#sejthinktank: how to build links using content marketing & outreach
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#SEJthinktank
#SEJthinktank
@lorenbaker
• Link Brand Building as Marketing and Influence
• Using Tools, Data to Build Ideation and Business Cases
• Finding Outreach Targets• Case Study
#SEJthinktank
What I’m Going to Talk About
#SEJthinktank
@lorenbaker
• Authority Signal Building
• Branding, influence and positioning
• Links are the byproduct of great [content] marketing
• Supports great content that ranks itself and attracts more links / signals
#SEJthinktank
So, What Is Link Building?
@lorenbaker
• Article distribution sites
• Guest blogging networks
• Link wheels
• Private Blog Networks
• Mass link swapping
• Link injections#SEJthinktank
What’s Not Link Building?
#SEJthinktank
@lorenbaker
Pages That Typically Do Not Attract Links
• Product Listings
• Product Categories
• Boring Press Releases
• About Pages
#SEJthinktank
@lorenbaker
Does This Thing Come With a Link Magnet?
• Blog• Resource Centers• Galleries• Reviews• Comparisons• White Papers or Ebooks• Infographics … etc.
#SEJthinktank
@lorenbaker
POLL #1 - What is your biggest linking / content marketing challenge? - Getting links to my content. - Developing content that people share. - I don't have the time to link build. - I have no challenges
#SEJthinktank
#SEJthinktank
@lorenbaker
Tools I’m Talking About Today
#SEJthinktank
@lorenbaker
Travel Link Building Scenario11% of visitors to Las Vegas in 2012 chose to bring minors along with them. That’s up 150% in the past 10 years.
How do we hit this niche of 5 million travelers / flyers / hotel bookers in Vegas per year? Let’s look!
#SEJthinktank
@lorenbaker
Keyword Research – Google Suggest
#SEJthinktank
@lorenbaker#SEJthinktank
@lorenbaker
Side note: I searched for “toddlers” not kids!
Where are the hotels?
#SEJthinktank
@lorenbaker
But What About The Long Tail?
#SEJthinktank
@lorenbaker
Less Trip Advisor, More Blogs & Content
#SEJthinktank
#SEJthinktank
@lorenbaker#SEJthinktank
@lorenbaker
Digging into the Data
#SEJthinktank
#SEJthinktank
@lorenbaker
Now we know• The kind of content Google is serving
• The sites Google is serving
• The relevant topic matter people are searching for
• How Google is classifying that topic matter
#SEJthinktank
@lorenbaker
We Have An Ideation Outline
Things Kids Love in Vegas
Kids love Aquariums• Top 10 Aquariums in Las Vegas• Top 5 Kids Attractions in Vegas Only Locals
Know About• Best Kids Destinations off the Vegas Strip• Las Vegas: The New Disneyland for Families
#SEJthinktank
@lorenbaker
Develop That Content Accordingly
Things Kids Love in Vegas
Las Vegas: The New Disneyland for Families: Infographic
• Top 10 Aquariums in Las Vegas: Listicle• Top 5 Kids Attractions in Vegas Only Locals Know
About: Blog Post• Best Kids Destinations off the Vegas Strip: Blog
Post
#SEJthinktank
@lorenbaker#SEJthinktank
#SEJthinktank
#SEJthinktank
@lorenbaker#SEJthinktank
@lorenbaker
Dump Export Into Majestic
#SEJthinktank
@lorenbaker
Dump Export Into Majestic
#SEJthinktank
@lorenbaker
BuzzSumo For Influencer Research
#SEJthinktank
@lorenbaker
Search Google News for ‘Infographics’
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@lorenbaker#SEJthinktank
@lorenbaker
Competitive Intel - Links
#SEJthinktank
@lorenbaker
Competitive Intel – Co Citation Links
Pull Backlinks on the Backlinks.
Eg. Space.com has 15 domains pointing to that one article.
#SEJthinktank
@lorenbaker
Competitive Intel – Social Influence
Using the SharedCount Bulk Upload Feature
#SEJthinktank
@lorenbaker
Data Pulling Recap1. Google – See what people are searching for 2. SEMRush – Quantifiable & exportable data on
search trends, search volume and sites ranking for those terms (terms can be run in BuzzSumo to find influencers)
3. Majestic – Run Bulk Links on pages ranking for terms that you found in SEMRush. Run more backlinks on pages linking to those pages.
4. SharedCount – Export all from Majestic above to gather social sharing numbers.#SEJthinktank
#SEJthinktank
@lorenbaker
Find Contact Info and Scale Outreach
#SEJthinktank
@lorenbaker
Trusted Voices & Warm Introductions
Turn loyal audiences into your own brand evangelists.
• Blogger Outreach - Target publishers during the final stages of design and offer them an exclusive to be first to publish
#SEJthinktank
@lorenbaker
Trusted Voices & Warm Introductions
• Leverage Relationships with Publishers - Can you invite them in the ideation process?
• Leverage Your Audience - Remember, this is a joint effort.
#SEJthinktank
@lorenbaker
Poll #2 - How do you build links? - We have an agency that builds for us. - We do it internally. - We don't. - Links? What are they?
#SEJthinktank
#SEJthinktank
@lorenbaker
Goals• Position client as national leader in denim amongst 16 to 25 year old
market
• Capitalize on customization of clothing; distressing
• Drive traffic to blog and site for informational and transactional goals
• Dominate organic search queries
#SEJthinktank
@lorenbaker
Content• In depth blog post on distressing denim [much more in depth than
competition]
• Infographic visualizing How To’s and DIY Tips [subtle product placement]
• Infograms for social distribution on client social channels [and 3rd party]
• Material for client customer email list [post sale informational tips]
#SEJthinktank
@lorenbaker
Outreach Targets• Fashion influencers
• College style influencers
• Denim loyalists
• Industry sites that have covered client initiatives in past
• Influencers who have covered competition posts or similar content
#SEJthinktank
@lorenbaker
Result of the Campaign• 10,000+ Facebook Likes
• 450+ Facebook Shares
• 2,500+ Other Signals from Social Sites
• 25+ Unique Links [High Trust Flow]
• 500+ Co Citation Links
• 25,000+ Referrals per month from Organic Search
#SEJthinktank
@lorenbaker
Ongoing Organic Traffic & Links
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@lorenbaker
Ranking for Targets
#SEJthinktank
@lorenbaker#SEJthinktank