Hey it’s Organic Seo Fuel. Welcome to the first lesson of Module 1.
Let’s get right into the training.
You’re here because you want to get more traffic with white hat SEO using a
proven, step-by-step system.
In the introductory Module you learned why the old world of SEO is obsolete
You also learned that the new world of SEO may be a little counterintuitive at
first, but it’s been proven effective by me and countless Organic Seo Fuel
And the first step to success in the new world of SEO?
To create content that appeals to people with the power to share it.
Also known as the linkreators.
And in this Module, Module 1, you’ll learn how to find your Linkreators, who
are the people in your industry with the power to share and link to your
Then, in Module 2, I’ll show you exactly how to create highly shareable
content that’s designed to rank in Google.
And in Module 3 you’ll see my exact content promotion and link building
Finally, in Module 4 you’ll get access to my list of SEO Enegizers. These are
advanced on-page and off-page SEO strategies to get results fast.
Now I should warn you:
Organic Seo Fuel is a system. That means that each module builds on the last one.
In other words, after you finish the work from Module 1, you’ll find that you’re
already halfway finished with Module 2…before you even begin.
And by the time get to Module 4, you’ll have a well-oiled SEO machine running for you.
With that, here’s the roadmap for Module 1:
First, in this chapter you’ll learn how to identify your Linkreators, who are the people that have the power to share your content.
Next, you’ll see how to discover proven content topics that your Linkreators
link to and share.
Finally, you’ll use my 3-step system to uncover a Medium Tail Keyword for
your Power Page.
Let’s get right into today’s lesson.
Here’s the deal:
You have two types of people that visit your site: people that run a website in
your industry and people that don’t.
Most people craft a that site appeal to the masses.
In other words, their content appeals to the latter group that can’t possibly
share or link to your content.
Why? Because they don’t have a website in your niche!
On the other hand, successful people appeal to the first group I mentioned -people that run websites in their industry.
Let me explain this concept with a story.
I do consulting for SEO agencies to help them get more traffic for their
A few months ago I was finishing a call with one of these SEO agencies.
And after the hour was over the CEO of the agency, Tim, said to me,
That was really helpful. Just one more question: how can we get more
organic traffic to our site?”.
And when I look at the content Tim’s agency was putting out, I can see why
he struggled right away.
When I read the latest posts on his blog it was stuff like:
- “5 ways to optimize your title tags”
- “The importance of SEO for small businesses”
- “7 tips for better keyword research”
I know that his agency is trying to appeal to his potential customer base of
small business owners. I get that.
But the issue is that their potential client – who’s a dentist or a lawyer – is
NEVER going to link to that content. No way.
Why? Because that dentist or lawyer doesn’t own a website in the marketing
That means they’ll never link to his site, no matter how much they love his
In other words, Tim’s clients aren’t part of the Linkreators in his industry.
Despite that fact, Tim is creating content that appeals strictly to these
potential clients: small business owners like dentists and mechanics.
Unfortunately, this is the approach that most so-called experts recommend.
They say things like,
“create great content for your potential customers and
the traffic and rankings will follow.”
Even though that sounds nice in theory, it doesn’t work in the real world.
Luckily, you made the right choice by joining Organic Seo Fuel.
Because here’s where you’ll learn the truth about creating content that drives
targeted traffic and first page rankings.
And truth is that, for you to succeed with white hat SEO, you need to create
content that appeals to your Linkreators.
Seo Content Marketing
Later in this chapter I’ll show you how to find your Linkreators, step-by-step.
But first, I need to explain who Linkreators are.
Linkreators are simply people that run websites in your industry.
In other words, the linkreators are the people that have the power to link to
your content and share it with their audience.
And it’s the group Tim should be creating content for.
Now let’s take a look Organic Seo Fuel.
As you may know, Organic Seo Fuel ranks for some very competitive terms in the SEO industry.
Those rankings are largely due to the fact that I create content that appeals
directly to the linkreators in my space.
And as crazy as it sounds, when it comes to content, my readers and
potential customers are a second priority to the linkreators.
For example, let’s look at one of my posts, Seo training Free
online course (Organic Search Engine Optimization).
In that post I cover almost 100% advanced SEO tactics like broken link
building and email outreach psychology.
Think about that for a second: do you think that 95% of my audience has any
idea of what broken link building even means?
Of course not!
(By the way, I’ll cover my advanced approach to broken link building in
But I know that tactics like broken link building appeal to the people that have the power to link to my content.
Specifically, bloggers that write about SEO. Those are my Linkreators.
Of course, I have an occasional post that speaks to my broader audience. But
90% of my content is aimed squarely at the linkreators.
And that’s the main reason I do so well.
Seo content strategy
Anyone that has met me knows that I love The Four Hour Workweek by Tim
What you may NOT know is that – although the book is popular today, it
wasn’t a huge success on Day 1.
Tim didn’t have a huge marketing budget or the promotional help from his
Most people in his position would have hit the book tour circuit: doing talks
and signings at book stores like Barnes and Nobles.
And that’s how most people approach their content marketing. They appeal
to the masses.
But Tim took a different approach: he appealed to the linkreators.
Instead of trying to get his book in front of as many people as he could, he
got it in front of the right people.
He knew that these people had the outlet – popular blogs and social media
accounts – to spread the word about his new book.
So he put all of his energy towards getting in touch with those power brokers.
And that’s the approach you want to take: write content that appeals to the
people that run sites in your niche or in a related niche…not the masses.
Sometimes there’ll be crossover. But if you want to succeed in today’s world
of SEO, you need to put the linkreators ahead of your audience.
Don’t worry about alienating potential customers or clients: in module 2 I’ll
teach you how to create content that appeals to both groups.
Besides, when you get high quality backlinks to your site from the
Linkreators, you’ll rank pages on your site that are specifically designed for
your target audience, like landing pages and ecommerce product pages.
I’ll show you how this works later in this module.
OK, so you can see why the linkreators are critical to your success with SEO.
Now it’s time to show you how to find them, step-by-step.
Here’s the 3-step Linkreator discovery process:
Linkreator Discovery Process
- Linkreator-Focused Google Search Strings
- Linkreators Links
- “Best of…” Lists
Step #1 is find Linkreators that show up in Google search.
Google may not be a fancy new SEO tool, but it’s my favorite place to find
linkreators in any industry.
When you search for a keyword in Google you know right off the bat that the
top 40 results are semi-popular sites in your industry.
In other words, Linkreators!
Here’s how to find Linkreators in Google:
First, search for a broad keyword that customers may use to find your site.
For example, let’s say you run a site that sells low carb diet meal plans:
You’d simply search for keywords like:
- “low carb diet”
- “low carb recipes”
- “low carb snacks”
- “sugar free desserts”
You can also use Google suggest to find keywords to search for.
One thing I should point out:
If you or your client are in an obscure niche, you might want to search for
keywords around the broad category that your niche falls under.
For example, let’s say you have an ecommerce site that sells bird cages.
Obviously, you’re going to have a hard time finding other sites that write
exclusively about birds or bird cages.
However, birdcages fall under the broad category of “pets”. In that case, pets
would be a broad industry that your site falls under.
This means that no matter how boring your niche happens to be, there are
Linkreators and topics that you can write great content around.
So to find Linkreators, you simply search for broad keywords like “how to
housetrain a dog” and “best pets for young kids”.
Going broad can usually uncover lots of Linkreators. But you can also take a
look at shoulder niches.
What’s a shoulder niche?
A shoulder niche is a topic or niche that’s related to your main industry.
For example, going back to our bird cage ecommerce site example, closelyrelated shoulder niche would be something like protecting endangered birds or training parrots to talk.
In fact, this is the approach that Organic Seo Fuel graduate Jason McCoy used to find his Linkreators.
Jason runs a company that does voice overs for radio and TV commercials.
Needless to say, there aren’t many voice acting blogs out there.
But Jason realized that there was a popular shoulder niche that had plenty of Linkreators: video and audio production.
Just think of all the sites that talk about creating videos for business. Or
podcasting. Or video blogging.
Using the process from this lesson, Jason found a ton of Linkreators in the
shoulder niche of video and audio production.
And he was set.
Make sense? Good.
Seo optimized content
One quick tip before we move onto the next step.
Whether you search for keywords directly related to what you sell (like “low
carb recipes”) or keywords in a shoulder niche (“video production”), try and
stay away from product-focused keywords.
Product-focused keywords usually to bring up ecommerce sites, which
probably aren’t going to be linkreators.
For example, if you ran the bird cage ecommerce site I mentioned earlier, you wouldn’t want to search for product-focused keywords like “cheap bird
Instead, use informational keywords, which tend to bring up news sites and
For example, you might search for the informational keyword “how to clean a bird cage”.
And you’d go one-by-one through the top 40, adding linkreators sites to your list as you go.
Once you’ve finished with one keyword, move onto another keyword, like “bird nutrition”. That will bring up a whole new set of potential linkreators.
Repeat the process until you’ve identified at least 15 Linkreators.
Add the Linkreators you find to the worksheet below this chapter.
Our next step is to see who links to the sites you found in step #1.
This can reveal linkreators who may not be ranking for the particular
keywords you searched for.
But because they link out to content in your industry, they make perfect
First, take a site that you found in the last step and pop it into a link analysis
tool like ahrefs or Majestic SEO.
Next, click on “links”. That will show you the sites that link to the site you just put into ahrefs.
Finally, look over the sites that link to the site you put into ahrefs. Add at least 10 sites from the list to your list of Linkreators.
Now it’s time for our last step, finding Linkreators in “best of” blog posts.
Fortunately, other people have done a lot of the hard work of curating highquality bloggers and influencers in your industry.
In other words, Linkreators.
What am I talking about?
Best of blog posts.
You’ve probably seen Best of blog lists before.
These list some of the best well-known (and “under the radar”) blogs in your
And when you find these lists, you have a gold mine of linkreators staring you right in the face.
To find them, simply use these search strings in Google:
- “[keyword] blogs to follow”
- best [keyword] blogs
- “best [keyword] posts [year]
- “top [keyword] blogs to follow” + [year]
Don’t worry about writing these down. I”ll have these search strings listed in
the worksheet for this lesson.
When you use these search strings, you’ll find lists of high-quality blogs in
All of which make great linkreators to add to your list.
In addition to the search strings I just showed you, an optional step is to head over to a site called AllTop.com.
AllTop.com is a website that curates the best blogs in every industry.
To use it, simply search for a broad keyword that describes your industry, or a closely-related industry.
For example, if your site sold organic dog food, you’d search in AllTop for
“pets” or “dogs” and AllTop will hand you a hand-curated list of quality blogs
that cover those topics.
Now, let’s put all of this together with an example.
Remember the post I mentioned earlier, SEO Training Free online course
As I mentioned, that post was designed strictly for the linkreators in my
For example, the first item in my post talked how to use Wikipedia for broken link building.
I chose this topic because it was something my Linkreators were talking a lot
I knew that most people reading my post wouldn’t know what broken link
building was…or how to put the Wikipedia technique into context.
But I decided against an explanation, because I knew that would alienate my
linkreators, who prefer tactics without a long backstory.
In fact, I received countless comments from people that didn’t understand
how this technique worked:
And while I was tempted to break it down for people that weren’t SEO
bloggers, I knew that my linkreators came first.
So, how did the post do?
To date the page has backlinks from over 190 domains.
And it ranks in the top 5 for the keyword “SEO Techniques” above giants like
Wikipedia, Search Engine Land and Business 2 Community.
Of course, there’s more to the story here, including the Content Framework,
and the content promotion strategies that I used.
But the foundation was a linkreator-focused piece of content.
Like I mentioned earlier, because the Organic Seo Fuel system is so different than how most people practice SEO and content marketing, some people have a little trouble finding their first batch of Linkreators.
If that’s you, no worries. This is very common. Especially if you’re in a
somewhat obscure or small niche.
In fact, because this is so different than how most people practice SEO, it’d
be weird if you didn’t struggle with it a little bit at first.
Fortunately, no matter how small, obscure or weird your niche happens to be, you don’t need to worry. Because there ARE Linkreators. It’s just a matter of finding them.
So if you tried the 3-steps above and still have trouble finding your
Linkreators, I’ve got your back.
Below this chdapter there’s a resource called “Extra Help Finding Linkreators.”
That’s where I reveal a number of techniques that have helped other Organic SEO Fuel students get unstuck and find their list of Linkreators.
So, what’s next?
Well you just identified your linkreators.
And you’ve seen firsthand how critical a linkreators-approached content
strategy is for SEO success today.
Now, the next step is super important.
You need is answer the question: what do my linkreators tend to link to?
In other words, what topics are your linkreators likely to share (and not share) with their audience?
You see, a lot of people struggle with white hat SEO because they don’t know
the answers to these questions.
But when you have answers to these questions, finding topics for your
content becomes simple and straightforward.
And knowing what topics appeal to your linkreators is a HUGE competitive
And in the the next lesson I’m going to show you how to find topics that your
Linkreators love linking to, step by step.
But before you move onto the next lesson, make sure to download the
worksheet below this chapter.
In that worksheet I’ll show you, in detail, exactly how to find your Linkreators.
So download the worksheet of content strategy and I’ll you in the next lesson Link building strategies.
Hey, it’s Organic Seo Fuel and welcome to Module 2.
You already know that the key to higher rankings in today’s new world of SEO
is to create content that appeals to the Linkreators and strategically promote
Because once you find topics that the Linkreators love to share and link to,
you don’t have to guess or wonder whether you content will get shared. It’s
based on something already proven to work.
But for your Linkreator topic list to be helpful, you need to create content that
your Linkretors WANT to link to and share. In other words, a Power Page.
As I mentioned in Module 1, a Power Page is your secret weapon for longterm higher rankings in today’s new world of SEO.
To review, a Power Page has 3 features that make it significantly more
effective than normal blog posts or articles. These 3 features are:
- Based on proven topic
- Built with a Content Framework
The first 2 elements of a Power Page — Linkreator-focused and based on a
proven topic — are already done. That’s the work you did in Module 1.
In this Module I’m going to help you take the Linkreator-friendly topic you
found in Module 1 and turn it into a winning piece of content using one of 7
proven Content Frameworks.
OK, so you’re probably wondering:
“What is a Content Framework?”
A Content Framework is simply content built to maximize shares, links and
reach. Content Frameworks also position you as an authority in your space.
I should point out to you: Content Frameworks are important, but they’re
useless unless they cover a topic that appeal to your Linkreators. For
example, let’s say your Linkreators are vegetarian and vegan bloggers. A
piece of content about steak recipes — even if it’s built on a content
framework — will fall flat.
That’s why a Power Page needs all three elements — Linkreator-focused, a
proven topic, and a Content Framework — to be effective.
Content Frameworks are unique because they leverage Share Triggers. Share
Triggers are scientifically backed psychological principles that encourage
people to share your content. When you include Share Triggers in your
content, people are significantly more likely to share and link.
Keep in mind, these Content Frameworks aren’t something thought up in a
lab or a boardroom. They’ve been rigorously tested by me and countless
other marketers in the real world. And they work.
Example: Link Building: The Definitive Guide
This Power Page at Organic Seo Fuel was built with the Go-To Guidebook Content
To date, this Power Page has attracted 1300 social shares, 222 backlinks and
it ranks in the top 5 for the keyword “link building”.
You’ll get a step-by-step blueprint for each of the 7 tested Content
Frameworks in this Module.
But before we get into the step-by-step process for each of the content
frameworks, let’s quickly cover Share Triggers…and how they can
significantly boost the links and social shares that your content generates.
Here’s the deal:
When someone reads your content, they make hundreds of tiny micro
impressions. These micro-impressions add up to their overall impression of
your content…which can be good or bad.
From the perspective of a Linkreator, this overall impression is what
ultimately leads them to share your content on social media…or link to it from
a page on their site.
Fortunately, when want to answer the question: “Why do people share
content online?”, we don’t have to guess. Scientists have published the
results of hundreds of research studies on the subject of Virality: or what
makes content go viral. I’ve also put this science to the test in real world
And I’ve found that a number of Share Triggers work especially well at
encouraging Linkreators to share content online. And NO…these don’t have
anything to do with cute cat videos.
Through this real world testing, I’ve also figured out how to package content
so that these Share Triggers have the biggest impact. That’s what the 7
content frameworks you’re about to learn about are engineered to do.
So let’s quickly go over these Share Triggers that I’ve been talking about.
First up, we have Utility.
A few years back Dr. Jonah Berger and Dr. Katherine Milkman teamed up to
determine what makes content go viral.
Specifically, they looked at what TYPES of content gets shared most often.
To get the answer, they analyzed the NYTimes.com most emailed list. This
section of the NY Times website lists the most emailed articles on their site.
In total, they analyzed over 7,000 articles.
Although they didn’t measure backlinks or Facebook Likes, the concept is
exactly the same: “Why do some articles get shared more than others?”.
What did they find?
According to their findings published in the Journal of Consumer research,
articles rated as having high utility were 30% more likely than average to
crack the top most emailed list.
What is Utility?
Utility is a fancy way of saying: This content is super practical.
For example, recipes are one the most heavily shared type of content online.
Because they’re insanely practical. Just follow the steps and you have a
delicious chicken curry that you can enjoy with your family at dinner.
On the other hand, essays, “thought leader” pieces and high-level approach
style content doesn’t get shared nearly as often.
Content Frameworks like the go-to guidebook and the Expanded List Post
both have incredibly high Utitlity. And it’s one of the reasons they attract so
many links and shares.
Next up, we have the Content Length Share Trigger.
Let’s revisit the research by Dr. Berger and Dr. Milkman that I mentioned
They found that longer articles were 52% more likely to make the most
This data is backed up by an industry study by BuzzSumo.
In this study, BuzzSumo analyzed 100 million articles.
(Crazy, I know)
So, what did they find?
In a post published on Noah Kagan’s blog, they found that “longer the
content, the more shares it gets”
What’s going on here? Is there really something special from banging out
Actually, there is.
Dr. Berger looked into WHY longer articles get shared more often. And he
concluded that longer articles elicit a feeling of “awe”.
Awe is an emotion that encourages people to share.
Just think of how anxious people are to take pictures of themselves in front
of the Grand Canyon. That’s because they get a strong feeling of awe…and
want to share that feeling with everyone they know.
As Dr. Berger puts it:
“Awe gets our hearts racing and our blood pumping,” Berger says. “This increases our
desire for emotional connection and drives us to share.”
Bottom line: Longer articles get shared more often because they elicit a
strong “awe” response from the reader. We will incorporate this Share Trigger
in all 7 Content Frameworks.
Next up in our list of Share Triggers, we have Memory Glue.
You’ve probably read something along the lines of “most content online is
This isn’t just a figure of speech: most content IS forgettable. You read it,
open a new tab on your browser — and 5 minutes later — you forgot you ever
But here’s the thing:
Some of this forgettable content is pretty darn good. Some of it has high
Utility and is long enough where you have a slight sense of awe.
The problem is:
There’s nothing in that content that makes it stick in your mind.
Again, going back to Jonah Berger’s research, he found that highly
memorable ideas and concepts are significantly more likely to be shared.
So, how can you make your content more memorable?
One simple strategy is to use The Trademark Technique, which is the first
Content Framework you’ll learn about.
This Content Framework is where you create propietary strategies and
techniques that people can latch onto and remember.
A good example of this Content Framework is The Skyscraper Technique
One of the reason this strategy gets mentioned so often is that it’s highly
memorable. That means, when a Linkreator sits down to write an article and
wants to mention a link building strategy, The Skyscraper Technique is top of
Including Custom Visuals is another strategy to leverage Memory Glue. I
probably don’t need to tell you that people are highly-visual creatures. So
visual elements in your content help it stands out and get remembered. This
is something I show you how to do in the AwardsBait, Go-To Guide and
Trusty Infographic Content Framework.
Next up, we have positive emotions.
Despite the media’s obsession with bad news, research shows that positive
content gets shared more often than negative content.
In other words, content that elicits positive emotions — like surprise and
inspiration — attract more shares than negative stories that make you feel sad
This is a Share Trigger that you’ll tap into when you use The Hero Formula
and The Trademark Technique.
Moving right along, we have the Social Currency Share Trigger.
Not surprisingly, people share content that makes them look good.
For example, let’s say that you’re a huge proponent of The Paleo Diet.
And you read an article that summarizes a research study. A research study
that found the Paleo Diet to help people lose weight and build muscle mass.
What are you going to do?
Share that with everyone you know!
Yes, there is some Utility in that article (people can switch to a Paleo diet).
But the #1 motivator is that it makes you look good.
And Linkreators are the same way. They’re significantly more likely to share
something that supports their position or proves that they’re right.
Why? Because it makes them look good.
In other words, it increases their Social Currency.
Three Content Frameworks you’ll learn about — AwardsBait, The
Crowdsourced Manual and The Trusty Infographic — tap into this Share
Finally, we have the Storytelling Share trigger.
I probably don’t need to tell you that, as humans, we’re hard-wired to LOVE
For example, you may not be able remember the 3 Content Frameworks that
leverage the Social Currency Share Trigger.
But I’m positive that you remember which diet I used in the example.
(The Paleo Diet)
Why is that?
Well the simple reason is that stories are more powerful, memorable and
emotional than pure information.
In other words, when you tell stories, you create content that people are more
likely to remember (Memory Glue).
Also, because stories elicit emotions — like awe, surprise, and inspiration -they’re more likely to be shared.
The Hero Formula and Trademark Technique are both extremely powerful
Content Frameworks partially due to the fact that the tell a story.
Now you have almost everything you need to get cracking on your first Power
- You have a list of Linkreators.
- You know what topics appeal to them.
- And you know what Share Triggers are and how they work.
Now it’s time to create and publish your first Power Page.
Starting with the next course I’ll reveal my 7 battle tested Content Frameworks,
including The Trademark Technique, The ELP, AwardsBait and more.
In short, you’ll learn how to craft content that generates traffic, social shares
Unlike the other lessons in the Organic Seo Fuel system, you don’t need to go in order.
You can choose a Content Framework for your Power Page like picking an
entree from a menu.
In other words, once you have your Linkreator-focused topic, just choose a
Content Framework, follow the step-by-step instructions and publish it. Rinse
Of course, even though your Power Page is built to maximize shares and
backlinks, you will need to promote it. And that’s where Module 3 of the SEO
That Works system comes in.
But you don’t need to worry about that now. Right now just focus on releasing
your first Power Page to the world.
See you in the next Course.
As I mentioned in the first lesson in this Module, people are MUCH more
likely to share content that they remember.
After all, if a member of your Linkreators reads a piece of your content and
remembers it, they’re much more likely to link to you later in a future blog
post or article.
Yes, this may seem obvious, but it’s trickier than you might think.
After all, people today are inundated with messages.
According to Yankelovich research, the average person is exposed to 5,000
marketing messages per day. that’s just marketing messages. That doesn’t
include emails, text messages, blog posts, tweets, facebook updates etc.
And that’s the average person. Linkreators are exposed to even more
messages from people trying to get their attention.
Knowing that your average Linkcreator is inundated with messages, the
obvious question becomes: How can you get your content to stand out, get
remembered (and most importantly) generate backlinks and social shares?
The Trademark Technique.
What is The Trademark Technique?
It’s a Content Framework that accomplishes three very important things at
- First, it has a very powerful piece of Memory Glue, which is a Share Trigger
you learned about in the last lesson. This helps your content stick in the
memories of your Linkreators.
- Second, it taps into several other Share Triggers, like utility, positive emotions
and storytelling. This boosts the odds that your Linkreators will share your
content with their audience.
- Finally, it positions you as a go-to expert in your industry.
The question is:
How can you leverage the Trademark Technique for your site?
Let’s break it down, step-by-step:
Step #1: Find a Problem
First things first:
To maximize the Utility Share Trigger, you need to make your content
Unfortunately, I see too many people trying to be cute and “creative” with
And it’s one of the reasons people struggle.
When it comes to getting results SEO and content marketing, I’m not a fan of
being creative. I prefer to focus on the fundamentals. And that means
publishing content that helps solve people’s problems.
But not just any problems: problems that your Linkreators (and your
Linkreator’s readers ) care about.
So your first step is to find a common issue or problem that your Linkreators
tend to write about, link to, or share.
You probably already have a list of these in your Linkreator topic list from
I noticed that my Linkreators were talking more and more about using
infographics as a way to build quality backlinks. Problem=can’t figure out
how to get high quality backlinks.
So I created a Trademark Technique around a tactic that focuses on building
links from infographics.
(If this is something you’re interested in, then keep an eye out for the Trusty
Infographic Content Framework)
If you’re not sure how to find problems around the Linkreator topics you
found, here are a few strategies you can use. Just search for that topic in
- Forums and message boards
- Blog comments
- Latest tweets
Step #2: Identify Obstacles
Now it’s time to take that problem you found in step #1…and break down the
obstacles that make it a problem in the first place.
Your Trademark Technique is designed to break down one of these obstacles
(more on that later).
Fortunately, this is pretty simple:
All you need to do is identify ONE obstacle that stands between them and
their solved problem…and give them a technique, tactic or strategy that helps
them overcome that obstacle.
For example, let’s say your topic was “losing belly fat”.
Obstacles for people wanting to lose belly fat would be things like:
- -Not enough time for exercise
- -Have a sweet tooth
- -Snacking late at night
- -Not eating enough vegetables
- -Skipping breakfast
Example: The Guestographic Method
There are dozens of obstacles people run into when developing and
promoting an infographic:
- -How to find a winning topic
- -Which data to include/exclude
- -How to arrange the data
- -What title to use for your infographic
- -How to design the infographic
If you’re stuck, you can use these tactics to find obstacles that people tend to
Look at blog comments on popular posts on your site or on competitor’s
When people leave a blog comment, that means there’s something in that
post that wasn’t covered. This is an obstacle you can tackle.
Forum threads. Usually when people turn to a forum, it means that they
searched on Google and wasn’t able to find an answer. For example, here’s a
thread on freezing cake. If you had a strategy that allowed people to freeze
their cake layers, that would be perfect.
Trying to cover all of these in a blog post would be crazy.
But you can easily tackle ONE of these obstacles.
Once you have a list of these obstacles, you’re ready for step #3.
Step #3: Craft a Solution to That Obstacle
Here’s where the rubber meets the road:
If you’re serious about generating links, traffic and industry expertise from
The Trademark Technique, when you need to give people a solution to one of
And it needs to be a solution that they’ve never seen before.
Fortunately, this isn’t as hard as you probably think.
All you need to do is create a solution that has a unique twist…or combines
two techniques together.
Or as Derek Halpern puts it: “You don’t need unique ingredients, only a unique
In other words, combining two techniques is the usually the easiest way to
develop your solution.
Example: The Guestographic Method
People had been creating and promoting infographics for years. They’d also
been guest posting. Guestographics simply combined these two strategies
into a unique recipe.
And I was set.
To-do lists and email are nothing new.
Merlin Mann combined the two together. Just make your inbox your to-do list.
When your inbox is empty (“Inbox Zero”), you’re done.
Simple yet effective at helping people overcome an obstacle of staying
How can you do this?
Think of a problem you overcame for yourself, a customer or a client. How
did you do it? Was there anything (anything) unique about your approach? If
so, you’re set.
2. Combine two common techniques in your industry together (Guest posting
+ Infographics=The Guestographic Method. Email + To-Do List=Inbox Zero).
Again, don’t stress about creating something 100% original. It’s all about the
Step #4: Brand Your Solution
This is HUGE…and where most people miss the mark.
A unique solution already puts you ahead of 90% of your competitors that are
busy publishing list posts of rehashed techniques.
But for your solution to REALLY stand out and get remembered, it needs a
But not just any name:
A name that commands attention and establishes you as an expert
You see, when you not only help people solve problems — but do it with a
solution that you developed — you’re QUICKLY seen as a go-to expert.
After all, if you created a proprietary strategy, you must be an expert.
In fact, naming my strategies (The Skyscraper Technique, The Guestographic
Method, The Moving Man Method etc.) is one of the reasons I went from
completely unknown to one of the top SEO experts on the web.
Also, a name creates something tangible that sticks in people’s memory
Think about it. What’s more memorable?
“A link building strategy for content marketers” (The original name)
The Skyscraper Technique
The question is:
How can you develop a branded solution for your Trademark Technique
Well after a lot of testing, I’ve found that certain branded solution names work
better than others.
Specifically, I’ve found that branded solutions with these 3 elements get
remembered and referenced most:
- Describes what the strategy is
- Has a visual element
- Contains terms like “Formula, Technique, Method” etc.
Fortunately, you don’t need all 3. As you’ll see, ⅔ is plenty.
Let’s break this down:
First, your branded solution name needs to portray what your technique does.
Don’t overthink this: your name doesn’t have to be perfect. As long as it’s
somewhat descriptive, you’re set.
For example, The Guestographic Method just combines the words “Guest”
and “Infographic”. Simple, yet descriptive.
Next, it should contain something visual that people can picture in their mind.
This is HUGE for Memory Glue. We’re visual creatures and research shows
we remember visual things best.
Example: The Skyscraper technique. The “Skyscraper” is super-simple to
picture in your mind.
You may have noticed that The Guestographic Method doesn’t have anything
super visual. And it still worked great. Again, you only need ⅔.
Finally, your branded solution name needs to contain words that make it
Just put your descriptive and/or visual word before one of these — and boom!
— you have your branded solution.
Example: The Briefcase Technique
Ramit Sethi created a system to help you get the most out of meetings by
bringing prepared material. The idea is that during the meeting, you bust out
this material from your briefcase.
Again, not anything that’s going to win any originality awards. But it’s unique
enough to be a branded solution.
Also, the branded solution name “Briefcase Technique” is perfect: it’s
descriptive, visual and contains the word “Technique”.
Step #5: Write Your Content as a Case Study
OK so you have a branded solution based around a topic that your
Linkreators link and share to.
Nice work. You’re almost done.
The last step in the Trademark Technique Content Framework is to write a
case study that shows off your branded solution.
Here’s the truth:
Unless people see that someone got results from your branded solution, they
won’t take it seriously. Which means they’re very unlikely to share your
Trademark Technique Content.
This is especially true of Linkreators who are usually harder to please than
your average reader.
That’s where your step-by-step case study comes in.
The case study shows that your branded solution technique works by
demonstrating proof. In this case study you’re The Hero that conquers the
problem your readers have.
A case study also leverages Share Triggers, like Utility and Storytelling…both
extremely important for generating backlinks and social shares.
Don’t worry if you haven’t seen any huge, life-changing results from your
Even small, incremental changes are GREAT for a case study. Because for
you to be the hero, your results need to be achievable. That way readers can
relate to you.
Also, smaller results are better because they’re more believable.
In my Skyscraper Technique case study, I didn’t have any mind-blowing
results to share
In fact, I had only built 17 links.
But that didn’t matter. The important thing was that I got SOME
results…which was enough for a Trademark Technique Content Framework.
With that, I’m going to show you how to architect your Power Page to
maximize the backlinks, shares and traffic that you get from it.
These steps are designed for this Content Framework, but they can be
applied to any case study that you publish.
Let’s start at the top of your content and work our way down:
First, your headline.
To get the most clicks and attention, your headline should have these 3
- -A specific benefit
- -A number
- -Specific timeline
Just like with your branded solution, you don’t need all 3 elements. But the
more you have, the better your headline will work for you.
Let’s break these down:
The specific benefit is the obstacle your branded solution helped them
overcome. For example, if you had a client that increased their deadlift weight
by 25lbs, that would be your benefit.
In my Skyscraper Technique case study, my headline was “Link Building Case
Study: How I Increased My Search Traffic by 110% in 14 Days”. The specific
benefit was “Increased my search traffic”.
Next, you’ll need a number. Specific numbers boost credibility and click
through rates. After all, what’s more eye catching:
“How I lost weight in 14-days”
“How I lost 7.5 pounds in 14-days”
Again, with my Skyscraper Technique headline, my specific number was a
“110%” increase in traffic.
Finally, you want to include a timeline.
This way, people know exactly how long it will take to achieve similar results.
In general, the shorter the timeline, the better. Days or weeks is MUCH better
than months or years.
With my Skyscraper Technique headline, I made sure to say “in 14-days”.
“Link Building Case Study: How I Increased My Search Traffic by 110% in 14
I’ll have some “Fill in the blank” Trademark Technique headline formulas you
can use in the worksheet.
Next, you’ll need an intro.
Most people try to be really clever or cute with their intros.
I subscribe to the old journalism adage, “don’t bury the lead”. That simply
means, “don’t wait to tell people what the content is about”.
I recommend starting your intro off with EXACTLY what you’re going to show
them in the case study.
“Today I’m going to show you how I lost 7 lbs in 2-weeks”.
Boom. You just got their attention.
Remember, people want to read case studies. So don’t hide the fact that they
just landed on one.
Then break down some of things that makes you, your client or customer
“And I was able to drop these pounds despite working full-time
running my marketing agency and raising two kids.”
Finally, tell people that your branded solution helped them achieve this
benefit. Then, mention that you’ll outline the strategy in detail.
“With all these obstacles, how did I drop those pounds? The Blue
Rock Technique.And in this case study I’m going to show you exactly how I did it, step-bystep.”
Example: Viral Marketing Case Study: How a Brand New Blog Generated
17,584 Visitors In One Day
This intro has everything that we just talked about:
Strong first sentence that tells people they’re about to read a case study.
Mention of the branded solution and promise to teach them how it works.
(Slide=Highlights of each section of the intro)
Next, it’s time for the first section.
Now you don’t want to jump into the steps of your branded solution just yet.
Your first section is a fantastic opportunity to dig deep into your results.
When people see more details about the results, it makes them seem more
real and tangible.
It also creates an information gap that gets people excited to read on.
In your first section, use a subheader that mentions your branded solution.
Then dive deep into your results.
For example, your intro could be something like:
“How the Blue Rock Technique Melted My Gut
Before I tried The Blue Rock Technique, I was 15 pounds overweight and had
a sizable gut.
Well 2-weeks after trying this strategy…
I lost 7 pounds.
My bodyfat percentage went from 25% to 19%
And my gut is now nothing more than a small bump.
Now it’s time to break down the step-by-step process that I used. “
Example: Skyscraper Technique
Here I dig deep into some of my results, including ahrefs and Google
Analytics traffic screenshots.
Once you have your first section, it’s time to get into the meat of the case
In my experience most case studies are big on hype and short on details.
And that’s why most get overlooked and ignored.
But your Power Page will be different because it’s based on the proven
Trademark Technique Content Framework.
For this Content Framework to work, you include all the juicy details.
Details boosts the Utility Share Trigger. After all, the more in-depth details
something has, the higher it’s Utility.
Details also allows you to add Content Length (another share trigger) with
meaty, helpful content.
So break your branded solution into 3-5 steps and outline exactly how it
works. Don’t skimp on the details.
If step #2 is “Eat 3 eggs for breakfast”, make sure to include details like:
- -What size egg (S, M or L)?
- -Organic, free range, Eggland’s best?
- -Scrambled, hard boiled or as an ommelette?
- -Can you add any salt, pepper, cheese, veggies etc.?
- -How soon do you need to eat breakfast after waking up?
Don’t be afraid to hold people by the hand. The more details you give, the
Example: Skyscraper Technique
In step #1, when I show people how to find popular content using Topsy, I
don’t say: “find popular posts using Topsy”. I literally show people exactly
what to click on:
After your 3-5 steps are good to go, wrap up with a conclusion.
You want your conclusion to include 3 elements:
- -Brief summary
- -Contrast with common, inferior approaches
- -Call to action
The brief summary is simply “telling them what you told them”. Something
“That’s how you can use The Blue Rock Technique to melt away fat
quickly and easily”
Then, you want to contrast your branded solution with other, common
“Unlike dieting, you don’t need to starve yourself to lose those stubborn
Finally, include a call to action to comment or share the post.
“If you want to lose weight this month, leave a comment below right now”
“If you got some value from my post, I’d appreciate a Facebook Like”.
That’s all there is to the Trademark Technique Content Framework. In the
worksheet below this video I’ll have everything you need to get started.
So download the worksheet below this Course now and I’ll see you in the next
Training Link Building.
Hey guys, it’s Organic Seo Fuel
And this Module is important for two reasons:
First, most people take the “publish and pray” approach to content marketing.
They publish content and HOPE that it goes viral, HOPE that people comment
and HOPE that people link to it.
As you can probably guess, the Organic Seo Fuel system is all about taking “hope” out of
Instead you’ll leverage my proven, battle-tested content promotion and link
building strategies for getting real, tangible results from your content.
With that, let’s jump right into strategy #1: Content Amplification.
What is Content Amplification and Why Is It Important?
Content promotion in the STW system has two distinct phases:
- The eyeball phase
- The link acquisition phase.
Let me explain these for you.
The eyeball phase is just what it sounds like. Your goal is to get as many
eyeballs on your content as possible. Obviously, you’re aiming for Linkreator
eyeballs. But at this stage, any eyeballs will do.
The goal of the eyeball phase is to get people sharing, commenting and
talking about your content.
And if you followed the steps to creating your first Power Page, this will
happen when you combine your Power Page with Content Amplification.
Sure, you may get a backlink here and there in this phase. But that’s not the
primary goal with the eyeball phase. The goal is simply to generate traffic,
social shares and brand awareness for your business.
If you get some links, great. If not, it’s no biggie. But the social proof you’ve
built up with Content Amplification will make link building MUCH easier later
With that, let’s break down the 4 techniques that make up the Organic Seo Fuel Content
Amplification process, step-by-step.
First, we have the F to S Method.
Now I should warn you:
The F to S Method is designed to be used BEFORE you publish your Power
If you already published your Power Pages, no worries. The rest of the
strategies are designed to be used after you publish. And you can use the F
to S technique after you publish your next Power Page.
But before I break this strategy down, step-by-step, let me show you a quick
example of how NOT to promote your content.
Before I get into that, let me show you an email I got last week:
What’s wrong with this email?
Well, a lot.
But there are two issues that I want to point out because these are issues we
AVOID with the F to S method.
First, the post isn’t aligned with my interests. I’ve never written once about
marketing for non-profits. I’ve never worked with a non-profit client. It’s not
something I’m especially interested in.
Second, he asks me to share his post from an ice cold email. That’s waaaay
too pushy…especially coming from someone I’ve never heard of before.
How Does the F to S Method Work?
Here’s the deal:
The Linkreators in your industry (especially the bigger names), loooove to get
their egos stroked.
Because they’re used to being in the limelight, they NEED this ego stroking
even more than your average newbie blogger.
And one of the best ways to stroke their ego is to trust in their expertise.
As you saw with the bad outreach email I just showed you, there was zero
ego stroking happening. It was a straight pitch.
How Is the F to S Method Different?
With the F to S Method, instead of asking for a share or link, you ask for quick
feedback on your content.
Yes, you’re asking them for something. But instead of asking them to publicly
endorse you, you’re stroking their ego.
And this “little” difference with what you’re asking for makes a HUGE
difference. And it makes them much more likely to share your content with
That’s the F and S of “The F to S Method ”. The F is “feedback” and the S is
Let’s break the process down, step-by-step:
Step #1: Identify Linkreators That Are a Good Fit For Your Power Page
When you align your content with the interests of your Linkreators, your
results are MUCH better than writing stuff that they’re mildly interested in (or
not interested in at all).
That’s true for content development. But it also rings true for content
For example, as you saw earlier, I get daily pitches from people to check out
their content. I’m MUCH more likely to check it out a piece of content if it’s a
topic that I’m interested in (link building, SEO, list building) than one that I’m
only sort of interested in (social media, mobile marketing, analytics).
So take a look at the Linkreator list that you developed in Module 1 and find
10-20 people that would be a great fit for your Power Page.
If you’re not able to find 10, just Google keywords that describe your Power
Page topic and see which Linkreators come up and go through the top 20.
Add any that seem to be genuinely interested or passionate about your Power
Page topic to your F to S list. Repeat until you have at least 10 targets.
For example, let’s say your Power Page was about Paleo Diet desserts. You’d
Google keywords like “paleo diet desserts”, “paleo desserts”, “paleo diet
When I searched for “paleo diet desserts, I found this post by Greatist.com:
Because this site is about all sorts of topics, I know that the author probably
doesn’t have a genuine interested in the paleo diet.
On the other hand, I also found this post founded by Joel, who obviously
loves taking and writing about the paleo diet:
Joel would be a great target for the F to S Method.
Step #2: Warm Up Your Targets
You CAN try to cold outreach the people on your list. And that can work.
But you’ll have significantly more success if you warm them up a little bit
Here’s a little “warming up” checklist that only takes a few minutes to
- Follow on Twitter, Pinterest, or FB
- Share two of their latest posts/videos
- Two blog comments
- (Optional) personal complement email
Step #3: Get Permission
At this point, you’re on their radar screen. So it’s time to reach out and let
them know about your upcoming content.
I’ll have the full script in the worksheet, but here’s how it looks:
I know you get a ton of emails, so I’ll keep this short. I’m publishing
something about X soon that I think you’d really be interested in. Would love
to get your quick feedback on it…mind if I send you the link?
Notice the subtle but massively important difference between that email and
most needy emails:
You asked them permission.
You might be wondering:
How can I show my content to them if it’s hasn’t been published?
The easiest way to set this up:
Publish your content as a page in WordPress and set it to noindex.
That way, you can simply send people a link. And because it’s a noindex
page, only people with that URL will be able to find it.
My friend who runs one of the biggest infographic agencies in the world and
regularly uses the F to S Technique to get placements in major news outlets
like Time Magazine, and TechCrunch has password-protected staging areas
that he sends to journalists.
But the tech doesn’t matter that much. The idea is that you’re giving them an
“inside scoop” and asking them to contribute their highly-revered expertise.
When they get back to you and say, “sure, send it over”, send them this script:
Awesome, thanks. Here’s a link to the post:
Step #4: We Are Live!
At this point you’ve already done most of the heavy lifting. Now that you’ve
received (and incorporated) their feedback, it’s time to share the live content
with the people that helped you out.
(Again) I’ll have the full script in the worksheet, but here’s a quick overview:
Just wanted to give you a heads up that we are live! URL Thanks again for the
feedback on X. I wouldn’t have thought to put that in there.
Again, there’s no pitch here. And that’s because there’s no need. They’re
already invested in the content and feel like they’re a part of it. You also use
words like “we” in your email to emphasize the partnership.
Alex at GrooveHQ was able to get people like Gary Vaynerchuk and Oli
Gardner to share his post.
He followed the F+S Method that I showed you here.
Resulted in 1k email subscribers in 24-hours to a brand new blog.
Next up, we have strategy #2: The Evangelist Technique
What is The Evangelist Technique and Why Is It Important?
Like the F to S Method, you can use strategy before you publish your Power
Page. But it also works great if your Power Page is already live.
Before I break the process down for you, let’s revisit the crappy outreach
email I showed you earlier:
So How Is The Evangelist Technique a More Effective Approach to Content
The Evangelist Technique is different mainly because you’re a) selecting
laser-targeted Linkreators and b) you’re not being pushy.
The best targets for outreach are people that are interested in your Power
The question is:
How do you find them?
As you saw with the F to S Method, Google search and the Linkreator list you
developed in Module 1 can work great.
But the Evangelist Technique uses a different strategy to find people that
might want to share your content: we’re going to target people that recently
shared similar content on Twitter.
The fact is:
If someone shares something on social media, you better believe that they’re
interested in it. And more important than that, they have a proven track record
of sharing that content on that topic with their audience.
Once you find those people, all you need to do is get your content in front of
OK, so let me show you how to do that, step-by-step.
Step #1: Find People That Shared Similar Content On Social Media (esp.
Your first step is to find people that recently shared content on your Power
Page’s topic already.
I prefer Twitter, because unlike Facebook and Google+, all tweets are public.
How Does This Work?
Well you can simply head over to Twitter and search for a keyword in your
And that will show you people that shared content on that topic:
BuzzSumo also works well. Just search for a keyword around your Power
Page’s topic, and you’ll see what’s been heavily shared:
and click “view sharers”.
And you’ll see who shared that piece of content on Twitter:
Next, export the list of sharers, remove any spammy profiles, and grab their
emails (I’ll have strategies for finding people’s email addresses in the
Step #2: Give Your Sharers a Heads Up
When someone shares a piece of content, you know a few things about them:
- They’re interested in content about that topic.
- Their audience likes to read content on that topic.
- They like to share content on that topic.
So when you make your pitch, it’s an easy sell.
Even so, with the F to S Method, you ask for permission before sending them
I’ll have the full word-for-word email script in the worksheet.
Here’s an example of an Evangelist Technique email that I used for a Power
Page that was coming out soon:
And when they get back to you saying “sure”, you send them a link.
And many people will be happy to share it on social media and (sometimes)
link to it from their blog.
Next up, we have one of the most one of the most underrated marketing
Strategy #3: Forums
I’m not going to lie to you:
I LOVE forum marketing
Where else can you find a digital watering hole where your target audience
The one downside of Forum Marketing is that most people on forums aren’t
That being said, some forum members are Linkreators. And non-Linkreator
folks make up a large chunk of your potential commenters, social sharers
Let’s break this down, step-by-step:
Step #1: Find Forums
There are forums on EVERY topic under the sun… And a lot of them have
thousands of active users.
In internet marketing
In the low-carb world
And in the personal finance space
(You get the idea)
I’ll give you exact search strings in the worksheet, but I’ve actually found this
simple search string works best:
For example, if your Power Page was about saving money, you’d search for:
- saving money forum
- personal finance forum
And you’ll find very active forums:
Step #2: Add Value as a Member
Here’s the deal:
Like any online community, forums are VERY sensitive about self-promotion.
In fact, forum communities tend to go “torch and pitchfork” on any stranger
that tries to promote stuff on their forum.
But that doesn’t mean they’re 100% anti-self promotion. Quite the contrary.
But they only accept and embrace self-promotion if it comes from one of their
That’s why this step is dedicated to establishing you as a community
member BEFORE sharing your content.
Here’s a simple checklist you can use:
- Create an account w/o signature link
- Post 20 high-quality posts
- Post 10 quickie posts
Let’s break these down:
First, you want to create an account and ensure that you don’t have a
signature link back to your site (if the forum allows them). That way, you fly
under the radar at first.
Then, you want to post 20 high-quality posts. These can be threads you start
that add value or in-depth responses to people’s questions. Don’t worry too
much about word count. Just focus on helping the other people in the forum.
Example: Brian on The Warrior Forum
To pad your post count, also post 10 quickie posts.
Example: Brian on The Warrior Forum
Step #3: Time to Share
People on forums are actively looking for great new content to read.
(That’s why they spend time there in the first place)
So as long as you add value, your content will be accepted with open arms.
Here’s exactly what to do:
Start a new thread with the title of your Power Page. So if your Power Page is
“50 Low-Carb Desserts” your thread title would be:
Next, start the thread off with a link to your Power Page.
Next, re-publish your Power Page as the thread (double check that Google
has indexed your page first!)
Finally, hang out on the forum to answer questions and receive praise (which
you WILL get).
Example: 17 Untapped Backlink Sources
This was one of the first posts I ever published at Backlinko. I had zero traffic
and zero following.
I re-published the post at the Warrior Forum, which brought me 131 new
visitors in 2-weeks, and led to a number of links, blog comments and shares.
To date the thread has nearly 8,000 views.
Last up, we have The Content Roadshow.
What Is The Content Roadshow and How Does it Work?
Before I answer that, let me tell you a quick story:
Back in the early days of the movie industry, studios had a problem:
How can we get nationwide attention about our big budget pictures?
Remember: Back in the 20’s and 30’s TV wasn’t around and even having a
radio was a luxury.
So what did the studios do?
They took their movies on a national roadshow. They’d show the movie in big
cities like Chicago, New York and LA. Then, the people in those big cities
would tell other people about the movie via word-of-mouth.
And you can do the same thing with your content: take it on a little roadshow
and spread the word about it.
Here’s the exact step-by-step process:
Step #1: Find people that are interested in your topic
The easiest way to do that?
For example, if your Power Page was about gardening, you’d Google things
like “gardening tips”, “backyard garden”, “gardening guide” etc.
This is similar to how you found targets for the F to S method. But here, you
don’t need to be as picky. As long as they show SOME interest in your topic,
you’re all set.
Example: 17 Untapped Backlink Sources
I took this piece of content on a Content Roadshow (and it’s one of the
reasons it was so successful).
I just Google’d keywords like “backlinks”, “link building” and grabbed anyone
that seemed like they were interested in the topic.
Step #2: Send them a permission email
Again, this is a non-pushy email simply to gauge interest.
The other benefit of this email is that it starts the process of with a tiny,
micro-commitment (unlike asking them to share on social media).
I’ll have the full script in the worksheet, but here’s a sneak preview:
I was looking for some information on TOPIC today when I came across your post:
It’s funny: I actually just published an article on TOPIC last week. Let me know if you
want to check it out.
As you can see, this is very similar to the Evangelist Technique. The big
difference is that — with The Content Roadshow — you’re targeting anyone
that might have an interest…even if they haven’t shared something similar on
OK, that’s the complete Content Amplification process.
Worksheet time baby!
Next Training about Link Building here