Biting Live Chickens with Content Marketing

Content Marketing

I must have blinked.

And up pops another word for the same stuff we’ve all been doing for years, yeah millenia,

It’s now called “Content marketing”.

Or it could also be called “read stuff-buy stuff”. However, it’s tricky to sell services at £150/hour to a marketing executive when all you are going to tell them is to implement the read stuff/buy-stuff concept.

You may argue that content marketing is far more nuanced and psychologically driven, blah blah especially if you are selling content marketing serivices (which I am btw) then you probably are the type to elaborate and gesticulate and obfuscate and drop a bit of management speak and other such guff.

But those kinds of people never actually create content that makes people crawl over broken glass to consume.

They tend to repackage mediocre old school stuff in a sharp, brushed aluminium box with a logo coloured a soft shade of blue. A blue that has a subtle but effective gradient. Then they get the deal by revealing they go to the same school or buy the same crampons or kite surf the same beaches.

There are those who can present content which actually gets the results that turn the marketing executives heads, and there are those that can present and pitch trendy concepts and…. that’s about it.

Content marketing used to be called informercials, or advertorials. And they used to make mountains of cash. With not a blue gradient in sight.

Linkbait is content marketing, but what it is selling is the emotional warm glow you will receive if you link to the content. That is the action, that is the point.

Most of the people pushing the concept of content marketing seem to be fresh faced 20 somethings who have a brightness in the eye and think a new discovery has been made and use such terms as “globalize your creative concepts”.

Maybe I’m just a cynical, middle aged, frustrated film script writer who has seen the concept of “read stuff-buy stuff” repackaged and reformed so many times that it takes a lot even to raise one eyebrow 2.7mm.

But, I think not. I think this has always happened, the crowd always follows but it’s the mavericks that have found the oasis a few years ago and have time to build a hamburger stand to feed the hungry mob (Gary Halbert nod of the day) who eventually arrive at the place after following the 20 something, bright eyed, trendy types.

Imagine picking up a plump chicken. Holding it firm and then stretching its neck, it’s muscles taut and strained and then sinking your teeth into its neck. The hot, wet blood pumping out and running down your chin.

The life seeping out of the feathered body as it lies limp in your hands.

Shocking isn’t it?

But you wont forget that bit of “content”, even if you try for the rest of the day.

That’s the point.

You read, but did you buy?

That’s content marketing!

Link building with content is not the only way to get links

You may think it counter intuitive for me to propose that link building content is not the only way to go for links, as I earn my crust selling link building services.

But this is what I tell my clients who hire me for link building consultation.

There are many ways to skin a cat and many ways to build links, sure, content is a tried and tested way to build links if properly implemented and this is discussed at length.

But as you roll back the reasons and psychology of why people link you find that content can sometimes be less important.

Something I have observed over the years is that you are more likely to link to someone if you meet and like them at an seo conference. Why is that? The content is still the same.

It’s because the process of giving a link is based on emotion. Not the sobbing into your hanky after watching a tear jerker, but the fact that deep down within the brain the bit that drives emotion always beats the cold hard logic.

In a way it’s odd that a bunch of Spock wannabe seo engineers will link to someone because they feel it deep within them.

But the human condition affects us all.

Good or bad.

We try to be logical and base our decisions on the cold hard data, but we never do and here’s the thing, we don’t even know we are doing it and hate it when it is pointed out.

  • Fear
  • Greed
  • Social acceptance
  • Sexual gratification
  • Jealousy
  • Pride

All impinge on our decision making process. It’s what makes linkbait work. Linkbait is not based on logic, it’s based on the emotional triggers.

Social psychology is what you should be studying, rather than that new programming language.

Don’t believe me?

Watch the links fly after an seo conference. It’s not because the link targets content got better.

Observe that people mostly retweet those who retweet them. Getting retweets is link building lite, same process. If you can do one you can probably do the other.

How can you up your link building game.

1. Develop a social context
2. Control the relationship
3. Know why people link
4. Give back to those that give

We will be concentrating more on link building psychology in the coming weeks.

Web 2.0 Link Building Service

A quick an easy way to build effective back links is to implement a Web 2.0 link building technique.

This simply involves:

  • Writing an article about your niche
  • Placing it on a web 2.0 property
  • Link back to your target URL
  • Link to your links and send indexing power to placed article

It’s a technique that has worked well for aged sites, working best when targeting the long tail.

If you are just starting out it makes sense to do this yourself, but if you want real power and need to scale it, you need to put a team on it.

Hiring and training a team takes time and skill, but can be done. But it’s much easier to outsource to a dedicated, experienced team already in full operation.

For over a year I have been running such a team and have now opened up the doors to allow anyone to hire it.

I first offered it to my Link building list, (you can sign up on the right) and they snapped it up.

It is now open to everyone else.

Here are the details

  • 1 x 500 word, human written article, written to be read (not spun)
  • Placement on a high ranking Web 2.0 property
  • Article is written within the context of the niche
  • Up to three links can be placed in the article, one to the target site and up to two to other articles placed by us
  • Links will contain keywords you provide
  • Full reporting of where articles have been placed with urls and keywords supplied.
  • Article is blasted using various methods to ensure indexing, after being published

Sites we use include:

  • Posterous
  • Weebly
  • Tumblr
  • Squidoo
  • Hubpages
  • Blogspot
  • WordPress.com
  • Quizilla

This is a short snapshot of the sites we use, we have over 40 sites in our database which are constantly reviewed. New sites are added when tested and pass quality control.

The price for all this is £15 per article/link

To order:

Email me at lyndon@cornwallseo in a spreadsheet format, preferably .csv or .xls:

  • Number of articles required
  • Keywords to include as anchor text
  • Theme or niche

I will then send an email back with availability and an invoice. Once payment is received we will process your order within the month and send a full report. Although the work can be completed in 7 to 10 days.

There is a minimum order of 16 articles, this technique works best with scale and regularity.

Email me if you have further questions.

Regards
Lyndon Antcliff

P.S Sorry, no porn, or illegal stuff or anything that is going to get me in trouble with Bubba.

I retain the right to refuse to accept any work for whatever reason whatsoever.