SEO Link Building Strategies: Three Evergreen Content Ideas

In the world of search engine optimization and ranking factors, the most important correlation to search engine result page (SERP) rankings was found to be the number of backlinks and overall link authority. With over 70% of users clicking on first page results, universities are always looking for ways to get their programs to jump up the rankings. So you may be asking, ‘How can I create content that naturally attracts backlinks and will rise in the SERPs?’ Today you’re in luck because I’m about to take you through the entire process from starting a link-building strategy to developing evergreen content ideas that attract SEO backlinks, but first, we need to understand a few SEO basic ideas before we can fully understand the immense value of evergreen.  

Learning SEO Basics

Before I dive into the world of developing evergreen content ideas, I’d like to lay out a few search engine optimization basics for any of the readers who may not fully know what these terms or tactics mean.

What is link-building?

Link-building can simply be described as a process to acquire valuable SEO backlinks or hyperlinks from other websites to your pages. As a marketer, we see these links as the Holy Grail and let me tell you why. SEO backlinks are a major component of Google’s PageRank algorithm which is considered to be one of the most important factors of Google’s SERP. The PageRank factor measures the importance of content and helps Google determine whether it should rank for a specific user’s intent. It is able to do this by analyzing a web page’s backlink structure as it takes in more factors such as the number of backlinks, link diversity, quality of links and other proprietary information.

 

Here is a quick excerpt from Google explaining their ranking philosophy.

“Google search works because it relies on the millions of individuals posting links on websites to help determine which other sites offer content of value. We assess the importance of every web page using more than 200 signals and a variety of techniques, including our patented PageRank™ algorithm, which analyzes which sites have been “voted” to be the best sources of information by other pages across the web.”

 

Though there are a number of factors that go into the SERP, in order to increase online visibility and improve search engine positioning, your business will need to achieve a higher PageRank. To do this, you’ll need a team focused on creating a tactical digital marketing plan with the essential objective being a SEO backlinking strategy through evergreen content marketing.

SEO Backlinking Strategy

It is important to note that a backlinking strategy is not made up of one technique or skill, but rather a wide range of skill sets including content creation, research, competitive analysis, email outreach and nurturing editorial relationships. The strategy begins by strategically producing evergreen, valuable, high-quality content that’s targeted for high volume search intent and your customer base. The word content has been pounded into our minds for years as digital marketers, but it’s no surprise because that’s what Google search is all about. It is a search engine that matches a user’s intent with the most relevant and quality content possible, such as “what’s the value of an online MED.” Hence, the importance of developing evergreen content ideas to attract SEO backlinks.

What is evergreen content?

Typically, evergreen content is based on popular topics, high volume search terms or niche specific keywords, and is content created with the intent to be informational and provide an instructional viewpoint on your topic of interest. Evergreen content does not lose its value over time and is commonly created for utilization purpose. This means the content is developed with the idea that searchers will reference the content multiple times, which in return increases your web traffic, on-page time, brand awareness and top-of-mind recall for specific niches.  

In order to create evergreen topics, you must first understand the search intent of your target audience and then strategically construct a topic that matches the user’s intent. So stop creating general, boring regurgitated content! This isn’t the Age of Fluff, this is the Age of Information for a reason.

So without further ado, I present to you three types of evergreen content ideas that can be implemented right here, right now.

Types of Evergreen Content:

  • Infographic Visuals
  • Industry Expert Roundups
  • Informative and High Utility Content

Infographic Visuals

Infographics are a fantastic way to build links to program specific pages, which will help increase your overall Google rankings. If you didn’t know already, the number of backlinks linking to a specific page has the strongest correlation with rankings compared to any other factor. This includes domain history, title tags, and optimized keyword pages. When infographics are built with reliable statistics and appealing design, these visuals resources will make you appear as a thought leader within specific industries and enable you to naturally gain links. Evergreen infographics are based on newsworthy, current trends and show in-depth statistics on specific topics that relate to a university’s program curriculum. When a university builds an infographic around trending news stories or case studies, they are able to take what may seem like a complex idea or boring subject and turn it into an easy to understand visualization. Below I have provided some fascinating facts from Kissmetrics on why infographics perform so well in this digital age;

  • High-quality infographics are 30 times more likely to be read than text articles.
  • 90% of information transmitted to the brain is visual, and visuals are processed 60,000 times faster in the brain than text.
  • Infographics are 40 times more likely to be shared on social networks.

In your opinion, what looks better, Image 1 or Image 2?

Image 1 is a journal study explaining the challenges of storing medical imaging data

Image 2 is a medical imaging infographic explaining the same information.

Image 1

digital imaging journal

Image 2

imaging archives infographic

If I do say so myself, Image 2 is softer on the eyes and helps to break down this complex information so any non-technical reader can understand it. The icons give the viewer a great understanding of what the subject is about without having to read the detailed material.

Now that we understand why publications post these visual resources, the next step is to understand how to build an infographic around a topic that is considered link worthy.  As we discussed above, the best performing infographics are built around newsworthy time pegs and trending current events. To identify newsworthy time pegs, I believe our creative director, Joseph Lapin, has the best approach. He tells our team to consistently look at the front page of the newspaper to find out what editors from top publications, such as The Wall Street Journal and The New York Times, seem to be the major stories in the U.S. and throughout the world. If these publications are putting these stories on their front page, then it shows insight on what topics are most newsworthy while showcasing developing trends within the news curve. Once you understand which topics are repeatedly gaining traction, you can build infographics based on these trending stories and immediately pitch them to publications. With graphics built around such hot topics, they can be leveraged throughout the whole news cycle which can help program pages gain a number of valuable links.

news curve

Infographics should be built using studies and statistics from a number of publications ranging from high-level organizations to niche blogs. Each source should be seen as a link building and relationship development opportunity because the publication you use as sources are very likely to share the infographic with their audience. If we step back and think about this for a second, we can understand why it would be more valuable to have 20 sources instead of 10. In the end, it is a numbers game and the more sources used, the more link building opportunities there are! For instance, Circa Interactive created an infographic on Creative Ways to Make Higher Education More Affordable. In each visualization, sources are included at the bottom of the graphic.

source link building

For each source, an outreach message should be sent to the editor at that site. Here is a real outreach email I used to gain links through from infographic sources.

outreach for source links

Helpful infographic resources:

Industry Expert Roundups

In marketing and communication, a roundup is a term that is used to describe the collection of popular resources that are highlighted to build one article. Expert roundups are no different, except that instead of using popular informative resources, industry experts are utilized to create a comprehensive analysis on a particular subject. Expert roundups are relatively easy to structure and publish, but there is some groundwork needed in the beginning. First, your content creation team will need creatively come up with a keyword rich question that your experts will answer. The question needs to be based on a keyword that your program wants to rank on Google’s first page. This is important because when searchers view your page and see the expert knowledge being freely shared than they are more likely to link back and reference to a collection of experts compared to a personal opinion. Here is a quick example: Let’s say you want to rank for the keyword “future of artificial intelligence” and the blog post title is ‘32 Expert’s Future Vision of Artificial Intelligence’. A great question to ask your industry experts could be “What is one or two major advancements you envision happening within artificial intelligence over the next 5 years?”

Having developed the question, the next step is to scour the web looking for industry experts talking about similar topics in the artificial intelligence industry. You’ll want to create an outreach list that is three or four times the number of your intended expert commentaries that will be placed in your blog. The best way to identify potential experts in your industry is by using Google News and Followerwonk.

followerwonk

I used Followerwonk for this example, a tool that searches through Twitter bios and highlights the top users related to specific keywords. Within the top six results, there are two great artificial intelligence experts who should be added to your list. They are both executives within the big data and artificial intelligence field with a high number of followers. Keep in mind that your intent is to gain a link back and social shares from these experts because you are freely sharing their expertise. We want to show our own personal audiences that we are featured on another site so we can get the recognition we think we deserve.

Once you identify the top industry experts and build your list, it is time to send your outreach message. The outreach message should be a short blurb complementing their expertise and asking them if they would be interested in being featured in your post. If you don’t get a response back from them, follow up a week later and emphasis the benefit they are getting by giving you a quick one to three sentence response.

 

joey outreach


Once you begin to receive responses, structure the blog with the experts who were quick to respond to your question towards the top of the article. This will flatter them because you chose to feature them within your top ten experts. The next focus should be adding the experts who you expect to get a link back from. The best way to actually gain a link is by not directly asking them to link to the article. I know it sounds crazy, but by simply thanking them for their time and expertise, the flattery works a lot better than aggressively begging for a link. When sending the experts the “thank you” message, it is extremely similar to the infographic source email. The main difference in this outreach is to create a pre-populated tweet with in the email so all the expert has to do is press one button to share with their follower base. Free services such as 
ClicktoTweet allow you to create tweets in quickly. Feel free to use my email below as your template.

joey outreach 2

Helpful expert roundups examples:

 

Informative and High Utility Content

Recent studies have shown that longer pieces of content between 1,700 and 2,000 words rank higher in Google position. The average first page results having at 1,890 words.

length of content and rankings

There are a few ranking factors that also correlate with longer posts, which include time on page, more social shares, and lower bounce rates because more users will browse other content on your site. Still, these long post must be made of high-quality content because if not, they are worthless words and filling up cyberspace. That is something Google hates to see. 

What determines quality you may ask? It all comes down to whether the content is informative to the audience and has some form of usability that can be implemented by your readers. According to Brian Dean, one of the top link-building marketers of our time, longer, high utility content strikes a sense of awe into the audience, meaning that when a reader visits a page that has a lot of useful information they understand how much work was put into that post and they are more likely to return to that site over and over again seeking similar content.

brian backlinko quote
Here at Circa Interactive, our team likes to produce a multitude of content ideas because different audiences respond to different types of articles including listicles, how to guides, and in-depth evergreen content. I’d like to show you a recent example of evergreen content that was created by our own Chief SEO Analyst, Tyler Cooper.

The Ultimate Guide to On-Page SEO
This is a great example of high quality, informative content that focuses on a specific audience and the knowledge inside this article can be applied immediately regardless of your knowledge of on-page SEO. In total, this ultimate guide article has a total of 3909 words. Content length has a direct impact on the number of average shares and links a piece of content receives. Moz conducted research on 489,000 text based articles. Here are their findings:

moz content length


As you can see, it is apparent that content length is incredibly important when developing content for your site. So when creating content do not forget these three types of evergreen content that will enable you to build links back to your university pages.


If you found this article helpful in any way do not hesitate to leave a comment below. I would love to hear any feedback you may have about a topic and know what type of evergreen content ideas you use in your organization. Additionally, if you need advice or have questions on link building feeling free to connect with me below.

 

andersonidea

Austin Anderson is a forward-thinking, motivated marketing specialist. Before Circa, Austin ran an e-commerce business and managed online marketing for startups in San Diego. Austin strives to be a future influencer in the world of digital marketingConnect with Austin on LinkedIn and Twitter @andersonidea.

Writing a White Paper By Repurposing Content

What is a White Paper? What are its Benefits?

Before we get started explaining how to build a white paper, it’s important that we first take a look at what a white paper is, as well as its overall benefits to you and your readers.

A white paper can be considered an authoritative document that guides readers through a complex issue or problem that they may be having. So, for example, in one of our recent white papers, we addressed the complicated issue of figuring out which marketing channel is the right fit for your degree program. Regardless of what problem you choose to cover, you need to make sure that your white paper provides value to readers, whether that’s by providing in-depth insight, answering potential questions, or generating new ideas.

As a whole, white papers can be extremely beneficial, particularly in regards to marketing, SEO, and expanding brand awareness. For example, a great white paper will provide value to your target audience. In return, this value will not only build trust between you and them, but it will also place you as a thought leader in your industry. So the next time that your target audience has a question or issue that they’d like solved, you can bet that they will return back to you for help.

Choosing a Topic

As we discussed in our recent marketing funnel post, creating content, especially white papers, isn’t easy to scale and requires a lot of resources. If you’re wondering how you and your team can make it work, consider this: are you already creating blog posts? If so, you have everything you need to create a great white paper. Easy, right? Of course, there are many different types of content you can create and repurpose, but for simplicity we’re going to focus on blog posts and white papers for now.

Before you jump right in, we need to take a step back to examine what makes a good white paper and ensure your blog content is developed with repurposing in mind. Sure you can create a white paper from just about any post, but to truly be successful, it pays to put in the work upfront before hitting publish on your next post.

So what makes a good white paper, anyways? Here are some tips:

  • Make it informative and helpful
  • Avoid promotional elements. It shouldn’t feel like a sales tool
  • Be sure to include a clear call-to-action at the end of the white paper
  • Link to other resources or blog posts within the white paper that the reader may find helpful
  • KEEP IT SIMPLE: Your white paper should be easy to read, easy to follow, and take the reader no more than five minutes to read.
  • Leverage a professional to copyedit your piece. Nothing looks worse than a comma splice or improper grammer (see what I did there?) in a piece of content representative of your business

When creating blog content, it’s best to focus on ‘list’ style topics that make the repurposing process easier while ensuring that your white paper can be followed step-by-step and as concise as possible. Other types of blog posts that work well as white papers:

  • Survey results
  • Research-focused posts
  • Checklists
  • How-to’s and tutorials

We recently repurposed one of our Higher Ed Marketing Journal blog post into a white paper.
Original blog post
Repurposed into whitepaper

Repurposing Your Content

With over 2 million blog post written a day, you may be asking: How can this much original content be produced and where is it all coming from? As you could probably noticed, both of the blog post and white paper above are practically the exact same content with a minor few edits. Repurposing content is not suppose to be a daunting task. The issue that you may have experienced yourself is that once a blog post goes live, it receives a massive amount of traffic up front, then it slowly dies down over time. Rand Fishkin, CEO of Moz, calls this the Spike of Hope and the Flatline of Nope.

spikeofhope

Think about it this way. In 2014, Clayton Dean, Circa Interactive’s COO, spent a week writing a high quality case-study about one program increasing their lead flow by 902%. Since this post was written two years ago, does that mean it provides no value and should be forgotten? Absolutely not, the case-study needs to be promoted continuously and repurposed a few times throughout the year. By effectively repurposing content, you won’t have to be as worried about the Flatline of Nope because through that repurposed content you will link to your other resources generating a consistent flow of traffic to those pages, too. With repurposed content, you are able to engage potential customers through different touch points that may have not been present before. All of this will allow you and your team to spend less time writing new content and distributing past blog articles.

Let’s pause and quickly review this article. Did you realize that the blog post you’re reading is using the repurposing technique? The original post was published back on December 2, 2015, and then was created into a white paper during January 2016. Now we are repurposing that white paper back into a blog post in order to show you one of the many possibilities available.

This brings me to the next question, how else could this content be repurposed again? There are limitless amount of ways to create new content from old. Think about how a blog post could be created into a Frequently Asked Question document, step-by-step video guide, webinar series or even a email newsletter. So go ahead and examine your past blog content. Find out what type of blog post performed the best and ask yourself can this article be repurposed?

Helpful Resources:

Ultimate Whitepaper Template

Building a Blog Audience with Repurposed Content

23 Ways to Leverage a Blog Post for Content Marketing Success

 

andersonidea

Austin Anderson is a forward-thinking, motivated marketing specialist. Before Circa, Austin ran an e-commerce business and managed online marketing for startups in San Diego. Austin strives to be a future influencer in the world of digital marketing. Connect with Austin on LinkedIn and Twitter @andersonidea.

 

The Top 4 Qualities of a Digital Marketer in Higher Education

In the Summer of 2011, I left my home state of Missouri and moved to San Diego, California, to pursue my Bachelor in Business Administration from San Diego State University. During my time at SDSU, I recognized my passion for marketing and entrepreneurship, which led me to seek a digital marketing internship in my final year of school. Luckily, I found Circa Interactive, a local digital marketing company started by millennial entrepreneurs and fueled by creative passion. The lessons learned from these leaders in higher education have been invaluable to my professional and personal development. From this experience, I learned about the characteristics and qualities needed to succeed in the digital marketing industry. I have narrowed down a large list of characteristics to the top four qualities that build the successful infrastructure of a digital marketer.

1. Creativity

Today more content is being produced than ever before. The last problem any marketing team needs is to fall into “group think” — or the concept that everyone agrees to one unified idea. If your team is not creating a constant stream of innovative strategies to get in front of the media, then the relationships will dwindle and the links will be nonexistent. That is one reason why creativity is the most important quality of a digital marketer. It is the starting point for content creation. Whether you’re pitching an editor or trying to create a story through a vivid infographic, you need to differentiate yourself and find ways to keep your content fresh in order to catch the interest of incredibly busy editors and bloggers.

This is why I learned to look creatively for stronger time pegs that are essential for a pitch. In higher education marketing, we create content around the university, their programs and professors. As we sift through news, we use our creative instinct to find relevant time pegs that connect with the uniqueness of each professor and university’s brand. For instance, one of our clients has a professor that is an expert in athletic psychology and injury prevention. As many know, Chronic Traumatic Encephalopathy (CTE) — a neurodegenerative brain disease — has been a growing topic over the past couple years, especially in the NFL. When we see trends develop around a subject, in this case brain injuries, that is the time to take immediate action and leverage the expertise of our professor. Mastery of time pegs isn’t easy but it can be the difference between a published article.

2. Confidence

After sending out thousands of pitches to publications and bloggers, the likelihood of getting shot down is absolute. Don’t let these rejections deflate your energy. My biggest lesson of confidence happened after I sent a pitch to Newsweek and received immediate interest in a potential publication of an infographic for a  criminal justice program. After long hard discussions between the client and Newsweek, the publication fell through. I was a bit down, but our Creative Director Joseph Lapin said: “Pitches and outreaches are like throwing spaghetti at a wall.” What he means is that you never know what will stick with the reporters, and you have to send out many pitches and ideas until you find one that sticks. This helped me understand this so called “failure” wasn’t a failure at all. It’s just a part of being a digital marketer.

3. Organization

Without structure life is chaotic. Though it may come to a surprise, this was one of the biggest eye-openers during my internship. I never understood the importance of organization until I entered digital marketing. Before, I was saving everything in my head, whether it was a business meetings or a grocery list. After joining Circa Interactive, this habit had to change. As the work, school and life tasks continued to grow, I now had more responsibility than ever before. My brain couldn’t organize all the tasks, so our Chief Operating Officer Clayton Dean and Joe Lapin recommended a few tools to keep me on track. Here is short list on my favorite organizational tools below.

  • Trello – This is an amazing project management and organizational tool. Trello is great for tracking progress on team projects, creating checklist by due dates and structuring to-dos by niche.
  • Cal – A free and easy Calendar application for your phone. Cal can connect with your Google Calendar and can instantly send emails from the app.
  • Google Applications – Most businesses and students use this organizational tool on a daily basis. While browsing the web you can save pictures and pdfs directly into your drive. Plus, you have the ability to structure everything into folders, spreadsheets or documents.

4. Adaptability

As many already know, the search engine optimization industry changes constantly. According to SEOMoz, while most of these updates are minor, Google changes its algorithm around 500-600 times a year. For instance, ten years ago digital marketers were more focused on building sites with a lot of targeted keywords. Don’t get me wrong, keywords are important but are much lower on the totem pole than content marketing and white-hat link building. This major change shifted the focus from keyword-rich pages to creating relationships with editors and webmasters. The biggest lessons about adaptability came from the observations of CEO Robert Lee and COO Clayton Dean. They taught me how to properly see the difference between each client and how we have to adapt our services to their motives. Using teamwork and adaptability to stay ahead of the pack is one of the biggest ways we can help our clients. As the digital marketing industry revolutionizes, I believe creativity and adaptability will need to be the strongest attributes of any teams’ philosophy.

I am thankful to have an internship opportunity that has helped me expand my creative critical thinking skills, believe in my ideas, think structurally and efficiently, and learn to adapt to client needs and industry trends. Everything I learned in this internship will help me in any future profession. Whether I seek a career in the marketing industry or pursue the life of an entrepreneur, these traits will be anchored within me forever. One more realization I had while working here is not to take a day for granted. If you’re hungry, then there will always be something to learn, and everyone here wants to help you get there and succeed.

Don’t forget: be creative, stay confident, get organized, and adapt quickly or be left behind.

If you want to find out more about Circa Interactive please reach out to us on our contact form or find us on Twitter @CircaSEO.


theandersonidea
Austin Anderson
is a senior at San Diego State University majoring in marketing. He is passionate about entrepreneurship, personal development and the future of big data. Connect with Austin on LinkedIn.