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THE HABITS THAT LAND YOU LINKS

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THE HABITS THAT LAND YOU LINKS Stacey Cavanagh Tecmark #brightonseo


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I have a confession…


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I still love links.


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Despite potential heartbreak…


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


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No more cheating.


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It’s about doing stuff that lands links


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Producing awesome stuff


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Doing awesome stuff


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Being generally awesome


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And being real.


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None of this is new information


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But it’s all easier said than done.


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And harder to scale than…


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There’s no magic formula


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But, you can start by building good habits.


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In 3 key areas…


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1. IDEATION


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Content marketing demands a seemingly endless stream of good ideas.


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We needed an efficient means of ideas generation


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Where do you look for inspiration on efficiency?


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Efficiency at its best.


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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://realtimeboard.com


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http://mindnode.com


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http://coggle.it


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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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http://fivesecondtest.com


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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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http://www.imageraider.com


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http://www.freshwebexplorer.moz.com


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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/other relevant contacts


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You’ll need excellent monitoring tools.


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http://moz.com/tools/fresh-web-explorer


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http://www.google.co.uk/alerts


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http://www.pickanews.com/index.php


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I use Buzzstream to manage this list. http://www.buzzstream.com


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Find more journalists and opportunities


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http://www.journalisted.com


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http://www.helpareporterout.com


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http://www.muckrack.com


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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


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