1.
Link Acquisition
without BIG
Content Budgets
@staceycavStacey MacNaught

2.
@staceycav #digitalolympus
My favourite marketing stunt of the past
decade…

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@staceycav #digitalolympus
843
Miles per hour - Felix Baumgartner’s top
speed during the jump

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@staceycav #digitalolympus
3 million
Tweets about the jump during the event
itself.
https://www.campaignlive.co.uk/article/red-bull-stratos-skydive-smashes-youtube-records/1154746?src_site=marketingmagazine

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@staceycav #digitalolympus
8 million
simultaneous live viewers on Youtube.

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@staceycav #digitalolympus
43 million
Views on the 90 second highlights video
Redbull released later.
https://www.youtube.com/watch?v=FHtvDA0W34I

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@staceycav #digitalolympus

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@staceycav #digitalolympus
And the stat I was particularly interested in
as an SEO…

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@staceycav #digitalolympus
http://www.redbullstratos.com

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@staceycav #digitalolympus

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@staceycav #digitalolympus
So, if we all want top tier links from
thousands of publications, we just need to
get someone to jump out of a balloon from
space.

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@staceycav #digitalolympus
All you’ll need…

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@staceycav #digitalolympus
50 million Euros.
https://www.sportsbusinessdaily.com/Global/Issues/2012/10/16/Marketing-and-Sponsorship/Red-Bull.aspx

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@staceycav #digitalolympus
Was it worth it?

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@staceycav #digitalolympus
I have no idea.

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@staceycav #digitalolympus
Did it have a lasting impact on
brand recall and
engagement?

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@staceycav #digitalolympus
On a more “real world,” scale, you’d be
hard pressed to find better big content
examples than those from Verve Search.

18.
@staceycav #digitalolympushttps://www.lenstore.co.uk/vc/24-hour-london/

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@staceycav #digitalolympushttps://www.lenstore.co.uk/vc/24-hour-london/
143 Referring domains so far.

20.
@staceycav #digitalolympushttps://www.lenstore.co.uk/vc/24-hour-london/
143 Referring domains so far.

21.
@staceycav #digitalolympus
But that still needs a good budget and
requires a notable time investment.

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@staceycav #digitalolympus
If budget or time is tight, or you’re dealing
with nervous clients/stakeholders, BIG
content might not be the best approach to
link building.

23.
So, what do you do to build links when
time and/or budget is restricted?

24.
Simple People Stories or
Case Studies

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@staceycav #digitalolympus
We know that journalists cover stories.

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@staceycav #digitalolympus
Every single business has people at its core
and people have plenty of stories.

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@staceycav #digitalolympus
Starting a company is a story interesting
enough to win coverage and links

28.
@staceycav #digitalolympus

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@staceycav #digitalolympus

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@staceycav #digitalolympus

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@staceycav #digitalolympus
Get together with the founders and
most senior people within the
company

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@staceycav #digitalolympus
Find their stories.

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@staceycav #digitalolympus
are they in this business? What inspired
them?
Why

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@staceycav #digitalolympus
they have overcome to achieve what
they’ve achieved so far
Challenges

35.
@staceycav #digitalolympus
were they brought up and educated?
Where

36.
@staceycav #digitalolympus
Get Googling and find the press
outlets that are frequently running
these stories.

37.
@staceycav #digitalolympus
Go to local and regional press
http://www.localmediauk.org/A-Z-Newsbrands

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@staceycav #digitalolympus
If it feels more like “traditional PR,”
that’s because it is. But we have no
need to shy away from that as SEOs.

39.
Press Features

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@staceycav #digitalolympus

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@staceycav #digitalolympus

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@staceycav #digitalolympus
Top tier publications publish
features day in, day out

43.
@staceycav #digitalolympus
Find features calendars and
Media Kits

44.
@staceycav #digitalolympus
http://marketing.usatoday.com/wp-content/uploads/2018/02/2018-editorial-calendar.pdf

45.
@staceycav #digitalolympus
http://marketing.usatoday.com/wp-content/uploads/2018/02/2018-editorial-calendar.pdf

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@staceycav #digitalolympus
https://cnda.condenast.co.uk/static/mediapack/tr_media_pack_latest.pdf

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@staceycav #digitalolympus
http://adage.com/images/bin/pdf/Ad_Age_Media_Kit.pdf

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@staceycav #digitalolympus
Many media kits are set up to sell ads,
but can still be very useful in pitching
features.

49.
@staceycav #digitalolympus
They tell you…

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@staceycav #digitalolympus
What a publication is writing about & when

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@staceycav #digitalolympus
Who they’re writing for

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@staceycav #digitalolympus
Don’t contact media kit sales email
addresses. Instead, look for a features
desk/editor or the writer(s) of similar
features

53.
@staceycav #digitalolympus
Many editorial calendars are not
available online. ASK for them.

54.
@staceycav #digitalolympus
It’s a much easier “in,” than a cold pitch.

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@staceycav #digitalolympus
Pitch relevant feature ideas in keeping
with planned topics, tying in how they’ll
appeal to the audience and what
expertise you can supply.

56.
Creative Commons
Image Distribution

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@staceycav #digitalolympus
This is plain and simply about creating and
distributing visuals that people need or
want to use in their content.

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@staceycav #digitalolympus
It’s an age old approach and very simple.
But so cost effective and can work in
even the toughest spaces.

59.
@staceycav #digitalolympus

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@staceycav #digitalolympus

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@staceycav #digitalolympus

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@staceycav #digitalolympus

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@staceycav #digitalolympus
In brief, you need to identify potential
images people need and want,
relevant to your website/niche

64.
@staceycav #digitalolympus
Is there demand for images of that
type? Check how frequently similar
ones have been used.

65.
@staceycav #digitalolympus

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@staceycav #digitalolympus

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@staceycav #digitalolympus
Found 20+ instances of this in use

68.
@staceycav #digitalolympus
It told me there is demand and I felt
able to create better images.

69.
@staceycav #digitalolympus
Once you’ve produced the images,
move into distribution

70.
@staceycav #digitalolympus
Flickr makes this very easy.

71.
@staceycav #digitalolympus
Track usage and Chase Attribution.
https://www.pixsy.com

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@staceycav #digitalolympus
Full guide on the process I use:
https://www.staceymacnaught.co.uk/image-link-building/

73.
Tools and Services to
Cut Content Production
Costs

74.
@staceycav #digitalolympus
Low cost survey data:

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@staceycav #digitalolympus
Freedom of Information
https://www.whatdotheyknow.com/

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@staceycav #digitalolympus
Freedom of Information
https://www.asktheeu.org/

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@staceycav #digitalolympus
Existing Data Sources
https://www.asktheeu.org/

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@staceycav #digitalolympus
Focus on the story first. The
presentation or format should be led
by the story.

79.
@staceycav #digitalolympus
Low cost content production:
https://juxtapose.knightlab.com/

80.
@staceycav #digitalolympus
Low cost content production:
https://storymap.knightlab.com/

81.
@staceycav #digitalolympus
Low cost content production:
https://mapme.com/

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@staceycav #digitalolympus
Low cost content production:
https://infogram.com/

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@staceycav #digitalolympus
Low cost content production:
https://app.apester.com/

84.
Be prepared to invest time in
promotion

85.
@staceycav #digitalolympus
But you CAN achieve top tier links
without massive budgets.

86.
hello@staceymacnaught.co.uk
@staceycav