Publish More & Rank Higher(Delegate, Collaborate, Repurpose)

Andy CrestodinaStrategic Director | @crestodina

@crestodina

...you’ve published a lot, some of it ranks

...you get a lot of questions from clients/friends

...you contribute to round ups and do interviews

...you have people you can delegate to

...you have a budget for delegation

...you want to help others be more productive!

This presentation is awesome! Especially if...

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Blogging frequency is down...

Publishing frequency,2014-2016

source: Blogger Survey, Orbit Media

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...but bloggers who publish more get better results

Percent of bloggers who report “strong results” by frequency

source: Blogger Survey, Orbit Media

How can I publish more without...

a. Reducing quality?b. Hiring a team of writers?c. Losing my mind?

The Art of Delegation

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Things you should stop doing immediately• Social promotion/scheduling• Research• Roundups• Editing• Presentation formatting• Content curation

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Places you can find help• Task Rabbit• onlinejobs.ph• Upwork• Don’t Panic Management

Delegate Scheduling

...meet Amy, my $40/mo robot assistant

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Saves ~2 hours per week

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Delegate Research

...gathering data is important, but tedious

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Research Complete!

Delegate Writing

...use a “ghost drafter”

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The Solo Blogger

title, openingoutline

first draft editing, imagesfinal polish

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The Writer, Editor Combo

title, openingoutline

first draft editing, imagesfinal polish

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The Ghost Writer

title, openingoutline

first draft editing, imagesfinal polish

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The “Ghost Drafter”

title, openingoutline

first draft editing, imagesfinal polish

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Share your editorial guidelines first!• Length• Tone• Formatting• Images• Quotes• Statistics and Research

Extreme Delegation

...formats that don’t need a writer

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Interview Podcasts1. Outreach and scheduling2. Guest management3. Audio editing4. Transcription5. Posting6. Sharing

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source: Don’t Panic Management

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Roundup Posts1. List Building2. Outreach3. Curation4. Posting5. Notify and Share

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Do some analysis!Add some value!

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Building a team is the nucleus for every piece of success

Chris DuckerVirtual CEO, Author

Turn Your Sent Email into High Ranking Content

Rank

Authority Relevance

Rank

Links Keywords

Rank

Offsite On-Page

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How email turns into articles

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Sent mail = great marketing content• Roundup contributions• HARO responses• Email interviews• Answers to questions from clients and colleagues

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Invitation to contribute to a roundup

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Invitation to write a guest post

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Email asking a question

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Great (repurposable) email answers include...• In-depth, detailed information• Bullet, numbered lists• Images• Links

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Super detailed answers

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...get great responses!

Fast forward three years...

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After three years of emailing detailed answers...

68 questions answered from round ups76 questions answered from email interviews27 questions answered from clients and friends

171 total questions and answers

+

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Which articles need a link the most?

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The “Focus” List (pages and phrases that need support)

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Source: Ahrefs

Referring domains with partial/exact match of anchor text and keyphrase

How to win links with “exact match anchor text”

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How to win a keyword-focused link

1. Add images to your articles2. Use those images in your contributions3. Use the title of the article (which includesthe phrase) in the image source link!

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Opportunities to mention (and link to) your content• Guest blog posts• Email interviews• Roundup contributions• HARO responses• Podcast interviews• Webinars (show notes)

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Put some answers on Quora

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...now I rank for “digital marketing basics”

Delegate Content Promotion

...document, then hand it off

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Update Old Content

...repurposing for higher rankings and more traffic

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Why Update Your Content?• Faster to create• Higher quality• You know who to share it with• Higher rankings

Declining Traffic

...the rank is slipping!

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Let’s say I’m looking at publishing a post in May. If all of my content is up-to-date and ranking where I think it should be, I’ll write something new.

If not, I’ll update and relaunch an old post.

Brian DeanBacklinko

@crestodina

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What was changed?Original (published 8/2013)• 1,225 words• 6 images

Update (published 4/2016)• 2,584 words• 14 images• 2 Quotes

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Included the “semantically linked” phrasesinternal Linksinternal linking SEOinternal linking strategySEO internal linkshyperlinkslink juiceexternal linksanchor textInternal linking SEO best practicesInternal links vs external linksWordpress, drupal

structureanalysisinternal linking exampleinternal linking structure for SEOin htmlbenefits ofimportance ofexamples ofrecommendationstipsvalue

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Included the “semantically linked” phrasesinternal Linksinternal linking SEOinternal linking strategySEO internal linkshyperlinkslink juiceexternal linksanchor textInternal linking SEO best practicesInternal links vs external linksWordpress, drupal

structureanalysisinternal linking exampleinternal linking structure for SEOin htmlbenefits ofimportance ofexamples ofrecommendationstipsvalue

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URL Recycling

...that page has authority, but no relevance

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Content Updating Tips• DO NOT CHANGE THE URL• Add value

–Length–Media (images, video)–Quality (details, examples, answers)

• Put it back in social rotation• Mention it again in new content

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Andy CrestodinaStrategic Director | @crestodina

THANK YOU!