Go Big or Go Home - BrightonSEO April 2013

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How I took a gamble on 'big' content for link building. My presentation for BrightonSEO April 2013.

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  • 1.go big or go homeHannah Smith@hannah_bo_banna

2. a phrase usually used togoad someone into anoutlandish or awesome act@hannah_bo_banna 3. @hannah_bo_banna 4. actually often said act ispretty dumb@hannah_bo_banna 5. @hannah_bo_banna 6. todays not aboutbig drinking @hannah_bo_banna 7. todays aboutbig content@hannah_bo_banna 8. WTF?!@hannah_bo_banna 9. expensivecontent@hannah_bo_banna 10. WTF?!@hannah_bo_banna 11. takes more than40 hours to create @hannah_bo_banna 12. plusfurther time to outreach @hannah_bo_banna 13. sounds like agamble? @hannah_bo_banna 14. funnilyenough @hannah_bo_banna 15. I used to be abetting shop manager@hannah_bo_banna 16. @hannah_bo_banna 17. gambling is amugs game @hannah_bo_banna 18. which presents somethingof a problem@hannah_bo_banna 19. because investing inbig content@hannah_bo_banna 20. is a majorgamble@hannah_bo_banna 21. and I amrisk averse@hannah_bo_banna 22. this is the story of how I learned to embracegambling@hannah_bo_banna 23. but first,some context@hannah_bo_banna 24. @hannah_bo_banna 25. it was always a competitiveniche@hannah_bo_banna 26. Jan 2012: wed been workingtogether for over a year @hannah_bo_banna 27. smallcontent@hannah_bo_banna 28. @hannah_bo_banna 29. + some guest blogging @hannah_bo_banna 30. consistentresults@hannah_bo_banna 31. then @hannah_bo_banna 32. @hannah_bo_banna 33. @hannah_bo_banna 34. @hannah_bo_banna 35. @hannah_bo_banna 36. it got @hannah_bo_banna 37. @hannah_bo_banna 38. @hannah_bo_banna 39. the stuff we were doing@hannah_bo_banna 40. playing itsafe @hannah_bo_banna 41. smallcontent@hannah_bo_banna 42. smallgamble@hannah_bo_banna 43. smallreward@hannah_bo_banna 44. these consistentresults @hannah_bo_banna 45. were not going to beenough @hannah_bo_banna 46. to reallycompete@hannah_bo_banna 47. the client washappy@hannah_bo_banna 48. the client washappy@hannah_bo_banna 49. the client washappy@hannah_bo_banna 50. but we were onborrowedtime@hannah_bo_banna 51. go big or go home? @hannah_bo_banna 52. soundsrisky @hannah_bo_banna 53. remember, Imrisk averse @hannah_bo_banna 54. but@hannah_bo_banna 55. is it really agamble?@hannah_bo_banna 56. maybe not when youre theagency @hannah_bo_banna 57. but you still need topersuade the client @hannah_bo_banna 58. they are the ones that stand to lose@hannah_bo_banna 59. @hannah_bo_banna 60. they agreed to a test @hannah_bo_banna 61. dont expect the client topay more @hannah_bo_banna 62. we pitched to goslower @hannah_bo_banna 63. moved from a 4 week content cycleto an 8 week content cycle@hannah_bo_banna 64. we absorbed some risk @hannah_bo_banna 65. weover-delivered @hannah_bo_banna 66. likecrazy@hannah_bo_banna 67. wefigured @hannah_bo_banna 68. if we couldprove it worked @hannah_bo_banna 69. we could pitch for more money later@hannah_bo_banna 70. it was agamble@hannah_bo_banna 71. but that nagromped home@hannah_bo_banna 72. @hannah_bo_banna 73. 148linking root domains @hannah_bo_banna 74. whathappenednext @hannah_bo_banna 75. its not about goingbig once @hannah_bo_banna 76. @hannah_bo_banna 77. 101linking root domains @hannah_bo_banna 78. @hannah_bo_banna 79. @hannah_bo_banna 80. 79linking root domains @hannah_bo_banna 81. @hannah_bo_banna 82. @hannah_bo_banna 83. 74linking root domains @hannah_bo_banna 84. @hannah_bo_banna 85. @hannah_bo_banna 86. 197linking root domains @hannah_bo_banna 87. @hannah_bo_banna 88. @hannah_bo_banna 89. 55linking root domains @hannah_bo_banna 90. @hannah_bo_banna 91. @hannah_bo_banna 92. 188linking root domains @hannah_bo_banna 93. @hannah_bo_banna 94. @hannah_bo_banna 95. 6 linking root domains(dont panic, its new) @hannah_bo_banna 96. its not been thesmoothest ride @hannah_bo_banna 97. 250200150100 500Linking Root Domains @hannah_bo_banna 98. however @hannah_bo_banna 99. per 1 invested in content& outreach@hannah_bo_banna 100. were now buildingmore thandoublethe number of links@hannah_bo_banna 101. were twice aseffectivenow as when we were playing it safe @hannah_bo_banna 102. but its not just about links @hannah_bo_banna 103. results you actuallycare about@hannah_bo_banna 104. Jan 2012versus Jan 2013@hannah_bo_banna 105. improved rankings for head terms @hannah_bo_banna 106. @hannah_bo_banna 107. @hannah_bo_banna 108. 45% increasein organic traffic@hannah_bo_banna 109. increased conversions @hannah_bo_banna 110. conversions are money#justsayin @hannah_bo_banna 111. happy client@hannah_bo_banna 112. @hannah_bo_banna 113. 5 tips forgoing bigor how to avoid going home @hannah_bo_banna 114. @hannah_bo_banna 115. your content needs to support the brandspositioning @hannah_bo_banna 116. in order to getsign off @hannah_bo_banna 117. & in order to berepeatable@hannah_bo_banna 118. whacky ideas @hannah_bo_banna 119. cost too much time @hannah_bo_banna 120. & are hard torepeat @hannah_bo_banna 121. @hannah_bo_banna 122. evergreen content is farless risky @hannah_bo_banna 123. @hannah_bo_banna 124. use your best idea first@hannah_bo_banna 125. but have plenty more in yourback pocket@hannah_bo_banna 126. its not about goingbig once @hannah_bo_banna 127. @hannah_bo_banna 128. set benchmarks forsuccess @hannah_bo_banna 129. before launch@hannah_bo_banna 130. @hannah_bo_banna 131. dont believe the hype @hannah_bo_banna 132. great content producesout-sizedreturns@hannah_bo_banna 133. one coldemail @hannah_bo_banna 134. @hannah_bo_banna 135. sadly, that only happens sometimes @hannah_bo_banna 136. great content gets youtop-tierguest posts@hannah_bo_banna 137. @hannah_bo_banna 138. @hannah_bo_banna 139. @hannah_bo_banna 140. a word of warning @hannah_bo_banna 141. I was hoping to build a flywheel@hannah_bo_banna 142. #naive @hannah_bo_banna 143. nevertheless@hannah_bo_banna 144. investing inbig content@hannah_bo_banna 145. is a majorgamble@hannah_bo_banna 146. that canpay off@hannah_bo_banna 147. & if you too are in arut@hannah_bo_banna 148. smallcontent@hannah_bo_banna 149. smallgamble@hannah_bo_banna 150. smallreward@hannah_bo_banna 151. & its notenough@hannah_bo_banna 152. to reallycompete@hannah_bo_banna 153. @hannah_bo_banna 154. @hannah_bo_banna 155. @hannah_bo_banna 156. HANNAH SMITHCaffeine AddictSEOmoz AssociateWriter for State of Search & SEO ChicksPrincipal Consultant, Distilledhannah.smith@distilled.net@hannah_bo_banna 157. Image CreditsShots - http://www.thethirstypig.com/2011/01/13/100-shots-at-blue-frog-%E8%93%9D%E8%9B%99/Please drink responsibly - http://lmaotwitpics.com/2012/12/27/drink-responsibly/Ladbrokes - http://www.flickr.com/photos/jaggers/8047471537/sizes/l/F*ck Yeah - http://www.fastcodesign.com/1669791/infographic-the-rise-of-tumblrs-fuck-yeah-movement1 - http://www.flickr.com/photos/lwr/204714598/sizes/l/in/set-72157594159394280/2 - http://www.flickr.com/photos/lwr/5489483429/sizes/l/in/set-72157594159392957/3 - http://www.flickr.com/photos/lwr/94877877/sizes/l/in/set-72157594159391763/4 - http://www.flickr.com/photos/lwr/5122443605/sizes/l/in/set-72157594159390514/5 - http://www.flickr.com/photos/lwr/4322212584/sizes/l/in/set-72157594159389491/Clock - http://digitalbloggers.com/gregfionascott/how-to-stop-procrastinating/Your best shot - http://www.forbes.com/sites/jessicahagy/2012/10/04/40-things-to-say-before-you-die/2/Go big or go home - http://kristiehuey.com/GO-BIG @hannah_bo_banna