Archive for the ‘SEO & Link Building Strategy’ Category

The Average Facebook User for 20 Publishers

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Knowing your audience is critical not only for successful content marketing campaigns but also for any form of communication – highly targeted messages are what compel people to share your content. You can also find out a lot about who is sharing your content via social platforms, which is what we did in our latest study.

Partnering with Fractl, BuzzStream analyzed 20 publishers’ active Facebook users via Facebook’s Audience Insights to uncover key characteristics and determine if there were any overlaps or unique differences. We charted demographics such as gender, age, education, and profession and compared them with the average Facebook user to see how these publishers’ audiences align.

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Facebook Audience Insights for NY Times

Here we’ll walk you through four key takeaways you’ll want to consider when pitching your next campaigns to top-tier publishers.

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101 Questions Your Team Needs to Answer Before Pitching a Publisher

101 Questions

A successful content marketing campaign can be broken down into three main stages: ideation, production, and promotion. To maximize your efforts, all three should build off each other by focusing on one common goal—creating content that will inspire your audience and compel them to share.

Here we’ll walk you through the questions you need to ask yourself during the three phases in order to produce a campaign that will reach high levels of social traction.

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Sound in Viral Videos: How It Significantly Impacts 69% of Consumers

Content marketing continues to grow in popularity among digital strategists, and that means rising above the noise is becoming even more difficult. In order to stand out, you’ve got to be different, and video has proven it can uniquely deliver highly memorable and emotional content to a target audience. A big reason for its success? The power of sound.

BuzzStream and Fractl conducted a survey of over 1,000 consumers to better understand the emotional impact of sound and how it relates to content marketing. Survey respondents were asked to play five viral videos from the last couple of years and then pick which emotions were activated when the video was played. Each group was presented with a different viewing format. The first group had to watch the videos with sound, but without captions; the second group had to watch the videos without sound, but with captions; and the third group was only able to listen to the video’s sound and was not allowed to watch the video. Robert Plutchik’s comprehensive Wheel of Emotions was used to categorize emotions.

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Why Link Building Matters

As the internet has become increasingly pervasive, establishing a brand presence and making your content easy to find online has become more important than ever. Consumers have become savvy to – and frequently annoyed by – tactics like mass emails and paid advertising. This means you have to work harder to get your product or service in front of the right consumers, and this is where link building comes into play.

BuzzStream and Fractl have collaborated to review the trends in outbound versus inbound marketing techniques and tell you why link building is essential to your digital strategy. By analyzing reported results, costs, and trends in online marketing, we show you how to judge for yourself whether the ROI is worth the investment for your brand.

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What link building achieves

The most important thing to understand about link building is the results this strategy can achieve, especially in comparison to old PR methods.

Consider this: According to research from Nielsen and GroupM UK, only 6% of search engine users click on paid ads, but 94% click on organic search results. When it comes to earning click-through in organic results, however, ranking has an impact that can’t be understated. 90% of users will click on one of the first three results when searching for branded terms, and 61% will stay within the first three results for non-branded term searches. The average for clicks below the first three results is just 32%, meaning that your content needs to rank highly in order to earn the most traffic from organic search.

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2 Content Types That Will Earn the Most Shares in 2015

Planning your content strategy for 2015? Here’s some good news: You don’t need a crystal ball to predict which formats (or content types) will help you meet your social media benchmarks. BuzzStream and Fractl have crunched the numbers to figure out which content types earn most shares, the formats that are evergreen for social sharing, and the monthly patterns that highlight content format risks – and rewards .

Using BuzzSumo, we tracked 220,000 pieces of content from 10 high- and 10 low-engagement domains over the course of six months. From June to November 2014, we followed the formats that earned the most social shares in 11 verticals. By analyzing how-to articles, lists, what posts, why posts, and videos, we discovered which yield strong, consistent returns and which are potential risks.

Evergreen formats

If your brand is the conservative type, opt for lists and why posts. These formats earned the most shares over a six-month period and varied the least in their performance month-to-month.

Evergreen content types

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How to Use Twitter for Guest Blogging Outreach

Guest blogging opportunities are everywhere. Some of them are easily searchable on Google, while others require you to be a bit more resourceful. You can fish out the latter using one of the world’s most popular social networking sites: Twitter.

Why Twitter? Well, for one thing, connecting with anyone on that site is as simple as clicking the “Follow” button. Also, you have the real-time updates, the trending hashtags, the mentions and other metrics that quantify a person’s/company’s/brand’s influence on Twitter. It’s an outreach machine, basically.

In order to make the most of Twitter, try some of the following outreach strategies on for size.

Conduct a (Strategic) Social Search

The first thing to try is just searching for people looking for guest bloggers. Don’t underestimate the power of a simple search for any of the following terms:

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Content Promotion Case Study: liGo

Today’s post is a case study on content promotion from our friends at Hit Reach

Building content assets that attract links can be an expensive business when you factor in all the costs from research to design, development and, finally, outreach.

Fortunately, we live in a world where there’s tons of great information already out there, and we don’t need to reinvent the wheel with every campaign. Curating useful content into a practical resource, putting everything people need into one place, is a great way to build cost effective content assets.

 

Case Study: liGo Electronics

For a recent liGo Electronics content asset, we decided to “chunk-up” to give the asset a broad reach and wide appeal whilst remaining relevant to the product ranges being sold.

The customer demographic of liGo is generally older adults aged 45-70 who are quite tech-savvy, so we decided to build a a guide which would provide details on how to save your smartphone battery across a range of makes and models. The guide provides support for almost 150 different handsets.

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Content Promotion Strategy

I have written several times about the way in which I leverage Paid, Owned and Earned media promote content to give my content the best chances of earning links and if you are new to promoting your content then there are some great articles here on the Buzzsteam blog such as the Advanced guide to content Promotion.

Owned Media

The client promoted the content via their owned media assets including their blog, email lists and social profiles. We also ensured that the content asset had the Twitter cards validated and the Facebook OGP metadata was implemented.

Paid Media

When we carry out a content promotion campaign we often utilise different paid channels to help us increase the reach of our content and give us the best chance of reaching our target audience as well as getting our content in front of power users and bloggers. For this campaign the best results came from Twitter and StumbleUpon.

StumbleUpon Paid Discovery

When I carry out StumbleUpon campaigns I like to build up custom audiences based on our outreach personas. Not surprisingly the content was well received by people in our target customer demographic (UK users aged 45+) and also with people aged 25-35 who like mobile phones, life hacks and gadgets. If you are new to StumbleUpon marketing then this guide is invaluable.

Laser Targeted Twitter Ads

For this campaign in order to keep the costs of promoting the content down we targeted a number of journalists and bloggers using the Twitter custom audience’s tool. If you haven’t used it yet there is a great tutorial by Patrick Hathaway.

We also created a second Twitter custom audience with a custom Topsy scraper which allowed us to find influential Twitter users who had shared similar content and target Twitter advertisements at them.

Earned Media

At Hit Reach we are huge fans of Buzzstream as it makes managing our outreach campaigns super easy by letting us tag and segment our link prospects as well as assign different team members to different sections of the project.

For this campaign we started out with over 300 link prospects who we wanted to get our content in front of. As we specialise in helping clients in the technology sector, we had a number of existing relationships which made getting this piece in front of them a little easier.

However, there were a few prospects especially in the mobile technology space who we had never spoken to before, so for this particular high level prospect I used the Information Gap technique. By asking for permission to send across a link you know that they will be more likely to actually click the link and see your content.

Here is the “cold outreach” template I used for this campaign:

Hi [First Name],

[Personalised section….]

I just wanted to let you know I have built an online tool which has over 100 different phones and you can select your phone to see which settings to change to improve battery life for that particular device.

Would it be ok to send across a link?

The Results

The asset was well received and was featured on the homepage of the Daily Mail online, the homepage of Digg, and was covered by Inc., Lifehacker and many more technology sites.

BBC Radio 2 picked up on the piece and invited liGo to chat live on air during their Drivetime show. Radio 2 currently has the highest number of total listeners in the UK at over 15.5 million, as well as being mentioned on BBC Radio 5 and London’s LBC radio station.

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Future opportunities

As a big of fan of utilising content for link earning I am often frustrated by content assets that are short lived and act solely for a one-off event. If these assets fail to attract any attention, they fail hardest of all as once the event has passed it can be hard to repurpose or reuse the asset.

New Phone Releases

As we have committed to keeping this tool up to date it will be a piece of evergreen content that can be pushed out again and again as new phones or mobile operating systems come on to the market. This means that the client has a valuable content asset on their site which will continue to earn them links for many years to come.

We have made it so that people can link directly to a handset of their choice which will mean that people will be able to point other people to the information they are looking for whether that’s a blog post, forum post, email or social media.

International Outreach

As liGo carries out a significant amount of business in Europe we have had the content asset translated into German and Spanish (thanks to Altura Interactive) so that we can utilise the content for outreach on their other properties.

Content Upgrades

As the asset can be embedded, there will be opportunities for contacting people who have written about smartphone battery tips which we can offer to help them improve upon their content.

We’re now working on the next campaign for liGo which will hopefully eclipse this one by a long way.

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Embracing an Earned Media Mindset

This is a guest post from Adrienne Erin. Find her on Twitter.

If you don’t change with the times, you get left behind.

That’s true in any industry, but it’s especially true in SEO, where a tiny tweak to Google’s algorithm can turn last week’s surefire search strategy into this week’s surefire way to get penalized. Things change quickly in SEO, and one thing that underscores the constant churning is the recent evolution of link building.

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Once upon a time, you stuck links wherever you could squeeze them. You blasted the pages you wanted to promote with inbound links, and you could put those links on low-quality sites where it was easy to get mentions. You begged and pleaded people to accept links elsewhere, too, and back in those days not as many people saw the danger of giving in.

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7 Ways to Take Your Outreach Pitch from Good to Great

Today’s guest post comes from Brad Shorr, the B2B Marketing Director of Straight North, a SEO agency headquartered near Chicago. Brad writes frequently on content marketing, SEO and social media.

Publishers are inundated with spammy content pitches 24/7/365. Thanks to the plethora of pitiful pitch slingers, a good pitch from a serious SEO is no longer good enough; it takes a great pitch to get the attention of busy, successful publishers.

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Being a writer, a publisher and part of our agency’s SEO group, I see content pitches from all sides. Based on that experience, here are several suggestions to transform your good pitches into great ones.

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How to Find and Review Link Building Opportunities with Moz’s Open Site Explorer and BuzzStream

Moz recently released a new section of Open Site Explorer to help people find link building opportunities. There are three sections:

  1. Reclaim Links – finds pages on your site that have 3XX, 4XX, and 5XX errors
  2. Unlinked Mentions – leverages Fresh Web Explorer to find other sites that have mentioned (but not linked to) your site
  3. Link Intersect – lets you plug in two competitors to find sites that are linking to both of those competitors but not you

 

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Moz’s redesigned Open Site Explorer.

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