'

Content Promotion Tactics For Link Acquisition

Понравилась презентация – покажи это...





Слайд 0

@staceycav Content Promotion Tactics For Link Acquisition Stacey MacNaught Tecmark


Слайд 1

I still give a crap about links


Слайд 2

(Yep, even in 2015).


Слайд 3

And I’ll still give a crap about them next year.


Слайд 4

And, let’s be honest, links are why SEO agencies have had to adopt content led marketing


Слайд 5

We invest heavily in content with the primary goal of building links


Слайд 6

http://www.tecmark.co.uk/smartphone-usage-data-uk-2014/ @kerboo @staceycav


Слайд 7

@kerboo @staceycav


Слайд 8


Слайд 9

Simple ideas formatted to fit target audiences


Слайд 10


Слайд 11

Over the past 5 years, we’ve modified our processes extensively to improve our success rates. Changes include:


Слайд 12

Better goal setting


Слайд 13

More efficient ideation http://blogsession.co.uk/2014/03/635-method-brainwriting/


Слайд 14

Thorough audience analysis http://blogsession.co.uk/2015/06/content-audience-insight-tools/


Слайд 15

Higher quality production


Слайд 16

Significantly higher investment into smarter promotion planning and execution


Слайд 17

Time and money.


Слайд 18

But first, let’s take a step back…


Слайд 19

Why do people link?


Слайд 20

“Because I paid them.” - Me, circa 2009.


Слайд 21

“Because we spent so many many many many many many hours creating a linkable asset and then promoting it.” Me, circa 2015.


Слайд 22

But, there is some good news, link lovers.


Слайд 23

The reasons that people link are far simpler than the reasons they share on social


Слайд 24

Read this. http://nytmarketing.whsites.net/mediakit/pos/


Слайд 25

@kerboo @staceycav


Слайд 26

And This. http://marketing.buzzsumo.com/link-study/


Слайд 27

@kerboo @staceycav http://marketing.buzzsumo.com/link-study/


Слайд 28

@kerboo @staceycav http://marketing.buzzsumo.com/link-study/


Слайд 29

So, sharing is all about relationships


Слайд 30

Whereas natural linking is often more about attribution (or blame).


Слайд 31

That’s why image link building is so effective


Слайд 32

https://www.gov.uk/government/news/lord-deighton-meets-manchester-leaders-to-discuss-infrastructure-strategy


Слайд 33

http://www.vice.com/en_uk/read/shark-diving-teaches-people-sharks-are-just-big-beautiful-fish-701


Слайд 34

Image link building works in travel, B2B, finance, insurance, retail….


Слайд 35

Because if people use something that belongs to you, they attribute.


Слайд 36

So how does this apply to content promotion?


Слайд 37

Well, first of all it raises the questions about why someone would link (rather than share) the piece of content we are promoting.


Слайд 38

Does your content have linkable assets?


Слайд 39

A compelling story A linkable asset Happy Place


Слайд 40

Linkable assets could be: Images journalists or bloggers will want to use when writing about your story.


Слайд 41

Linkable assets could be: A tool that solves the problem your story is about.


Слайд 42

Linkable assets could be: A download that the blogger or journalist’s audience will benefit from


Слайд 43

Linkable assets could be: Even simply a highly controversial opinion or statistic that someone effectively wants to write about but blame you for!


Слайд 44

Ultimately, they’re things that justify a link rather than just a mention


Слайд 45

Ok…back to promotion.


Слайд 46

Outreach ? Promotion


Слайд 47

If ‘outreach’ is the only thing you are doing to promote your content, then you are not doing enough.


Слайд 48

Outreach ? Promotion


Слайд 49

Before you can plan promotion you need to know why you’re doing it.


Слайд 50

What does success look like? @kerboo @staceycav


Слайд 51

You need to know who you’re doing it for


Слайд 52

@kerboo @staceycav When your goals centre around link acquisition, your content target audience might not be the same as your target customer


Слайд 53

@kerboo @staceycav


Слайд 54

@kerboo @staceycav You want me to link?


Слайд 55

Align your objectives with your audience


Слайд 56

Find out where your audience is finding content and what they’re reading 1. Where


Слайд 57

https://yougov.co.uk/profiler YouGov Profiles


Слайд 58

https://yougov.co.uk/profiler


Слайд 59

https://yougov.co.uk/profiler


Слайд 60

https://yougov.co.uk/profiler


Слайд 61

https://yougov.co.uk/profiler


Слайд 62

https://www.facebook.com/ads/audience_insights Facebook Audience Insights


Слайд 63

https://www.facebook.com/ads/audience_insights


Слайд 64

https://adwords.google.com/da/DisplayPlanner Google Display Planner


Слайд 65

https://adwords.google.com/da/DisplayPlanner


Слайд 66

Start finding specific contacts 2. Who


Слайд 67


Слайд 68

https://adwords.google.com/da/DisplayPlanner http://bit.ly/1SwscbE


Слайд 69

https://adwords.google.com/da/DisplayPlanner Organise them into Tiers


Слайд 70

Get buy in early (where possible) 3. When


Слайд 71

Tier 1 – Before Production


Слайд 72

@kerboo @staceycav Good old fashioned psychology


Слайд 73

@kerboo @staceycav Commitment


Слайд 74

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?


Слайд 75

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?


Слайд 76

@kerboo @staceycav Reciprocity


Слайд 77

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?


Слайд 78

Messaging and Headlines 4. What


Слайд 79


Слайд 80

How well you describe your content is as important as how good it actually is.


Слайд 81


Слайд 82

Let’s take a lesson from clickbait headlines


Слайд 83


Слайд 84


Слайд 85


Слайд 86


Слайд 87

Yes, you need a cracking headline.


Слайд 88

Yes, you need a cracking headline. But you also need to deliver on it.


Слайд 89

The headline might generate the interest. But delivering on it generates the link.


Слайд 90

http://simitator.com/generator/twitter/tweet https://www.google.com/insights/consumersurveys/ + Test headlines, email subjects, Tweets…


Слайд 91


Слайд 92

MailChimp Lets You Split Test Email


Слайд 93

Read this.


Слайд 94

And these.


Слайд 95

And these.


Слайд 96

And these.


Слайд 97

Reaching the right people at scale 5. How


Слайд 98

Outreach ? Promotion


Слайд 99

Supplement with Paid Press Release Distribution


Слайд 100

Paid Social and Content Discovery


Слайд 101

PPC for Content Promotion


Слайд 102

“Adwords is cheap.”


Слайд 103

“Adwords is cheap.”


Слайд 104

Adwords is auction based. If nobody is bidding, it’s freakin’ cheap.


Слайд 105

Nobody’s bidding


Слайд 106

Nobody’s bidding


Слайд 107

Nobody’s bidding


Слайд 108

Bing is even cheaper.


Слайд 109

On Page SEO for Content


Слайд 110


Слайд 111


Слайд 112

Treat a piece of content the way you would treat a key product or service page


Слайд 113

Thank you stacey.macnaught@tecmark.co.uk @staceycav


×

HTML:





Ссылка: