link building through data driven storytelling by @staceycav #fos16
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…
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Because we had number 1s for
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And our clients were all like…
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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…
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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.
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One I did for fun in 2013
(Yes, this is how I have fun).
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This tactic can be employedin relatively “boring” niches, like convicted driver insurance.
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For a small independentvehicle leasing company.
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When we look back over the data-driven projects we’ve carried out since 2011
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Most resulted ingreat coverage andlinks.
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Some fell completely flat.
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Others….
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I. Want. Both.
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So, we’ve done some analysisinto what worked and what
didn’t.
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What sort of data we’re talking about
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Survey Providers (Credible)
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Or you can try:
https://directory.esomar.org/
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Tongue in cheek or “quick” surveys
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Freedom of Information
http://www.wobbing.eu/
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https://fragdenstaat.de/
What makes good data?
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• Credible• Impartial• Transparent source• Date relevant• Appropriate panel size
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But – data without a story isjust a load of old numbers.
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News publications do not publish surveys.
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News publications do not publish surveys.
They publish stories.
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Pitching surveys without stories
pisses journalistsoff.
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What makes a story?
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• 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
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@staceycav#FOS16
This is Neil(In what looks like an indie-band album cover photo)
Unexpected
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He explains it very well.
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Dog bites man? Not news.
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Dog bites man? Not news.
Man bites dog?News.
Human Interest
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http://www.mediacollege.com/journalism/news/newsworthy.html
Close to Home
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The reason that the Paris attacks got more European coverage than equally deadly atrocities in Africa or the Middle East.
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The Linkable Asset
@staceycav#FOS16
The linkable asset is thereason that a journalist orwrite might want to send their readers to your site.
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Disappointment.
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Sometimes, it’s simple.
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Raw data available for download…
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Raw data available for download…
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Supporting visual asset
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A tool that solves a problem your story
uncovered.
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Our Process in Summary
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More Detailed Process – http://www.tecmark.co.uk/fos16
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Key Things to Consider
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Data should be new(Unless you’re trying to debunk or update another study)
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Have a backup plan(Multiple questions/data items are essential)
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Get your target contact names and seek buy in before you source data
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Use independent people/views to sanity check your ideas
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Don’t launch without a linkable asset.
@staceycav#FOS16
Success or failure, record what happened and measure.
Let me know how you get [email protected]
@staceycav#FOS16
The Guide:www.tecmark.co.uk/fos16
THANK YOU!