Archive for the ‘SEO & Link Building Strategy’ Category

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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Case Study: Building Links in the Travel Industry

Today’s post comes from Shawn Cohen of Standing Dog Interactive, a full service digital agency in Dallas, Texas.  

The travel and hospitality industry is inspiring to work in: you know you’re helping travelers reach their destination and once they get there, you are there to ensure that they will have the best time of their lives.

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Case Study: Building Links in the Travel Industry

However, it’s a crowded digital space with a lot of limitations. Depending on the brand, content, budget, and time can all be tight restrictions on SEO link building campaigns. That means we have to think creatively about where to find reputable sites that will link to individual properties that have tiny SEO budgets, run of the mill content, and just a few hours of linking time per year.

Yes, that’s right—a few hours of linking time per year.

With these limitations in mind, we’re pulling back the curtain on how we’ve built thousands of reputable links for hundreds of hotel properties since the founders of our hospitality-oriented agency opened up shop nine years ago.

Case Study: Vacations by Marriott

First, though, we’d like to bring your attention to a case study of a more sophisticated travel and hospitality link building campaign we did for Vacations by Marriott, the official travel package program of Marriott International. (more…)

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How to Kick the Habit of Reporting Like a Link Builder

Today’s post comes from Trung Ngo, SEO Strategist at Red Door Interactive. Find him on Twitter @trungvngo or his personal blog, upstreamist.co, where he writes about outreach marketing, SEO, and productivity.

The TL;DR Version

Outreach marketing aligns the client’s brand with people who have the ability to influence consumer preference in the respective industry. Links are just the cherry on top.

Here’s what we need to include in outreach marketing campaign performance reports to better communicate our value:

  • Impressions and engagement on brand-related influencer tweets using TweetReach
  • Social shares and total count of comments on brand-related articles from influencers using URL Profiler
  • Comparison of outreach response rates and campaign goal completion rates for influencers with whom we have a pre-existing relationship to those where we do not have an existing relationship using data from BuzzStream

This data makes for a more compelling report and paves the way for a more strategic conversation about outreach marketing. Below is a sample report:

lb-report Sample link building report

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How to Pitch: Outreach Tips from Lifestyle Bloggers

We’ve talked before about best practices for pitching journalists and bloggers when you have news to share, but what should you do when your goal is partnering with a blogger to promote a product or brand? I reached out to a few lifestyle bloggers to see what they had to say about pitches, priorities, and PR people. Read their advice below.
How to Pitch (2)

First, A Little Bit About the Bloggers

I interviewed bloggers from Hither and Thither, OhDearDrea, PopCosmoand Small Fry Blog. According to Moz, the bloggers had Page and Domain Authority scores ranging from 34-54. Most have at least a few hundred linking root domains. Each of the bloggers had between 6K and 16K followers on Pinterest, 1K and 5K followers on Twitter, and 2K and 40K followers on Instagram.

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Webinar Recap: 500 Writers and Editors on How to Pitch

Perfect Pitches

Kelsey Libert, VP of Marketing, and Ryan McConagill, Promotions Supervisor, oversee the Media Relations team at Frac.tl. Libert and McConagill partnered with BuzzStream for a webinar to share exclusive research on what publishers want for content creation and media outreach. They interviewed over 500 writers, editors, and publishers to present a story about a noise:value ratio that has gotten out of whack.

Libert created a survey that helps us master the art of the perfect pitch. Here are her findings:

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Promoting Interactive Content: Getting Ahead of the Content Marketing Pack

In 2013, the most popular pieces of content on both BuzzFeed and the New York Times had something in common.

Was it that they were well-research pieces by respected journalists? No. In fact, the NYT piece was created by an intern. Did they break news? Nope, no new news was made. Were they beautiful, Snowfall-like visual constructions? Nope. They were designed from templates.

They were quizzes.  The writing is on the wall: interactive content is the future of content marketing.

 

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How to Find and Analyze Your Competitors’ Campaigns

When you understand what your competitors are saying and doing, you become more confident in what makes your brand different and special. You get better at targeting and create more compelling messaging. An audit of your competitors’ marketing campaigns is a great place to start.

5 Steps to a Competitor Campaign Analysis

The following process will help you conduct an audit of your competitors’ marketing campaigns.

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