Summary: Creating Content to Attract Links on #SEOchat

Moderator: @tannerpetroff

Why is it important to create ‘linkable’ content?

@tannerpetroff   I see it as links are the lifeblood of SEO. You never know when the extra effort creating content will pay off in links & leads

@ashbuckles   Linkable content is the asset to create stickness for your brand. If you think of your assets like objects that relate to one another, there are 1000 messages you can craft around the same DL. In other words, you can re-use your assets to attract different audiences through new landing pages. Then augment that effort with paid, social, outreach, traditional, etc. and you’ve got legs on your content.
@AJutah   Psychographic analysis can open up opportunities you never knew existed. For example, different angles for content.

@AJutah   To be direct, linkable content attracts traffic and social shares, which can move the needle towards an ROI.

@scripti_meg   Having a new point of view, providing something others don’t, answering questions that others are asking (being on trend). Also, using proper grammar.

@ConcerningChris   Linkable content means that it is valuable to people. If people like it. They’ll link to it and share it. If people naturally share and link to your content, then you reduce the need to manually “build” links.
@AJutah   That’s very true. Let the influencers do the heavy lifting.

@Scripti_Ashley   If you aren’t creating linkable content, then the content you are providing may not be adding any value to anyone.

@AustinPaley   Creating linkable content will help make sure the time you’ve spent on it will have good short and long term ROI.

@kac4509   To create traffic, engage users, identify your brand as a leader in the industry. Ultimately create more customers.

@MattNeSmith   It expands the reach of your brand and has the possibility of gaining views from people who would have otherwise never seen it.

@parallelpath   Generating quality links organically can ensure your content & message is seen by the right audience.

@OldhamJared   If content really is “linkable” means it resonated with the custo, thats essential to building brand trust customers.

What do you think is the most ‘linkable’ kind of content?

@AustinPaley   Content about a topic or term that receives good traffic, is well promoted on social and appeals to your target audience.

@tannerpetroff   I think it totally depends on who the audience is, but typically interesting blogs, infographics, and videos.
@ConcerningChris   In some industries, sure. But for the average company a product or offering page is very linkable or shareable.
@parallelpath   Never bad to throw in variety of infographics, blogs, video, etc. As long as we can keep the audience interested.

@ConcerningChris   Awareness content. People typically don’t like to link to product pages. For example, spill page of hiking shoes isn’t very linkable. Article on great hikes in Colorado is linkable.

@AJutah   Depends on the demographic. For our alternative rock radio station, video and photos are key mediums for website growth.
@kac4509   Using new demographic data you can see who your content already attracts and who you aren’t appealing to now.
@ashbuckles   Great point. Repurposing allows you an opportunity to tweak for new audiences.

@MattNeSmith   Really depends on your audience and the purpose of the content. Hard to pick one medium that works as a catch all.

@Scripti_Ashley   I think it is safe to say that @Moz created content is all pretty linkable ;)

@ashbuckles   Nowadays, the distribution channels are massive for all formats. Not sure there’s a “best”.
@ConcerningChris   Agreed. Should be focused on the “most relevant”.

@parallelpath   All depends on audience. But should be engaging, relevant, timely, & easily digestible.

@MattNeSmith   For our clients in the tech industry, whitepapers and annual reports outlining industry trends are valuable

@scripti_meg   Agreeing with what others are saying. Addition: I also like visuals. If it’s just text I’m less likely to link. I’m visual.

@AJutah   I like Buzzfeed’s model. Long form, short posts, photos, video and GIFs within each of their verticles.
@scripti_meg   Agreed! Just referred to Buzzfeed earlier today as the “drug of choice” in our office for sharing a laugh here and there.
@AustinPaley   They also take a lot of time finding engaging, optimized titles that capture a user’s attention and get them to read.

@davidmalmborg   I think you can make Product pages likable and linkable. You just have to answer the question people expect to have answered. has my favorite product pages on the internet. Every product page is linkable and I want to buy their stuff
@ConcerningChris   I agree, but think of B2B sites. A page on their services isn’t something their audience is going to share.

@ashbuckles   The recipient device is important too. I’ve seen videos not playable on mobile for mobile audience and mobile products. Weird. At the same time, if you’re reaching a mobile audience, slides may not be the best format for your 1st approach. It really comes down to the offering, audience, industry, timliness, device, surroundings (region), and culture.
@OldhamJared   Weird also means #fail in this case. It is key to know your audience purchase path and create content that fits device.
@AJutah   For sure. Check out what Zappos is doing on their product pages. Great mix of product info and UGC with reviews.
@MattNeSmith   Exactly. Less of the BUY NOW BUY NOW attitude and more of a solution that creates value in the eyes of the customer.

What process do you use to create linkable content? How do you choose a medium?

@pincock   Really depends on the site and industry. The medium chooses you ;-)

@Scripti_Ashley   A/B Testing helps determine which mediums work best for different types of content. Researching where your audience is, and what (and how) they are looking for content.
@tannerpetroff   Start by clearly defining buyer personas and find what they really want. Check Quora & Stack Exchange.

@kac4509   Identify your target market, how they search, what questions they have, what content doesn’t already exist. As a b2c you should be solving your customers problems and reaching out on the medium they use. Doesn’t just have to be B2C, same principles apply for B2B!

@tannerpetroff   I try to focus content on solving problems real people have. Check Quora to see what people want & find a medium that works.

@AJutah   I always start with a “needs audit” for my reader. What problems do they have? What do they enjoy reading/sharing? Ideally in month 1 before KWR. Check this post I wrote for @RavenTools –

@parallelpath   Again, it comes down to knowing your audience. Find & adapt to what type of content they find the most relevant & engaging.

@ConcerningChris   By creating content that your target audience is searching for.

@ashbuckles   Buyer intent can be researched and tested. Sometimes BUY NOW is the goal. Other times it’s discovery or research.

@AustinPaley   Choosing relevant topics & then finding ways to give answers in those topics about when,where,why,how & what for your audience.

@OldhamJared   Focus on making your brand and service incredible links and ideas for content will come! Solve painful problems for customers make their life easier, informative content. If it can be funny to even better.

@thompsonpaul   For a needs audit – start with your own internal site search. What ??s are your own using asking on your site? Then do a site: search for your product/service keywords places like quora, yahoo answers & LinkedIn/FB groups.
@OldhamJared   Great success in this area answer questions with content or creating landing pages to answer top internal search ?s
@tannerpetroff   Internal site search can be a great place to start when looking to fill the gap for your current audience.
@thompsonpaul   Example for FB/LinkedIn groups – join the groups your customers belong to. Search for the ??s they ask there. For Quora – site: quora how why [service keyword] search for example. Will bring back lots of related questions.

Once you’ve got your content, how do you promote it to ensure it has the best chance of being linked to?

@tannerpetroff   Share across social networks along with good old fashioned outreach to relevant sources.

@OldhamJared   Content promotion starts months before the content is created. Share other peps content, make connections with influence-rs. Build following, mention influencers in content and in social sharing. Piggyback off of their following when they share. Repurpose and share across primary social channels.

@AustinPaley   Social is the most obvious way – going a step further, finding people who need the content you write and reaching out to them. Some content is better for different networks – ex. company related content = linkedin, general consumer = facebook.

@ConcerningChris   The most effective method that we have found is to invest in developing a distribution plan early on.

@scripti_meg   Have had great success with social (primarily Twitter & G+) — also reaching out to people asking questions my content answers.
@AustinPaley   Yup! Followerwonk is a great way to identify users who have interests in the content you’ve created.

@parallelpath   Social media is a good start. Reach out to influencers you have previous connections with or other users you target. Know where your audience is. Get your content out to the places where they are most likely to see & engage with it. Depending on your industry, G+ communities & Linkedin groups can be great for content distribution.

@ConcerningChris   In this way, the client will have a defined plan to distribute content across internal channels as well as through influencers.

@ashbuckles    @JordanKasteler published a great resource earlier this year:

@ashbuckles   Careful not to focus on social so much that you forget other opportunities. Email hasn’t been mentioned but is very effective.
@OldhamJared   Agreed! Email is killer for our biz. BC many customers are not into Social Media. But check email daily for work.

@kac4509   We just relaunched our blog, testing different promo methods, not sure how to test fully due to low traffic.

@Scripti_Ashley   I’m on the Twitter and G+ bandwagon as well. Can’t get enough of the great networks on them.

@tannerpetroff   Facebook & Twitter for me. Between those two, I can share most anything.

How do you measure success of a content project?

@ConcerningChris   Organic and referral traffic. That’s the goal of SEO.
@tannerpetroff   I think traffic is a great indicator, but the real bread and butter is in the bottom line.

@tannerpetroff   Conversions. Inbound links, subscribers, downloads, social shares, etc

@AustinPaley   Traffic obviously, but also if content is helping the conversion funnel and providing some sort of helpful ROI.

@OldhamJared   Depends on stage of funnel. But generally, traffic, conversions, and amount engagement.

@thompsonpaul   In addition to inbound links – actual amount of referral traffic

@ConcerningChris   Depends on what your clients look to you for. In our case, clients look to us for traffic. We don’t commit to conversions b/c we don’t have control over design of the site.
@Scripti_Ashley   Very good point. We don’t for the same reason. Too many factors out of our control most of the time.

@MattNeSmith   Organic and referral traffic, and also conversions to determine how relevant the traffic is that we are delivering.

@ashbuckles   As always, depends on the goal. Usually downloads, leads, sales, or views/interactions.

What are some of your favorite examples of linkable content?

@Scripti_Ashley   #HUMPDAY

@tannerpetroff   Also, Heineken’s Departure Roulette:

@AustinPaley   Chipotle’s “The Scarecrow.” Brilliant content:

@OldhamJared   Here was one that caught my eye. An industry I care nothing about but got me engaged brand


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