1.
Secrets of Linkworthy Content

2.
Steve Rayson
@steverayson
steve@buzzsumo.com

3.
Dixon Jones
@dixonjones
djones@majestic.com

4.
Our partnership
Sources: Content Marketing Institute, CMO council, Content 2012

5.
Our partnership
Sources: Content Marketing Institute, CMO council, Content 2012

6.
Why Links
Matter

7.
Sources: Content Marketing Institute, CMO council, Content 2012

8.
Links remain an important ranking factor
Sources: Content Marketing Institute, CMO council, Content 2012

9.
Why do people
link to content?

10.
People share and link for different reasons
Sources: Content Marketing Institute, CMO council, Content 2012
Why People
Share Content
Why People
Link To Content
To share entertaining content
To nourish relationships
To get the word out about
causes they care for
To share helpful and valuable
content
To be part of a tribe and
define themselves
As reference to support an
article
To share authoritative content
including research and facts
To share valuable content
such as guides
To share evergreen content
that is less likely to change

11.
Shares do not equal links

12.
Shares do not equal links

13.
Linkworthy
Content:
Examples

14.
Strong opinion posts
and political posts

15.
Why?
Provocative opinion post
Jumping off point for agreeing or disagreeing

16.
Dynamic, Regularly Updated
Content

17.
Why?
Updated, authoritative reference data (at least until the election)

18.
Original Insights
& Research

19.
Why?
Authoritative research
Significant data point

20.
Practical Updates on
New Developments

21.
Why?
Authoritative information on a new development of interest
Does your research for you

22.
Answers To Questions

23.
Why?
Authoritative answer to a common question

24.
Reference Tables & Guides

25.
Why?
Infographic, made for sharing
Reference table

26.
Will your next post be linkworthy?
• Authoritative content that answers a question
customers are asking, such as ‘what is ..?’
• Strong opinion post, controversial or counter
viewpoint
• Original research and insights
• Practical ‘how to’ content or guide
• Regularly updated content

27.
How is your content performing?

28.
Thank you.