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Content Promotion Tactics For Link Acquisition презентация
Содержание
- 1. Content Promotion Tactics For Link Acquisition
- 2. I still give a crap about links
- 3. (Yep, even in 2015).
- 4. And I’ll still give a crap about them next year.
- 5. And, let’s be honest, links are why
- 6. We invest heavily in content with the primary goal of building links
- 7. http://www.tecmark.co.uk/smartphone-usage-data-uk-2014/ @kerboo
- 8. @kerboo
- 10. Simple ideas formatted to fit target audiences
- 12. Over the past 5 years, we’ve modified
- 13. Better goal setting
- 14. More efficient ideation http://blogsession.co.uk/2014/03/635-method-brainwriting/
- 15. Thorough audience analysis http://blogsession.co.uk/2015/06/content-audience-insight-tools/
- 16. Higher quality production
- 17. Significantly higher investment into smarter promotion planning and execution
- 18. Time and money.
- 19. But first, let’s take a step back…
- 20. Why do people link?
- 21. “Because I paid them.”
- 22. “Because we spent so many many many
- 23. But, there is some good news, link lovers.
- 24. The reasons that people link are far simpler than the reasons they share on social
- 25. Read this. http://nytmarketing.whsites.net/mediakit/pos/
- 26. @kerboo
- 27. And This. http://marketing.buzzsumo.com/link-study/
- 28. @kerboo
- 29. @kerboo
- 30. So, sharing is all about relationships
- 31. Whereas natural linking is often more about attribution (or blame).
- 32. That’s why image link building is so effective
- 33. https://www.gov.uk/government/news/lord-deighton-meets-manchester-leaders-to-discuss-infrastructure-strategy
- 34. http://www.vice.com/en_uk/read/shark-diving-teaches-people-sharks-are-just-big-beautiful-fish-701
- 35. Image link building works in travel, B2B, finance, insurance, retail….
- 36. Because if people use something that belongs to you, they attribute.
- 37. So how does this apply to content promotion?
- 38. Well, first of all it raises the
- 39. Does your content have linkable assets?
- 40. A compelling story A linkable asset Happy Place
- 41. Linkable assets could be: Images journalists or
- 42. Linkable assets could be: A tool that solves the problem your story is about.
- 43. Linkable assets could be: A download that the blogger or journalist’s audience will benefit from
- 44. Linkable assets could be: Even simply a
- 45. Ultimately, they’re things that justify a link rather than just a mention
- 46. Ok…back to promotion.
- 47. Outreach ≠ Promotion
- 48. If ‘outreach’ is the only thing you
- 49. Outreach ≠ Promotion
- 50. Before you can plan promotion you need to know why you’re doing it.
- 51. What does success look like? @kerboo
- 52. You need to know who you’re doing it for
- 53. @kerboo
- 54. @kerboo
- 55. @kerboo
- 56. Align your objectives with your audience
- 57. Find out where your audience is finding content and what they’re reading 1. Where
- 58. https://yougov.co.uk/profiler YouGov Profiles
- 59. https://yougov.co.uk/profiler
- 60. https://yougov.co.uk/profiler
- 61. https://yougov.co.uk/profiler
- 62. https://yougov.co.uk/profiler
- 63. https://www.facebook.com/ads/audience_insights Facebook Audience Insights
- 64. https://www.facebook.com/ads/audience_insights
- 65. https://adwords.google.com/da/DisplayPlanner Google Display Planner
- 66. https://adwords.google.com/da/DisplayPlanner
- 67. Start finding specific contacts 2. Who
- 69. https://adwords.google.com/da/DisplayPlanner http://bit.ly/1SwscbE
- 70. https://adwords.google.com/da/DisplayPlanner Organise them into Tiers
- 71. Get buy in early (where possible) 3. When
- 72. Tier 1 – Before Production
- 73. @kerboo
- 74. @kerboo
- 75. I saw you wrote about people with
- 76. I saw you wrote about people with
- 77. @kerboo
- 78. Great. While we’re conducting our research, are
- 79. Messaging and Headlines 4. What
- 81. How well you describe your content is as important as how good it actually is.
- 83. Let’s take a lesson from clickbait headlines
- 88. Yes, you need a cracking headline.
- 89. Yes, you need a cracking headline. But you also need to deliver on it.
- 90. The headline might generate the interest. But delivering on it generates the link.
- 91. http://simitator.com/generator/twitter/tweet https://www.google.com/insights/consumersurveys/ + Test headlines, email subjects, Tweets…
- 93. MailChimp Lets You Split Test Email
- 94. Read this.
- 95. And these.
- 96. And these.
- 97. And these.
- 98. Reaching the right people at scale 5. How
- 99. Outreach ≠ Promotion
- 100. Supplement with Paid Press Release Distribution
- 101. Paid Social and Content Discovery
- 102. PPC for Content Promotion
- 103. “Adwords is cheap.”
- 104. “Adwords is cheap.”
- 105. Adwords is auction based. If nobody is bidding, it’s freakin’ cheap.
- 106. Nobody’s bidding
- 107. Nobody’s bidding
- 108. Nobody’s bidding
- 109. Bing is even cheaper.
- 110. On Page SEO for Content
- 113. Treat a piece of content the way
- 114. Thank you stacey.macnaught@tecmark.co.uk @staceycav
I still give a crap about links
Слайд 12Over the past 5 years, we’ve modified
our processes extensively to improve
our
success rates. Changes include:
Слайд 22“Because we spent so many many many many many many hours
creating a linkable asset and then promoting it.”
Me, circa 2015.
Слайд 33https://www.gov.uk/government/news/lord-deighton-meets-manchester-leaders-to-discuss-infrastructure-strategy
Слайд 34http://www.vice.com/en_uk/read/shark-diving-teaches-people-sharks-are-just-big-beautiful-fish-701
Слайд 38Well, first of all it raises the
questions about why someone
would
link (rather than share)
the piece of content we are
promoting.
the piece of content we are
promoting.
Слайд 41Linkable assets could be:
Images journalists or bloggers
will want to use when
writing
about your story.
about your story.
Слайд 43Linkable assets could be:
A download that the blogger or
journalist’s audience will
benefit from
Слайд 44Linkable assets could be:
Even simply a highly controversial
opinion or statistic that
someone
effectively wants to write about but
blame you for!
effectively wants to write about but
blame you for!
Слайд 48If ‘outreach’ is the only thing you
are doing to promote your
content, then you are not
doing enough.
Слайд 53@kerboo
@staceycav
When your goals centre around link acquisition, your content target audience might not be the same as your target customer
Слайд 75I 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?
If I had data suggesting people spend 3 hours of the day on their phone, would it be of interest?
Слайд 76I 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?
If I had data suggesting people spend 3 hours of the day on their phone, would it be of interest?
Слайд 78Great. 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?
Is there any data we could acquire that would specifically help you?
Слайд 91http://simitator.com/generator/twitter/tweet
https://www.google.com/insights/consumersurveys/
+
Test headlines, email subjects, Tweets…
