Presented by Paddy Moogan, co-founder of Aira and explaining how content driven link building can be more sustainable.

1. Sustainable Content Marketing
Paddy Moogan

2. Download the slides:
www.aira.net/brighton

3. 7 ways to reduce risk &
increase the odds of
link building success

4. …and one story about the
stupidest thing
I’ve done for links

5. Links are just a means to an end

6. They don’t pay the bills
(unless you sell them)*
*Speak to me at the bar

7. You also need to get all the
other bits right

8. Content marketing interest from Google Trends

9. Penguin happened here
Content marketing interest from Google Trends

10. Content isn’t the only way to
get links

11. But it can be very sustainable

12. Great content drives links and can do this

13. Great content can get links
(it doesn’t mean it will)

14. My first ever infographic…

16. It was shit and it was my fault

17. Let’s forget links for a second

18. Strategy

19. True strategy is about placing
bets and making hard choices.
The objective is not to
eliminate risk but to increase
the odds of success.
Source

20. True strategy is about placing
bets and making hard choices.
The objective is not to
eliminate risk but to increase
the odds of success.
Source

21. 7 ways to reduce risk &
increase the odds of
link building success

22. #1 Avoid one-hit wonders

23. www.daysoftheyear.com

24. Timing content with events
can get you coverage

25. Look at the previous year

26. Gambling on a specific time
frame can be dangerous

27. National Proposal Day

29. We didn’t tie the content to the
day, but the outreach used it

32. Use events, but don’t tie the
content in 100%

33. #2 Develop reusable content

35. This was a pain to build

36. But we could reuse it…

38. Now we can plug new data in
pretty easily

40. #3 Use ongoing outreach
(not one-off)

41. Usually the process is…

42. Ideas Design Prospecting Outreach
Standard process

43. Ideas Design Prospecting Outreach
Rinse and repeat the following month

44. We built this for Internet of Things Day

45. We were still outreaching it
6 weeks afterwards

46. We still recheck for people
using the graphic...

47. Google Image Reverse Search…

48. Filter using the date range

49. We also use Buzzsumo alerts

50. If outreach is working, just
keep going

51. #4 Use different content forms

52. In-depth resources / guides

53. In-depth resources / guides

56. We now have a template for
long-form content

57. Top tier links are tougher for
this type of content

58. Guest blogging is great for this
content type

59. Mini infographics

60. We produced a series of mini-infographics

61. Lower risk and easier to
produce quickly

62. The same design can be used
multiple times

63. #5 Make friends with
copywriters

64. Ever get emails like this?

65. Copywriters for hire

66. Copywriters for hire

67. Some of them write for good blogs…

68. A network of writers on
different topics helps make link
building sustainable

69. #6 Translate successful
content pieces

72. #7 Interactive doesn’t have to
be cutting edge

76. New web technology is cool

77. But it’s about the idea, not
the technology

78. I promised you a story…

79. What happens when you eat chillies…

82. What happens when you eat chillies…

83. What happens when you eat chillies…

84. What happens when you eat chillies…

86. I’d like to say that
it was worth it

87. Number of links we got..

88. Zero

90. Download the slides:
www.aira.net/brighton

91. See you at the pub!

92. Thank you!
paddy@aira.net