Last updated on September 21st, 2018
If you’re looking for the weekly SEO news roundup it will be back next week. In the meantime here’s what’s been keeping us so busy . . .
Sometimes at SEO Advantage we’re sharing the news on our blog, but other times we get to help clients who are making the news. That’s what we’ve been doing for the past two weeks.
It all started when our friends at Provident Precious Metals saw an opportunity and ran with it – or rather drove with it. After seeing the buzz around NASCAR driver Josh Wise’s sponsorship by cryptocurrency Dogecoin, Provident made the decision to reach out Josh’s team owner Phil Parsons and become sponsors themselves. That in itself was a brilliant idea, and Provident could have stopped there, but they didn’t.
Instead, they saw an even greater opportunity to continue their pattern of innovation and forward-thinking. They decided the time was right to start accepting digital currency as payment, starting with Bitcoin, Litecoin and the cryptocurrency that started it all: Dogecoin.
That’s where we came in. As the announcement that they’d be accepting cryptocurrencies approached Provident reached out to us to see what we could do to help with promotion, and the SEOA Premium Content Initiative(PCI) team jumped into action. PCI is our premium link building arm focused on high-value links, and it’s called the Premium Content Initiative because we’ve learned that the absolute best way to obtain great links is to create content that’s worth linking to and let the right people know about it.
The content, then, was step one, starting with a press release, of course. We worked with the Provident team to help them create the release and distribute the news, which was picked up immediately by publications throughout the finance, precious metal and digital currency worlds. That was only the beginning, though.
As every link builder has learned by now (at least the successful ones) link building is really about relationships. The second part of that, as we’ve discovered in PCI, is that those relationships happen when you have something worthwhile on which to found them. You can’t get something for nothing, as they say, and buying and begging for links is a non-starter in the current SEO world. Those who try it end up doing more harm than good.
You have to get your relationships and the links that come with them by earning them. No other approach is going to provide the same sustainable benefit for your clients.
Make Link-Worthy Content
To help Provident’s very cool announcement get the online traction it deserved, we decided to create and promote three premium content pieces timed around the press release.
First, we conducted an interview with NASCAR team owner Phil Parsons about Provident, Dogecoin and his team’s whirlwind sponsorship tale. We wanted to be sure to recognize the awesome Reddit community that started it all, so next we created an infographic featuring Dogecoin. A third piece is coming out next week, but we’re still keeping that one under wraps.
Outreach, Outreach, Outreach!
We created a launch schedule for the content that would help us keep Provident’s announcement in the news, and built outreach lists for news sites, blogs and social media in the precious metal, crypotcurrency and NASCAR communities. As each new content piece launches, our team spreads the word.
Each piece has its own outreach list, and while there’s some overlap, we’ve catered our prospecting to the type of content and the specific subject matter featured. We’ve also distributed outreach within our team based on individual strengths and social media presence.
We’re seeing a great response so far, and it’s only been a few days since the news was announced. More importantly, we’re helping build relationships for our client that will make every new piece of news related to their acceptance of cryptocurrency and their NASCAR sponsorship more powerful.
Innovate, Adapt and Listen to Consumers
I can’t wait for the case study we’ll be publishing once the campaign is complete and the numbers are in, but at this point we’ve already seen further confirmation that creating content people want to see and letting them know about it is an incredibly effective way to obtain high-quality links and long-term value for clients.
The big lesson to be learned here, though, is from the folks at Provident. They’ve been innovators from the start, and the way they spotted an opportunity by sponsoring Josh Wise and then listened and responded to the Dogecoin community by offering digital currency payment options is something everyone involved in marketing can learn from.
Big thanks to our friends at Provident for letting us talk about this campaign, and especially for letting us help spread the word about their latest awesome development!