Jon Quinton, Scaling Content Marketing
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Transcript of Jon Quinton, Scaling Content Marketing
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HOW TO SCALE CONTENT MARKETING
Jon Quinton
SEOgadget.co.uk
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BUT WHAT DO CLIENTS WANT?
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$
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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
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OK, SO THAT’S MY PROBLEM!
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HERE’S SOME THINGS YOU CAN
DO…
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#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
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STAYING AGILE BUT REMAINING
SELECTIVE
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#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
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#3 – GETTING IN TOUCH
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COULD OUTSOURCING BE THE
ANSWER?
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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%
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#1 – BUILD YOUR BASE
#2 – FILTER TO THE GOOD STUFF
#3 – SCALE THE HEAVY LIFTING