Coverage Program

How Our Coverage-Driven Content Program Works

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Examples Of Promotion Outcomes

We don’t promise traffic and conversions coming out of the content we produce in a coverage-driven program – those do occur, but this program is focused on building authority to help the rest of your webpages rank better.

But, with consistent outreach combined with strong existing content elsewhere on the site, we regularly see strong sitewide traffic outcomes from growing your link profile through outreach-driven content.

Actual 6-month results from a client with $10-15k monthly budget.

What types of placements does our team earn? Each project type is different – some are very resource-driven assets that earn links from webmasters and bloggers. Other times we’ll focus on more data-driven content that has the potential to be cited by journalists and different styles of bloggers. The one thing that most of these assets have in common is that they’re evergreen and often go on to earn links organically from major publishers.

We stopped updating these badges every year when they give us new ones, but don’t worry, we’ve got a bunch of them.

Pricing

We like to be transparent with our pricing, and we want you to understand how our content marketing programs are structured in order to help you assess whether we’re a good fit for your brand.

And we hate agency sales processes with smoke and mirrors and people guessing each other’s budget and pricing. So, we’re laying our cards out here instead.

Once you reach out, we’ll do our own research on your site to see if we think we can deliver good results for you. Then, we’ll schedule a call to discuss your business and your audience, and answer questions you have about the program.

FAQ

What the heck is a “baseline goal”?

We like to underpromise and overdeliver. With most clients, we set a baseline goal to demonstrate what we think is a minimum outcome for the program. Honestly – if we don’t deliver on our baseline goal, we don’t expect to get hired again after the initial term is complete. So our team is heavily incentivized to not just beat our baseline goal, but to hit a larger stretch goal that we set during the proposal process.

Can you promote my existing content? Can my team write the content?

Sometimes, but probably not. Most of our clients don’t have the specific types of content already on their site that we need in order to see success from promotion.

Sometimes clients have in-house content teams capable of producing editorial content. If we proceed on a project where we do allow your team to produce the content, we still need strict control over the creative brief and final outcome of the content, and we need your team to commit to a short turnaround time for each assignment. In that event, we keep our pricing the same and simply dedicate any extra time to more outreach.

Aren’t there cheaper places I can buy content and links?

Yup, but, don’t expect the same content quality, the same dedication to producing custom graphics, and don’t expect those companies to do content outreach that you’d be comfortable putting your brand’s name on. We’ve even hired many of them to do work for websites we own, just to see if we’re missing out on anything.

Our team comes with multiple built-in quality assurances that other teams skip over, from our subject matter hiring process to in-house editing and proofreading. We put the same care into our outreach efforts, and we’re happy to show you all of the outreach that’s going out on behalf of your brand.

When you compare us to other teams that value quality as much as we do, and put as much effort as we do into producing content backed by data-driven keyword research, we’re priced very competitively, and much more transparently.

Will you stick to link metrics like DA over 30?

The short answer is no. Our projects are designed to maximize the number of good quality links that we can earn for a piece of content. While links from higher authority domains certainly pass more link value in a traditional sense, there are two good reasons you shouldn’t build this in as a project requirement.

First, it’s unnatural. Good research from Russ Jones of Moz on the topic of backlink distribution shows how easy it is for Google to observe sites with artificial link building metrics in place.

Second, we’re not going to ignore perfectly good, topical links from trustworthy sites simply because they’re not in the top 10% of domains on the web. Your local library or non-profit is a great source for a link, and it’s silly to dismiss thousands of similar link opportunities simply because they’re not a large resource.

There are certainly project types that allow us to target higher average authority domains – any project focused on journalists at large publications is a good example. We do work on those project types, however, we pitch clients on projects based upon overall opportunity, not link metrics. Take a look at the sample domain list above to see what an average set of campaigns will produce in regards to link metrics and types of domains.