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THE HABITS THAT LAND
YOU LINKS
Stacey Cavanagh
Tecmark
#brightonseo
I have a confession…
#brightonseo @staceycav
I still love links.
#brightonseo @staceycav
Despite potential
heartbreak…
#brightonseo @staceycav
#brightonseo @staceycav
#brightonseo @staceycav
We still need links.
https://www.youtube.com/watch?v=NCY30WhI2og
No more cheating.
#brightonseo @staceycav
It’s about doing stuff that
lands links
#brightonseo @staceycav
Producing awesome stuff
#brightonseo @staceycav
Doing awesome stuff
#brightonseo @staceycav
Being generally awesome
#brightonseo @staceycav
And being real.
#brightonseo @staceycav
None of this is new information
#brightonseo @staceycav
#brightonseo @staceycav
But it’s all easier said than
done.
And harder to scale than…
#brightonseo @staceycav
#brightonseo @staceycav
#brightonseo @staceycav
#brightonseo @staceycav
There’s no magic formula
#brightonseo @staceycav
But, you can start by
building good habits.
#brightonseo @staceycav
In 3 key areas…
#brightonseo @staceycav
1. IDEATION
#brightonseo @staceycav
Content marketing demands a
seemingly endless stream of
good ideas.
#brightonseo @staceycav
#brightonseo @staceycav
We needed an efficient
means of ideas generation
#brightonseo @staceycav
Where do you look for
inspiration on efficiency?
#brightonseo @staceycav
#brightonseo @staceycav
Efficiency at its best.
#brightonseo @staceycav
#brightonseo @staceycav
Introducing Bernd Rohrbach
#brightonseo @staceycav
108 ideas in 30 minutes
#brightonseo @staceycav
6-3-5 method of brainwriting
http://blogsession.co.uk/2014/03/635-method-brainwriting/
#brightonseo @staceycav
You need 6 people
#brightonseo @staceycav
A simple worksheet
goo.gl/1ZuiGN
#brightonseo @staceycav
30 minutes
#brightonseo @staceycav
Start with a Problem statement
#brightonseo @staceycav
5 minutes. 3 ideas each
#brightonseo @staceycav
Pass worksheets to the left
#brightonseo @staceycav
Write 3 ideas inspired by the 3
you’ve been handed
#brightonseo @staceycav
Lather. Rinse. Repeat
#brightonseo @staceycav
That’s 108 ideas in 30
minutes
#brightonseo @staceycav
This isn’t INSTEAD of
other methods
#brightonseo @staceycav
It’s AS WELL as…
#brightonseo @staceycav
Verbal brainstorming
#brightonseo @staceycav
Crowdsourcing ideas.
#brightonseo @staceycav
Solo ideation sessions
#brightonseo @staceycav
Differentiate between ideas
generation and concept
development
#brightonseo @staceycav
Lots of ideas may only
result in a couple of
concepts
#brightonseo @staceycav
And that’s ok!
#brightonseo @staceycav
NUF testing is a great way
to narrow a long list of
ideas down!
http://creatingminds.org/tools/nuf_test.htm
#brightonseo @staceycav
Seek impartial feedback
#brightonseo @staceycav
Ideation Tools
#brightonseo @staceycav
#brightonseo @staceycav
#brightonseo @staceycav
#brightonseo @staceycav
http://simitator.com/generator/twitter
#brightonseo @staceycav
Generate “Tweets”
based on your ideas
and split test them
here (free)…
#brightonseo @staceycav
#brightonseo @staceycav
2. ASSET GENERATION
(or collation)
#brightonseo @staceycav
Thorough audits of
existing assets
#brightonseo @staceycav
#brightonseo @staceycav
Do this in person
#brightonseo @staceycav
We got into the habit of
asking our clients for images
#brightonseo @staceycav
Loads of Images
#brightonseo @staceycav
Hint: They don’t have to be
phenomenal ones!
#brightonseo @staceycav
Image link attribution
building isn’t new
#brightonseo @staceycav
But it is effective
#brightonseo @staceycav
#brightonseo @staceycav
#brightonseo @staceycav
#brightonseo @staceycav
Share images on Flickr
under Creative Commons
#brightonseo @staceycav
And tell people how to
attribute
#brightonseo @staceycav
SEO for Images on Flickr
#brightonseo @staceycav
#brightonseo @staceycav
#brightonseo @staceycav
Get into the habit of regular
reclamation sessions
#brightonseo @staceycav
#brightonseo @staceycav
#brightonseo @staceycav
Get really good at tactics
that can be applied cross
niche
#brightonseo @staceycav
Like creating stories from
surveys
#brightonseo @staceycav
#brightonseo @staceycav
Content curation is a
cross niche tactic
#brightonseo @staceycav
http://www.rohitbhargava.com/2011/03/the-5-models-of-content-curation.html
#brightonseo @staceycav
http://moz.com/google-algorithm-change
#brightonseo @staceycav
http://moz.com/google-algorithm-change
#brightonseo @staceycav
http://moz.com/google-algorithm-change
#brightonseo @staceycav
http://www.slideshare.net/aleydasolis/getting-content-curation-right-at-smx-smxmuenchen
<<< Speak to @aleyda!
#brightonseo @staceycav
Get into the mindset of
considering offline
content
#brightonseo @staceycav
Sometimes, linkworthy
content is a chair made
out of scrap car parts.
#brightonseo @staceycav
#brightonseo @staceycav
#brightonseo @staceycav
User Student generated
offline content…
http://www.dronsfields.com/auction/
#brightonseo @staceycav
Work closely with clients’
other departments to
think bigger and bolder
with more benefits than
“SEO”
#brightonseo @staceycav
Work closely with other
organisations to cut costs
and share benefits
#brightonseo @staceycav
Do something real.
#brightonseo @staceycav
It results in coverage
#brightonseo @staceycav
And coverage results in
links.
#brightonseo @staceycav
#brightonseo @staceycav
#brightonseo @staceycav
#brightonseo @staceycav
Collaborate. Think bigger.
Think offlin-er.
#brightonseo @staceycav
3. OUTREACH
#brightonseo @staceycav
Build your little black book
#brightonseo @staceycav
Start on day 1
#brightonseo @staceycav
With a contacts audit.
#brightonseo @staceycav
You’ll need an evolving
list of
journalists/bloggers/ot
her relevant contacts
#brightonseo @staceycav
You’ll need excellent
monitoring tools.
#brightonseo @staceycav
#brightonseo @staceycav
#brightonseo @staceycav
#brightonseo @staceycav
I use Buzzstream to
manage this list.
#brightonseo @staceycav
Find more journalists and
opportunities
#brightonseo @staceycav
#brightonseo @staceycav
#brightonseo @staceycav
#brightonseo @staceycav
Read these (repeatedly)
#brightonseo @staceycav
#brightonseo @staceycav
Apply the principles in your
outreach
#brightonseo @staceycav
Particularly pay attention
to the reciprocity rule
#brightonseo @staceycav
http://blogsession.co.uk/2014/02/freedman-and-fraser-compliance-without-pressure/
#brightonseo @staceycav
I say it a lot, I know.
#brightonseo @staceycav
And I sound
like my Nan.
#brightonseo @staceycav
But this guy…
#brightonseo @staceycav
Is doing it better than this guy
#brightonseo @staceycav
Pick up the phone.
#brightonseo @staceycav
Send handwritten letters.
#brightonseo @staceycav
Yes, really…
#brightonseo @staceycav
Response rates depend on
project, audience and
approach, of course
#brightonseo @staceycav
But allow me to share some
(very unscientific) analysis…
#brightonseo @staceycav
NOTE: Small sample sizes – 100 emails, 40 phone calls, 20 letters sent out and this relates to just
one event centric project.
#brightonseo @staceycav
Step back in time. Good old
fashioned communications
are disruptive.
#brightonseo @staceycav
Thank you
stacey.cavanagh@tecmark.co.uk
GET IN TOUCH
@staceycav
https://plus.google.com/+StaceyCavanagh
#brightonseo @staceycav
Images
• http://www.motaen.com/wallpapers/view/id/988
• http://faceforwardcolumbus.com/2012/11/24/ways-to-live-the-year-of-faith-2/
• http://www.hdwallpapers.in/
• https://commons.wikimedia.org/wiki/File:Sand_Heart_break.JPG
• http://www.recitethis.com
• http://www.huffingtonpost.co.uk/2014/03/20/world-cup-defining-images_n_4998763.html
• http://www.redbullstratos.com/
• http://www.wallconvert.com/search/funny/
• http://ecx.images-amazon.com/images/I/516eYh1jhbL.jpg
• https://www.youtube.com/watch?v=3WcyFf6JPSI
• Disney/Reuters
• http://www.mithought.com/blog/post/2013-08-30/12-things-that-successfully-convert-a-great-idea-in-to-reality-part-2
• http://www.makeameme.org
• http://www.123rf.com/photo_2138302_yellow-post-it-notes-on-the-corkboard.html
• http://friends.wikia.com/wiki/Category:Episode_Stills
• http://itsmonk.com/mountaint-everest-nature-wallpaper/sunrise-over-mount-everest-picture-wallpaper/
• http://athousandthreads.files.wordpress.com/2011/08/searching.jpg
• http://www.operationworld.org/country/germ/owtext.html
• http://justinsbrewreview.blogspot.co.uk/2012/09/what-is-oktoberfest.html
• http://www.desktopaper.com/inspiring-clock-wallpaper/inspiring-clock-wallpaper-high-definition/
• http://culturacolectiva.com/10-libros-para-10-momentos-distintos/
• http://nicholasdraney.com/blog/blog/2012/01/30/boxing/
• http://ondalys.fr/en/references/
• http://www.telemobile.ro/download/light-bulb-c-15983.html
• http://www.cnjtc.com/sophie-slim-showering-with-babywise-a-giveaway.html
• https://www.flickr.com/photos/hannahdonovan/5901011862/
• https://commons.wikimedia.org/wiki/File:2009-05-03_Man_talking_on_cell_phone_in_parking_lot.jpg
• https://commons.wikimedia.org/wiki/File:Neworleans_phone_call.JPG
• http://www.history.uncc.edu/digitalhistory/Pattersonslavesale01041834.jpg
• https://commons.wikimedia.org/wiki/File:%22_12_-_ITALY_-_MOLESKINE_-_notebook_-_pocket_book_-_agenda_2012_3_black.JPG
• https://commons.wikimedia.org/wiki/File:Expanding_Universe.jpg

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