Digital Olympus Tried and tested link acquisition tactics for success

@lauracrimmons #DigitalOlympus

Tried and tested link acquisition tactics for success

Laura Crimmons @lauracrimmons

#DigitalOlympus

@lauracrimmons #DigitalOlympus

Link building’s been around for years… much longer than

I’ve been in the industry

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@lauracrimmons #DigitalOlympus

What happened in 2012?

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@lauracrimmons #DigitalOlympus

So has content marketing/ digital PR replaced link

building?

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Digital PR & Content Marketing =

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Digital PR & Content Marketing =

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Link acquisition in 2016 is hard

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And its probably not getting any easier in 2017…

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So what does work?

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# 1 :

Newsjacking

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Identify internal experts & create

author page

Build calendar of potential ‘events’

Proactively contact journalists ahead of

‘event’ with predictions or offer of live commentary

Monitor for ‘events’ to target from a

reactive perspective

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@lauracrimmons #DigitalOlympus

@lauracrimmons #DigitalOlympus

# 2 :

Thought Leadership

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Identify the areas of expertise it makes sense for

you to talk about

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@lauracrimmons #DigitalOlympus

# 3 :

Visualising own data

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http://www.lovehoney.co.uk/sexmap/

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@lauracrimmons #DigitalOlympus

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People like exploring stats and facts about their area and feeling like they’re not

alone

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# 4 :

Maps

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Don’t have to be about data…

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@lauracrimmons #DigitalOlympus

@lauracrimmons #DigitalOlympus

People like testing their own knowledge and sharing if

they get things right

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# 5 :

Quizzes

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The data from the quiz forms the story

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Ego makes people share their scores

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# 6 :

Surveys

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If you don’t have your own data…buy it

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@lauracrimmons #DigitalOlympus

@lauracrimmons #DigitalOlympus

@lauracrimmons #DigitalOlympus

But still create something worth linking to… the stats will get the coverage, the creative will get you links

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# 7 :

User generated content

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You don’t have to create everything yourself, get your fans or bloggers to

help…

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@lauracrimmons #DigitalOlympus

@lauracrimmons #DigitalOlympus

Human ego means if we’re featured in something, we’re more likely to share/link to it

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# 8 :

Events

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Don’t forget about offline; creating an experience for

someone makes them want to talk about it

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@lauracrimmons #DigitalOlympus

[email protected]

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