Secure links for clients and increase rankings, traffic and leads are important in online marketing. Here are 6 ideas for you to consider.
Develop Reusable Content Campaigns
Thinking about content-led link building campaigns is much like advertising or traditional PR campaigns - you run a campaign for a period, get as much as you can from it, then move onto the next one. This can work fine but isn’t very efficient when it comes to budgets and resources because you often must start design and development from scratch.
Instead, think of content campaigns that can be reused and revamped repeatedly. Being able to reuse existing content allows you to relaunch very quickly and easily compared to a brand-new build and design.
Learn what Works across Industries
Learn from campaigns and feed those learnings into other projects. If something works well, it may work for another industry and you need to look for these opportunities.
Over the last year or so, I’ve been doing this and did an exercise where I mapped out the success of client content campaigns against the complexity of creating them. This gave me something that looked like this:
Each dot represents a content campaign. I then saw patterns emerging that were successful and not complex to create. This success allowed us to do campaigns without being overly complex.
If you’re not doing this yet, the best place to start is simply to start recording data against all of your content campaigns such as:
- The number of links, no follow links and brand mentions generated
- Date of launch
- What type of execution you chose
- If data was used or not
The list will differ for everyone, but the first step is to start recording this data and then start learning from it over time.
Target Golden Publications for an Exclusive Feature
“What are your top 10 dream publications to be featured in?”
This offers you a very targeted list of sites where, if you can get featured, will get more traffic.
Then choose from the list and offer a single publication an exclusive when you begin your outreach. The idea is to find a journalist who values your idea or data highly enough to want to be the first person to write about it online and share it with their readership.
This works particularly well if you have a unique or different data set. The time between publishing the data story and other publications doesn’t need to be that long – 24 to 48 hours can often be enough for a journalist to be happy that they’ve got it first.
There are a few benefits to this approach:
- You can almost guarantee a “big hit” right at the start of the campaign which relieves some of the pressure on your when you start your outreach.
- If you can secure an exclusive with a large newspaper, it can lead to lots of other newspapers/magazines following suit, covering the content without you asking.
- You can slowly but surely start ticking off your dream list of publications
4. Outreach to 2nd-tier Linking Websites
One of the core goals of a content-driven link building campaign is to secure links from high authority domains which can then pass that authority (and traffic) to your website. The downside of this is that the high visibility and credibility of these domains means that they can often be credited as the original source of the story. Whereas, you are the original source.
This can lead to links pointing at third party websites rather than your own which is very annoying!
5. Use Keyword Research for more Links
This is more of a passive link building technique but the time spent is pretty minimal and has a few benefits.
The idea is to see if your content relates to keywords which have volume. If it does, then integrate the keywords into the piece and potentially get traffic by ranking well for them. The core goal is rarely to rank well, it is usually to secure links, but the benefits of direct traffic are obvious and shouldn’t be overlooked.
So where does link building come in?
If you are working on a content piece that is data-led, you have an opportunity to get in front of people who are trying to find this data. Amongst those people will be journalists, writers and bloggers to name a few.
By thinking about this, you’re giving your content a chance to generate links that you didn’t ask for.
6. Overcoming Link Building Blockers
Driving more links to your content isn’t just about your own actions, it’s about the actions of others too. Sometimes, their activity can get in the way of yours and you secure fewer links.
One of the most common blockers is when you have either an agency working on their website or their own internal team. This can present challenges because you want to sync up activity and not over saturate contacts or worse still, both target journalists at the same time.
A way to overcome this is to share your outreach plans with the internal team and agree on who owns which contacts or publications. This helps to create clear boundaries and reduces the risk of something going wrong, especially under GDPR.
Another tactic is to share your plan for content campaigns as far in advance as possible, then add any other campaigns so you can quickly highlight times when work crosses over. This means when you launch campaigns, you’re less likely to hit blockers because you’ll have overcome them already.
For more tips on increasing traffic to your website using online marketing techniques, click on the link below>>>