#SEJThinkTank @NChimonas @Pleasant_Pen

#SEJThinkTank @NChimonas @Pleasant_Pen

How do you make your content a signal amidst the noise?

#SEJThinkTank @NChimonas @Pleasant_Pen

#SEJThinkTank @NChimonas @Pleasant_Pen

Better Together

Content Marketing Link Building <3#SEJThinkTank

 @NChimonas @Pleasant_Pen

#SEJThinkTank @NChimonas @Pleasant_Pen

Which of the following best describes the department you work in?

• In-House SEO• Marketing Agency• PR Dept.• Content Marketing Team • Other

#SEJThinkTank @NChimonas @Pleasant_Pen

TheLink Building Cycle

Four Stages of Cyclical Process

#SEJThinkTank @NChimonas @Pleasant_Pen

#SEJThinkTank @NChimonas @Pleasant_Pen

Assess Your Assets!Linkable assets, strong content on the domain

Prominent people in the organization

Current relationships/partnerships

#SEJThinkTank @NChimonas @Pleasant_Pen

Competitive landscapeHow do you measure up against the backlink and keyword profiles of your competitors?

How does your content measure up against theirs? USP?

#SEJThinkTank @NChimonas @Pleasant_Pen

Competitive landscapeAnalyze competitors links to help determine strategy, then build something better

Compare # of keywords ranking vs competitors and where keyword overlap exists

#SEJThinkTank @NChimonas @Pleasant_Pen

Organic, direct, and referral traffic visits

Visitor behavior (bounce rate, time on page, exit pages, etc.)

Measure up what you believe to be strong content with data

#SEJThinkTank @NChimonas @Pleasant_Pen

Benchmark Analytics

#SEJThinkTank @NChimonas @Pleasant_Pen

“An iterative process of topical research that guides content ideation and outreach

targets.”

#SEJThinkTank @NChimonas @Pleasant_Pen

2 Questions to Ask:What is being shared? What is being linked?

#SEJThinkTank @NChimonas @Pleasant_Pen

Research -- What types of content are being linked and shared?

#SEJThinkTank @NChimonas @Pleasant_Pen

Tools of the Trade

Buzzsumo

SEMrush

Majestic/OSE/Ahrefs

Quora

#SEJThinkTank @NChimonas @Pleasant_Pen

Tools of the Trade (cont.)Google: manual prospecting queries

Bulk scraping:BuzzStream’s built in prospectorDatagrabber via 90 Digital Simple SERP Scrape via URL Profiler

#SEJThinkTank @NChimonas @Pleasant_Pen

#SEJThinkTank @NChimonas @Pleasant_Pen

Human intuition – bogarting down blogrolls, commenter links back to their

blogs, deep domain diving

The main goal of prospecting is to discover topics that are link worthy…

AND relevant people/websites that are likely to link to content surrounding those topics.

#SEJThinkTank @NChimonas @Pleasant_Pen

#SEJThinkTank @NChimonas @Pleasant_Pen

The research performed during prospecting informs the content

you should create.

#SEJThinkTank @NChimonas @Pleasant_Pen

The Marketing Funnel

Understand the difference between the purpose of different types of content.

Content designed to attract links is generally going to be “top-of-the funnel” content.

#SEJThinkTank @NChimonas @Pleasant_Pen

Existing content discovered during prospecting research that performed well socially (BuzzSumo) is typically TOF.

Use socially successful content to inform link worthy content.

#SEJThinkTank @NChimonas @Pleasant_Pen

Look for ways to creatively fill the gap

How will I add value? How will I connect?

#SEJThinkTank @NChimonas @Pleasant_Pen

#SEJThinkTank @NChimonas @Pleasant_Pen

Know your target -- who are they? What is the right way to approach them?

#SEJThinkTank @NChimonas @Pleasant_Pen

For instance, outreaching to .gov sites is much different than outreaching to bloggers.

#SEJThinkTank @NChimonas @Pleasant_Pen

With certain prospects, you might be able to ask for a link right away.

Higher value targets require more of a “slow play” approach.

#SEJThinkTank @NChimonas @Pleasant_Pen

Always be adding value.

Add value to the recipient of your outreach, before you ask for anything.

Ensure that your link is also of value to the users of the site. Quid Pro Quo is fine, so long as

there is demonstrable value to the end user!

#SEJThinkTank @NChimonas @Pleasant_Pen

#SEJThinkTank @NChimonas @Pleasant_Pen

What is your biggest struggle with link building?

• Understanding how to effectively earn quality links• Scaling link building enough to be competitive • Avoiding penalization• Integrating across multiple channels of marketing

Four Stages of Cyclical Process

#SEJThinkTank @NChimonas @Pleasant_Pen

Are you interested in learning more about link building services from Page One Power? All new clients are eligible for $500 off their first month.

• Yes! Sign me up.• Maybe, but I have a few questions.• Not at this time.

#SEJThinkTank @NChimonas @Pleasant_Pen

www.pageonepower.com

#SEJThinkTank @NChimonas @Pleasant_Pen

Image Attribution

#SEJThinkTank @NChimonas @Pleasant_Pen

-Slide 4: https://images.unsplash.com/photo-1436380911545-bb442ea9591c?q=80&fm=jpg&s=dbbdcdde5bf44448ea9a5e9b9bc55030 by Austin Ban-Slide 5: The original piece “School of Athens” by Raphael, with modifications by Nicholas Chimonas (original art is over 500 years old and public domain)-Slide 6: https://images.unsplash.com/reserve/Af0sF2OS5S5gatqrKzVP_Silhoutte.jpg?q=80&fm=jpg&s=aa0399d0a07be6afd5470a6dd6092bb3 by Mayur Gala-Slide 8: https://images.unsplash.com/photo-1428765048792-aa4bdde46fea?q=80&fm=jpg&s=b5b13f10414f0eeeb96775b0ca36ce78 by Siyan Ren-Slides 11, 16, & 18: http://www.sherlock-holmes.co.uk/pr/ by © The Sherlock Holmes Museum 221b Baker Street, London, England www.sherlock-holmes.co.uk-Slides 12 & 13: https://images.unsplash.com/25/black-white-city.jpg?q=80&fm=jpg&s=97fbaa1afc2c71c489081ecc63d070d7 by Anders Jilden –-Slide 14: https://images.unsplash.com/photo-1416339672936-7fe434088e8c?q=80&fm=jpg&s=00b6401cc466563cb89ed9d664e68e21 by Jeff Sheldon-Slide 17: https://pixabay.com/en/cheers-beverage-drink-booze-839865/ & https://www.flickr.com/photos/mralan/19641099410/in/photolist-vVBLz1 (public domain) -Slides 19 & 20: https://pixabay.com/en/tools-shack-old-vintage-tool-336568/ - public domain-Slide 21: https://images.unsplash.com/photo-1422640805998-18a4dd89bec2?q=80&fm=jpg&s=51fb058b865e880623b4db20ac09b283 by Axel Antas Bergkvist-Slide 22: https://pixabay.com/en/fortune-hunter-man-people-sea-575093/ - public domain-Slide 24: https://images.unsplash.com/photo-1416431168657-a6c4184348ab?q=80&fm=jpg&s=42fc76ae7e491e123c191ef11db2dd72 by Leane Metzler-Slides 25 & 26: Funnel graphic created by Rand Fishkin (Wizard of Moz) - https://moz.com/rand/ (Used with permission)-Slide 27: https://images.unsplash.com/photo-1416949929422-a1d9c8fe84af?q=80&fm=jpg&s=ba414d9605af43b67d974182756cfb1d by Sebastian Boguswewicz-Slide 29: https://pixabay.com/en/curling-team-olympics-usa-ice-670195/ - public domain-Slide 30: https://pixabay.com/en/white-house-mansion-president-home-754766/ & https://pixabay.com/en/mother-daughter-love-sunset-mar-429158/ - public domain-Slides 31 & 32: https://pixabay.com/en/sloth-face-tree-branch-leaning-46160/ & https://pixabay.com/en/gold-ingots-golden-treasure-513062/ - public domain