The Real Short-Term and Long-Term Results of Content Marketing and Digital PR

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Posted by amandamilligan One of the best ways (and in my opinion, the best way) to earn top-quality links is to create your own studies, surveys, reports, etc., and pitch them to online publishers. This is what we do at Fractl, because it’s a tried-and-true way to elevate organic growth: Over the years, we’ve received a lot of questions about what results to expect. Sure, everyone wants links now, but where does the real growth come in, and how long does it take? And in either case, people want to know what wins they can report on to their superiors, even in the short-term. There are so many benefits to this combination of content marketing and digital PR, and I’ll walk through what you can realistically expect, and feature examples and data from our experience working with Porch.com. Short-term benefits It’s true that content marketing is an investment, which I’ll explain properly in the next section. But there are certainly short-term wins you can celebrate and report on, and that can have an impact on your business. We started working with Porch.com in early 2018. We created 4-5 content projects per month for them back then, and I’m going to show you two of our early wins — a small win and a big win — so you can get a sense of what’s possible as well as what’s probable. The small win: “Fixer Upper” by the numbers This project was my idea, so naturally I think it deserved way more coverage. It was during the heyday of “Fixer Upper” featuring Chip and Joanna Gaines. We secured top-tier coverage for it on Apartment Therapy, and while I would’ve liked to have seen more media coverage, there are still plenty of wins to identify here (and elements for you to keep an eye out for in your own content): Brand mentions: Porch is mentioned four times in the article (six if you count image credits). Every time your brand is mentioned, you’re upping your brand awareness. Link quality: The article linked to our project three separate times! (Bonus: More links means higher likelihood of referral traffic.) The site has a domain authority of 90, making it a very high-value earned link. Audience relevance: Porch is about connecting people to home renovation contractors. Their audience probably has a ton of overlap with the Apartment Therapy audience, and are presumably interested in improving …

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How Your Brand Can Earn Media Coverage on NBC News, USA Today, CNBC, and More

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Posted by amandamilligan As you might imagine, it’s not easy to get your brand name mentioned in top media outlets. But if you put in the work to engage in content marketing + digital PR , the benefits are massive: High-quality backlinks to your site A significant boost in brand awareness An increase in your brand’s authority Improved relationships with writers who loved your content I’ll explain how you can earn this type of coverage and its corresponding benefits for your brand. Step 1: Create newsworthy content You probably have an instinctual sense of what qualifies as news, but some of the key newsworthy elements are timeliness, proximity, and significance. Timeliness is tough. Hard news is usually covered by media outlets automatically anyway. However, there’s a way to create news — and it’s through data journalism. By doing your own research, conducting your own studies, running your own surveys, and …

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How We Ranked a Single Page for 2.6K Keywords Driving 30K Monthly Searches [Case Study]

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Posted by KristinTynski For the last decade, I’ve touted the enormous long-term value of a dualistic approach to content marketing for SEO. By leveraging data-centered campaigns, paired with personalized outreach to top publishers, we regularly garner earned media placements for our clients. In rare cases, we create content that generates results so far beyond what was anticipated that a single project can greatly move the needle. I’m going to walk through one such instance to reveal how it all works together, what can be learned from this experience, and the type of result it can achieve. While typically you need to invest in ongoing content generation and promotion, extraordinary examples like these demonstrate the impact this kind of work has over the long-term. Content marketing + digital PR case study: ADT ADT is a household name with good domain authority, providing a great base to start from. We knew that …

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8 White Hat Strategies for Combating Search Engine Bias

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While you may view search engines as a neutral tool for querying, in actuality, search engines are created by company-affiliated individuals and operate much like any product. They’re designed to satisfy the consumer and financially benefit the producer. Although this realistic view of search engine intent shouldn’t necessarily raise any red flags, what might concern you is how search engines serve up results. Google, in particular, intervenes algorithmically to remove spam results that the search engine believes are useless to the consumer. While it is arguable that less spam is a good and welcome thing, what happens if Google deems your site spam? In addition to the removal of spam, Google is a habitual booster of massive corporations such as Amazon and Facebook. The rationale for boosting larger sites is not particularly nuanced. Big names can outperform small companies when it comes to SEO, and they typically offer a wider …

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How to Get Google to Instantly Index Your New Website

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Do you want more organic search traffic to your site? I’m willing to bet the answer is yes – we all do! Organic search traffic is critical for growing your website and business. Some research claims around 53% of your site’s traffic can be attributed to organic search. But the stats don’t matter much if your site doesn’t show up in the search results at all. How do you get your new site or blog indexed by Google, Bing, and other search engines? Well, you’ve got two choices. You can take the “tortoise” approach – just sit back and wait for it to happen naturally, but this can take weeks or months. (Trust me, I’ve been there before – not fun.) Or you can make it happen now, giving you more time and energy to put towards increasing your conversion rate , improving your social presence — and, of course, …

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3 Digital PR Tenets for Excellent Outreach

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Posted by amandamilligan Content creation and promotion is our bread and butter at Fractl, but most of the questions we get are tied to the promotions side of the process. People ask us: How are you able to secure media coverage on sites like CNBC, USA Today, and more ? It’s not easy, I’ll tell you that. It takes a lot of time and resources, and over the years we’ve established a set of tenets that guide our digital PR process. I hope sharing them with you will help you refine your own strategy. 1. Research and relevancy are non-negotiable When we surveyed 500 writers in 2019, we asked them about their biggest pitching pet peeves . PR pros and journalists have a mutually beneficial relationship. We provide them a source for their posts, and they share what we produce widely with their audience. Why is it important to avoid …

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The Evolution of SEO [Video Presentation]

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Posted by RobOusbey Last November, Moz VP Product, Rob Ousbey, gave a presentation at Web Con 2020 on the evolution of SEO, and we're sharing it with you today! Rob draws on his years of research experience in the industry to discuss how SEO has changed, and what that means for your strategies. Editor's Note : Rob mentions a promo in the video that has since expired, but you can still get a free month of Moz Pro + free walkthrough here ! Video Transcription Hello, everyone. Thank you for that introduction. I very much appreciate it, and it's wonderful to be with all of you here today. I'm Rob Ousbey from Moz. Real quick, I was going to share my screen here and say that my gift to you for coming to the session today is this link . This won't just get you a free month of Moz …

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When (and When Not) to Outsource Link Building

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Posted by Alex-T Have you ever outsourced link building? How did you like the experience? To be honest, mine was terrible. Allow me to share my story. When I had a typical 9-to-5 job as a marketing director at SEMrush, we made a decision to get more links from the top resources in our segment. We ended up hiring an agency to help us build these links. The agency was charging us an outrageous $13K a month, but, unfortunately, the high price didn’t equal quality. They weren’t capable of writing anything meaningful, not to mention publishing their content on trustworthy industry blogs. What made things worse was the fact that I brought them on board. Needless to say, we stopped working with this agency. We decided to give another one a try, thinking that this time luck would be on our side. Well, we were wrong. Although the second agency …

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Benchmark for Success: What Your Vertical Can Achieve With Content Marketing

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Posted by Domenica You’ve produced a piece of content you thought was going to be a huge success, but the results were underwhelming. You double and triple checked the content for all the crucial elements: it’s newsworthy, data-driven, emotional, and even a bit controversial , but it failed to “go viral”. Your digital PR team set out to pitch it, but writers didn’t bite. So, what's next? Two questions you might ask yourself are: Do I have unrealistic link expectations for my link-building content? Is my definition of success backed by data-driven evidence? Fractl has produced thousands of content marketing campaigns across every topic — sports, entertainment, fashion, home improvement, relationships — you name it. We also have several years’ worth of campaign performance data that we use to learn from our successes and mistakes . In this article, I’m going to explain how businesses and agencies across seven different …

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How to Come Up With Tangential Content Ideas — Whiteboard Friday

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Posted by amandamilligan Your brand has probably used content marketing to generate awareness and engagement, but have you tried tangential content? In this brand new episode of Whiteboard Friday, Amanda Milligan of Fractl is here to walk you through what tangential content is, why it's useful, and how to create it.     Click on the whiteboard image above to open a high resolution version in a new tab! Video Transcription Hi. My name is Amanda Milligan. I'm the Marketing Director at Fractl, an agency that helps brands build their organic growth. Today I'm going to talk to you about one of the strategies we use for our clients, and it's called tangential content. If you haven't heard of it, don't worry. Odds are you might have already done it and not even known. Today we're going to talk about what it is, why you should include it …

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How to Choose The Right Link Building Agency

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Even if you publish the best content on any given content, Google might not rank it. In fact, they usually don’t. It takes a lot more than just content to get Google traffic these days. So what’s required to win? Sooner or later, you’re going to need high quality links to your content. There’s lots of grey-area folks in this space. What’s the right way to do it? Are there any good link building companies out there? They do exist. They’re just hard to find. And be extra careful with all this. Not only does Google forbid paying for links, the only legitimate long-term strategy is to build links authentically. The right link building companies will help you do this. Before going any further, always start with your goals. Know Your Goals and Desired Outcomes Take a step back and ask yourself: Why do I need to build links to …

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