“If we’re going to make this a success, we have to put a spin on it and make something different.”
-Mike Bonadio, star of today’s case study
As you’re about to see, Mike used Guestographics to create and promote a piece of content that generated:
- Over 1,000 social shares
- 12 white hat backlinks
- A mention in a highly-respected newspaper
- 15.15% boost in organic traffic
The best part?
His client is in one of the most boring industries on the planet.
And today I’m going to show you the SEO campaign template that Mike used (step-by-step).
Checklist Download: Get your hands on a checklist that walks you through the entire process from this case study.
How Guestographics Make Content Promotion a Breeze
Earlier this year I showed you how Perrin used Guestographics to get a huge influx of targeted traffic to his new pet blog.
And because Perrin’s Guestographic generated a handful of white hat backlinks, his organic traffic skyrocketed:
You might be thinking to yourself:
“Sure, Guestographics work in an interesting niche like pets…
…but what if I run a site in a boring niche?”
How Mike’s “Impossible” Client Almost Drove Him Crazy (But Didn’t)
A few months ago, Mike Bonadio had a problem.
Mike runs an SEO agency, Leadsmasher, based out of NYC.
And like many SEO agency owners, Mike uses 100% white hat SEO to rank his clients’ sites.
There was only one problem:
One of Mike’s clients, FCE Pest Control, was in one of the most boring industries imaginable.
I mean, how was Mike supposed to create compelling content about mice and cockroaches?
Who would ever share that stuff?
Or as Mike puts it:
Coming up with content for this client was a big challenge. Their niche is incredibly boring and has little tradition of content distribution, community or linking. Bugs? Who cares just get rid of them! I thought to myself, “If we’re going to make this a success, we have to put a spin on it and make something different.”
Fortunately, Mike didn’t throw in the towel.
Instead, he rolled up his sleeves and got to work on creating a Guestographic for his client.
And the results speak for themselves…
Mike’s SEO Campaign Results: 1,117 Social Shares, 12 Backlinks and 15% More Organic Traffic (In 2 Weeks)
Even though the odds were stacked against him, Mike’s Guestographic campaign was a HUGE success.
The infographic he created for his pest control client generated 1,117 social shares:
An influx of backlinks from 12 different domains.
(Including links from powerhouses like Lifehacker…
…and a popular newspaper website in Maine called The Bangor Daily News):
All these social shares and mentions generated a huge surge in referral traffic:
It shouldn’t come as a surprise to hear that all of these Grade-A backlinks boosted FCE Pest Control’s Google rankings.
In fact, these backlinks increased FCE’s first page rankings for high-converting keywords like “exterminator NYC”.
And because of this rankings boost, FCE’s overall organic traffic shot up by 15% in just 2 weeks.
As you can see, you CAN succeed with white hat SEO…
…even if you’re working in a “boring” niche.
Or as I like to say:
“There are no boring topics. Only boring marketers” (Click to Tweet This)
Now that you’ve seen Mike’s impressive results, it’s time for me to walk you through the step-by-step process that he used.
Step #1: Publish a Useful Infographic
(In A Boring Industry? “Shoulder Niches” Save The Day)
Your first step is to create a compelling, useful infographic.
I’ll be honest with you:
This is tough.
Considering how many infographics come out everyday, it’s harder than ever to stand out.
And that’s assuming that you’re in an industry that’s actually interesting.
And if you’re stuck in a “boring” niche? It’s MUCH harder.
Well, that’s where “Shoulder Niches” come into play.
A niche that is closely related to your site's main topic.
Mike knew that creating a straight-up pest control infographic would be content marketing suicide.
Instead, he found a Shoulder Niche.
OK, so how did Mike find his shoulder niche?
First, Mike mindmapped industries that had something to do with pest control. Here’s what his mindmap looked like:
And when he studied these shoulder niches, one thing stood out:
Garden bloggers LOVED to write about eliminating garden pests.
In other words, Mike found a Shoulder Niche that people were interested in (“gardening”).
And he studied that shoulder niche to identify a popular topic.
And just like that — BAM! — Mike found an interesting topic that he could create content around:
Natural pest control for gardeners.
As Mike puts it:
Unlike pest control, I knew gardening was a topic people actually talked about online. So we married the two niches and came up with the angle of ‘pest control methods for gardeners’. That was a topic that a lot of gardeners and their readers actually cared about.
3 Ways to Find Shoulder Niche Topics
The Backlinko guide
If you’re struggling to find topic ideas, Shoulder Niches can be a lifesaver. Here’s how to find compelling topics in ANY niche.
1. First, enter a broad keyword into Buzzsumo
For example, let’s say you run a site that sells construction material.
It’s impossible to find anything interesting about that topic, right?
Let’s see what happens when we enter the keyword “construction” into Buzzsumo.
2. Scan the results for interesting shoulder niches and topics
Look at this. I found 3 killer potential shoulder niches that you could use…
Idea #1: “Construction Material of the Future”
Idea #2: “Crazy Things People Have Found at Construction Sites”
Idea #3: “How They’ll Build America’s First High-Speed Rail System”
3. If you’re stuck (or just want more ideas), repeat the process at Google News
Here are some interesting construction-related headlines I found using Google News:
And just like that, you’ve got a laundry list of awesome topics to work with.
Now that Mike had a winning topic in hand, he got down to business on his infographic.
First, he created a visual mindmap of the topics he wanted to cover.
Each “branch” in his mindmap represented a section of the infographic.
Then he filled in each section with insanely practical tips that gardeners could use.
Here’s what his infographic content looked like:
Once Mike had his content ready to rock, he sent it to his designer.
The end result?
A fantastic infographic called, DIY Pest Control for the Savvy Gardener.
At this point Mike had a high-quality infographic live on his client’s site.
The question was:
Would anyone care?
Step #2: Create a List of People That Are Interested In Your Infographic’s Topic
The sad truth is this:
When most people publish an infographic, they cross their fingers and HOPE that it goes viral.
Mike knew better. He understood that any infographic — even a great one — needs content promotion.
And to give his shiny new infographic the exposure that it needed, he turned to a content promoter’s #1 weapon:
And the first step of any email outreach campaign is to find people that already write about your content’s topic.
Here’s how Mike created his list of outreach prospects:
Mike knew that there was one specific group that was going to LOVE his infographic: Gardening bloggers.
He searched for as many gardening blogs as he could get his hands on.
First, he Googled keywords like “Gardening blog”.
Then he mined the top 40 results for quality blogs that write about gardening.
(This is simple, yet effective)
Next, he went to the blog directory AllTop.com.
And he entered the keyword “gardening” into the search box:
That gave Mike a list of over 40 hand-curated gardening blogs:
Finally, Mike searched for “best blogs” articles.
“Best blogs” articles simply list the best blogs in a niche.
For example, Mike searched for “best gardening blogs”
And he found hand-curated lists of top-notch blogs in the gardening space.
All in all Mike found 97 sites that might want to check out his infographic.
Here’s what happened next…
Step #3: Send Your First Outreach Email
Now it’s time to get in touch with the people you just found.
When it comes to Guestographics, I like to use a two-part outreach sequence.
Your first email is a “feeler” email. This email simply gauges the person’s interest in your infographic.
(That way, you’re not pitching your content to someone that’s not interested)
Here’s Mike’s feeler email script:
Subject: Hey [First Name], about your site
I really liked your article on [Your Topic]. Great stuff!
I haven’t heard of [Something Unique From Their Article], I’ll have to check that out.
I thought I’d reach out to you because I just published an infographic on [Your Topic] and I thought it might interest you.
Would it be OK to pass it along? I’d love to get your opinion on it.
Either way, keep up the good work with [Their Site Name]
[Your First Name]
And here’s an example of Mike’s script in action:
Interesting Side Note:
Mike tested two different outreach approaches for this campaign.
Mike sent one group the soft “feeler” email.
And he sent another group a more direct pitch.
(Here’s Mike’s direct pitch script)
Which do you think worked better?
The direct pitch got a 16% reply rate.
And the 2-step email sequence that started off with the feeler email?
Bottom line: Send a quick “feeler” email before you pitch your infographic. You’ll likely bump up your conversion rate.
Pretty soon responses to your feeler email will start rolling in.
(Like this one that Mike received)
When you see these emails sprout up in your inbox, move onto the next step…
Step #4: Offer Up a “Unique Intro”
If you want an influential person to share your content, you need to answer the question that’s rattling around in their mind:
“What’s in it for me?”
And keep this in mind:
When a blogger publishes your infographic on their site, they have to write some new content to go along with it.
And they MIGHT get some traffic out of all that effort.
With Guestographics, you remove the potential waste of time and energy.
You grease the wheels with a custom-made introduction.
That way — win or lose — they don’t have to do any work.
Here’s the email Mike sent to the people that replied to his feeler email with “send it over”.
As you can see, Mike’s response is short and to-the-point.
This email has a link to the infographic and offers up the custom introduction.
When people reply to THAT email, it’s time to whip up a high-quality introduction.
Here’s an example of one of Mike’s intros (sent in HTML).
Once the intro is polished, send it over ASAP.
And here’s the email that Mike used to send his unique intro:
Important Reminder: Make sure your introduction contains a single backlink back to your site. And you want to avoid spammy exact match anchor text.
Instead, your link should have branded anchor text…
…or descriptive anchor text.
Side Note: One of Mike’s big “takeaway lessons” from this experience was that — when you do outreach the right way — people are happy to hear from you.
As Mike told me:
One of the big takeaways from me was how receptive people are to email outreach when you add value and are not pushy in your approach. If you have something cool to share, people actually want to hear from you. Some will even thank you for contacting them.
Once your intros are sent, it’s time for the last step.
Step #5: Get Your Contextual, White Hat Backlinks
At this point you’ve sent your awesome infographic (with unique intros) to several people.
When those bad boys are published, you’ll find yourself with a handful of high-quality, contextual backlinks.
To give you an idea of what these links look like, here are two placements from Mike’s campaign:
All in all, Mike sent out 97 Guestographic outreach emails and got 12 total links.
(That’s a very solid 12.5% conversion rate)
Besides SEO, Mike noticed another benefit that came from all these Guestographic placements:
The placements led to a viral spread of his infographic.
(Well, as viral as gardening content gets 🙂 )
An editor at a newspaper website (Bangor Daily News) saw Mike’s infographic.
That editor liked the infographic so much he published an article about it (with a link back to Mike’s client).
How Mike “Social Proofed” His Way to Higher Outreach Conversions
You just saw how Mike got a mention in a popular newspaper website.
Most people would have high-fived themselves and left it at that.
(Yes, it’s possible to high-five yourself. I just did 🙂 )
But Mike realized he could turn his big mentions into massive social proof.
Mike’s infographic was featured on the health mega-site Mother Earth News.
As soon as the placement was confirmed, he started to mention this fact in his outreach emails:
When someone sees a mention like that they think to themselves, “Well if Mother Earth News shared it, maybe I should too…”.
Pretty smart, eh?
Now back to Mike’s viral infographic…
Another example of Mike’s infographic getting shared around the web:
Quite a few people that saw Mike’s Guestographic shared it on places like Flipboard…
Which led to a healthy boost in their referral traffic:
(Not to mention the 15.15% boost in organic traffic that I mentioned earlier)
Not bad for a single infographic, eh?
Now It’s Your Turn
You just saw a real life example of an SEO campaign in action.
But for you to get value from this post, you need to take action on it.
And step #1 is to download the checklist below.
Click on the image and enter your email to get access to the free checklist: