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"This is the same template our team uses to secure content features and links from Wired, Boingboing, Apartment Therapy and more."

Gisele Navarro

Operations Director at NeoMam Studios

The short answer: Because I like it.

But that wouldn’t make for an interesting read, now, would it? You’re here because you are curious about what this post is all about and it can’t be just that.

It’s not.

This post was inspired by a chat I had with a colleague who is now a director of an agency and misses pitching content like she used to. She’s doing a bunch of new things and outreach had to be delegated.

I totally understand because when I was made a director at NeoMam, I did the exact same thing. At the time, I believed that I had to delegate the day-to-day and focus on the big picture. So I did just that.

I hired a bunch of people. I overhauled our processes. I put all my focus on what was next for the agency.

Every now and again, I would sneakily send a few outreach emails and run little tests on the side. And every time it felt like coming back home.

But it wasn’t meant to be.

I was one of the directors now. There were bigger things on my plate, so I needed to focus and let go.

We did great work during those years. We revamped the way we produced content, experimented with a bunch of new formats and landed the biggest accounts we’d ever had.

This getting out of the day-to-day thing was paying off.

I was a business grown up now, running around from directors meetings to client calls, and from weekly catch-ups to project debriefs. Forecasting the future and revising the past to inform the present.

I hated it.

The thoughts kept crippling in, “maybe I don’t care about this anymore.”

Eventually people left or hires didn’t work out and I had to go back to promoting content. It was stressful, and awesome. I was back to doing the one thing that I like to do most in the entire world. My thing. Outreach.

Soon enough capacity issues would be sorted and I would go back to my Ops Director seat.

Back to hiring and planning. Back to coaching and training. Back to another kind of day-to-day work, one where you rarely see the results of your efforts materialise in front of you straight away.

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The good news is that the big newspaper you’ve been pitching stories to for months has finally decided to feature your content.

The bad news is that you didn’t get a link. Yes, your brand was mentioned. Yes, the content was credited back to your client. But the sad truth is that your precious link is nowhere to be found.

If you build links primarily through content, you probably have felt the pain of an unlinked brand mention many times before.

At this point, most of us will move on and be grateful that at least they credited the content properly.

“That’s okay, I’m sure more sites will pick it up and some of them might link back to our site.”

“Well, we didn’t get the link but this is will be great for brand awareness.”

“It’s all good, I read somewhere that brand mentions may have some impact on how Google evaluates website authority.”

Here’s the deal:

If you’re reading this article, then chances are you’re producing and promoting content with the one goal of getting links.

You don’t do this thing day-in-day-out just to build brand awareness or in the hopes that perhaps that unlinked brand mention will trigger lots of links someday.

So don’t give up so easily.

In this article, we’ll put a twist to a quintessential link building technique to help you convert those brand mentions into links, and we’ll discuss things you can do to minimise the chances of journalists sharing your content without linking back to your site.

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“Your content is crap.”

Ouch, that stings a little, doesn’t it?

But getting honest feedback for your content is key if you want big links in 2018.

And the big problem?

Most people just want to be nice to you.

Clients will tell you “the infographic looks great.”

Colleagues will smile and nod.

But here’s the deal:

You need super harsh feedback from people who don’t care about your feelings.

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Happy new year to everyone.

Before the end of last year I reached out to a number of in-house SEO’s who I thought were doing some really interesting things with content during 2017.

At NeoMam, most of our clients are in-house SEO teams and I am always impressed with the work they do.

Unfortunately, you rarely read about them on industry sites.

It makes sense, though, as there is far less of an incentive to share this type of work when you are in-house because you don’t need to win clients like agencies do.

I hope that this post and future ones can help to highlight some of the great work being produced by in-house teams around the world and provide some inspiration for your content marketing plans this year.

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‘But Danny, it’s just not relevant enough to our business!’

This was the pain of my existence working as a freelancer, trying to come up with content ideas that would get links.

Over the years, since starting in SEO in 2006, this has never gone away.

Let’s be honest.

If you were not buying links in 2006, then you were not a proper SEO.

But even then, we worried about relevancy.

When you bought links, you made sure the content was as relevant as it could be to the site you were linking to.

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Some people in our industry really hate infographics.

I’ll be honest:

I never woke up one day and said “I want to create a couple thousand infographics.”

But I did like getting top tier links for our clients and at the time, infographics were the best tool to achieve this.

The reason was simple: Most publishers didn’t have the design capability in-house but they knew that readers love this type of content so the marketers could fill in the gap and in exchange get exposure for their clients.

And this was the reason why we chose to double down and only produce infographics for the last couple of years.

Fast forward to 2017 and visual content is no longer new.

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Do you ever wonder how you manage to get anything done in SEO?

It seems each year – heck, each week! – there is a new tactic everyone NEEDS to implement, and a handful that have fallen out of favour.

This is especially true when it comes to outreach or digital PR, or whatever new jargon phrase is cool right now for talking about link building.

I am talking about the process of reaching out to people who manage websites and getting them to feature your content with a link.

I’ll be honest:

When I first started promoting content, the idea of reaching out to “real people” over email seemed alien.

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2016 has been a hell of a year.

Brexit.

Trump elected president.

But more importantly, what has been going on with NeoMam?!

When working in the fast-paced agency world, it’s easy to spend all your time looking into the future and missing out on what is going on around you.

With this post, I want to spend some time to look back and highlight the biggest decisions we made as an agency in 2016.

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Here’s the deal:

Infographic marketing in 2016 is still the most effective way to generate awareness online.

Sure, plenty of people have abused it.

Who hasn’t seen the influx of crappy infographics that peaked in 2012?

It seemed like every SEO Agency content marketing agency was publishing one for each one of their clients.

infographic marketing trends

infographic marketing trends

Thankfully, the amount of terrible infographics is in decline.

Mainly because they provided zero ROI.

It’s easy to sell something shiny but it gets a lot harder when you have no results to show.

Clients start to ask awkward questions:

“So what has this infographic really done to support my bottom line?”

Since 2010, NeoMam has created and promoted over 1,000 infographics.

During all these years, we have learnt a few lessons:

1. Infographic Marketing Has To Be Part Of A Wider Strategy

The clients who get the most value from infographics are those that see them as part of a wider strategy to support search visibility.

True:

Infographics are the most powerful way to attract backlinks in 2016.

But if you just attract lots of links with no SEO strategy in place, you’re going to have a bad time.

Look at infographic marketing as one technique that supports goals for increased search visibility.

2. Say NO To Quantity. Aim For Quality.

This lesson can be applied to all content marketing formats:

It’s better to invest in one major piece of content than to try and get multiple campaigns out of the door.

One example is an interactive infographic we did back in 2012: 13 Reasons Why Your Brain Craves Infographics.

It took months to produce and was the only self-promo piece we produced all year around.

But the results paid off:

929 linking root domains, and counting.

majestic 13 reasons results

Nearly 1 million visits since it went live in 2012:

buzzsumo results

It was a big investment but it paid off and continues to pay off every single year.

One piece of content that will continue to drive links, traffic and email subscribers.

3. Support The Content With A Strong Promotion Strategy

Infographics need to be shared if you expect to see any return on your investment.

Creating something that looks great but just sits on your site unseen is a waste of time.

You need to combine production with a way to promote the content across the web.

At NeoMam we have found that a mix of influencer marketing, digital PR and blogger outreach is the most effective to get infographics featured in top tier media outlets.

Once you have produced an infographic you will need to know how to write an email that journalists will open – and that will make them take action.

I see too many good looking infographics that don’t achieve results and most of this is down to little or no promotion.

Why Infographics Should Be Part Of Your Content Marketing Strategy

Back in 2012, we produced a promotional infographic to help our clients explain to their leadership team why they should invest in the format.

Check out the samples below and let me know how you get on.

Why Do Infographics Work?

why do infographics work

As a society, we are getting inundated with information.

One study suggests that the average person is exposed to 174 newspapers full of information every day!

Thankfully our brains filter 99% of that information.

how brain views infographics

We are wired for visuals.

½ of your brain is dedicated to your visual function.

90% of the information transmitted to the brain is visual.

65% of of the entire population are visual learners.

text vs infographic

Our brains process images differently to visuals.

Visuals are processed in simultaneous, as this part of brain is relatively old in evolutionary terms.

As the text reading part of our brain is new, we need to process it sequentially which takes a lot longer.

A study suggests that we can get the sense of a visual scene in less than 1/10 of a second.

If you want any more reasons why you should give visual content marketing a chance, then be sure to check out our interactive infographic: https://neomam.com/interactive/13reasons

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