Building brand authority with content — Amanda Milligan // Stacker

Amanda Milligan, Head of Marketing at Stacker, explores maximizing the reach and impact of your content. Often, our approach to link building is just to try to secure as many links as possible in an effort to build credibility and authority. However, link building really boils down to quality over quantity, and getting cited by the right publication is a step in the right direction towards building authority with Google and the public. Today, Amanda discusses building brand authority with content.
About the speaker

Amanda Milligan

Stacker

- Stacker

Amanda is Head of Marketing at Stacker

Show Notes

  • 01:33
    How Stacker partners with brands
    Stacker creates content for brands and syndicates it out for them. Publishers get access to engagement-building content while brands get the SEO benefit from underwriting that content.
  • 02:38
    Building brand authority with content
    When brands are cited by highly respected news publications, an authority signal is immediately sent. SEO value is also earned and the brands authority within Googles algorithm increases.
  • 04:09
    How Stacker differs from other PR newswires
    Stacker doesnt do press releases. Instead, they have an internal distribution team responsible for figuring out what publishers want then creating those brand new stories.
  • 05:24
    Setting up syndication relationships
    While its time intensive, you can pitch manually if the goal is link acquisition. To reach a certain audience, a syndication partnership can be set up with someone in your industry.
  • 07:05
    When brands should utilize newsworthy content to build authority
    When you build top of the funnel authority, it uplifts bottom and middle of the funnel content. So, if youve maxed out the value from those, then a newsworthy content strategy is appropriate.
  • 09:14
    Paying for placements vs creating something newsworthy
    Paying for placements and sponsored posts are more of an awareness play and have no SEO value. To build authority and be organically mentioned involves creating something newsworthy.
  • 11:18
    The type of information cited in publications
    Even if data is already online, applying a unique perspective to it could produce a newsworthy piece. Its essential to utilize sound methodology and ensure your content is interesting enough.

Quotes

  • "If you're reading a site on Newsweek and you see, so and so provided this study, that means that Newsweek inherently trusts this information. That's a big authority signal to readers." -Amanda Milligan, Head of Marketing, Stacker

  • "We're not like the PR newswires of the world. We don't do press releases. It's all brand new stories that are very journalistic. So we have an internal newsroom that creates these things." -Amanda Milligan, Head of Marketing, Stacker

  • "If you start building more top of the funnel authority, you're able to build the authority of your site. This helps uplift everything else that you've been working on in the past." -Amanda Milligan, Head of Marketing, Stacker

  • "Even if it's data that already exists online, as long as you're able to analyze it in a new way, or a different context that hasn't been explored yet. Then it could be interesting to people." -Amanda Milligan, Head of Marketing, Stacker

  • "If you don't have that established trust, you have to put in more legwork to ensure that the report, survey, or study you put together is sound in terms of method and level of interest." -Amanda Milligan, Head of Marketing, Stacker

About the speaker

Amanda Milligan

Stacker

- Stacker

Amanda is Head of Marketing at Stacker

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