Earlier this week, Garrett and I presented a 90-minute webinar that showcased a start-to-finish approach to building links to sales pages. Hosted by SEMrush, about 500 people registered and nearly 400 watched the broadcast live on YouTube and Periscope. Thank you to all who took time out of your day to join us, and a ... Read more
Understanding & Serving Audiences
Successful outreach is always ultimately about defining, finding, and serving the audiences that want your content. Here, we talk about reaching and serving linkable audiences, creating a methodology for conducting market research queries, exploring how to reach customer groups by exploring what they call themselves, and more.
Read on for all things related to understanding and serving your audience.
(NOTE: This article walks through a prospecting approach that includes mass-scraping auto-complete suggestions using a tool that we have not made public. It’s useful for prospectors even if you don’t have the tool, but just wanted to warn you before hand.) Also, here’s a webinar on the same topic: OK so let’s say you want ... Read more
[Psst! Want more? Watch our webinar on local engagement.] Billboards, radio, television and print publication ads are an essential but ultimately limited method for reaching your local customers. At Citation Labs, we help nation-wide clients establish or expand their presence at the local level – online and off, and we’ve noticed that there are a multitude of ... Read more
For our final webinar of 2015, we rounded up Shari Thurow and Eric Ward to discuss an often neglected topic among link-builders – where in the heck do you put link-worthy assets? A gap exists between the asset and site usability. Watch the entire webinar, or click on the links in the summary below to hear your ... Read more
What do our customer groups call themselves? Our customers are more than buyer personas; they’re members of communities and online audiences. Most content marketing and link building efforts lack audience-centric design. Focus on the person behind the persona, and you’ll reap the rewards.
Our content creation series has been pretty theory-heavy thus far. In an effort to make our ideas more concrete, we developed out a working list of 601 potential linker-valued audiences for your content. A linker-valued audience is just that - an audience of people who are valued, served and even cherished by linkers.
In our last post, we explained how to transform your SEO keywords into linkable topic subject areas. Now that you can turn SEO Keywords into linkable topics, we’re concentrating on discovering and defining the linkable audiences who generate links.
With a linkable topic and audience, you’ll be fully equipped to spec and create your own linkable content pieces for outreach!
Whether we’re prospecting for links pages, bloggers or even broken links to rebuild, it’s important to keep the needs of our intended audience in mind. This article, the first in our series on content strategy for link builders, explains the difference among content audiences and the type of content each seeks.
Marketers who develop a methodology for classifying, collating and documenting their market research queries facilitate, speed up and create meaningful work segmentation opportunities at all stages of a content marketing campaign. This article outlines not a methodology, but the elements I believe are required for developing your own methodology.