How Localized Content Can Double Your Link Earning Potential [MozCon 2022]

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When you're trying to scale up your link earning goals, consider this: Local news publications are often overlooked as opportunities for creating/pitching content. In this MozCon presentation, Amanda explains why local news sites can be a critical part of your earned media strategy and how you can create content that's easy to localize.

Marketing

How Localized Content Can
Double Your Link-Earning
Potential

Stacker is the world’s
leading data-journalism
newsroom, publishing
engaging research features
across a network of the
world’s most authoritative
news outlets.

For better or for worse,
I am from Florida

So then why don’t we care as much
about local media pickups?

#MozCon @millanda
DA: 94 DA: 90
DA: 92 DA: 87

#MozCon @millanda
✓ Follow link
✓ High domain authority
✓ Respected publication
✓ Earned, not paid for

AND it gives us the
opportunity to
scale up link earning

310 national + 639 local
= 949 total pickups!

#MozCon @millanda
A site with
sound
technical
SEO
On-site
content
that shows
expertise
Shared the
content to
build
authority
Pre work…

STEP 1: Find an interesting,
comprehensive data set.

#MozCon @millanda
What local news sites want
● Employment & job trends
● Rent & real estate trends
● Trends in crime stats and rates
● Ways to avoid scams
● “News you can use” stories

#MozCon @millanda
The topics they prefer
1. Lifestyle (arts & culture, food, pets)
2. Money (business, careers, education)
3. News (government, military, politics)
4. Entertainment (celebrities, movies, TV
shows)
5. Sports (baseball, basketball, football)

STEP 2: Illustrate the
data/story both nationally
and locally.

#MozCon @millanda
Superlatives
All Others

STEP 3: Promote/distribute
the national and local
content.

#MozCon @millanda
● Who covers the topics you’re
pitching?
● Do they write about explicitly hard
news or feature news too?
● What format does their content
typically have?
Find out:

#MozCon @millanda
Pitch with the local angle everywhere!
In the subject line
In the body of the pitch
In any data you share

#MozCon @millanda
458 follow
links total!
You after a
job well done

Thank you!
amilligan@stacker.com
@millanda
studio.stacker.com

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How Localized Content Can Double Your Link Earning Potential [MozCon 2022]

1. How Localized Content Can Double Your Link-Earning Potential

2. Amanda Milligan Head of Marketing at Stacker Studio

3. Stacker is the world’s leading data-journalism newsroom, publishing engaging research features across a network of the world’s most authoritative news outlets.

4. Bagheera (“Bean” for short)

5. For better or for worse, I am from Florida

10. #MozCon @millanda

11. #MozCon @millanda

12. We care about what’s happening nearby

13. #MozCon @millanda

14. So then why don’t we care as much about local media pickups?

15. #MozCon @millanda DA: 94 DA: 90 DA: 92 DA: 87

16. #MozCon @millanda ✓ Follow link ✓ High domain authority ✓ Respected publication ✓ Earned, not paid for

17. AND it gives us the opportunity to scale up link earning

18. #MozCon @millanda

19. #MozCon @millanda

20. #MozCon @millanda

21. 310 national + 639 local = 949 total pickups!

22. 2:1 link results

23. #MozCon @millanda

24. #MozCon @millanda

25. #MozCon @millanda

26. #MozCon @millanda

27. So, how can you create local content?

28. #MozCon @millanda A site with sound technical SEO On-site content that shows expertise Shared the content to build authority Pre work…

29. STEP 1: Find an interesting, comprehensive data set.

30. #MozCon @millanda

31. #MozCon @millanda Example data sets

32. #MozCon @millanda Example data sets

33. What local news sites want…

34. #MozCon @millanda What local news sites want ● Employment & job trends ● Rent & real estate trends ● Trends in crime stats and rates ● Ways to avoid scams ● “News you can use” stories

35. #MozCon @millanda The topics they prefer 1. Lifestyle (arts & culture, food, pets) 2. Money (business, careers, education) 3. News (government, military, politics) 4. Entertainment (celebrities, movies, TV shows) 5. Sports (baseball, basketball, football)

36. STEP 2: Illustrate the data/story both nationally and locally.

37. #MozCon @millanda

38. #MozCon @millanda Superlatives All Others

39. #MozCon @millanda Repurpose!

40. STEP 3: Promote/distribute the national and local content.

41. #MozCon @millanda ● Who covers the topics you’re pitching? ● Do they write about explicitly hard news or feature news too? ● What format does their content typically have? Find out:

42. #MozCon @millanda Pitch with the local angle everywhere! In the subject line In the body of the pitch In any data you share

43. Let’s look at a ﬁnal example

44. #MozCon @millanda 160 follow links

45. #MozCon @millanda 298 follow links

46. #MozCon @millanda 458 follow links total! You after a job well done

47. Thank you! amilligan@stacker.com @millanda studio.stacker.com