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THE HABITS THAT LAND YOU LINKS презентация
Содержание
- 1. THE HABITS THAT LAND YOU LINKS
- 2. I have a confession…
- 3. I still love links.
- 4. Despite potential heartbreak…
- 6. We still need links. https://www.youtube.com/watch?v=NCY30WhI2og
- 7. No more cheating.
- 8. It’s about doing stuff that lands links
- 9. Producing awesome stuff
- 10. Doing awesome stuff
- 11. Being generally awesome
- 12. And being real.
- 13. None of this is new information
- 14. But it’s all easier said than done.
- 15. And harder to scale than…
- 19. There’s no magic formula
- 20. But, you can start by building good habits.
- 21. In 3 key areas…
- 22. 1. IDEATION
- 23. Content marketing demands a seemingly endless stream of good ideas.
- 25. We needed an efficient means of ideas generation
- 26. Where do you look for inspiration on efficiency?
- 28. Efficiency at its best.
- 29. Introducing Bernd Rohrbach
- 30. 108 ideas in 30 minutes
- 31. 6-3-5 method of brainwriting http://blogsession.co.uk/2014/03/635-method-brainwriting/
- 32. You need 6 people
- 33. A simple worksheet goo.gl/1ZuiGN
- 34. 30 minutes
- 35. Start with a Problem statement
- 36. 5 minutes. 3 ideas each
- 37. Pass worksheets to the left
- 38. Write 3 ideas inspired by the 3 you’ve been handed
- 39. Lather. Rinse. Repeat
- 40. That’s 108 ideas in 30 minutes
- 41. This isn’t INSTEAD of other methods
- 42. It’s AS WELL as…
- 43. Verbal brainstorming
- 44. Crowdsourcing ideas.
- 45. Solo ideation sessions
- 46. Differentiate between ideas generation and concept development
- 47. Lots of ideas may only result in a couple of concepts
- 48. And that’s ok!
- 49. NUF testing is a great way to
- 50. Seek impartial feedback
- 51. Ideation Tools
- 52. http://realtimeboard.com
- 53. http://mindnode.com
- 54. http://coggle.it
- 55. http://simitator.com/generator/twitter
- 56. Generate “Tweets” based on your ideas and split test them here (free)…
- 57. http://fivesecondtest.com
- 58. 2. ASSET GENERATION (or collation)
- 59. Thorough audits of existing assets
- 61. Do this in person
- 62. We got into the habit of asking our clients for images
- 63. Loads of Images
- 64. Hint: They don’t have to be phenomenal ones!
- 65. Image link attribution building isn’t new
- 66. But it is effective
- 70. Share images on Flickr under Creative Commons
- 71. And tell people how to attribute
- 72. SEO for Images on Flickr
- 75. Get into the habit of regular reclamation sessions
- 76. http://www.imageraider.com
- 77. http://www.freshwebexplorer.moz.com
- 78. Get really good at tactics that can be applied cross niche
- 79. Like creating stories from surveys
- 81. Content curation is a cross niche tactic
- 82. http://www.rohitbhargava.com/2011/03/the-5-models-of-content-curation.html
- 83. http://moz.com/google-algorithm-change
- 84. http://moz.com/google-algorithm-change
- 85. http://moz.com/google-algorithm-change
- 86. http://www.slideshare.net/aleydasolis/getting-content-curation-right-at-smx-smxmuenchen
- 87. Get into the mindset of considering offline content
- 88. Sometimes, linkworthy content is a chair made out of scrap car parts.
- 91. User Student generated offline content… http://www.dronsfields.com/auction/
- 92. Work closely with clients’ other departments to
- 93. Work closely with other organisations to cut costs and share benefits
- 94. Do something real.
- 95. It results in coverage
- 96. And coverage results in links.
- 100. Collaborate. Think bigger. Think offlin-er.
- 101. 3. OUTREACH
- 102. Build your little black book
- 103. Start on day 1
- 104. With a contacts audit.
- 105. You’ll need an evolving list of journalists/bloggers/other relevant contacts
- 106. You’ll need excellent monitoring tools.
- 107. http://moz.com/tools/fresh-web-explorer
- 108. http://www.google.co.uk/alerts
- 109. http://www.pickanews.com/index.php
- 110. I use Buzzstream to manage this list. http://www.buzzstream.com
- 111. Find more journalists and opportunities
- 112. http://www.journalisted.com
- 113. http://www.helpareporterout.com
- 114. http://www.muckrack.com
- 115. Read these (repeatedly)
- 117. Apply the principles in your outreach
- 118. Particularly pay attention to the reciprocity rule
- 119. http://blogsession.co.uk/2014/02/freedman-and-fraser-compliance-without-pressure/
- 120. I say it a lot, I know.
- 121. And I sound like my Nan.
- 122. But this guy…
- 123. Is doing it better than this guy
- 124. Pick up the phone.
- 125. Send handwritten letters.
- 126. Yes, really…
- 127. Response rates depend on project, audience and approach, of course
- 128. But allow me to share some (very unscientific) analysis…
- 129. NOTE: Small sample sizes – 100 emails,
- 130. Step back in time. Good old fashioned communications are disruptive.
- 131. Thank you stacey.cavanagh@tecmark.co.uk GET IN TOUCH @staceycav https://plus.google.com/+StaceyCavanagh
- 132. 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
I have a confession…
Слайд 49NUF testing is a great way to narrow a long list
of ideas down!
http://creatingminds.org/tools/nuf_test.htm
Слайд 92Work closely with clients’ other departments to think bigger and bolder
with more benefits than “SEO”
Слайд 129NOTE: Small sample sizes – 100 emails, 40 phone calls, 20
letters sent out and this relates to just
one event centric project.
one event centric project.
Слайд 131Thank you
stacey.cavanagh@tecmark.co.uk
GET IN TOUCH
@staceycav
https://plus.google.com/+StaceyCavanagh
Слайд 132Images
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
