Content-Driven Link Building: What Does Good Look Like?
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Presented by Paddy Moogan at Learn Inbound in Dublin, 2018.
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Content-Driven Link Building: What Does Good Look Like?
- 1. Content-Driven Link Building: What Does Good Look Like?
- 2. My dream job, discovered in Dublin
- 3. How do you get links?
- 4. It’s easy…
- 5. Create an interactive piece of content...
- 8. …published as a full page takeover…
- 9. …and pitch into B2C press.
- 10. These trends are accurate for Aira clients
- 11. They are going to be different for your own clients
- 12. You have different strengths, clients and processes
- 13. I’ll show you the system we’re using to determine these trends
- 14. What does good link building look like?
- 15. 70 links – is this good?
- 16. 90 links – is this good?
- 17. 1,000 links – this kicks both their asses
- 18. 70 links doesn’t look as good now
- 19. It’s not just about links though, right? We’re trying to send more traffic and revenue
- 20. Source – Aira Client – low traffic, high LTV 65% organic traffic growth – B2B space
- 21. How many links does 65% traffic growth need?
- 22. 50 links…
- 23. …to 9 content pieces…
- 25. The client are happy – they have some great links and organic traffic growth
- 26. 70 links – this was just to one piece
- 27. Is going “viral” good? Is this what clients actually want?
- 28. We often get caught up with the “viral” campaigns which people like me talk about on stage and in blog posts
- 29. Little secret – viral link campaigns are not the norm
- 30. We (rightly) look for things we can learn from these big hits
- 31. What about all the other campaigns that do well, but don’t go viral?
- 32. It’s not about going viral, it’s about sustainable link building
- 33. I’ll take consistency over going viral every single time
- 34. We have over 170 client campaigns and thousands of links
- 35. What can we learn from those?
- 36. How do we set expectations with stakeholders on what we can do?
- 37. We explain our strategy to clients
- 38. 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
- 39. 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
- 40. We talk to clients about our processes
- 41. We talk about our other client case studies
- 42. We talk about the tactics that are available to us
- 43. A few things that we do Data Visualisation • Static Graphics • Interactive Content • Animation Thought leadership • Guest posting • Reactive commentary • Interviews Tactical • Unlinked brand mentions • Broken link building • Citations
- 44. I’ve presented about all of these at different events
- 45. It’s not good enough
- 46. Explaining processes, tactics & case studies isn’t good enough
- 47. They don’t answer the questions that clients ask most
- 48. “How many links will we get?”
- 49. ”How much traffic will we get?”
- 50. “How long will that take?”
- 51. “Which approach is best?”
- 53. They set client expectations for how we do what we do
- 54. But doesn’t do a good job of what could work for them
- 55. We need a data-led system to better answer their questions
- 56. This is very important for content-driven link builders to get better at
- 57. Paid search and social is not going away, it’s only getting bigger
- 58. All clients need to have paid traffic as part of their digital marketing strategy
- 59. It’s much easier to predict ROI and answer tricky client questions when it comes to paid search and social
- 60. We need to get better at it to measure the impact of content-driven link building
- 61. I’ll show you our system for starting to do this and the trends it’s shown so far
- 62. Where all of this started
- 63. Started with this guy
- 64. Me, Mark and Phil after a few whiskeys
- 66. Mark helped us map out all of our content pieces against two attributes – how difficult a piece was to create, and how successful it was
- 67. We could easily see which content pieces were easy to create and successful – then patterns started to emerge
- 68. This is what it looked like – each dot is a content piece
- 69. What this has developed into
- 70. We’ve analyzed…
- 71. 2.5 years of work
- 72. 4,500 pieces of coverage
- 73. 3,500 links
- 75. 20 clients
- 76. 1 bloody big Google Sheet
- 77. We’ve added attributes to every single link and campaign
- 78. Launch date Industry Nofollow Mention Format User input Type of story Type of data viz Full page takeover B2B v B2C
- 79. What we’re doing with it
- 80. Learn what works across industries and clients
- 81. Feed this back into strategy
- 82. Set expectations with clients
- 83. The trends
- 84. Caveat – this is what our data is telling us. Your trends are very likely to be different
- 85. Which content formats perform best?
- 87. Does data visualization work?
- 88. We use a David McCandless cheatsheet
- 89. An example of our own data visualization
- 90. An example of non-data viz content
- 92. What type of visualiztion works best?
- 93. Does a particular graph work better?
- 94. This?
- 95. Or this?
- 96. Or this?
- 97. Or this?
- 98. This is just as much about the content and story
- 100. Do full page takeovers work better than templated pages?
- 101. This is a full-page takeover
- 102. This is content within a blog template
- 104. Is B2B harder than B2C?
- 106. Average Total Coverage But B2B is more likely to get followed links
- 107. Are nofollow links becoming more common?
- 108. Source
- 110. Nofollow links have stayed pretty stable % of overall coverage
- 111. It’s mentions that are more popular over time % of overall coverage
- 112. How do industries compare?
- 114. We don’t think certain industries are necessarily harder than others
- 115. We think that it just takes time to become effective and efficient across industries
- 116. In summary
- 117. I don’t actually care if you use this system
- 118. But you should be using some kind of system
- 119. Analyze your results across these metrics (or others)
- 120. Use this to spot what works for you and your clients
- 121. Share with clients to manage expectations (and your own)
- 122. Don’t get fooled into following the latest content trends
- 123. Use processes, tactics, case studies and data to inform strategy & set expectations