Jon Quinton, Scaling Content Marketing

HOW TO SCALE CONTENT MARKETING

Jon Quinton

SEOgadget.co.uk

BUT WHAT DO CLIENTS WANT?

$

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PROBLEM #1

SCALING WITHOUT LOSING

QUALITY

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MORE OF THIS PLEASE…

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LINKS FROM SITES THAT MEET QUALITY METRICS

Nice!

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LINKS FROM REAL SITES…

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BUT WE STILL NEED VOLUME

c. 200 linking root domains

required to compete confidently

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PROBLEM #2

GETTING STUCK IN THE

BOTTLENECK

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CONTENT PRODUCTION?

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THE UK REALLY ISN’T SHORT ON TALENT

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LOOKING FOR PEOPLE WHO MIGHT BE INTERESTED?

That’s 1419 guitar teachers that I can contact about my content.

Scrape this list with Google Docs and you’re onto a winner

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READY TO WONK??

https://seogadget.co.uk/googlewonk/

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FINDING CONTACT DETAILS?

Again, this really shouldn’t slow us down.

If you can’t find an email address there’s always the phone

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DON’T BE AFRAID TO BUILD APPS

https://seogadget.co.uk/mozscape-api-extension-for-excel/

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STARTING THE CONVERSATION

It really isn’t rocket science.

Offer something cool, help them out a bit and show a bit of friendly interest

OK, SO THAT’S MY PROBLEM!

HERE’S SOME THINGS YOU CAN

DO…

#1 – BUILD A LIST

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GO ON A PROSPECT BINGE

This is a great team activity. One hour + one Google Docs sheet = team FTW!

Advanced Operators

Looking for Lists

Checking Competitor Backlinks

Using FollowerWonk

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TWITTER SEARCHES

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SCRAPING LISTS AND SERPS Top 100 Guitar Sites:

http://www.top100guitarsites.com/ SERPs:

Inurl:”write for us” guitar

http://www.seerinteractive.com/blog/google-scraper-in-google-docs-update

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PLUS A LITTLE BIT OF STALKING TOO

http://www.techradar.com/author?searchTerm=Scott%20Nichols

http://gamerlymusings.wordpress.com/about/

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ACCEPT GUEST POSTS ON A THIRD PARTY SITE

It’s amazing what you can learn by sitting on the other side of the fence

Understand how it feels to be hounded by SEOs!

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Contact On Launch

Phase Two: On topic

guest posts

Phase Three: Promote

design work

Twitter List – Jumping

on opportunities

STAYING AGILE BUT REMAINING

SELECTIVE

#2 – WEED OUT THE CRAP

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MEET YOUR NEW BEST FRIENDS…

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NOW ITS EASY TO SPOT THE GOOD STUFF

Your time is valuable – don’t waste ANY of it on sites that aren’t worth your

while

#3 – GETTING IN TOUCH

COULD OUTSOURCING BE THE

ANSWER?

FORUM FRIDAY LINK BUILDING

20/01/2012

Hosted by

Oli

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ODESK – THE LAND OF OPPORTUNITY

View feedback, profile facts, test results and previous assignments

http://ontolo.com/blog/5-steps-assembling-all-star-link-building-team-odesk

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AIM: FIND SOMEONE WHO CAN FOLLOW STRICT

GUIDELINES AND INSTRUCTIONS

• Working from a pre-sent list of blogs

• Find contact details and ideally a contact name

• Customise pre-sent template

• Start sending emails from a persona’s email address

• Incentive is a $$ bonus for over 10 responses per week

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THE FREELANCER’S PROCESS

Contact List Provided

Email Template All

Communication Via Gmail

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WORK FROM YOUR PRE-BUILT LIST

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POST A JOB DESCRIPTION

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FILTER APPLICANTS

Note – there’s usually a big difference between the self-assessed scores and test results!

http://ontolo.com/blog/5-steps-assembling-all-star-link-building-team-odesk

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INTERVIEW CANDIDATES

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WEED OUT THE GOOD FROM THE BAD

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4. THE JOB BRIEF

Explaining clearly want I need; and how best to achieve that in simple easy to follow steps

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THE TEMPLATE

Hi [name],

Hope you're well?

I'm getting in touch to see if you ever accept content from guest authors on your blog?

I've written a variety of posts similar to those featured on [domain] and I wondered if you'd be interested in seeing any drafts?

Let me know if you're interested; I'm more than happy to send some examples over.

All the best,

Jon

Freelancers required to use first name, or ‘Hi’. Also briefed to personalise [domain]

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RESULT: AN INBOX FULL OF INTERESTED BLOGGERS

Response rate currently c. 20%

#1 – BUILD YOUR BASE

#2 – FILTER TO THE GOOD STUFF

#3 – SCALE THE HEAVY LIFTING

THANKS!!

Jon Quinton

SEOgadget.co.uk

jon@seogadget.co.uk