Download - Content Promotion Tactics for Link Building
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@staceycav
Content Promotion Tactics
For Link Acquisition
Stacey MacNaughtTecmark
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@kerboo @staceycav
I still give a crap about links
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@kerboo @staceycav
(Yep, even in 2015).
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@kerboo @staceycav
And I’ll still give a crapabout them next year.
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@kerboo @staceycav
And, let’s be honest, links are why SEO agencies have had to adopt
content led marketing
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@kerboo @staceycav
We invest heavily in content with the primary goal of building links
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http://www.tecmark.co.uk/smartphone-usage-data-uk-2014/
@kerboo @staceycav
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@kerboo @staceycav
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@kerboo @staceycav
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@kerboo @staceycav
Simple ideas formatted to fit target audiences
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@kerboo @staceycav
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@kerboo @staceycav
Over the past 5 years, we’ve modifiedour processes extensively to improveour success rates. Changes include:
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@kerboo @staceycav
Better goal setting
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@kerboo @staceycav
More efficient ideation
http://blogsession.co.uk/2014/03/635-method-brainwriting/
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@kerboo @staceycav
Thorough audience analysis
http://blogsession.co.uk/2015/06/content-audience-insight-tools/
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@kerboo @staceycav
Higher quality production
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@kerboo @staceycav
Significantly higher investmentinto smarter promotion planning
and execution
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@kerboo @staceycav
Time and money.
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@kerboo @staceycav
But first, let’s take a step back…
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@kerboo @staceycav
Why do people link?
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@kerboo @staceycav
“Because I paid them.”
- Me, circa 2009.
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@kerboo @staceycav
“Because we spent so many many many many many many hours
creating a linkable asset and then promoting it.”
Me, circa 2015.
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@kerboo @staceycav
But, there is some good news, link lovers.
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@kerboo @staceycav
The reasons that people link are far simpler than the reasons they
share on social
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@kerboo @staceycav
Read this.
http://nytmarketing.whsites.net/mediakit/pos/
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@kerboo @staceycav
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@kerboo @staceycav
And This.
http://marketing.buzzsumo.com/link-study/
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@kerboo @staceycav
http://marketing.buzzsumo.com/link-study/
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@kerboo @staceycav
http://marketing.buzzsumo.com/link-study/
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@kerboo @staceycav
So, sharing is all aboutrelationships
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@kerboo @staceycav
Whereas natural linking is often more about attribution (or
blame).
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@kerboo @staceycav
That’s why image link building is so effective
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@kerboo @staceycav
https://www.gov.uk/government/news/lord-deighton-meets-manchester-leaders-to-discuss-infrastructure-strategy
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@kerboo @staceycav
http://www.vice.com/en_uk/read/shark-diving-teaches-people-sharks-are-just-big-beautiful-fish-701
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@kerboo @staceycav
Image link building works in travel, B2B, finance, insurance,
retail….
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@kerboo @staceycav
Because if people use something that belongs to you, they attribute.
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@kerboo @staceycav
So how does this apply to content promotion?
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@kerboo @staceycav
Well, first of all it raises the questions about why someonewould link (rather than share)the piece of content we are
promoting.
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@kerboo @staceycav
Does your content havelinkable assets?
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@kerboo @staceycav
A compelling story A linkable assetHappy Place
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@kerboo @staceycav
Linkable assets could be:
Images journalists or bloggerswill want to use when writing
about your story.
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@kerboo @staceycav
Linkable assets could be:
A tool that solves the problemyour story is about.
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@kerboo @staceycav
Linkable assets could be:
A download that the blogger orjournalist’s audience will benefit from
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@kerboo @staceycav
Linkable assets could be:
Even simply a highly controversialopinion or statistic that someone
effectively wants to write about butblame you for!
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@kerboo @staceycav
Ultimately, they’re things that justify a link rather
than just a mention
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@kerboo @staceycav
Ok…back to promotion.
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@kerboo @staceycav
Outreach ≠ Promotion
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@kerboo @staceycav
If ‘outreach’ is the only thing youare doing to promote your content, then you are not
doing enough.
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@kerboo @staceycav
Outreach ≠ Promotion
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@kerboo @staceycav
Before you can plan promotionyou need to know why you’re doing it.
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What does success look like?
@kerboo @staceycav
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@kerboo @staceycav
You need to know who you’re doing it for
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@kerboo @staceycav
When your goals centre around link acquisition, your content target audience might not be the same as your target customer
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@kerboo @staceycav
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@kerboo @staceycav
You want me to link?
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@kerboo @staceycav
Align your objectives with your audience
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@kerboo @staceycav
Find out where your audience is finding content and what they’re reading
1. Where
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@kerboo @staceycav
https://yougov.co.uk/profiler
YouGov Profiles
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@kerboo @staceycav
https://yougov.co.uk/profiler
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@kerboo @staceycav
https://yougov.co.uk/profiler
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@kerboo @staceycav
https://yougov.co.uk/profiler
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@kerboo @staceycav
https://yougov.co.uk/profiler
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@kerboo @staceycav
https://www.facebook.com/ads/audience_insights
Facebook Audience Insights
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@kerboo @staceycav
https://www.facebook.com/ads/audience_insights
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@kerboo @staceycav
https://adwords.google.com/da/DisplayPlanner
Google Display Planner
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@kerboo @staceycav
https://adwords.google.com/da/DisplayPlanner
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@kerboo @staceycav
Start finding specific contacts
2. Who
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@kerboo @staceycav
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@kerboo @staceycav
https://adwords.google.com/da/DisplayPlanner
http://bit.ly/1SwscbE
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@kerboo @staceycav
https://adwords.google.com/da/DisplayPlanner
1.Major Influencers
2. Mid Weight Influencers
3. Smaller publications/Influencers
Organise them into Tiers
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@kerboo @staceycav
Get buy in early (where possible)
3. When
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@kerboo @staceycav
1.Major Influencers
2. Mid Weight Influencers
3. Smaller publications/Influencers
Tier 1 – Before Production
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@kerboo @staceycav
Good old fashionedpsychology
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@kerboo @staceycav
Commitment
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@kerboo @staceycav
I saw you wrote about people with their faces in their phones in the
pub!
If I had data suggesting people spend 3 hours of the day on their
phone, would it be of interest?
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@kerboo @staceycav
I saw you wrote about people with their faces in their phones in the
pub!
If I had data suggesting people spend 3 hours of the day on their
phone, would it be of interest?
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@kerboo @staceycav
Reciprocity
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@kerboo @staceycav
Great. While we’re conducting our research, are there any other
questions you think we should be asking?
Is there any data we could acquire that would specifically help you?
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@kerboo @staceycav
Messaging and Headlines
4. What
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@kerboo @staceycav
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@kerboo @staceycav
How well you describe your content isas important as how good it actually is.
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@kerboo @staceycav
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@kerboo @staceycav
Let’s take a lesson from clickbait headlines
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@kerboo @staceycav
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@kerboo @staceycav
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@kerboo @staceycav
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@kerboo @staceycav
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@kerboo @staceycav
Yes, you need a cracking headline.
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@kerboo @staceycav
Yes, you need a cracking headline.But you also need to deliver on it.
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@kerboo @staceycav
The headline might generate theinterest. But delivering on it
generates the link.
![Page 91: Content Promotion Tactics for Link Building](https://reader033.vdocuments.us/reader033/viewer/2022050613/58f2aecc1a28abe40e8b4583/html5/thumbnails/91.jpg)
@kerboo @staceycav
http://simitator.com/generator/twitter/tweet
https://www.google.com/insights/consumersurveys/
+
Test headlines, email subjects, Tweets…
![Page 92: Content Promotion Tactics for Link Building](https://reader033.vdocuments.us/reader033/viewer/2022050613/58f2aecc1a28abe40e8b4583/html5/thumbnails/92.jpg)
@kerboo @staceycav
![Page 93: Content Promotion Tactics for Link Building](https://reader033.vdocuments.us/reader033/viewer/2022050613/58f2aecc1a28abe40e8b4583/html5/thumbnails/93.jpg)
@kerboo @staceycav
MailChimp Lets You Split Test Email
![Page 94: Content Promotion Tactics for Link Building](https://reader033.vdocuments.us/reader033/viewer/2022050613/58f2aecc1a28abe40e8b4583/html5/thumbnails/94.jpg)
@kerboo @staceycav
Read this.
![Page 95: Content Promotion Tactics for Link Building](https://reader033.vdocuments.us/reader033/viewer/2022050613/58f2aecc1a28abe40e8b4583/html5/thumbnails/95.jpg)
@kerboo @staceycav
And these.
![Page 96: Content Promotion Tactics for Link Building](https://reader033.vdocuments.us/reader033/viewer/2022050613/58f2aecc1a28abe40e8b4583/html5/thumbnails/96.jpg)
@kerboo @staceycav
And these.
![Page 97: Content Promotion Tactics for Link Building](https://reader033.vdocuments.us/reader033/viewer/2022050613/58f2aecc1a28abe40e8b4583/html5/thumbnails/97.jpg)
@kerboo @staceycav
And these.
![Page 98: Content Promotion Tactics for Link Building](https://reader033.vdocuments.us/reader033/viewer/2022050613/58f2aecc1a28abe40e8b4583/html5/thumbnails/98.jpg)
@kerboo @staceycav
Reaching the right people at scale
5. How
![Page 99: Content Promotion Tactics for Link Building](https://reader033.vdocuments.us/reader033/viewer/2022050613/58f2aecc1a28abe40e8b4583/html5/thumbnails/99.jpg)
@kerboo @staceycav
Outreach ≠ Promotion
![Page 100: Content Promotion Tactics for Link Building](https://reader033.vdocuments.us/reader033/viewer/2022050613/58f2aecc1a28abe40e8b4583/html5/thumbnails/100.jpg)
@kerboo @staceycav
Supplement with Paid Press Release Distribution
![Page 101: Content Promotion Tactics for Link Building](https://reader033.vdocuments.us/reader033/viewer/2022050613/58f2aecc1a28abe40e8b4583/html5/thumbnails/101.jpg)
@kerboo @staceycav
Paid Social and Content Discovery
![Page 102: Content Promotion Tactics for Link Building](https://reader033.vdocuments.us/reader033/viewer/2022050613/58f2aecc1a28abe40e8b4583/html5/thumbnails/102.jpg)
@kerboo @staceycav
PPC for Content Promotion
![Page 103: Content Promotion Tactics for Link Building](https://reader033.vdocuments.us/reader033/viewer/2022050613/58f2aecc1a28abe40e8b4583/html5/thumbnails/103.jpg)
@kerboo @staceycav
“Adwords ischeap.”
![Page 104: Content Promotion Tactics for Link Building](https://reader033.vdocuments.us/reader033/viewer/2022050613/58f2aecc1a28abe40e8b4583/html5/thumbnails/104.jpg)
@kerboo @staceycav
“Adwords ischeap.”
![Page 105: Content Promotion Tactics for Link Building](https://reader033.vdocuments.us/reader033/viewer/2022050613/58f2aecc1a28abe40e8b4583/html5/thumbnails/105.jpg)
@kerboo @staceycav
Adwords is auction based.If nobody is bidding, it’s
freakin’ cheap.
![Page 106: Content Promotion Tactics for Link Building](https://reader033.vdocuments.us/reader033/viewer/2022050613/58f2aecc1a28abe40e8b4583/html5/thumbnails/106.jpg)
@kerboo @staceycav
Nobody’s bidding
![Page 107: Content Promotion Tactics for Link Building](https://reader033.vdocuments.us/reader033/viewer/2022050613/58f2aecc1a28abe40e8b4583/html5/thumbnails/107.jpg)
@kerboo @staceycav
Nobody’s bidding
![Page 108: Content Promotion Tactics for Link Building](https://reader033.vdocuments.us/reader033/viewer/2022050613/58f2aecc1a28abe40e8b4583/html5/thumbnails/108.jpg)
@kerboo @staceycav
Nobody’s bidding
![Page 109: Content Promotion Tactics for Link Building](https://reader033.vdocuments.us/reader033/viewer/2022050613/58f2aecc1a28abe40e8b4583/html5/thumbnails/109.jpg)
@kerboo @staceycav
Bing is even cheaper.
![Page 110: Content Promotion Tactics for Link Building](https://reader033.vdocuments.us/reader033/viewer/2022050613/58f2aecc1a28abe40e8b4583/html5/thumbnails/110.jpg)
@kerboo @staceycav
On Page SEO for Content
![Page 111: Content Promotion Tactics for Link Building](https://reader033.vdocuments.us/reader033/viewer/2022050613/58f2aecc1a28abe40e8b4583/html5/thumbnails/111.jpg)
@kerboo @staceycav
![Page 112: Content Promotion Tactics for Link Building](https://reader033.vdocuments.us/reader033/viewer/2022050613/58f2aecc1a28abe40e8b4583/html5/thumbnails/112.jpg)
@kerboo @staceycav
![Page 113: Content Promotion Tactics for Link Building](https://reader033.vdocuments.us/reader033/viewer/2022050613/58f2aecc1a28abe40e8b4583/html5/thumbnails/113.jpg)
@kerboo @staceycav
Treat a piece of content theway you would treat a key
product or service page
![Page 114: Content Promotion Tactics for Link Building](https://reader033.vdocuments.us/reader033/viewer/2022050613/58f2aecc1a28abe40e8b4583/html5/thumbnails/114.jpg)
@kerboo @staceycav
Thank you
@staceycav