Link Building Through Data Driven Storytelling by @staceycav #fos16
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Transcript of Link Building Through Data Driven Storytelling by @staceycav #fos16
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Turning Numbers into
StoriesCreative, data driven link acquisition
Stacey MacNaught@staceycav
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@staceycav#FOS16
It’s confession time.
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@staceycav#FOS16
My name is Stacey.And I’m a recovering paid link builder.
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@staceycav#FOS16
Amongst my link building tactics in2009 was this stuff…
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@staceycav#FOS16
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@staceycav#FOS16
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@staceycav#FOS16
Because we had number 1s for
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@staceycav#FOS16
And our clients were all like…
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@staceycav#FOS16
If you didn’t do that stuffin the competitive spaces,you simply weren’t in the race.
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@staceycav#FOS16
We were incrediblyopen about the risks.
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@staceycav#FOS16
We were incrediblyopen about the risks.That bit is super important.
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@staceycav#FOS16
Fast forward a few years…
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@staceycav#FOS16
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@staceycav#FOS16
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@staceycav#FOS16
Our client set has changed.And since 2010, so has our approach to link acquisition inparticular.
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@staceycav#FOS16
Getting creative with link acquisition
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@staceycav#FOS16
We constantly develop our link acquisition techniques.
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@staceycav#FOS16
And one we’ve been working on since 2011 is data backed content for links and coverage
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@staceycav#FOS16
January and August 2011
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@staceycav#FOS16
January and August 2011
100+ referring domains including
news sites and competitors.
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@staceycav#FOS16
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@staceycav#FOS16
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@staceycav#FOS16
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@staceycav#FOS16
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@staceycav#FOS16
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@staceycav#FOS16
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@staceycav#FOS16
One I did for fun in 2013
(Yes, this is how I have fun).
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@staceycav#FOS16
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@staceycav#FOS16
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@staceycav#FOS16
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@staceycav#FOS16
This tactic can be employedin relatively “boring” niches, like convicted driver insurance.
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@staceycav#FOS16
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@staceycav#FOS16
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@staceycav#FOS16
For a small independentvehicle leasing company.
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@staceycav#FOS16
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@staceycav#FOS16
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@staceycav#FOS16
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@staceycav#FOS16
When we look back over the data-driven projects we’ve carried out since 2011
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@staceycav#FOS16
Most resulted ingreat coverage andlinks.
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@staceycav#FOS16
Some fell completely flat.
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@staceycav#FOS16
Others….
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@staceycav#FOS16
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@staceycav#FOS16
I. Want. Both.
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@staceycav#FOS16
So, we’ve done some analysisinto what worked and what
didn’t.
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@staceycav#FOS16
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What sort of data we’re talking about
@staceycav#FOS16
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@staceycav#FOS16
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@staceycav#FOS16
Survey Providers (Credible)
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@staceycav#FOS16
Or you can try:
https://directory.esomar.org/
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@staceycav#FOS16
Tongue in cheek or “quick” surveys
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@staceycav#FOS16
Freedom of Information
http://www.wobbing.eu/
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@staceycav#FOS16
https://fragdenstaat.de/
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What makes good data?
@staceycav#FOS16
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• Credible• Impartial• Transparent source• Date relevant• Appropriate panel size
@staceycav#FOS16
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@staceycav#FOS16
But – data without a story isjust a load of old numbers.
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@staceycav#FOS16
News publications do not publish surveys.
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@staceycav#FOS16
News publications do not publish surveys.
They publish stories.
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@staceycav#FOS16
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@staceycav#FOS16
Pitching surveys without stories
pisses journalistsoff.
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@staceycav#FOS16
What makes a story?
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@staceycav#FOS16
• Timely• Relevant• Unexpected• New• Close to home• Human interest
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Timeliness & Relevance
@staceycav#FOS16
Why you wouldn’t write Christmas stories in February or pitch political stories to Tech Crunch.
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New
@staceycav#FOS16
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@staceycav#FOS16
This is Neil(In what looks like an indie-band album cover photo)
Unexpected
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@staceycav#FOS16
He explains it very well.
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@staceycav#FOS16
Dog bites man? Not news.
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@staceycav#FOS16
Dog bites man? Not news.
Man bites dog?News.
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Human Interest
@staceycav#FOS16
http://www.mediacollege.com/journalism/news/newsworthy.html
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Close to Home
@staceycav#FOS16
The reason that the Paris attacks got more European coverage than equally deadly atrocities in Africa or the Middle East.
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@staceycav#FOS16
The Linkable Asset
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@staceycav#FOS16
The linkable asset is thereason that a journalist orwrite might want to send their readers to your site.
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@staceycav#FOS16
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@staceycav#FOS16
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@staceycav#FOS16
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@staceycav#FOS16
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@staceycav#FOS16
Disappointment.
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@staceycav#FOS16
Sometimes, it’s simple.
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@staceycav#FOS16
Raw data available for download…
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@staceycav#FOS16
Raw data available for download…
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@staceycav#FOS16
Supporting visual asset
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@staceycav#FOS16
A tool that solves a problem your story
uncovered.
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@staceycav#FOS16
Our Process in Summary
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@staceycav#FOS16
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@staceycav#FOS16
More Detailed Process – http://www.tecmark.co.uk/fos16
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@staceycav#FOS16
Key Things to Consider
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@staceycav#FOS16
Data should be new(Unless you’re trying to debunk or update another study)
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@staceycav#FOS16
Have a backup plan(Multiple questions/data items are essential)
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@staceycav#FOS16
Get your target contact names and seek buy in before you source data
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@staceycav#FOS16
Use independent people/views to sanity check your ideas
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@staceycav#FOS16
Don’t launch without a linkable asset.
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@staceycav#FOS16
Success or failure, record what happened and measure.
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Let me know how you get [email protected]
@staceycav#FOS16
The Guide:www.tecmark.co.uk/fos16
THANK YOU!