link building tactics from 10,000 hours of content marketing

Flickr: Wtodi Flickr: flattop431

LINK BUILDING TACTICS FROM 10,000 HOURSOF CONTENT MARKETING

https://www.flickr.com/photos/wlodi/3085157011

https://www.flickr.com/photos/flattop341/260207875

searchmarketingexpo.com@DavidMChris

#SMX #23A

Journalism

Audience Development

SEO

Content Marketing


#SMX #23A

Flickr: Wtodi Flickr: flattop431

“I've simply lost

the ‘why’.”Employee Survey – April 2014

https://www.flickr.com/photos/wlodi/3085157011

https://www.flickr.com/photos/flattop341/260207875


#SMX #23A

Report Like a Big City Agency

Activity Link Notes Hours

Blog http://www.sunsetvetcliniWrote, edited and posted "Dog Parks of OKC with

Charlie the Corgi" to the blog. 1.5

Social

Media

Shared dog park blog post through Facebook,

Twitter and relevant Google+ communities, the

OKC Reddit, and answered a Quora question.

1.25

Link http://parkgrades.com/p

Ben Hazelwood, owner of ParkGrades.com, gave

+1 to previous Quora answer. I reached out and

asked if he’d feature our reviews. He obliged.

0.75

Flickr: Hakan Dahlstrom

https://www.flickr.com/photos/dahlstroms/9534312965


#SMX #23A

Question 1:

What is the goal

of this content?


#SMX #23A

Content Social

OutreachSearch

Blog

Website

Email

Photos

Video

Events

Graphics

Podcasts

Research

Webinars

Usability

CRO

Post

Grow Audience

Reputation Mngt.

Paid

Engage

Curate

Kw. Research

On-Page SEO

Link Building

Technical SEO

SERP Messaging

Engagement

Retargeting PPC

Influencers

Webmasters

Media/PR

Collaborators

Beneficiaries

Friends

Question 2:

What is the

promotion plan?

Inbound Marketing


#SMX #23A

Social

OutreachSearch

Content

Traditional

Journalist


#SMX #23A

OutreachSearch

SocialContent

Blo

gger


#SMX #23A

Content

Search

Social

Social Media

Marketer

Outreach


#SMX #23A

Content Social

Lin

k B

uild

er

OutreachSearch


#SMX #23A

Social

OutreachSearch

Content

SEO


#SMX #23A

Social

Search Outreach

Content


#SMX #23A

Search

Social

Outreach

Content


#SMX #23A

Transitioning

Link Builders to

Content Marketers

Fired

Quit

Moved

to SEO

Successfully

Transitioned


#SMX #23A

Flickr: Wesley Eller

https://www.flickr.com/photos/wesleypeyton/


#SMX #23A

Your Audience

Potential Customers

Desirable

Audience

Irrelevant

Audience

Hack into These


#SMX #23A

Outreach

SocialGoals

Promotion

Search

Content

Website

Events

Link Building

Tactic: Events Link Building


#SMX #23A


#SMX #23A

Avg. Dom. Authority

Problem

National Event Dir. 83 Nofollow

Local Media Event Dir. 62 Listings Disappear

Local Event Dir. 31 Some Listings Disappear

17 Links Built

18 Minutes per Link


#SMX #23A

bit.ly/1F3nDh9

“There wasn’t one test where when we removed the links the

rankings fell back to their original position” – Rand Fishkin


#SMX #23A

Timeframe: 2 Months

Client: Local Charity

Time: 5 Hours

Events Link BuildingPageviews

14

T on P

00:15

Fol.

Link Dom

11

Nofol.

Link Dom

6

Results

James Young


#SMX #23A

Title: Confluence conference

Client: BigWing Interactive

Timeframe: 2 years

Time: 320 Hours

Hosting a ConferencePageviews

21,815

T on P

02:21

Shares

3,865Fol.

Link Dom

87

Nofol.

Link Dom

26

Reach

1m+

Social

756

Results

Clients: 3

Tickets: 300

Hires: 2

@DavidMChris

Email

240

Pubcon Talk:

bit.ly/1vQgwjX


#SMX #23A

Social

Search

GoalsContent

Website

Promotion

Outreach

Media/PR

Tactic: Reporter Outreach


#SMX #23A


#SMX #23A

Create a profile page for

your ‘authority’ source

• Photo

• Experience

• Expertise

• Publications


#SMX #23A

Pre-empt HARO requests

with quotable blogs


#SMX #23A

Ideal Outreach Email


#SMX #23A

Requests Answered: 41

Avg. Domain Authority: 49

Unsuccessful

51%Featured

32%

Linked

17%


#SMX #23A


#SMX #23A

Timeframe: 1 Year

Client: Vet

Time: 21 Hours

@alex_broseph

Reporter OutreachPageviews

20

T on P

00:09

Fol.

Link Dom

7

Results


#SMX #23A

Content Social

Search

Goals

Tactic: Monitoring Mentions Promotion

Outreach

Media/PR

Webmasters


#SMX #23A


#SMX #23A

Naming Rights

So we built

landing pages


#SMX #23A

Social

Search

Goals

Promotion

Outreach

Media/PR

Webmasters

Content

Website

Tactic: Link Bait


#SMX #23A

Links Requested: 22

Avg. Domain Authority: 50

Link Refused

55%

Link Granted

45%


#SMX #23A


#SMX #23A

Title: Wayman Tisdale &

Thunder Practice Facility

Client: Hospital

Time: 41 Hours

@alex_broseph

Link BaitPageviews

446

T on P

01:25

Fol.

Link Dom

10

Results


#SMX #23A

Search

SocialGoals

Promotion

Outreach

Content

Blog

Graphics

Post

Grow Audience

Engage

Paid ($40)

Influencers

Beneficiaries

Tactic: Ego Bait


#SMX #23A


#SMX #23A

10/25 Influencers

shared URL

1 Linked


#SMX #23A


#SMX #23A

Title: 25 Men Every Man of

Style Should Follow

Client: Tailor

Time: 7.25 Hours

@thedanholmes

Ego BaitResults

Pageviews

375

T on P

03:28

Shares

94

Reach

12,390

Fol.

Link Dom

1

Social

81


#SMX #23A

Search

GoalsContent

Blog

Video

Promotion

Outreach

Media/PR

Influencers

Post

Engage

Social

Tactic: News Jacking


#SMX #23A


#SMX #23A

Avg. Domain Authority = 73


#SMX #23A

Title: Ozcar

Client: University

Time: 80 Hours

@The_Atom_Ray

News Jacking

Social

2

Pageviews

540

T on P

02:07

Shares

414Fol.

Link Dom

6

Nofol.

Link Dom

4

Reach

50,824

Results

Social

2


#SMX #23A

SocialGoals

Search

Promotion

Outreach

Content

Blog

Graphics

Research

Post

Grow Audience

Paid ($50)

Engage

Kw. Research

On-Page SEO

Link Building

Engagement

Influencers

Webmasters

Media/PR

Collaborators

Tactic: Definitive Content


#SMX #23A


#SMX #23A

Question 1:

Has it been done

already?

Question 2:

Can we do it

better?


#SMX #23A


#SMX #23A

Involve others in

content generation

Reddit Referrals: 218


#SMX #23A

Outreached to 30 Home Owner Associations

20 contributed or shared the guide


#SMX #23A

Took 1.5 Hours with Mail Merge

Direct Traffic: 1,167


#SMX #23A


#SMX #23A

Lights Installation Page:

+242% YoY pageviews


#SMX #23A

Competing

content

linked to us!


#SMX #23A

Next we pursue competing contents’ backlinks

Tool: Majestic SEO


#SMX #23A

Title: Colorado Springs

Christmas Lights Guide 2014

Client: Landscaper

Time: 14 Hours

@RachelisCunning

Definitive ContentPageviews

8,037

T on P

03:13

Shares

1,545Fol.

Link Dom

3

Nofol.

Link Dom

4

Reach

63,099

Social

25

Results

Conversions

5


#SMX #23A

Website

“Nobody wants to

link to my website.”


#SMX #23A

Website

Event

Blog

Post

Post

Post

Definitive

Content

Website

Referring

Converting

Traffic

Link

Bait

Ego

Bait

Build

Linkable

Assets


#SMX #23A

Avg.

Last Touch

Conversion

Source 39%

31%

23%

6%1%

Organic Search

Direct

Paid Search

Referral

Social Network

* Sample: 25 BigWing Clients with SEO, Content Marketing & PPC


#SMX #23A

“Have I mentioned recently how much I love my job?”

Content Marketer Tweet

Oct 2014


#SMX #23A

link building tactics from 10,000 hours of content marketing

Marketing

link http

link dom6resultsjames

link dom11nofol

atransitioning link

wtodi flickr

listings disappearlocal

nofollowlocal media

authorityproblemnational