digital olympus tried and tested link acquisition tactics for success

@lauracrimmons #DigitalOlympus

Tried and tested link acquisition tactics for success

Laura Crimmons @lauracrimmons

#DigitalOlympus

@lauracrimmons #DigitalOlympus

Link building’s been around for years… much longer than

I’ve been in the industry

@lauracrimmons #DigitalOlympus

@lauracrimmons #DigitalOlympus

What happened in 2012?

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@lauracrimmons #DigitalOlympus

@lauracrimmons #DigitalOlympus

So has content marketing/ digital PR replaced link

building?

@lauracrimmons #DigitalOlympus

Digital PR & Content Marketing =

@lauracrimmons #DigitalOlympus

Digital PR & Content Marketing =

@lauracrimmons #DigitalOlympus

Link acquisition in 2016 is hard

@lauracrimmons #DigitalOlympus

And its probably not getting any easier in 2017…

@lauracrimmons #DigitalOlympus

So what does work?

@lauracrimmons #DigitalOlympus

# 1 :

Newsjacking

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Identify internal experts & create

author page

Build calendar of potential ‘events’

Proactively contact journalists ahead of

‘event’ with predictions or offer of live commentary

Monitor for ‘events’ to target from a

reactive perspective

@lauracrimmons #DigitalOlympus

@lauracrimmons #DigitalOlympus

@lauracrimmons #DigitalOlympus

# 2 :

Thought Leadership

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Identify the areas of expertise it makes sense for

you to talk about

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@lauracrimmons #DigitalOlympus

@lauracrimmons #DigitalOlympus

# 3 :

Visualising own data

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http://www.lovehoney.co.uk/sexmap/

@lauracrimmons #DigitalOlympus

@lauracrimmons #DigitalOlympus

@lauracrimmons #DigitalOlympus

@lauracrimmons #DigitalOlympus

@lauracrimmons #DigitalOlympus

People like exploring stats and facts about their area and feeling like they’re not

alone

@lauracrimmons #DigitalOlympus

# 4 :

Maps

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Don’t have to be about data…

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@lauracrimmons #DigitalOlympus

@lauracrimmons #DigitalOlympus

@lauracrimmons #DigitalOlympus

@lauracrimmons #DigitalOlympus

People like testing their own knowledge and sharing if

they get things right

@lauracrimmons #DigitalOlympus

# 5 :

Quizzes

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@lauracrimmons #DigitalOlympus

@lauracrimmons #DigitalOlympus

@lauracrimmons #DigitalOlympus

@lauracrimmons #DigitalOlympus

The data from the quiz forms the story

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@lauracrimmons #DigitalOlympus

Ego makes people share their scores

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# 6 :

Surveys

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If you don’t have your own data…buy it

@lauracrimmons #DigitalOlympus

@lauracrimmons #DigitalOlympus

@lauracrimmons #DigitalOlympus

@lauracrimmons #DigitalOlympus

But still create something worth linking to… the stats will get the coverage, the creative will get you links

@lauracrimmons #DigitalOlympus

# 7 :

User generated content

@lauracrimmons #DigitalOlympus

You don’t have to create everything yourself, get your fans or bloggers to

help…

@lauracrimmons #DigitalOlympus

@lauracrimmons #DigitalOlympus

@lauracrimmons #DigitalOlympus

Human ego means if we’re featured in something, we’re more likely to share/link to it

@lauracrimmons #DigitalOlympus

# 8 :

Events

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Don’t forget about offline; creating an experience for

someone makes them want to talk about it

@lauracrimmons #DigitalOlympus

@lauracrimmons #DigitalOlympus

ThanksLaura.Crimmons@branded3.com

@lauracrimmons