Is Spectacular Content The Only Content Worth Creating? (Video)

Ken McGaffin's picture

In this video I want to explore the idea of spectacular content – content so good that it will attract links – often without asking. I want to tell you what it is, share a great example and give you 10 lessons that you can apply to your own work. (This video is based on one of my regular columns for SearchEngineWatch.com)

Link building continues to change and is likely to embrace the online PR model even more in the year ahead.

This means creating a spectacular piece of content and promoting it to top bloggers, experts and journalists – and using their influence to spread the word – and generating one of the real bonus of such projects – getting links from great sites that you haven’t even approached.

 

 

The content has to be spectacular to grab attention.

I told you last week about ‘Linking Outside The Box’ from Buzzstream. They produced an ebook that explored ‘creative link building’ – both creative tactics and more creative implementation of the tactics people already used.

Buzzstream wanted more than links from the project.  The main objectives were to generate downloads, encourage social shares, attract new customers and lift product sign-ups. [If you haven't already got a copy, grab it here. ]

Another great example comes from Tumbleweed Houses, pioneers in the tiny house movement. They share so much information that it can get you really inspired about the idea of tiny house . The catalog that is free to download is beautifully designed – an excellent resource that really shows their passion.

And how about an example of recurring spectacular content from TEKGROUP who provide online newsroom software. They produce 3 annual surveys that position them as thought leaders – another excellent piece of work.


Learn how to get links that really matter with Ken McGaffin and Garrett French in our detailed course, 'GetLinks! 7 Weeks to Link Building Mastery' - over 35 online videos and support material.


What can you learn for your own spectacular content?

The spectacular approach is applicable to many industries and clients. Here are 10 lessons:

1. To be successful your content must be truly spectacular

2. The expertise to create the content may come from outside your firm or agency

3. You should be generous in mentioning others, linking out and sharing. 

4. Links may not be your main objective.

5. There are many models for spectacular content. 

6. You need to use multiple methods of promotion. 

7. Spectacular content brings surprises. 

8. Content lives on. 

9. Content can be extended.

10. No-one can predict what will happen. 

The process of creating spectacular content may seem daunting if you’ve never done it before - and it may seem risky because results cannot be guaranteed. But increasinglyspectacular content is becoming the only content worth creating so the sooner you get started the better.


Learn how to get links that really matter with Ken McGaffin and Garrett French in our detailed course, 'GetLinks! 7 Weeks to Link Building Mastery' - over 35 online videos and support material.


Music: 'Learn to Fly' JoshWoodward.com  Check out his Kickstarter project at https://www.kickstarter.com/projects/joshwoodward/josh-woodwards-new-cd-the-beautiful-machine

Comments

Nice one, Ken, some great advice in there. Is the biggest challenge perhaps the first one - how to make truly spectacular content? Given the amount of "noise" on the Web, it is very hard to stand out, which I suppose only bears out your point, but it doesn't make it easy! An interesting addition to the recent "Content Shock" debate started by Mark Schaefer on the sustainability of content marketing - did you pick that up?

Ken McGaffin's picture

Yes, Hugh I am - I think the biggest challenge is that creating spectacular content takes time and effort and sometimes people aren't prepared to invest in that. But just as down through the decades, there has always been exceptional marketing created by talented people who were prepared to put the work in, there will always be an opportunity for spectacular content.

And to make spectacular content work, you've got to (i) put the effort into creating it and (ii) get the most from the content you have created - by following some of the points I've given above.

Cheers,

 

Ken

founded Linking Matters to teach and consult on content marketing, market research, link building and online PR.

Ken McGaffin's picture

This post just published this morning, picks up well on the great question Hugh was asking:

http://contently.com/strategist/2014/03/18/as-the-content-arms-race-heats-up-brands-face-their-moment-of-truth

 

founded Linking Matters to teach and consult on content marketing, market research, link building and online PR.

Thank you! Lots of good ideas here and very clearly presented. Even though it's a lot of work to create truly spectacular content, I'm glad it's necessary now though. Gone are the days we had to trawl through lists to find viable content. At least we know the the top hits are worth reading and learning from! - Dee

Ken McGaffin's picture

Thanks Dee - I'm glad you enjoyed it!

Ken

founded Linking Matters to teach and consult on content marketing, market research, link building and online PR.