Case Study – Matthew Barby
Influential authors and bloggers have the ability to not only write great content, but they have access to channels that they can distribute the content through. Additionally, these authors will often have lots of existing relationships with big industry publications that can be taken advantage of, giving you a competitive advantage.
Considering this, it makes much more sense to be building relationships with authors instead of webmasters, especially when it comes to scaling high-quality link building.
Here’s an overview of the process that I take:
- Find good quality content relevant to my niche that has been shared heavily.
- Find the creators of the content and the sites that they’ve posted on.
- Gather extra stats on the authors to find out how authoritative they are (e.g., social influence, contributor list, etc.)
- Filter through the list to identify major targets.
- Reach out to the list of authors and build relationships with them.
- Work with them to create quality content assets.
- Utilise their distribution routes and contacts to build links and social signals to the assets.
To find the types of content that are performing well, I call in the help of a few different tools. The first tool that I use is BuzzSumo.
BuzzSumo is an incredible new tool that allows you to scour the web to find popular content relevant to your niche. The tool also allows you to gather social media statistics on the content as well, which can then be exported to a .csv or .xls file.
Case Study – MadLemmings
One of the great things you can find out on BuzzSumo is who are the top sharers of the best content. There is a cool little button on the above image called View Sharers (it’s on the left of the social media share counters). This information is gold!
What this tells you is who are the top sharers on Twitter and lots of useful stats about that person. For example:
- Number of Followers they have
- How often they retweet and reply
- How often people retweet them
- How much authority their website has (page rank etc)
So if you want to reach out to influencers (or just get to know them over coffee) you can find out who is the most effective person to contact.
Knowing how many followers a person has is one thing, but understanding how engaged (replies, retweets) theyand their audience are is perhaps even more important.