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Sustainable Content Marketing
Paddy Moogan
Download the slides:
www.aira.net/brighton
7 ways to reduce risk &
increase the odds of
link building success
…and one story about the
stupidest thing
I’ve done for links
Links are just a means to an end
They don’t pay the bills
(unless you sell them)*
*Speak to me at the bar
You also need to get all the
other bits right
Content marketing interest from Google Trends
Penguin happened here
Content marketing interest from Google Trends
Content isn’t the only way to
get links
But it can be very sustainable
Great content drives links and can do this
Great content can get links
(it doesn’t mean it will)
My first ever infographic…
Sustainable Content Marketing
It was shit and it was my fault
Let’s forget links for a second
Strategy
True strategy is about placing
bets and making hard choices.
The objective is not to
eliminate risk but to increase
the odds of success.
Source
True strategy is about placing
bets and making hard choices.
The objective is not to
eliminate risk but to increase
the odds of success.
Source
7 ways to reduce risk &
increase the odds of
link building success
#1 Avoid one-hit wonders
www.daysoftheyear.com
Timing content with events
can get you coverage
Look at the previous year
Gambling on a specific time
frame can be dangerous
National Proposal Day
Sustainable Content Marketing
We didn’t tie the content to the
day, but the outreach used it
Sustainable Content Marketing
Sustainable Content Marketing
Use events, but don’t tie the
content in 100%
#2 Develop reusable content
Sustainable Content Marketing
This was a pain to build
But we could reuse it…
Sustainable Content Marketing
Now we can plug new data in
pretty easily
Sustainable Content Marketing
#3 Use ongoing outreach
(not one-off)
Usually the process is…
Ideas Design Prospecting Outreach
Standard process
Ideas Design Prospecting Outreach
Rinse and repeat the following month
We built this for Internet of Things Day
We were still outreaching it
6 weeks afterwards
We still recheck for people
using the graphic...
Google Image Reverse Search…
Filter using the date range
We also use Buzzsumo alerts
If outreach is working, just
keep going
#4 Use different content forms
In-depth resources / guides
In-depth resources / guides
Sustainable Content Marketing
Sustainable Content Marketing
We now have a template for
long-form content
Top tier links are tougher for
this type of content
Guest blogging is great for this
content type
Mini infographics
We produced a series of mini-infographics
Lower risk and easier to
produce quickly
The same design can be used
multiple times
#5 Make friends with
copywriters
Ever get emails like this?
Copywriters for hire
Copywriters for hire
Some of them write for good blogs…
A network of writers on
different topics helps make link
building sustainable
#6 Translate successful
content pieces
Sustainable Content Marketing
Sustainable Content Marketing
#7 Interactive doesn’t have to
be cutting edge
Sustainable Content Marketing
Sustainable Content Marketing
Sustainable Content Marketing
New web technology is cool
But it’s about the idea, not
the technology
I promised you a story…
What happens when you eat chillies…
Sustainable Content Marketing
Sustainable Content Marketing
What happens when you eat chillies…
What happens when you eat chillies…
What happens when you eat chillies…
Sustainable Content Marketing
I’d like to say that
it was worth it
Number of links we got..
Zero
Sustainable Content Marketing
Download the slides:
www.aira.net/brighton
See you at the pub!
Thank you!
paddy@aira.net

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