Create a Content Seeding Campaign: Step by Step to More Backlinks
Content seeding is one way to get good backlinks. But the design and creation of such a campaign should not be underestimated. That’s how it works.
In addition to classic advertisements in various media, the awareness of their own web shop can also be increased with content seeding. What this is exactly and how a successful content seeding campaign is conceived and how a seeding product is created, you can read here.
Content Outreach: Classic backlink build vs. Content Seeding
Content-Outreach can be roughly divided into two areas. On the one hand, there is the classic link marketing, which includes sponsored posts, advertorials and so forth. A fixed amount of media budget is used to place a certain number of articles that link to a commercial website. Although useful information about products is provided to the reader, the primary goal is to draw attention to a company and its store. This is done over a longer period of time, editors and webmasters are contacted and the possibilities of native advertising explored.
Opposed to this is the so-called content seeding: e-books, statistics, and infographics fall into this area. While the classic backlink structure is all about pure backlinks, seeding is about distributing a product that offers the user real added value. It can be, for example, a guide to an exciting topic or an online tool, with which the user can find out something interesting. The time required lies above all in the creation process. The goal is to ultimately create a product that spreads almost by itself. The name comes from sowing a seed from which grows something that bears fruit and spreads.
Planning phase and brainstorming
If the decision for seeding was made, a topic must be found first. To achieve this, there is a judgmental brainstorming session. Here, ideas are collected – even if they seem so outlandish. In the second step, they are elaborated and refined. Possible questions in this phase can be:
What is the topic?
How can you implement the topic?
Are there any known organizations, influencers or other potential experts?
What is the target audience?
Which keywords can one be associated with it?
Is the topic up to date?
Is there something comparable?
Implementation of the topics
Once a topic has been identified, it is time to implement it. There are various possibilities:
E-book: An e-book is usually included on a separate landing page. It should be noted that this is provided with a well-recognizable download button and the user sees that the e-book is free. In an e-book, much information can be processed. From statistics on guides and tables to photos and graphics, everything is possible here and can be reproduced within a digital file. The texts can be designed in detail and adapted to the respective target group, which further individualizes the final product. However, the time and budget effort should not be underestimated.
Infographic: An infographic provides a quick overview. Mostly it’s about a topical theme in terms of a season or seasonal events. Graphics on topics from politics (such as regulations on companies’ CO2 emissions) can also generate a high range and attract a lot of interest. Since the mostly manageable amount of data is used and a target-group-oriented graphic is created from this, the effort is lower compared to the e-book. It will be problematic if the graphics are too limited to a seasonal event. Then the seeding period is very low and you have to catch the right time.
Statistics: At first glance, the term statistics may give the impression that it is something boring: numbers and data, which are lined up in an Excel spreadsheet and processed into three diagrams. It’s not that easy and dry. Statistics based on a representative survey don’t have to be boring. It always depends on the implementation. Target-group-oriented presentation of the data is just as essential here as with all other seeding formats.
Online tool: An online tool is useful if the user is to become active. Such an interactive tool can handle a variety of topics. Based on simple questions or various choices you will get a meaningful result. For example, this could be a calorie counter tool, which ends up showing how much sport you have to do to regain a portion of French fries. How it comes to the results must be scientifically sound. An additional e-book that explains everything is advisable, but not a must.
Find cooperation partners and experts
The influence of expert knowledge is very important, but how do you find the right experts for your own product? And what exactly is an expert anyway? All the following points are good:
Organizations, foundations, and associations
Individuals with expertise in the field
Companies and other manufacturers
Persons who do a suitable job
There may also be several experts. For example, a well-known illustrator who makes drawings for an e-book would be conceivable too. Then there is a non-profit organization that deals with the topic of e-books and a blogger with a large fan base, who often posts something suitable. Through expert knowledge and well-known people, the seeding product is upgraded and shines in a completely different light. The user needs to know about the experts, so they have to appear on the landing page. So everyone immediately sees that professionals have worked on it and that it is a credible product.
The experts can be involved in different ways. This can be an interview or a story from their lives. It is also possible to contribute specialist knowledge by exchanging sufficient experience and then implementing it. It would also be conceivable that the expert acts as a co-author or author.
One should not be put off by the apparent fame and size of the desired partner, especially if the topic is up-to-date, exciting and individual. In the worst case, there is no cooperation and you keep looking.
With the right topic and the cooperation with experts, the first cornerstones are laid. The target group and the user added value must never be lost sight of. The time and budget effort shouldn’t be underestimated too. The conception of a seeding campaign takes much time, but because the product must end up with high quality, it should not be saved at the wrong end. To create good content, you have to be willing to invest a lot of work.