Google’s algorithm is changing with time and due to this companies are enforced to re-think on their SEO strategies. One of the crucial actions for increasing ranking is content-led link building campaign.
You might have faced a situation where your SEO team works hard to send outreach emails to publishers. Then, your writers dedicatedly create content. But, after a few weeks of the campaign launched, you realized it has acquired no results.
There might be a number of factors affecting failure. It could be a poor concept, external events in the news, or, not getting the right response on your outreach emails. Also, building links with high domain authority sites is not easy.
So, if your campaign is not attracting good traffic, don’t stress out. You just need to tweak your strategy, put in more effort and gather the anticipated results. Now, if you are still struggling with your poor performing content-led link building strategy, then this article is for you.
1. Create what the publisher is looking for
Keep in mind that the editor will be loaded with a lot of other contents. So, they will look into those write-ups which their audience will like. So, make sure you plan your content in accordance with your outreach email so that the publisher won’t have to waste hours to communicate back and forth.
Put yourself in the audience shoe and think about what you would like to read. Incorporate relevant data sources, quotes, images, etc. to make it attractive and easily readable. Don’t create something that does not match the interest of the publisher.
2. Make your headlines interesting
One of the effective tricks to make your campaign work is to pitch your headlines to the publisher in the initial outreach. This will help the publisher get an idea about your content and make them excited about your campaign.
Moreover, don’t get too amenable as publishers cover multiple types of content stories that can be in the form of an infographic, or even, a guest post. Simply, request if the topic is relevant for their audience and would they like to publish it. Don’t sell out six different stories in one go, as it might confuse the publisher. After getting a positive response stick to what your headline demands.
3. Don’t hesitate to follow up your outreach emails
Many a time, you don’t get a response to your previous communication but don’t give up hope. As mentioned above, publishers are often busy so they might miss out the loop of some conversations. Hence, you can follow up on your outreach emails if you get no response or coverage.
However, this also helps you to present a gentle reminder of your pitch which will give you a better insight about your approach with the publisher. Also, if the publisher has lost interest in your earlier content, a follow up may encourage them to look into it and even approve your idea, if it is relevant as per the current trending topics.
4. Identify relevant sites for links
Did you research enough about the prospect list of publishers before pitching your first campaign? If no, you are making a huge mistake. It is advisable to understand the niche of the publisher and does it relate to your business.
You can start maintaining a sheet of publishers for future prospect simply by tracking the topics they cover. That way, you can have a list of publishers who will be interested in your content. Moreover, it will help you to customize the message for publishers by understanding their work individually.
5. Personalize your outreach email
Are you sending similar outreach emails to engage every publisher? If yes, you will see a lack of interest from the editors’ side. Also, if you are tracking your click-through rate, you might see a plummeting graph. So, it is crucial to draft your pitching context in accordance with the receiver of the email.
Moreover, if you have pitched a campaign to top-tier media and didn’t receive any response, consider your list of second-tier publications. As publishers are packed with different agendas and content schedules, pitching to only one can miss out opportunities. Don’t forget to modify the message sent.
6. Approach through various platforms
This is a simple yet effective link building tactic. If your usual strategy includes email communication, this time you tap a new platform. Perhaps, publishers’ inbox is flooded with emails so, they miss out some of them.
You can also send a link of your campaign via Twitter or LinkedIn, or pick up a phone. It is a tactic to cut through the crowded emails and catch the attention of the publisher for your campaigns.
7. Be in the top news
Sometimes, a campaign doesn’t work due to bad timing. No one will be interested in something which is already happened. So, it is vital to look into the coming events and happenings around you.
For instance, you have launched a travel campaign during winters. Will it be as effective as it would be in summers?
Remember, always choose a topic at least 15 days prior to coming event or recent hot topics or news. Moreover, you can choose a generalized topic to interest your target audience. You can also specify the reason in your pitch as to why you are sending the campaign now.
8. Heed to subject lines
You might be wondering whether your emails are even being opened? For this, you can use tracking software to strategize your further outreach. So, if you see poor open rates, you can try out different tactics.
Try sending emails with a catchy subject line to grab the editor’s attention. You can also experiment with fresh subject lines for different emails. This is all about creating something which interests the publishers and make them click through your email to know more. Rather than simply stating your topic plainly, you can use works like exclusive research reveals or new data.
9. Provide something exclusive
If you are offering something exclusive to the publisher, they would certainly buy it. This can also save your poorly performing campaign. As mentioned earlier, create a personalized approach and keep the communication apt and relevant.
Also, if your campaign is not working effectively, consider working with publishers who have worked with you earlier and offer them exclusive content for a period. Once you get a robust hook of a great campaign, you can start further links building serviceand approach to top-tier publications.
The above-mentioned points will certainly help you improve your content-led link building campaigns, but it can take time to churn positive results on your rankings. This period depends on your activities, competitiveness in your industry, target keywords, history and strength of your domain.
Moreover, you should keep track of your progress, starting with a note of where you are now. Thereby, you can create a realistic expectation of your website ranking plus a road map of how to achieve it. You can then start activities in accordance with your plan to improve your website, online performance, and business.