOS16 The Guide: www.tecmark.co.uk/fos16 THANK YOU!

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