And I'm telling you, if you just have faith in this process and use this to your advantage,


How to Build a Facebook Funnel That Converts - Whiteboard Friday

use remarketing to everything that you can do, it will work.


So again guys, my name is Ryan Stewart.


Hopefully you enjoyed this presentation.


For more information, again, there's a ton of stuff on Moz.


I have some stuff on my blog.


I appreciate your time.


Intro to SEO

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Intro to SEO

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Intro to SEO

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Intro to SEO

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Intro to SEO

Moz is the most trusted SEO software on the market, and now we offer training.


Intro to SEO

We'll show you the tools, processes, and metrics that you need to be successful.


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Daily SEO Fix: Identify Competitors' Top Content, URLs, and Keywords Using Keyword Gap

Hi there, I'm Kristi from the content marketing team here at Moz, and now I'm going to show


you how to use Moz Pro to identify a competitor's most visible content and the keywords that


they rank for.


Analyzing a competitor's top content can help you figure out how to create the best content


for the keywords that you want to target.


You can look at their content to see what they've done, spark ideas, and then go out


and create something even better of your own.


Start by selecting competitive research in the Moz Pro menu, then click on keyword gap.


Add your site to the field provided and up to three competitors that you'd like to compare


your site against.


Select a market that you want to view and then hit analyze competitors.


Scroll down to top competing content where you'll see your competitors top URLs and the


keywords that they rank for.


If you notice any keywords that are relevant to your business here, it's a good idea to


track those in your Moz Pro campaign.


To filter the results, click on filter and then enter a value that you'd like to see


contained within the URL or keyword.


You can click on export CSV to share the content URLs and keywords with colleagues or clients.


If you'd like to share feedback on competitive research during its beta phase, click on the


make a suggestion button in the top right corner of this page.


So now you know how to identify a competitor's most visible content and the keywords they


rank for in Moz Pro.


To Post or Not to Post — Whiteboard Friday

Hi Moz fans, it's Joy Hawkins. And today I'm giving you a preview of the presentation I'm


going to be doing later this year at MozCon. And it's all about Google My Business posts.


So if you are unfamiliar with posts, there are currently four different types of Google


My Business posts. There are what we call the update post, which is kind of your typical


post that has an image and some text. There are what we call offer posts, event posts,


and then last year Google actually released a new one called kumen posts. Now, typically


all these posts share some similarities, but they're all a little different. And one of


the things that we looked at in the study that I'm going to be going over at MozCon


is which type performs better. So specifically we wanted to know, you know, do they get more


clicks? Do they get more conversions? And we identified that two of the types definitely


outperform the other two. So I'm not going to reveal both, but I'll tell you that one


of the two was the COVID post type. And the reason for this, I believe is that unlike


the other three types of posts COVID posts get their own special spot in the knowledge


panel. So I've done my best to highlight this here. On the left here, you'll see that at


the bottom, there's usually the post carousel and it's underneath reviews, questions and


answers and products. So it's kind of like shoved down in the search results. Now COVID


posts on the other hand, which are featured over here on the right, they show up right


at the top, right underneath the business information. So they're very visible and it's


a really good place to get a quick message across. The only downside of course is that


they don't have photos. So keep that in mind when you're figuring out which type to use.


Now the second thing that we discovered was that the average click through rate on all


the posts in our study was half a percent. So 0.5%, which means that you need about 200


views on a post before you're going to get a click. Now don't let that discourage you.


Keep in mind that that is only tracking clicks that happen on the actual post. So in reality,


people could be calling you more, they could be clicking on your website more, lots of


other things. So there are still a lot of reasons why you'd want to consider doing Google


posts. The third thing on my list here is keep in mind when you are tracking the results


from posts, that what you see inside Google My Business Insights is not going to match


what you see inside Google Analytics. Now in this industry, often we use what are called


UTM codes, which help you track things better in Google Analytics. And if you're unfamiliar


with how those work or how to use them with Google posts, I'm going to link to an article


down below that'll explain all of that. But the main thing that you got to remember is


that these numbers won't match. Don't expect them to match. If you do, you're going to


be very frustrated. Don't go down that rabbit trail. Just remember that they're tracked


differently and you're going to get different numbers. So pick one and stick with it. The


fourth thing is in regards to justifications. Now, if you're familiar with that term, you're


like, what are justifications? Miriam Ellis recently did a blog post here on Moz about


this topic and she explains it really well. So I'm not going to do what she did and explain


it. Check out her article also linked below and that will give you all the information


you need. But just in case you're not familiar and you're like really don't know what I'm


talking about, I did my best. I'm not an artist to draw it over here. So let's say for example,


you're on Google and you do a search for local SEO and my agency, student sky shows up in


the search results. If we had a post recently that mentioned local SEO, Google might grab


that little snippet, the words essentially, and stick it right there in the local pack


results. And this is what we call a justification. So they're really cool and it's a great way


to get more words and more messaging in front of your possible consumers. Now, the thing


to keep in mind here is that post justifications only look at posts that were done from the


last 60 days. So your older posts won't be looked at. So you've got to have a post strategy


that is pretty frequent. The fifth thing was that we wanted to look at content types. So


you know, people often ask me, Joy, what should I post about? Like what am I supposed to put


in the content in Google posts? And it comes up a lot as a question. So we, with our study,


basically organized all the different posts we looked at into different categories. And


then what I'm going to show at MozCon is the winners and the losers. So one from the losers


that did not perform well were posts about seasonal topics. Now that shocked me to be


completely honest. But what I'm talking about here is let's say you have a dermatologist


and it's coming close to Christmas. So you use like Christmasy wording and Christmas


emojis and like Christmas stuff to try and make the post kind of be more relevant. These


did not perform well, so kind of surprised me, but that was one from our losers list.


One from our winners list was emojis, point number six. So emojis are great. And some


of you may be excited by this. Some of you may roll your eyes. If you love emojis, this


was one of the strategies that we saw that actually helped performance on Google posts.


So make sure you use emojis if you are trying to get people's attention, post with them,


outperformed posts without them. And finally, the last tip that I'm going to share with


you today is in regards to the update post. Now, if you're not familiar with the term


update post, I kind of made it up because there was no name for the traditional post


inside Google My Business. So it says update. So we just call it that. But this was the


type of post that if you remember when Google first launched this feature, you would do


a post and it would last for seven days. And after seven days it would get deleted from


your knowledge panel. So it was essentially invisible, which was a little annoying because


you don't want to have to go and post every seven days. And because you can't schedule


posts natively inside Google My Business, it was a big of a headache to try and keep


up with this as a business owner. So the good news is that several months ago, Google changed


this. And now these posts actually stay on your knowledge panel for a long time. But


I wanted to know exactly how long they stayed on there. So I tracked some and came to the


conclusion that they stay on your knowledge panel for six months. So essentially what


that means is if you make one update post, never post it again, it would stay there for


six months and then it would disappear, which is a lot better than seven days. So keep these


tips in mind when you are coming up with your post strategy. Obviously to get a lot more,


feel free to check out my talk at MozCon coming later this year. And some of the things that


I'll be talking about there are, there's a lot that I didn't cover. I'll be addressing


if posts impact ranking, which is probably the number one question that I get asked.


And I'll also be going through a lot more of the winning and losing strategies that


we found from the study. Thanks for listening. And if you have any questions, feel free to


SEO and Google Discover

Happy Friday, Moz fans, and today's topic is going to be Google Discover.


SEO and Google Discover

Now this is a massive opportunity that I think a lot of sites have been sleeping on.


SEO and Google Discover

It's been out for about three years now, and for the sites that are taking it seriously,


SEO and Google Discover

I've seen quite a few recently that are now getting more traffic from Google Discover


SEO and Google Discover

than they are from organic.


SEO and Google Discover

So hopefully that gives you some kind of idea of what you're missing out on, but in case


SEO and Google Discover

you have been sort of living under a rock, completely oblivious to this, this is what


SEO and Google Discover

Google Discover is, this is what it looks like.


SEO and Google Discover

So basically if you open up the Google app on Android or on iOS, you'll see yes there's


SEO and Google Discover

a search bar like you'd normally expect with Google, but there's also, if you scroll down,


SEO and Google Discover

by default at least, there's this list of recommended articles, very heavily personalised,


SEO and Google Discover

you can sort of scroll infinitely, and they're based on your interests and your sort of what


SEO and Google Discover

Google has seen you searching for and looking for in the past basically.


SEO and Google Discover

And they're all articles, this isn't e-commerce or something like that for the most part.


SEO and Google Discover

Now I'm going to talk a little bit about what you need to do to be featured here.


SEO and Google Discover

Indexing as a basic level works the same as regular Google organic.


SEO and Google Discover

There's no special process like you might see with Google News or something like that,


SEO and Google Discover

but there are a few hard requirements that you're going to need.


SEO and Google Discover

And there's also a few sort of myths that I'm going to talk about.


SEO and Google Discover

Now the first big hard requirement that I've seen completely ubiquitously is schema markup.


SEO and Google Discover

So in my own Google Discover feed, everything that I've seen marked up is either marked


SEO and Google Discover

up as, everything that I've seen recommended to me, sorry, is either marked up as schema


SEO and Google Discover

article or schema news article.


SEO and Google Discover

And when I've looked at the analytics of sites I have access to and what they're getting


SEO and Google Discover

featured in Google Discover, it's the same.


SEO and Google Discover

It's all either article or news article markup.


SEO and Google Discover

Now it might be possible that people are succeeding with maybe recipes or something like that,


SEO and Google Discover

and I've just not seen that, but definitely some kind of schema markup is required here.


SEO and Google Discover

Now there's also a sort of, like I say, a very heavy topics layer here in what people


SEO and Google Discover

are being recommended based on their interests and so on.


SEO and Google Discover

This is kind of surprisingly unsubtle as far as I can tell, at least surprising if you're


SEO and Google Discover

used to Google's organic algorithm, how sophisticated it is.


SEO and Google Discover

So basically Google will cotton on very heavily to a few broad topics, things you're interested


SEO and Google Discover

in, and sites that I've seen doing well and articles that I've seen doing well are very


SEO and Google Discover

unambiguously about one of these sort of broad topics.


SEO and Google Discover

So for example, the Moz blog actually does quite well in Google Discover, and I think


SEO and Google Discover

that's because it's very unambiguously about SEO, and it's never really dangerous to recommend


SEO and Google Discover

a Moz blog article to someone who's interested in SEO.


SEO and Google Discover

And similarly on some sites the articles I've seen doing very well are ones that prominently


SEO and Google Discover

mention and clearly are about maybe a celebrity or a car brand or some other sort of broad


SEO and Google Discover

topic like this.


SEO and Google Discover

So this sort of unambiguous topic seems to be very important.


SEO and Google Discover

The next requirement is more something you might be familiar with if you've optimized


SEO and Google Discover

for YouTube or Twitter or Facebook or something like that, and it's this clickiness.


SEO and Google Discover

And to be honest, I'm sorry to say kind of being clickbaity, the articles that do best


SEO and Google Discover

on Google Discover are ones that sort of hint at something salacious in the title that don't


SEO and Google Discover

reveal it.


SEO and Google Discover

They're really drawing in that click, and it seems to really reward that.


SEO and Google Discover

Now it's worth mentioning this title.


SEO and Google Discover

This is not a title tag like you might be used to from SEO, and it's also not an open


SEO and Google Discover

graph title like you might be used to from social media optimization.


SEO and Google Discover

This is part of that schema markup.


SEO and Google Discover

It's the headline in there, and this needs to be no more than 110 characters, ideally


SEO and Google Discover

pretty close to that.


SEO and Google Discover

And there's also this image.


SEO and Google Discover

This image needs to be 1200 pixels wide, and again it's referenced in that schema markup.


SEO and Google Discover

And again that can be a very important way of drawing in that click.


SEO and Google Discover

The last sort of big requirement that I notice is speed.


SEO and Google Discover

It seems much more important for Google Discover than it is for Google Organic to have fast


SEO and Google Discover

loading pages.


SEO and Google Discover

To such an extent that I've seen a lot of people out there claiming that AMP is a hard


SEO and Google Discover

requirement, and now we sort of get into the myths section or the urban myths.


SEO and Google Discover

AMP is definitely not a hard requirement for Google Discover.


SEO and Google Discover

There are sites out there doing very well without AMP, even smaller lesser known sites


SEO and Google Discover

doing very well without AMP.


SEO and Google Discover

But you do need to be very fast.


SEO and Google Discover

So I can see how people come to have that idea, and sure enough if you look in your


SEO and Google Discover

own Google Discover you'll probably see a lot of AMP pages, but it's definitely not


SEO and Google Discover

a requirement.


SEO and Google Discover

And indeed there are even some sites doing well with slower pages, but they tend to be


SEO and Google Discover

more household name or very authoritative brands within their space which possibly compensates.


SEO and Google Discover

And I think that's what leads people to think about this next myth which is I've seen a


SEO and Google Discover

lot of people recommending that you should do link building for the benefit of Google


SEO and Google Discover

Discover.


SEO and Google Discover

And maybe that does help, but compared to organic I've seen sites, you know, DA 20-something


SEO and Google Discover

doing very very well, six figure daily traffic through Google Discover.


SEO and Google Discover

It's definitely not a hard requirement to have any substantial amount of links.


SEO and Google Discover

So yeah, maybe it helps or maybe there are other ways that Google is measuring brand


SEO and Google Discover

here, but this is not something I would focus on for Google Discover to start with.


SEO and Google Discover

And the last sort of myth that I've seen is I think it comes about because early on in


SEO and Google Discover

Google Discover you could follow certain sites or brands if they were featured in the Knowledge


SEO and Google Discover

Graph and then you would supposedly see more content from that site.


SEO and Google Discover

That's no longer possible, but in any case, like I say, I've seen sites doing very very


SEO and Google Discover

well that not only have very few links, but also as a brand or as a site or as an entity


SEO and Google Discover

are not in the Knowledge Graph.


SEO and Google Discover

So while I think it probably is worth you trying to get your brand featured in the Knowledge


SEO and Google Discover

Graph and probably your brand already is featured in the Knowledge Graph if it's well known,


SEO and Google Discover

this is definitely not something that is going to be a hard requirement for you to perform


SEO and Google Discover

very very well in Google Discover.


SEO and Google Discover

Now the next step you're probably going to want to think about is how do you actually


SEO and Google Discover

go about, you know, once you're optimising for Google Discover, how do you measure how


SEO and Google Discover

well you've been doing so that you can sort of iterate and improve?


SEO and Google Discover

Now sadly this is a little bit messy.


SEO and Google Discover

The most accurate data source you're going to have is Google Search Console and if you're


SEO and Google Discover

getting, similar to Google News, if you're getting any Google Discover traffic at all,


SEO and Google Discover

you'll get this extra tab appear in Google Search Console that shows you your Discover


SEO and Google Discover

traffic as separate to your web search traffic or your Google News traffic.


SEO and Google Discover

If you have that again, the Google News thing only appears if you're getting Google News


SEO and Google Discover

traffic.


SEO and Google Discover

Obviously Search Console data isn't ideal.


SEO and Google Discover

It has some limitations.


SEO and Google Discover

It's not tied up with data from your other channels, it's not tied up with your conversion


SEO and Google Discover

data, your on-site analytics.


SEO and Google Discover

But if you want to actually debug this in something like Google Analytics, it's very


SEO and Google Discover

messy.


SEO and Google Discover

So what I've seen when I've found articles that according to Google Search Console are


SEO and Google Discover

only getting Discover traffic, you know, zero web search traffic whatsoever, they're just


SEO and Google Discover

getting Discover traffic, and then I look at how that Discover traffic appears in Analytics,


SEO and Google Discover

it's sadly very spread out.


SEO and Google Discover

There used to be some ways of capturing this through basically a typo in the referral that


SEO and Google Discover

Google Discover was sending.


SEO and Google Discover

Sadly, that's no longer the case.


SEO and Google Discover

So what you tend to see is that Google Discover traffic appears mostly as Google organic,


SEO and Google Discover

sort of blended in with your other organic data.


SEO and Google Discover

Then a good chunk of it, in my experience about 17%, will appear as direct.


SEO and Google Discover

So 15 to 20%, 17 is probably overly precise.


SEO and Google Discover

And then you'll get a tiny sliver which is appearing as this GoogleAPIs.com referral


SEO and Google Discover

traffic.


SEO and Google Discover

So if you're getting anything with GoogleAPIs.com referral as the source and medium, then you're


SEO and Google Discover

definitely getting some Discover traffic, but it's a lot more than you would think from


SEO and Google Discover

this green slice.


SEO and Google Discover

This is just sort of the tip of the iceberg.


SEO and Google Discover

So hopefully you found all of that useful.


SEO and Google Discover

I'd love to know your own tips if you can share them on social and tag me or tag Moz.


SEO and Google Discover

This is an area that I think right now is relatively little explored by SEOs and by


SEO and Google Discover

the industry.


SEO and Google Discover

So yeah, I'd love to see what other people are doing and what's working for them.


SEO and Google Discover


A Universal SEO Strategy Audit in 5 Steps - Whiteboard Friday

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday.


This week we're chatting about building an SEO strategy and having a universal set of


five questions that can get you there.


So number one, what keywords do you want to rank for?


Number two, how do we get links?


Number three, site speed?


Mobile?


Doesn't even seem like a question.


What about Penguin and Panda?


When do I get money?


This is baloney.


That's not a strategy.


Some of those go to tactics you might invest in an SEO, but this is not an SEO strategy.


Unfortunately, this is how a lot of conversations about SEO start.


At teams, with CMOs, with managers, with CEOs, with clients or potential clients.


And it's very frustrating because you can't truly do a great job with SEO just in the


tactical level.


If you don't start with a compelling strategy, doing all of these things is only going to


produce a small amount of potential return compared to if you ask the right questions


and you get your strategy set before you begin an SEO process and nailing your tactics.


So that's what I want to go through.


And I've spent a lot of time thinking through these things and analyzing a lot of posts


that other people have put up and questions that folks have put in our Q&A system and


others on Quora and other places.


And I think actually every great SEO strategy that I've ever seen can be distilled down


to answers that come from these five questions.


So number one, what does our organization create that helps solve searchers' questions


or problems?


And that could be or what will we create in the future.


It might be that you haven't yet created the thing or things that's going to help solve


searchers' questions or problems.


But that thing that you make, that product or service or content that you are making,


that expertise that you hold, something about your organization is creating value that if


only searchers could access it, they would be immensely thankful.


It is possible, and I have seen plenty of examples of companies that are so new or so


much on the cutting edge that they're producing things that aren't solving questions people


are asking yet.


And the question or the problem that you're solving, though—sorry, the problem that


you're solving then is not a question.


It's not something that's being searched for directly.


It usually is very indirect.


If you're creating a machine that, let's say, turns children's laughter into energy, as


they do in the film Monsters, Inc., then, well, that is something very new.


No one is searching for machine to turn kids' laughing into energy.


However, many people are searching for alternative energy.


They're searching for broader types of things and concepts.


By the way, if you do invent that machine, I think you'll probably nail a lot of that


interest level stuff.


If you have a great answer to this, you can then move on to what is the unique value we


provide that no one else does?


We talked about unique value previously on Whiteboard Friday.


There's a whole episode you can watch about that.


Basically, if everyone else out there is producing x and x plus one and x plus two, you've either


got to be producing x times ten or you've got to be producing y, something that is highly


unique or is unique because it is of such better quality, such greater quality.


It does the job so much better than anything else out there.


It's not, hey, we're better than the top ten search results.


It's why are you ten times better than anything on this list?


The third question is who's going to help amplify our message and why will they do it?


This is essential because SEO has turned from an exercise where we essentially take content


that already exists or create some content that will solve a searcher problem and then


try and acquire links to it or point links to it or point ranking signals at it.


Instead, it's ones where we have to go out and earn those ranking signals.


Because we've shifted from link building or ranking signal building to ranking signal


earning, we better have people who will help amplify our message, the content that we create,


the value that we provide, the service or the product, the message about our brand.


If we don't have those people who care enough, for some reason care enough about what we're


doing to help share it with others, we're going to be shouting into a void.


We're going to get no return on the investment of broadcasting our message or reaching out


one to one or sharing on social media or distributing.


It's not going to work.


We need that amplification.


There must be some of it.


Because we need amplification in order to earn these ranking signals, we need an answer


to who.


That who is going to depend highly on your target audience, your target customers and


who influences your target customers, which may be a very different group than other customers


just like them.


There are plenty of businesses and industries where your customers will be your worst amplifiers


because they love you and they don't want to share you with anyone else.


They love whatever product or service you're providing and they want to keep you all to


themselves and, by the way, they're not on social media and they don't do sharing.


You need another level above them.


You need press or bloggers or social media shares, somebody who influences your target


audience.


Number four, what is your process, our process, for turning visitors from search into customers?


If you have no answer to this, you can't expect to earn search visits and have a positive


return on your investment.


You've got to be building out that funnel that says, aha, people have come to us through


channel X, search, social media, through email, directly visited, referred from some other


website, through business development, through conference or trade show, whatever it is.


Then they come back to our website, then they sign up for an email, then they make a conversion.


How does that work?


What does our web marketing funnel look like?


How do we take people from, they visited our site for the first time from search, from


a problem or a question that they had that we answered, and now how do they become a


customer?


If you don't have that process yet, you must build it.


That's part of a great SEO strategy.


Then optimization of this is often called conversion rate optimization.


Last question, number five, how do we expose what we do that provides value here in a way


that engines can easily crawl, index, understand, and show off?


This is getting to much more classic SEO stuff, but for many companies, they have something


wonderful that they've built, but it's just a mobile app or a web app that has no physical


URL structure that anyone can crawl and be exposed to.


Or it's a service-based business, let's say a legal services firm.


Gosh, how are we going to turn the expertise of our legal team into something that engines


can perceive?


Maybe we have the answers to these questions, but we need to find some way to show it off.


That's where content creation comes into play.


We don't just need content that is good quality content that can be crawled and indexed.


It also must be understood, and this ties a little bit to things we've talked about


in the past around Hummingbird, where it's clear that the content is on the topic and


that it really answers the searcher's underlying question, not just uses the keywords the searcher


is using, although using the keywords is still important from a classic SEO perspective.


Then show off that content is how do we do a great job of applying rich snippets, of


applying schema, of having a very compelling title and description and URL, of getting


that ranked highly, of learning what our competitors are doing that we can uniquely differentiate


from them in the search results themselves so that we can improve our click-through rates,


all of those kinds of things.


If you answer these five questions, or if your customer, your client, your team, your


boss already has great answers to these five questions, then you can start getting pretty


tactical and be very successful.


If you don't have answers to these yet, go get them.


Make them explicit, not just implicit.


Don't just assume you know what they are.


Have them list them.


Make sure everyone on the team, everyone in the SEO process is bought into, yes, these


are the answers to those five questions that we have.


Now let's go do our tactics.


I think you'll find you're far more successful with any type of SEO project or investment.


All right, Kang.


Thanks so much for joining us on Whiteboard Friday.


We'll see you again next week.


How to Research the Path to Customer Purchase - Whiteboard Friday

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday.


This week we're going to chat about the path to customer purchase and how to research that


path.


The reason this is so critical is because we have to understand a few things like our


content and conversion strategy around where do we need to be, what content we need to


create, how to position ourselves, our product, our brand, and how to convert people.


We can't know this stuff until we truly understand the buying process.


We've done a lot of Whiteboard Fridays that involve very, very tactically specific items


in one of the steps in these, like how to understand the awareness funnel and how to


build your social media audience, or how to get into the consideration funnel process


and understand how you compare against your competition, how to convert people at the


very end of the buying cycle on a landing page.


But I want to take a step back because as I've talked to a lot of you out there and


heard comments from you, I think that this bigger picture of how do I understand this


research process is something we need to address.


So let's start with how do we understand who our buyers actually are and what's a research


process we can use for that.


When it starts, my general sense is that we need to start with interviews.


Interviews with a few people, with salespeople if you're working with a team that has sales,


with customer service, especially if you're working with a team that has customer service


folks who talk to lots of their audience, and potentially with your target demographic


and psychographic audience.


Demographic audience would be like where are they and what gender are they and what age


group are they, and psychographics would be things around their interest levels in certain


things and what they consume and how they behave, all of that type of stuff.


If you find groups like that, for example, let's say we're going to go target Scotch


whiskey drinkers.


Now I am personally among that set of Scotch whiskey drinkers.


I'm a big fan of a number of Scotchs as are many Mausers.


In fact, I have a bottle of Ardbeg.


I think it's the Oogadall in my office here at Moz.


I might go, well, let's see.


Let's talk to the people who sell whiskey at stores.


Let's talk to the people who sell it online.


Let's talk to the customer service folks.


Let's do interviews with people who are likely Scotch buyers, which are both male and female,


perhaps slightly more demographically skewed male, tend to be in a slightly wealthier,


maybe middle income and up income bracket.


Tend to be people who live in cities more than people who live in urban and rural areas.


Tend to also have interests around things like fashion and maybe automobiles and maybe


beer, other forms of alcohol.


We can figure out all that stuff and then we can do those interviews.


What we're trying to get to is a customer profile or several customer profiles.


A lot of folks call this a persona, a customer persona, and they'll name the persona.


I think that's a fine approach, but you can have a more abstract customer profile as well.


Then once you have that, you can use a tool like Facebook through their audience system,


through their advertising audience system, to research the quantity of people who have


the particular attributes or affiliations that you're seeking out.


From there, you can expand again by using Facebook and Twitter.


You could use Followa Wonk, for example, in Twitter specifically, to figure out what are


these people following.


Who are their influencers?


What are the brands they pay attention to?


What are the media outlets?


What are the individuals?


What are the blogs or content creators that they follow?


You can also do this with a few other tools.


For example, if you're searching out just content in general, you might use Google Search.


You could do this on Instagram or Pinterest or LinkedIn for additional networks.


There's a very cool tool called Full Contact, which has an API that essentially lets you


plug in.


Let's say you have a set of email addresses from your interview process.


You can plug that into Full Contact, and you can see the profiles that all of those email


addresses have across all these social networks.


Now I can start to do this type of work, and I can go plug things into Followa Wonk.


I can go plug them into Facebook, and I can actually see specifically who those groups


follow.


Now I can start to build a true idea of who these people are and who they follow.


Now that I've researched that, I need to know what needs those folks actually have.


I understand my audience at least a little bit, but now I need to understand what they


want.


Again, I go back to that interview process.


It's very, very powerful.


It is time intensive.


It will not be a time-saving activity.


Interviews take a long time and a lot of effort and require a tremendous amount of resources,


but you also get deep, deep empathy and understanding from an interview process.


Surveys are another good way to go, but you get much less deep information from them.


You can, however, get good broad information, and I've really enjoyed those.


If you don't already have an audience, you can start with something like SurveyMonkey


Audience or Google Surveys, which let you target a broad group.


Both of those are reasonable if you're targeting the right sorts of broad enough demographics,


psychographics.


The other thing I want to do here is some awareness-stage keyword research.


I want to understand at this awareness phase, as people are just understanding they have


a problem, what do they search for?


Keyword research from this can start from kind of the highest level.


If I'm targeting Scotch, I might search for just Scotch by itself.


If I plug that into a tool like Keyword Explorer or Keyword Planner or keywordtool.io, I can


see suggestions like, what's the best Scotch under $50?


When I see that, I start to gain an understanding of, oh, wait a minute, people are looking


for quality.


They also care about price.


Then I might see other things like, gosh, a lot of people search for islay versus spayside.


Oh, that's interesting.


They want to know which regions are different, or they search for Japanese whiskey versus


Scotch whiskey.


Aha, another interesting point at the awareness stage.


From there, I can determine the search terms that are getting used at awareness stage.


I can go to consideration.


I can go to comparison.


I can go to conversion points.


That really helps me understand the journey that searchers are taking down this path.


It's not just search, though.


Any time I have a search term or phrase, I want to go plug that into places like Facebook.


I want to plug it into something like Twitter search, and I want to understand the influencers


on the networks that I know my audience is in.


That could be Instagram.


It could be Pinterest.


It could be LinkedIn.


It could be any variety of networks.


Could be Google News, maybe, if I'm seeing that they pay attention to a lot of media.


Once I have this sort of awareness through the funnel, search terms and awareness through


the funnel, now I've got to understand how do they get to that conversion point.


Once I get there, what I'm really seeking out is what are the reasons people bought,


what are the things they considered, and what are the objections that kept some of them


from buying.


If I have this, what I essentially have now is the who and the what they're seeking out


at each phase of this journey.


That's an incredibly powerful thing that I can then go apply to where do I need to be


and where do I need to be means things like what keywords do I need to target, what social


platforms do I need to be on, where do I need to be in media, who do I need to influence,


who's influencing my audience.


It tells me what content I need to create.


I know what articles or videos or visuals or podcasts or data my audience is interested


in and what helps compel them further and further down that funnel.


It tells me a little bit about how to position myself in terms of things like style and UI,


UX, as well as benefits versus features and some of the prototypical users.


Who are the prototypical users?


Who should I showcase?


What kinds of testimonials are going to be valuable because people say, ah, this person


who is like me liked this product and uses it.


Therefore, it must be a good product for me.


Then it also tells us, lastly, finally, through those objections and the reasons people bought,


the landing page content, the testimonials to feature and what should be in those.


It tells me about the conversion path and how I should expect people to flow through


that, whether they have to come back many times or they make the purchase right away,


who they're going to compare me against in terms of competitors, and finally, the purchase


dynamics.


How do I want to sell?


Do I need a refund policy?


Do I need to have things like free shipping?


Should this be on a subscription basis?


Should I have a high upfront payment or a low upfront payment with ballooning costs


over time and all that type of stuff?


This research process is not super simple, and I certainly haven't dived deep on every


one of these aspects, but you can use this as a fundamental architecture to shape how


you answer these questions in all of the web marketing channels you might pursue.


Before you go pursue any one given channel, you might want to try and identify some of


the holes you have in this.


If you have questions about how to do this, go through and do this research first.


You'll have far better results at the end.


All right, everyone.


Thanks for watching.


We'll see you again next week for another edition of Whiteboard Friday.


How to Promote Your Content Like a Boss

Hey everybody, Cyrus here.


How to Promote Your Content Like a Boss

It is an honor to bring on our next speaker because what a lot of people may not realize,


How to Promote Your Content Like a Boss

he doesn't speak at SEO conferences.


How to Promote Your Content Like a Boss

But when he heard MozCon was inviting him, he agreed to speak here with us today, which


How to Promote Your Content Like a Boss

we are honored to have his presence.


How to Promote Your Content Like a Boss

Brian Dean, yes I'm talking about the famous Backlinko, runs one of the most popular SEO


How to Promote Your Content Like a Boss

blogs on the internet where he writes all the content himself.


How to Promote Your Content Like a Boss

I can't think of another SEO blog like that out there today.


How to Promote Your Content Like a Boss

He's an excellent SEO, link builder, sells courses, and he is one of the best marketers


How to Promote Your Content Like a Boss

I've ever met.


How to Promote Your Content Like a Boss

We're honored to have him today, How to Promote Your Content Like a Boss, something he knows


How to Promote Your Content Like a Boss

so much about.


How to Promote Your Content Like a Boss

We're going to kick it over to Brian Dean.


How to Promote Your Content Like a Boss

Hey, what's up everybody?


How to Promote Your Content Like a Boss

Brian Dean here.


How to Promote Your Content Like a Boss

And in this presentation, I'm going to show you how to promote your content in 2020.


How to Promote Your Content Like a Boss

So for some context, as you probably know, it's a dark time for people in SEO and content


How to Promote Your Content Like a Boss

marketing because it's harder than ever for your content to get seen, even if it's amazing,


How to Promote Your Content Like a Boss

even if it's world class.


How to Promote Your Content Like a Boss

The hard part isn't necessarily creating the content, it's promoting it and getting people


How to Promote Your Content Like a Boss

to share and link to it.


How to Promote Your Content Like a Boss

And it's just a numbers game.


How to Promote Your Content Like a Boss

Back in the day, if you published a post, you were one of a couple thousand people.


How to Promote Your Content Like a Boss

Today you're one of literally millions.


How to Promote Your Content Like a Boss

And freedom fighters, SEO and content marketers are wondering, how do you actually get your


How to Promote Your Content Like a Boss

content in front of people?


How to Promote Your Content Like a Boss

And then how do you get them to share and link to it?


How to Promote Your Content Like a Boss

Well, that's what content promotion basically is.


How to Promote Your Content Like a Boss

But how do you actually do it?


How to Promote Your Content Like a Boss

Well, the issue really comes down to a quality over quantity issue because according to WordPress,


How to Promote Your Content Like a Boss

70 million blog posts come out every single month.


How to Promote Your Content Like a Boss

That's like 2 million blog posts every day.


How to Promote Your Content Like a Boss

And that's just on WordPress.


How to Promote Your Content Like a Boss

That doesn't count all the posts that come out on Wix and Squarespace and Webflow.


How to Promote Your Content Like a Boss

Plus, you've got YouTube videos, podcast episodes, tweets, all sorts of content coming out.


How to Promote Your Content Like a Boss

So when you hit publish on a piece of content, it's kind of easy to forget how huge the content


How to Promote Your Content Like a Boss

world and how much content is coming out along with that post.


How to Promote Your Content Like a Boss

I know I make that mistake with my own content.


How to Promote Your Content Like a Boss

I publish a post and it doesn't do well.


How to Promote Your Content Like a Boss

I'm like, this is so amazing.


How to Promote Your Content Like a Boss

How come no one cares?


How to Promote Your Content Like a Boss

And it's because it was just a drop in the ocean really.


How to Promote Your Content Like a Boss

It was just one of many pieces that were coming out that day.


How to Promote Your Content Like a Boss

And what's really interesting about the stats on how much content is coming out, it's not


How to Promote Your Content Like a Boss

that 70 million has been the number that stayed firm for years.


How to Promote Your Content Like a Boss

It's increasing rapidly.


How to Promote Your Content Like a Boss

In fact, there's a 47% increase in the number of WordPress posts that have been published


How to Promote Your Content Like a Boss

since 2016.


How to Promote Your Content Like a Boss

So in four years, you're competing against 47% more content that comes out every day.


How to Promote Your Content Like a Boss

And if you have a bad feeling about that, you're not alone.


How to Promote Your Content Like a Boss

And what's interesting is earlier this year, Buzz Sumo and I teamed up for an industry


How to Promote Your Content Like a Boss

study and we analyzed about 900 million blog posts to try to figure out what's the state


How to Promote Your Content Like a Boss

of a piece of content that comes out and why does some content perform better than others?


How to Promote Your Content Like a Boss

And we found that 94% of all blog posts get zero links.


How to Promote Your Content Like a Boss

So basically 94 out of every 100 posts, no one links to them.


How to Promote Your Content Like a Boss

So they're more or less ignored.


How to Promote Your Content Like a Boss

And what's interesting is that, yeah, you have the occasional post that might get a


How to Promote Your Content Like a Boss

link, but there's this rare 2% that gets more than one link.


How to Promote Your Content Like a Boss

So it's rare to get one link and it's even more hard, even more difficult to get multiple


How to Promote Your Content Like a Boss

links from multiple websites.


How to Promote Your Content Like a Boss

And I know the odds are bad for this, but there is hope.


How to Promote Your Content Like a Boss

And I'm going to show you exactly how to promote your content in this presentation.


How to Promote Your Content Like a Boss

But I want to give you a quick backstory of something I struggle with, why I failed with


How to Promote Your Content Like a Boss

content marketing and exactly what I did to turn things around.


How to Promote Your Content Like a Boss

So a while back, I graduated with a degree in nutrition.


How to Promote Your Content Like a Boss

Here's me at graduation with my dad.


How to Promote Your Content Like a Boss

And I was like, you know what?


How to Promote Your Content Like a Boss

I want to start a weight loss blog because I knew about that topic because it was related


How to Promote Your Content Like a Boss

to nutrition, but I had no experience doing anything online.


How to Promote Your Content Like a Boss

Like I never registered a domain name before.


How to Promote Your Content Like a Boss

I didn't know anything.


How to Promote Your Content Like a Boss

So when I launched this site, my page views were literally flat because I would publish


How to Promote Your Content Like a Boss

tons of content, but no one would see it.


How to Promote Your Content Like a Boss

And this is back in the day.


How to Promote Your Content Like a Boss

This is before this huge content spike we talked about.


How to Promote Your Content Like a Boss

This is when it was relatively easy and I still struggled because I didn't know how


How to Promote Your Content Like a Boss

to execute content marketing and even the content that was good, I didn't know how to


How to Promote Your Content Like a Boss

promote it.


How to Promote Your Content Like a Boss

And it was honestly really frustrating to fail in that way.


How to Promote Your Content Like a Boss

But now that I have the benefit of hindsight in multiple projects, some of which have succeeded,


How to Promote Your Content Like a Boss

some of which have failed, I can look back and realize why that site failed.


How to Promote Your Content Like a Boss

And it really wasn't because of the quality of content.


How to Promote Your Content Like a Boss

In my opinion, the quality of content was pretty good because I was a dietitian, a registered


How to Promote Your Content Like a Boss

dietitian and I knew how to write stuff that was based on science and was still approachable.


How to Promote Your Content Like a Boss

It was kind of like a Healthline way before Healthline and obviously not executed as well.


How to Promote Your Content Like a Boss

But the real reason the site failed wasn't because of the content.


How to Promote Your Content Like a Boss

It was because I didn't promote it in the right way and I just didn't spend enough time


How to Promote Your Content Like a Boss

and effort on promotion.


How to Promote Your Content Like a Boss

So I was doing something which is what I like to call the publish and pray approach, which


How to Promote Your Content Like a Boss

is just like it sounds.


How to Promote Your Content Like a Boss

You publish a piece of content and then you kind of pray.


How to Promote Your Content Like a Boss

People see it and pray, people share it and pray, people link to it.


How to Promote Your Content Like a Boss

So when I launched Backlinko many years later, I decided to flip the script and try a different


How to Promote Your Content Like a Boss

approach.


How to Promote Your Content Like a Boss

This time I would focus 100% on promotion and double my effort that I put into promotion


How to Promote Your Content Like a Boss

and take some of the time away from content production, which is totally different than


How to Promote Your Content Like a Boss

how most people approach it and how I approached my first weight loss blog.


How to Promote Your Content Like a Boss

My idea was if you put out great content, people will see it, people will share it,


How to Promote Your Content Like a Boss

people will link to it, it'll rank because just great content is the key.


How to Promote Your Content Like a Boss

And yes, you should put out great content, but I was missing that piece about promotion.


How to Promote Your Content Like a Boss

So when I launched Backlinko, I was going against these huge sites and I realized that


How to Promote Your Content Like a Boss

just trying to publish content that was really good wasn't going to be good enough because


How to Promote Your Content Like a Boss

I was already competing against sites like HubSpot and Moz.


How to Promote Your Content Like a Boss

They're putting out great stuff.


How to Promote Your Content Like a Boss

So my great stuff on its own wasn't going to have a chance because they already had


How to Promote Your Content Like a Boss

an audience and I didn't.


How to Promote Your Content Like a Boss

I realized that just putting out good stuff or stuff that was a little bit better than


How to Promote Your Content Like a Boss

theirs even wasn't going to be enough.


How to Promote Your Content Like a Boss

And after all, you've got to think about it.


How to Promote Your Content Like a Boss

I was competing against HubSpot, Moz, these huge sites.


How to Promote Your Content Like a Boss

I was a guy writing articles in his underwear from his apartment, you know, and I was competing


How to Promote Your Content Like a Boss

against these content teams with like 50 people.


How to Promote Your Content Like a Boss

There was no way I could ever hope to match their level of production, but I could beat


How to Promote Your Content Like a Boss

them on the promotion side and that was my secret weapon was content promotion.


How to Promote Your Content Like a Boss

So what I did when I started Backlinko is I spent 80% of my time promoting and 20% of


How to Promote Your Content Like a Boss

my time creating, which is the complete opposite of what I did with my first blog in the weight


How to Promote Your Content Like a Boss

loss space, I spent like 90% of my time writing and like 10% of the time promoting.


How to Promote Your Content Like a Boss

And with Backlinko, I flipped the script and I spent most of my time getting the word out


How to Promote Your Content Like a Boss

about my site and about my content.


How to Promote Your Content Like a Boss

And because of that, you can see here in this track, this Google Analytics chart that I


How to Promote Your Content Like a Boss

was able to get traction very early on.


How to Promote Your Content Like a Boss

And these spikes that you see aren't really from publishing new stuff.


How to Promote Your Content Like a Boss

When I first launched this site, I published something every six to eight weeks.


How to Promote Your Content Like a Boss

It was really promoting the content that I already had on my site.


How to Promote Your Content Like a Boss

And to give you some perspective, I launched Backlinko in 2013 and back then, just like


How to Promote Your Content Like a Boss

with my weight loss blog, things were a lot easier.


How to Promote Your Content Like a Boss

Today it's even harder because there are fewer people looking at the content that comes out.


How to Promote Your Content Like a Boss

This is also data from WordPress.


How to Promote Your Content Like a Boss

Even as more content is coming out, views are actually going down.


How to Promote Your Content Like a Boss

You think it would go up because there's just more content to see.


How to Promote Your Content Like a Boss

But actually what's happening is people are just kind of overwhelmed with content.


How to Promote Your Content Like a Boss

They're getting saturated by it so views are going down.


How to Promote Your Content Like a Boss

To make matters worse, most people are promoting their content the exact same way.


How to Promote Your Content Like a Boss

You've all seen these email outreach templates.


How to Promote Your Content Like a Boss

I'll cover them a little bit later in detail.


How to Promote Your Content Like a Boss

But it also makes it harder for people because people are kind of burned out with just receiving


How to Promote Your Content Like a Boss

these outreach messages that are all the same.


How to Promote Your Content Like a Boss

In fact, a study we did earlier this year as well found that only 8% of outreach emails


How to Promote Your Content Like a Boss

even get a response.


How to Promote Your Content Like a Boss

Never mind a conversion, which is pretty sad.


How to Promote Your Content Like a Boss

That's mostly because people are sending out outreach emails that aren't really personalized.


How to Promote Your Content Like a Boss

But fortunately there is hope.


How to Promote Your Content Like a Boss

What you need to do is just like with content, look at your promotion the same way.


How to Promote Your Content Like a Boss

Just like you put a ton of effort into a piece of content and realize that good content isn't


How to Promote Your Content Like a Boss

really enough anymore.


How to Promote Your Content Like a Boss

Great content really isn't enough anymore.


How to Promote Your Content Like a Boss

It has to be amazing.


How to Promote Your Content Like a Boss

It's the same with content promotion.


How to Promote Your Content Like a Boss

Good content promotion like sharing your stuff on social media is a good foundation but you


How to Promote Your Content Like a Boss

need to do a lot more.


How to Promote Your Content Like a Boss

Without further ado, here are the seven promotional strategies that are working great right now.


How to Promote Your Content Like a Boss

The first is to create content for what's known as the linkerati, which are basically


How to Promote Your Content Like a Boss

the Jedi in your niche.


How to Promote Your Content Like a Boss

So most people create content, they create content for their target customer, which in


How to Promote Your Content Like a Boss

theory makes total sense because your customer is searching for something, you want to get


How to Promote Your Content Like a Boss

in front of them and then they'll buy what you sell.


How to Promote Your Content Like a Boss

That's kind of the foundation of SEO.


How to Promote Your Content Like a Boss

But in reality what happens is if you only publish content for your target audience,


How to Promote Your Content Like a Boss

it ultimately becomes a trap because as I'll explain later, your target audience can't


How to Promote Your Content Like a Boss

really amplify what you put out.


How to Promote Your Content Like a Boss

So again, the study with BuzzSumo that I did, another finding from this was that we didn't


How to Promote Your Content Like a Boss

find any correlation between people sharing content and linking to content.


How to Promote Your Content Like a Boss

So in other words, we have pieces of content that got tons of shares on Facebook and Twitter,


How to Promote Your Content Like a Boss

LinkedIn, whatever, but they would get zero links and vice versa was true.


How to Promote Your Content Like a Boss

We'd have content that got lots of links and got lots of shares, which seems counterintuitive


How to Promote Your Content Like a Boss

at first because you always hear that, oh, you want to share your stuff on social media,


How to Promote Your Content Like a Boss

get eyeballs on it because when you do, people will see it and then link to it.


How to Promote Your Content Like a Boss

But in reality it doesn't seem to play out that way.


How to Promote Your Content Like a Boss

So the question is how do you publish content that people link to and not necessarily share


How to Promote Your Content Like a Boss

on social media because they're two different things.


How to Promote Your Content Like a Boss

The key is something called the linkerati and this is something Rand Fishkin came up


How to Promote Your Content Like a Boss

with and I had to include him in this presentation, especially as a Jedi because he already kind


How to Promote Your Content Like a Boss

of has a name of a Jedi.


How to Promote Your Content Like a Boss

He has an awesome Jedi name.


How to Promote Your Content Like a Boss

So I thought I would give him a shout out, not just for coming up with the term, but


How to Promote Your Content Like a Boss

for being a Jedi in his own right.


How to Promote Your Content Like a Boss

And if you want to learn more about this linkerati concept, Rand has a great post on it which


How to Promote Your Content Like a Boss

goes in more detail about how this linkerati works.


How to Promote Your Content Like a Boss

But I'm going to get, of course, tell you how to do it as well in this presentation.


How to Promote Your Content Like a Boss

So what is a linkerati and why is it important?


How to Promote Your Content Like a Boss

Well, they're basically people that are bloggers and journalists in your industry.


How to Promote Your Content Like a Boss

They're people that run websites in your niche.


How to Promote Your Content Like a Boss

That's basically how it is.


How to Promote Your Content Like a Boss

It's not that complicated.


How to Promote Your Content Like a Boss

The hard part is that when you don't appeal to the linkerati and you publish content for


How to Promote Your Content Like a Boss

your target audience, it's impossible for them to link to you because they don't run


How to Promote Your Content Like a Boss

websites in your niche versus creating content for the linkerati who do run websites in your


How to Promote Your Content Like a Boss

niche.


How to Promote Your Content Like a Boss

They can link to you, right?


How to Promote Your Content Like a Boss

So it's kind of like this visual explains a little better than I could.


How to Promote Your Content Like a Boss

It's that you have a website.


How to Promote Your Content Like a Boss

When you appeal to the linkerati, they have the resources, websites to link to you.


How to Promote Your Content Like a Boss

But when you appeal to your customers who are random people, most random people on the


How to Promote Your Content Like a Boss

street don't have websites.


How to Promote Your Content Like a Boss

My mom doesn't have a website.


How to Promote Your Content Like a Boss

So if you create a content that they love, the best they're going to do is share on Facebook


How to Promote Your Content Like a Boss

with their 55 friends, which is nice.


How to Promote Your Content Like a Boss

It can help you get a little bit of traffic, but it's not really going to get you links.


How to Promote Your Content Like a Boss

That's why it's important to create content for the linkerati.


How to Promote Your Content Like a Boss

So let me give you a little case study of how I used this strategy to get a bunch of


How to Promote Your Content Like a Boss

links.


How to Promote Your Content Like a Boss

So a couple of years ago, I noticed that HubSpot and some other sites were talking about this


How to Promote Your Content Like a Boss

new approach to content where instead of publishing new stuff, you would go back and update and


How to Promote Your Content Like a Boss

republish your old content.


How to Promote Your Content Like a Boss

And a lot of people were getting results with this strategy.


How to Promote Your Content Like a Boss

So I was like, you know what?


How to Promote Your Content Like a Boss

But what I noticed is that none of the blog posts about that strategy share numbers.


How to Promote Your Content Like a Boss

They never shared any hook that people could use to link to it.


How to Promote Your Content Like a Boss

They never gave it a name that people could link to when they refer to it.


How to Promote Your Content Like a Boss

So when I published a post about it, I called it the content upgrade and gave it a name,


How to Promote Your Content Like a Boss

a reference, things that linkerati could link to.


How to Promote Your Content Like a Boss

I also tied a number to it to give them a specific stat that they could use when they


How to Promote Your Content Like a Boss

linked to it and talked about the strategy.


How to Promote Your Content Like a Boss

Now, as you can see here, I've got a bunch of links from using that approach and they


How to Promote Your Content Like a Boss

all cite that specific strategy in terms of the stat and some of them also prefer the


How to Promote Your Content Like a Boss

name, the content upgrade.


How to Promote Your Content Like a Boss

So that was really good.


How to Promote Your Content Like a Boss

So the question is, how do you find content that appeals to linkerati?


How to Promote Your Content Like a Boss

So what you want to do is reverse engineer a site in your niche and look at the pages


How to Promote Your Content Like a Boss

and the pieces of content that has the most links.


How to Promote Your Content Like a Boss

So look at the content that has the most referring domains is what I usually do.


How to Promote Your Content Like a Boss

And then think about what is it about this content that makes people want to link to


How to Promote Your Content Like a Boss

it and what can we do that emulates that.


How to Promote Your Content Like a Boss

It totally depends on your niche, which is why it's important to go through the exercise.


How to Promote Your Content Like a Boss

There are a couple of things I've noticed that work across industries, like I mentioned,


How to Promote Your Content Like a Boss

naming things tends to work really well and specific stats, but still it's important to


How to Promote Your Content Like a Boss

reverse engineer your competitors' best content.


How to Promote Your Content Like a Boss

In an Ahrefs, they have something called best by the incoming links.


How to Promote Your Content Like a Boss

You can also use best by links growth and this shows you content that's getting links


How to Promote Your Content Like a Boss

recently.


How to Promote Your Content Like a Boss

So what happens is sometimes you'll put it into Moz or Ahrefs or whatever tool you use


How to Promote Your Content Like a Boss

and you'll see a page that has like a billion links, but it's from 2009.


How to Promote Your Content Like a Boss

It won't necessarily work today.


How to Promote Your Content Like a Boss

So I like this best by links growth because you can see content that's getting links right


How to Promote Your Content Like a Boss

now over the last 30 days or so.


How to Promote Your Content Like a Boss

So another example is a few years, actually two years ago, I noticed that voice search


How to Promote Your Content Like a Boss

was getting big.


How to Promote Your Content Like a Boss

Everyone was talking about voice search in the search engine marketing community and


How to Promote Your Content Like a Boss

I was like, man, everyone's talking about this.


How to Promote Your Content Like a Boss

All the websites, all the linkerati love this topic.


How to Promote Your Content Like a Boss

So when I dug a little deeper, I also noticed that they tended to cite specific stats around


How to Promote Your Content Like a Boss

that and they linked to other pieces of content about voice search.


How to Promote Your Content Like a Boss

So my linkerati was basically telling me, if you publish something great about voice


How to Promote Your Content Like a Boss

search, we're going to link to it.


How to Promote Your Content Like a Boss

So I decided to team up with our CTO and do this huge Google Home ranking factor study,


How to Promote Your Content Like a Boss

which is really hard to pull off.


How to Promote Your Content Like a Boss

We had to manually ask Google Home 10,000 questions, record the responses, get them


How to Promote Your Content Like a Boss

transcribed.


How to Promote Your Content Like a Boss

It was a huge project, but it was ultimately worth it because we're creating something


How to Promote Your Content Like a Boss

that, yeah, my target audience probably would like it a little bit, but this is really designed


How to Promote Your Content Like a Boss

for the linkerati and you can see that it has over a thousand referring demands, which


How to Promote Your Content Like a Boss

is not bad in about two years.


How to Promote Your Content Like a Boss

Now not to get cocky or anything, but that did go well.


How to Promote Your Content Like a Boss

I wanted to throw in a Han Solo reference.


How to Promote Your Content Like a Boss

The second strategy is the expanded social posts.


How to Promote Your Content Like a Boss

So you probably know that social media algorithms are, the organic reach on social media algorithms


How to Promote Your Content Like a Boss

are really low, especially for posts that link out because social media sites want you


How to Promote Your Content Like a Boss

on the site.


How to Promote Your Content Like a Boss

They don't want to send people away.


How to Promote Your Content Like a Boss

So when you share something with a link, they're going to bury that post.


How to Promote Your Content Like a Boss

And Buffer has found that Facebook prefers native content and other social media algorithms


How to Promote Your Content Like a Boss

work pretty much the same way.


How to Promote Your Content Like a Boss

And this is a mistake I made for years.


How to Promote Your Content Like a Boss

When I published on some, shared something on social media, it would look like this.


How to Promote Your Content Like a Boss

It was literally like, here's a new post, here's a link.


How to Promote Your Content Like a Boss

I didn't put any effort into it.


How to Promote Your Content Like a Boss

There was no native content.


How to Promote Your Content Like a Boss

It was just a link.


How to Promote Your Content Like a Boss

It was the exact type of post that social media algorithms want to bury.


How to Promote Your Content Like a Boss

Then I decided to change things up and give social media algorithms what they want, which


How to Promote Your Content Like a Boss

is native content.


How to Promote Your Content Like a Boss

So to give an example, this is a study published a while back.


How to Promote Your Content Like a Boss

And instead of just saying, here's the post, I actually pulled out some data and mentioned


How to Promote Your Content Like a Boss

it in the tweet.


How to Promote Your Content Like a Boss

That way there's some native content there, not only for the algorithms, just for people


How to Promote Your Content Like a Boss

to share.


How to Promote Your Content Like a Boss

They don't even have to read the posts to retweet it or comment or whatever.


How to Promote Your Content Like a Boss

And that native content made a huge difference in the performance of that tweet.


How to Promote Your Content Like a Boss

It got 953 retweets and that single tweet burned thousands of visitors.


How to Promote Your Content Like a Boss

I usually don't get that much traffic from Twitter, but this one did really well and


How to Promote Your Content Like a Boss

I think native content was sort of the secret to the success.


How to Promote Your Content Like a Boss

You can see how much traffic Twitter brought in that week, which is crazy.


How to Promote Your Content Like a Boss

I usually get like 500 visitors a week, so it was a really huge win.


How to Promote Your Content Like a Boss

And that said, I wouldn't necessarily copy this exact format because it won't necessarily


How to Promote Your Content Like a Boss

work.


How to Promote Your Content Like a Boss

You want to pull out what's unique for your post.


How to Promote Your Content Like a Boss

To give an example, I saw Taylor Swift tweet this out a while ago.


How to Promote Your Content Like a Boss

I was like, that's a really good tweet and it did really well.


How to Promote Your Content Like a Boss

It was like 5,000 retweets.


How to Promote Your Content Like a Boss

That's amazing.


How to Promote Your Content Like a Boss

But when I tried it, it didn't really get the same results.


How to Promote Your Content Like a Boss

That said, I do have a template that I recommend trying for LinkedIn.


How to Promote Your Content Like a Boss

So every network has its own nuances and culture or whatever.


How to Promote Your Content Like a Boss

This post formula for LinkedIn works on anywhere you can post long form content.


How to Promote Your Content Like a Boss

So I also use the same formula on Facebook and it works pretty well.


How to Promote Your Content Like a Boss

First you want a hook, which grabs people's attention as they're going through their feed.


How to Promote Your Content Like a Boss

Then you want to outline what's in your post, then include a link and then a call to action.


How to Promote Your Content Like a Boss

So let me show you a real life example.


How to Promote Your Content Like a Boss

This is a post that I published on LinkedIn a while back and the hook is my first website


How to Promote Your Content Like a Boss

was a complete failure.


How to Promote Your Content Like a Boss

Like that's going to grab people's attention because it's very personal, especially on


How to Promote Your Content Like a Boss

LinkedIn where things aren't generally that personal.


How to Promote Your Content Like a Boss

But because I followed that format, which I had the hook, the bulleted list of all the


How to Promote Your Content Like a Boss

things and then a link and a call to action, it got a ton of views and obviously a lot


How to Promote Your Content Like a Boss

of traffic as well as you can see in this Google Analytics chart.


How to Promote Your Content Like a Boss

So the third strategy is to avoid jar jar outreach and I'll show you what works instead.


How to Promote Your Content Like a Boss

So we've all received these annoying outreach emails.


How to Promote Your Content Like a Boss

I get them even all the time and they frankly don't work anymore.


How to Promote Your Content Like a Boss

I don't even know why people are doing that because they really don't work.


How to Promote Your Content Like a Boss

Not to say email outreach doesn't work, but that specific style doesn't work.


How to Promote Your Content Like a Boss

The thing is it used to work and that's why everyone's doing it because they would look


How to Promote Your Content Like a Boss

at these results that even I would publish and people would say, oh I just need to copy


How to Promote Your Content Like a Boss

that.


How to Promote Your Content Like a Boss

But just like the Taylor Swift quote, you don't want to just copy what other people


How to Promote Your Content Like a Boss

are doing.


How to Promote Your Content Like a Boss

It's important to add your own twist.


How to Promote Your Content Like a Boss

So when I teamed up with Pitchbox to do an email outreach study, one of the interesting


How to Promote Your Content Like a Boss

findings was that not only do most outreach emails get ignored, but just adding a little


How to Promote Your Content Like a Boss

bit of personalization can make a huge difference as you can see in this chart.


How to Promote Your Content Like a Boss

So let me walk you through an example of how to not just avoid jar jar outreach, which


How to Promote Your Content Like a Boss

is pretty easy, and how to actually create outreach emails that people want to apply


How to Promote Your Content Like a Boss

to and convert.


How to Promote Your Content Like a Boss

So this is a campaign that we launched a couple months ago for Broken Link Building campaign


How to Promote Your Content Like a Boss

that did really well.


How to Promote Your Content Like a Boss

So earlier this year, my co-founder and I of Exploiting Topics noticed that Google Correlate


How to Promote Your Content Like a Boss

was shut down.


How to Promote Your Content Like a Boss

Google made an announcement about it and then eventually they did shut it down.


How to Promote Your Content Like a Boss

And I realized that Exploiting Topics was brand new.


How to Promote Your Content Like a Boss

We had no links and it wasn't really like a one-to-one replacement for Google Correlate,


How to Promote Your Content Like a Boss

but we knew that we could use the Broken Link for Google Correlate to kind of get our foot


How to Promote Your Content Like a Boss

in the door for the linkerati that tends to link out to stuff and then offer this as a


How to Promote Your Content Like a Boss

replacement link.


How to Promote Your Content Like a Boss

So the battle plan was basically that.


How to Promote Your Content Like a Boss

Find places that link to Google Correlate and then ask them to replace that link with


How to Promote Your Content Like a Boss

ours or just add a link to the page.


How to Promote Your Content Like a Boss

So we reverse engineered all the places that link to Google Correlate and then found their


How to Promote Your Content Like a Boss

email addresses using Haunter.io, which is my favorite resource for finding email addresses


How to Promote Your Content Like a Boss

for people.


How to Promote Your Content Like a Boss

And then we sent them a legit personalized email.


How to Promote Your Content Like a Boss

Now, yes, we used a script, but it wasn't the type of script that has those fields like


How to Promote Your Content Like a Boss

high name or website.


How to Promote Your Content Like a Boss

It was legit personalized.


How to Promote Your Content Like a Boss

You can see on the first line that when Josh sent these out, you can see that he says,


How to Promote Your Content Like a Boss

I love your landing page graphics and then do not click this button.


How to Promote Your Content Like a Boss

That's something that you couldn't just add in the field and have it automatically populate.


How to Promote Your Content Like a Boss

He looked at the site and actually pulled something out that was unique.


How to Promote Your Content Like a Boss

And you can see that it's a pretty gentle call to action as well.


How to Promote Your Content Like a Boss

We're just saying like, I was thinking that Exploiting Topics might make a nicer placement.


How to Promote Your Content Like a Boss

We're not being pushy and we're not burning bridges.


How to Promote Your Content Like a Boss

We're just kind of offering that as a suggestion.


How to Promote Your Content Like a Boss

They can take it or leave it.


How to Promote Your Content Like a Boss

And in this little campaign, we had almost a 10% conversion rate.


How to Promote Your Content Like a Boss

As I showed you before, most outreach emails get an 8% reply rate.


How to Promote Your Content Like a Boss

So not only were we getting replies, we're getting people actually to log into WordPress


How to Promote Your Content Like a Boss

and then change the link, which is the ultimate win.


How to Promote Your Content Like a Boss

So the fourth strategy is the Jedi mind trick.


How to Promote Your Content Like a Boss

So Fractal did some research a while ago and they asked journalists, how do you want to


How to Promote Your Content Like a Boss

be pitched?


How to Promote Your Content Like a Boss

Like how do you want people to reach out to you if they're going to pitch you something?


How to Promote Your Content Like a Boss

And surprisingly, 81% of journalists wanted to get pitched via email.


How to Promote Your Content Like a Boss

So what did you do with this Jedi mind trick is use email, which is what journalists prefer.


How to Promote Your Content Like a Boss

But instead of sending an email after your post comes out, which is what most people


How to Promote Your Content Like a Boss

do, you give them a heads up before your post goes live.


How to Promote Your Content Like a Boss

So what you want to do step by step is first go to a site like BuzzSumo and type in a keyword


How to Promote Your Content Like a Boss

that describes the article that's about to come out and then look at people that shared


How to Promote Your Content Like a Boss

it.


How to Promote Your Content Like a Boss

They have a tool in there called View Sharers and it shows you everyone that shared that


How to Promote Your Content Like a Boss

post on Twitter.


How to Promote Your Content Like a Boss

Then reach out to those people and let them know you have a post coming out.


How to Promote Your Content Like a Boss

This can be really short and sweet.


How to Promote Your Content Like a Boss

Yes, you want to personalize it, but it doesn't need to be that long because your ask isn't


How to Promote Your Content Like a Boss

that big, right?


How to Promote Your Content Like a Boss

You're not asking them to share, you're not asking them to link.


How to Promote Your Content Like a Boss

You're just asking them, do you want to see it?


How to Promote Your Content Like a Boss

No pressure.


How to Promote Your Content Like a Boss

That one heads up when it goes live is the line that's worked best for me.


How to Promote Your Content Like a Boss

But you can always experiment and try your own.


How to Promote Your Content Like a Boss

But you can see that people are generally receptive to this because you're not really


How to Promote Your Content Like a Boss

pushing anything.


How to Promote Your Content Like a Boss

In fact, that's the Jedi mind trick part.


How to Promote Your Content Like a Boss

They can't even share it.


How to Promote Your Content Like a Boss

It doesn't seem like you're asking for a share because you're not.


How to Promote Your Content Like a Boss

They can't even share it in the first place.


How to Promote Your Content Like a Boss

Even when you send it, I don't recommend saying something like, if you think your audience


How to Promote Your Content Like a Boss

would like it, share it.


How to Promote Your Content Like a Boss

They're not dumb.


How to Promote Your Content Like a Boss

If they like the post, they know what to do.


How to Promote Your Content Like a Boss

They know how to share things on Twitter.


How to Promote Your Content Like a Boss

So you don't even need a call to action.


How to Promote Your Content Like a Boss

I literally just send it out to people and it works really well.


How to Promote Your Content Like a Boss

And you can see that people are happy to tweet it out and link to it.


How to Promote Your Content Like a Boss

And sometimes if I reach out to a really influential person and I really want to emphasize the


How to Promote Your Content Like a Boss

fact that, look, this is not a game for me to get you to share it.


How to Promote Your Content Like a Boss

I just want you to see it.


How to Promote Your Content Like a Boss

And then hopefully the idea is that if they see it and like it, they'll either share it


How to Promote Your Content Like a Boss

that day or maybe they'll just keep an eye on your stuff and share something in the future.


How to Promote Your Content Like a Boss

It's more about building a relationship and just starting a conversation than trying to


How to Promote Your Content Like a Boss

get a share or a link right off the bat.


How to Promote Your Content Like a Boss

And you can see that a lot of the responses that I get are positive, which if you do a


How to Promote Your Content Like a Boss

lot of outreach, these types of responses are kind of rare.


How to Promote Your Content Like a Boss

Usually get some bad words thrown at you.


How to Promote Your Content Like a Boss

And you can also notice that people don't just say, okay, share it.


How to Promote Your Content Like a Boss

A lot of times people say, oh, you want to do a guest post?


How to Promote Your Content Like a Boss

I've gone on podcasts from people.


How to Promote Your Content Like a Boss

I sent them this outreach email.


How to Promote Your Content Like a Boss

They like my posts and they say, hey, do you want to come on my podcast?


How to Promote Your Content Like a Boss

So it's really a great way to sort of build relationships without sending out an email


How to Promote Your Content Like a Boss

to just ask something right away.


How to Promote Your Content Like a Boss

And if you like The Mandalorian, as you'll know, in my opinion, this is the way for outreach


How to Promote Your Content Like a Boss

moving forward.


How to Promote Your Content Like a Boss

The fifth strategy is to hyperdrive boost your Facebook posts.


How to Promote Your Content Like a Boss

So as you know, Zuckerberg is like a jower right now.


How to Promote Your Content Like a Boss

Facebook ads are getting super expensive.


How to Promote Your Content Like a Boss

They've grown up 90% compared to two years ago, which is just crazy.


How to Promote Your Content Like a Boss

And if you're struggling with Facebook ads like I was, it can be frustrating.


How to Promote Your Content Like a Boss

You don't know what's going on.


How to Promote Your Content Like a Boss

Do you have a bad motivator?


How to Promote Your Content Like a Boss

What's the problem?


How to Promote Your Content Like a Boss

So what I realized is that if you use this strategy, you can get much cheaper clicks,


How to Promote Your Content Like a Boss

which is basically you get your posts in front of people.


How to Promote Your Content Like a Boss

You get a lot of engagement, which then lowers your CPCs.


How to Promote Your Content Like a Boss

But even then, the issue is you get in front of new people, which sounds good, but it's


How to Promote Your Content Like a Boss

also very expensive.


How to Promote Your Content Like a Boss

For example, I ran this campaign a while ago to promote a post that I put out and it cost


How to Promote Your Content Like a Boss

me $260 using this exact strategy, which used to work really well.


How to Promote Your Content Like a Boss

The problem is I was focusing on getting in front of new people and it was super expensive.


How to Promote Your Content Like a Boss

I was paying a lot.


How to Promote Your Content Like a Boss

$260 per click on a blog post is really expensive because most of those people aren't going


How to Promote Your Content Like a Boss

to convert.


How to Promote Your Content Like a Boss

So it's really hard to get an ROI on that.


How to Promote Your Content Like a Boss

Because when I did retargeting, I was able to get a cost per click of $0.67.


How to Promote Your Content Like a Boss

So I did the same exact strategy here, but instead of just getting in front of new people


How to Promote Your Content Like a Boss

with my ad targeting, I focused on retargeting people that had already visited my site but


How to Promote Your Content Like a Boss

were on my email list.


How to Promote Your Content Like a Boss

And that was obviously a lot cheaper.


How to Promote Your Content Like a Boss

So the sixth strategy is to use Reddit.


How to Promote Your Content Like a Boss

Promote your content on Reddit.


How to Promote Your Content Like a Boss

So it's no secret that Reddit is a potential traffic goldmine.


How to Promote Your Content Like a Boss

The problem is for most people, it's a potential traffic goldmine.


How to Promote Your Content Like a Boss

Actually getting people to go to your site from Reddit is really hard because Reddit


How to Promote Your Content Like a Boss

hates marketing and they hate promotion.


How to Promote Your Content Like a Boss

In fact, this is what I used to do when I promoted on Reddit and it never worked.


How to Promote Your Content Like a Boss

Not only did it not work, but people would call me bad names.


How to Promote Your Content Like a Boss

I had to blur some stuff out.


How to Promote Your Content Like a Boss

So when we launched Exploding Topics, one of the things I wanted to do to promote it


How to Promote Your Content Like a Boss

was try Reddit again.


How to Promote Your Content Like a Boss

And instead of just posting links like a spammy marketer, we decided to post original content


How to Promote Your Content Like a Boss

to Reddit.


How to Promote Your Content Like a Boss

So earlier this year, we did something called the Top 2020 Presidential Candidates.


How to Promote Your Content Like a Boss

We looked at Google search growth over the last year to see which candidates were growing


How to Promote Your Content Like a Boss

and which ones were shrinking.


How to Promote Your Content Like a Boss

And this is a while ago, obviously this has changed a lot since then.


How to Promote Your Content Like a Boss

We noticed that Andrew Yang at the time had the biggest growth.


How to Promote Your Content Like a Boss

So what do we do?


How to Promote Your Content Like a Boss

We went in subreddits like Yang Gang and we posted all the presidential candidates and


How to Promote Your Content Like a Boss

showed that Andrew Yang was at the top.


How to Promote Your Content Like a Boss

And they were obviously freaking out.


How to Promote Your Content Like a Boss

They were super happy about it.


How to Promote Your Content Like a Boss

They upvoted, they commented, they cross posted another Yang related subreddit.


How to Promote Your Content Like a Boss

We did the same thing with the opposite presidential candidates that were doing poorly and posted


How to Promote Your Content Like a Boss

it there.


How to Promote Your Content Like a Boss

And then they would have a conversation because they were like, oh, this is not right because


How to Promote Your Content Like a Boss

it only measures search growth.


How to Promote Your Content Like a Boss

It doesn't relate to how many absolute searches they get.


How to Promote Your Content Like a Boss

And they're absolutely right with that criticism.


How to Promote Your Content Like a Boss

But the point is, it was creating conversation and getting people to talk about our site


How to Promote Your Content Like a Boss

and visit our site from Reddit.


How to Promote Your Content Like a Boss

And it actually brought in a decent amount of visitors considering our site was brand


How to Promote Your Content Like a Boss

new.


How to Promote Your Content Like a Boss

So the last strategy is what I call hack the howl on it with click to tweet links.


How to Promote Your Content Like a Boss

So click to tweet links are something that I've been using for a while.


How to Promote Your Content Like a Boss

And they're basically links that instead of clicking on them and then going, asking them


How to Promote Your Content Like a Boss

to tweet, you can actually populate a tweet within a link.


How to Promote Your Content Like a Boss

So I'll show you exactly how it works.


How to Promote Your Content Like a Boss

Here's a good example from one of my posts.


How to Promote Your Content Like a Boss

I have this quote that I've used for years.


How to Promote Your Content Like a Boss

And I decided one time to add a click to tweet link next to it when I published a post.


How to Promote Your Content Like a Boss

And I noticed that people would click on this link and then it would tweet out.


How to Promote Your Content Like a Boss

You can use a site called click to tweet to set these up.


How to Promote Your Content Like a Boss

It's very easy.


How to Promote Your Content Like a Boss

And when you do, you basically have a little link that you put there.


How to Promote Your Content Like a Boss

Then when people click on it, it populates a tweet.


How to Promote Your Content Like a Boss

And I noticed that more and more people were tweeting out my quote because I had these


How to Promote Your Content Like a Boss

click to tweet links.


How to Promote Your Content Like a Boss

And actually, I published this post like a long time ago and I still notice people sharing


How to Promote Your Content Like a Boss

it using that click to tweet link.


How to Promote Your Content Like a Boss

I think just because it's easier.


How to Promote Your Content Like a Boss

If you read an article online, there's no real incentive for you to share it at that


How to Promote Your Content Like a Boss

moment.


How to Promote Your Content Like a Boss

Right?


How to Promote Your Content Like a Boss

You got to share the entire article versus this little quote, which is kind of made for


How to Promote Your Content Like a Boss

a tweet.


How to Promote Your Content Like a Boss

People are more likely to tweet it out.


How to Promote Your Content Like a Boss

So let me give you a quick bonus strategy before we close out this presentation.


How to Promote Your Content Like a Boss

And that's newsletters.


How to Promote Your Content Like a Boss

Now, I know you probably like newsletters.


How to Promote Your Content Like a Boss

This isn't from like this presentation from the 90s.


How to Promote Your Content Like a Boss

No it's seriously one of the best ways to promote content and way better than Twitter


How to Promote Your Content Like a Boss

and social media.


How to Promote Your Content Like a Boss

In my experience, let me show you a quick case study of this in action.


How to Promote Your Content Like a Boss

I published this post in January and decided to run a little test.


How to Promote Your Content Like a Boss

So I sent out a newsletter to announce the post on my email subscribers.


How to Promote Your Content Like a Boss

I also tweeted out the same post.


How to Promote Your Content Like a Boss

So exactly the same in as many ways as I could make them.


How to Promote Your Content Like a Boss

Obviously the copy was a little bit different.


How to Promote Your Content Like a Boss

And the tweet got very few clicks compared to the newsletter.


How to Promote Your Content Like a Boss

The newsletter got 1500 clicks or 15,000 clicks.


How to Promote Your Content Like a Boss

The tweaker almost barely anything.


How to Promote Your Content Like a Boss

And that included a tweet that had native content.


How to Promote Your Content Like a Boss

So it was actually one that had the potential to do well.


How to Promote Your Content Like a Boss

But it's just the nature of the beast that just social media can be an okay place to


How to Promote Your Content Like a Boss

promote content.


How to Promote Your Content Like a Boss

But in my opinion, it's overrated compared to email newsletters.


How to Promote Your Content Like a Boss

So over the years, I've tested countless email newsletter formats, subject lines.


How to Promote Your Content Like a Boss

I've tried adding, you know, a link.


How to Promote Your Content Like a Boss

I've tried adding a button.


How to Promote Your Content Like a Boss

I've tried images.


How to Promote Your Content Like a Boss

I've tried stories.


How to Promote Your Content Like a Boss

And basically what I've discovered from all this is that the simplest newsletters do the


How to Promote Your Content Like a Boss

best.


How to Promote Your Content Like a Boss

You want a newsletter that's plain text.


How to Promote Your Content Like a Boss

So it doesn't even need any images or any graphics or logo or anything like that.


How to Promote Your Content Like a Boss

And you want to make the CTR just a, which is a click through rate.


How to Promote Your Content Like a Boss

You want to use a plain text link so that people will click on it.


How to Promote Your Content Like a Boss

It works better than a button.


How to Promote Your Content Like a Boss

So a buddy of mine who had been struggling with this, I encouraged him to try a plain


How to Promote Your Content Like a Boss

text email approach.


How to Promote Your Content Like a Boss

And he said, you got 50% more clicks, which may sound crazy, but it's actually pretty


How to Promote Your Content Like a Boss

normal from when you switched to a complicated, fancy HTML newsletter to a plain text version.


How to Promote Your Content Like a Boss

And actually here's the exact format that I recommend, which is the lead, which is just


How to Promote Your Content Like a Boss

like the, uh, your social media native content posts, which is just something to grab people's


How to Promote Your Content Like a Boss

attention to big reveal, which goes into why the topic is important and what's in your


How to Promote Your Content Like a Boss

post very briefly.


How to Promote Your Content Like a Boss

And then a link to the post.


How to Promote Your Content Like a Boss

So here's a real life example.


How to Promote Your Content Like a Boss

Here's the lead, very simple, and then go into a couple of things and I transitioned


How to Promote Your Content Like a Boss

into, um, what's in the post.


How to Promote Your Content Like a Boss

And then there's a simple text based link.


How to Promote Your Content Like a Boss

That's really all there is to it.


How to Promote Your Content Like a Boss

So needless to say in the SEO world right now in the content world, in some ways it's


How to Promote Your Content Like a Boss

a dark time.


How to Promote Your Content Like a Boss

There's more content coming out.


How to Promote Your Content Like a Boss

It's harder to get your content in front of people and you're competing against people


How to Promote Your Content Like a Boss

that are using Jar Jar outreach.


How to Promote Your Content Like a Boss

But if you use the right strategies and spend more time on concept promotion and a little


How to Promote Your Content Like a Boss

bit less time on content creation, I think you can be a force for good in the galaxy.


How to Promote Your Content Like a Boss


Welcome to MozCon 2017! [MozCon 2017] — Rand Fishkin

Howdy, all. Welcome. Thank you so much for joining us at MozCon this year. It's my absolute


pleasure to be here with you. And I'm pretty excited. This is MozCon number 10. So it's


been going for a few years now. I know many of you have been to MozCon before. I just


want to say that this year the organizers have gone an extra mile, in my opinion, to


make this an extraordinary event. And I think you're going to experience that today. I think


you're going to experience it over the next three days.


So let's dive in. I've got some exciting stuff I want to share with you, which you might


have taken a sneak peek at on Twitter. This slide deck, at least the data portions of


this slide deck, are available on SlideShare. You can find them by looking at the MozCon


hashtag or my Twitter, and you'll get the URL there.


So let's talk about what Google's been up to this last year. I think they're trying


a whole bunch of new stuff, sort of interesting. So breaking into job listings, which I'm sure


you saw just a couple months ago, into reservations just a few days ago. So now you can book right


through Google. So I think schedulicity and sort of those folks in that space probably


a little freaked out, which I think would be fair. Breaking into cultural content. Have


you seen this project, Google Arts and Culture Project? This is Google essentially breaking


into the content world and coming up with some really remarkable, amazing stuff. I mean,


they obviously have an incredible budget for it, but it spooks me out a little. It spooks