link building through data driven storytelling by @staceycav #fos16
Post on 13-Jan-2017
2.350 Views
Preview:
TRANSCRIPT
Turning Numbers into
StoriesCreative, data driven link acquisition
Stacey MacNaught@staceycav
@staceycav#FOS16
It’s confession time.
@staceycav#FOS16
My name is Stacey.And I’m a recovering paid link builder.
@staceycav#FOS16
Amongst my link building tactics in2009 was this stuff…
@staceycav#FOS16
@staceycav#FOS16
@staceycav#FOS16
Because we had number 1s for
@staceycav#FOS16
And our clients were all like…
@staceycav#FOS16
If you didn’t do that stuffin the competitive spaces,you simply weren’t in the race.
@staceycav#FOS16
We were incrediblyopen about the risks.
@staceycav#FOS16
We were incrediblyopen about the risks.That bit is super important.
@staceycav#FOS16
Fast forward a few years…
@staceycav#FOS16
@staceycav#FOS16
@staceycav#FOS16
Our client set has changed.And since 2010, so has our approach to link acquisition inparticular.
@staceycav#FOS16
Getting creative with link acquisition
@staceycav#FOS16
We constantly develop our link acquisition techniques.
@staceycav#FOS16
And one we’ve been working on since 2011 is data backed content for links and coverage
@staceycav#FOS16
January and August 2011
@staceycav#FOS16
January and August 2011
100+ referring domains including
news sites and competitors.
@staceycav#FOS16
@staceycav#FOS16
@staceycav#FOS16
@staceycav#FOS16
@staceycav#FOS16
@staceycav#FOS16
@staceycav#FOS16
One I did for fun in 2013
(Yes, this is how I have fun).
@staceycav#FOS16
@staceycav#FOS16
@staceycav#FOS16
@staceycav#FOS16
This tactic can be employedin relatively “boring” niches, like convicted driver insurance.
@staceycav#FOS16
@staceycav#FOS16
@staceycav#FOS16
For a small independentvehicle leasing company.
@staceycav#FOS16
@staceycav#FOS16
@staceycav#FOS16
@staceycav#FOS16
When we look back over the data-driven projects we’ve carried out since 2011
@staceycav#FOS16
Most resulted ingreat coverage andlinks.
@staceycav#FOS16
Some fell completely flat.
@staceycav#FOS16
Others….
@staceycav#FOS16
@staceycav#FOS16
I. Want. Both.
@staceycav#FOS16
So, we’ve done some analysisinto what worked and what
didn’t.
@staceycav#FOS16
What sort of data we’re talking about
@staceycav#FOS16
@staceycav#FOS16
@staceycav#FOS16
Survey Providers (Credible)
@staceycav#FOS16
Or you can try:
https://directory.esomar.org/
@staceycav#FOS16
Tongue in cheek or “quick” surveys
@staceycav#FOS16
Freedom of Information
http://www.wobbing.eu/
@staceycav#FOS16
https://fragdenstaat.de/
What makes good data?
@staceycav#FOS16
• Credible• Impartial• Transparent source• Date relevant• Appropriate panel size
@staceycav#FOS16
@staceycav#FOS16
But – data without a story isjust a load of old numbers.
@staceycav#FOS16
News publications do not publish surveys.
@staceycav#FOS16
News publications do not publish surveys.
They publish stories.
@staceycav#FOS16
@staceycav#FOS16
Pitching surveys without stories
pisses journalistsoff.
@staceycav#FOS16
What makes a story?
@staceycav#FOS16
• Timely• Relevant• Unexpected• New• Close to home• Human interest
Timeliness & Relevance
@staceycav#FOS16
Why you wouldn’t write Christmas stories in February or pitch political stories to Tech Crunch.
New
@staceycav#FOS16
@staceycav#FOS16
This is Neil(In what looks like an indie-band album cover photo)
Unexpected
@staceycav#FOS16
He explains it very well.
@staceycav#FOS16
Dog bites man? Not news.
@staceycav#FOS16
Dog bites man? Not news.
Man bites dog?News.
Human Interest
@staceycav#FOS16
http://www.mediacollege.com/journalism/news/newsworthy.html
Close to Home
@staceycav#FOS16
The reason that the Paris attacks got more European coverage than equally deadly atrocities in Africa or the Middle East.
@staceycav#FOS16
The Linkable Asset
@staceycav#FOS16
The linkable asset is thereason that a journalist orwrite might want to send their readers to your site.
@staceycav#FOS16
@staceycav#FOS16
@staceycav#FOS16
@staceycav#FOS16
@staceycav#FOS16
Disappointment.
@staceycav#FOS16
Sometimes, it’s simple.
@staceycav#FOS16
Raw data available for download…
@staceycav#FOS16
Raw data available for download…
@staceycav#FOS16
Supporting visual asset
@staceycav#FOS16
A tool that solves a problem your story
uncovered.
@staceycav#FOS16
Our Process in Summary
@staceycav#FOS16
@staceycav#FOS16
More Detailed Process – http://www.tecmark.co.uk/fos16
@staceycav#FOS16
Key Things to Consider
@staceycav#FOS16
Data should be new(Unless you’re trying to debunk or update another study)
@staceycav#FOS16
Have a backup plan(Multiple questions/data items are essential)
@staceycav#FOS16
Get your target contact names and seek buy in before you source data
@staceycav#FOS16
Use independent people/views to sanity check your ideas
@staceycav#FOS16
Don’t launch without a linkable asset.
@staceycav#FOS16
Success or failure, record what happened and measure.
Let me know how you get on!stacey.macnaught@tecmark.co.uk
@staceycav#FOS16
The Guide:www.tecmark.co.uk/fos16
THANK YOU!
top related