1. THE HABITS THAT LAND
YOU LINKS
Stacey Cavanagh
Tecmark
#brightonseo

2. I have a confession…
#brightonseo @staceycav

3. I still love links.
#brightonseo @staceycav

4. Despite potential
heartbreak…
#brightonseo @staceycav

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We still need links.
https://www.youtube.com/watch?v=NCY30WhI2og

7. No more cheating.
#brightonseo @staceycav

8. It’s about doing stuff that
lands links
#brightonseo @staceycav

9. Producing awesome stuff
#brightonseo @staceycav

10. Doing awesome stuff
#brightonseo @staceycav

11. Being generally awesome
#brightonseo @staceycav

12. And being real.
#brightonseo @staceycav

13. None of this is new information
#brightonseo @staceycav

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But it’s all easier said than
done.

15. And harder to scale than…
#brightonseo @staceycav

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19. There’s no magic formula
#brightonseo @staceycav

20. But, you can start by
building good habits.
#brightonseo @staceycav

21. In 3 key areas…
#brightonseo @staceycav

22. 1. IDEATION
#brightonseo @staceycav

23. Content marketing demands a
seemingly endless stream of
good ideas.
#brightonseo @staceycav

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25. We needed an efficient
means of ideas generation
#brightonseo @staceycav

26. Where do you look for
inspiration on efficiency?
#brightonseo @staceycav

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28. Efficiency at its best.
#brightonseo @staceycav

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Introducing Bernd Rohrbach

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108 ideas in 30 minutes

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6-3-5 method of brainwriting
http://blogsession.co.uk/2014/03/635-method-brainwriting/

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You need 6 people

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A simple worksheet
goo.gl/1ZuiGN

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30 minutes

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Start with a Problem statement

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5 minutes. 3 ideas each

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Pass worksheets to the left

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Write 3 ideas inspired by the 3
you’ve been handed

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Lather. Rinse. Repeat

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That’s 108 ideas in 30
minutes

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This isn’t INSTEAD of
other methods

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It’s AS WELL as…

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Verbal brainstorming

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Crowdsourcing ideas.

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Solo ideation sessions

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Differentiate between ideas
generation and concept
development

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Lots of ideas may only
result in a couple of
concepts

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And that’s ok!

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NUF testing is a great way
to narrow a long list of
ideas down!
http://creatingminds.org/tools/nuf_test.htm

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Seek impartial feedback

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Ideation Tools

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http://simitator.com/generator/twitter

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Generate “Tweets”
based on your ideas
and split test them
here (free)…

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2. ASSET GENERATION
(or collation)

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Thorough audits of
existing assets

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Do this in person

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We got into the habit of
asking our clients for images

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Loads of Images

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Hint: They don’t have to be
phenomenal ones!

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Image link attribution
building isn’t new

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But it is effective

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Share images on Flickr
under Creative Commons

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And tell people how to
attribute

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SEO for Images on Flickr

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Get into the habit of regular
reclamation sessions

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Get really good at tactics
that can be applied cross
niche

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Like creating stories from
surveys

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Content curation is a
cross niche tactic

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http://www.rohitbhargava.com/2011/03/the-5-models-of-content-curation.html

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http://moz.com/google-algorithm-change

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http://moz.com/google-algorithm-change

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http://moz.com/google-algorithm-change

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http://www.slideshare.net/aleydasolis/getting-content-curation-right-at-smx-smxmuenchen
<<< Speak to @aleyda!

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Get into the mindset of
considering offline
content

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Sometimes, linkworthy
content is a chair made
out of scrap car parts.

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User Student generated
offline content…
http://www.dronsfields.com/auction/

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Work closely with clients’
other departments to
think bigger and bolder
with more benefits than
“SEO”

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Work closely with other
organisations to cut costs
and share benefits

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Do something real.

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It results in coverage

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And coverage results in
links.

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Collaborate. Think bigger.
Think offlin-er.

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3. OUTREACH

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Build your little black book

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Start on day 1

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With a contacts audit.

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You’ll need an evolving
list of
journalists/bloggers/ot
her relevant contacts

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You’ll need excellent
monitoring tools.

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I use Buzzstream to
manage this list.

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Find more journalists and
opportunities

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Read these (repeatedly)

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Apply the principles in your
outreach

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Particularly pay attention
to the reciprocity rule

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http://blogsession.co.uk/2014/02/freedman-and-fraser-compliance-without-pressure/

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I say it a lot, I know.

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And I sound
like my Nan.

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But this guy…

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Is doing it better than this guy

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Pick up the phone.

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Send handwritten letters.

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Yes, really…

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Response rates depend on
project, audience and
approach, of course

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But allow me to share some
(very unscientific) analysis…

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NOTE: Small sample sizes – 100 emails, 40 phone calls, 20 letters sent out and this relates to just
one event centric project.

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Step back in time. Good old
fashioned communications
are disruptive.

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Thank you
stacey.cavanagh@tecmark.co.uk
GET IN TOUCH
@staceycav
https://plus.google.com/+StaceyCavanagh

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Images
• http://www.motaen.com/wallpapers/view/id/988
• http://faceforwardcolumbus.com/2012/11/24/ways-to-live-the-year-of-faith-2/
• http://www.hdwallpapers.in/
• https://commons.wikimedia.org/wiki/File:Sand_Heart_break.JPG
• http://www.recitethis.com
• http://www.huffingtonpost.co.uk/2014/03/20/world-cup-defining-images_n_4998763.html
• http://www.redbullstratos.com/
• http://www.wallconvert.com/search/funny/
• http://ecx.images-amazon.com/images/I/516eYh1jhbL.jpg
• https://www.youtube.com/watch?v=3WcyFf6JPSI
• Disney/Reuters
• http://www.mithought.com/blog/post/2013-08-30/12-things-that-successfully-convert-a-great-idea-in-to-reality-part-2
• http://www.makeameme.org
• http://www.123rf.com/photo_2138302_yellow-post-it-notes-on-the-corkboard.html
• http://friends.wikia.com/wiki/Category:Episode_Stills
• http://itsmonk.com/mountaint-everest-nature-wallpaper/sunrise-over-mount-everest-picture-wallpaper/
• http://athousandthreads.files.wordpress.com/2011/08/searching.jpg
• http://www.operationworld.org/country/germ/owtext.html
• http://justinsbrewreview.blogspot.co.uk/2012/09/what-is-oktoberfest.html
• http://www.desktopaper.com/inspiring-clock-wallpaper/inspiring-clock-wallpaper-high-definition/
• http://culturacolectiva.com/10-libros-para-10-momentos-distintos/
• http://nicholasdraney.com/blog/blog/2012/01/30/boxing/
• http://ondalys.fr/en/references/
• http://www.telemobile.ro/download/light-bulb-c-15983.html
• http://www.cnjtc.com/sophie-slim-showering-with-babywise-a-giveaway.html
• https://www.flickr.com/photos/hannahdonovan/5901011862/
• https://commons.wikimedia.org/wiki/File:2009-05-03_Man_talking_on_cell_phone_in_parking_lot.jpg
• https://commons.wikimedia.org/wiki/File:Neworleans_phone_call.JPG
• http://www.history.uncc.edu/digitalhistory/Pattersonslavesale01041834.jpg
• https://commons.wikimedia.org/wiki/File:%22_12_-_ITALY_-_MOLESKINE_-_notebook_-_pocket_book_-_agenda_2012_3_black.JPG
• https://commons.wikimedia.org/wiki/File:Expanding_Universe.jpg