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The Marketing Agency Leadership Podcast

Jan 17, 2019

Four years ago, Paddy Moogan, author of The Link-Building Book and Co-Founder of Aira, sat with Matt Beswick in the Aria casino in Las Vegas, and over a half hour and too many drinks, planned out the company that would be Aira. Today, the company employs 34 people and provides SEC, paid search, content marketing, digital PR, and link-building. Clients range in size from local companies with 3 to 4 employees on up to FTSE 100 clients earning billions—but most are “in the middle.”

Aira’s focus, now that they are big enough to turn down clients they don’t want, is on companies big enough to have their own marketing department . . . those that have enough of a budget to work with Aira long term.

Paddy participated on a panel discussing, “How to Drive Inbound Links in the Age of Content Skeptics,” at the January 2019 SMX East in New York City. Panel members provided tips on how to establish links by producing and promoting good content. Paddy presented seven different techniques Aira uses to create more engaging content . . . to build links and onboard bloggers and journalists (see Addendum below).



Paddy Moogan’s seven tips form the January 2019 SMX East Conference panel discussion, “How to Drive Inbound Links in the Age of Content Skeptics”:

Develop reusable content: If someone releases data on a regular schedule, make an infographic and swap new data into the same template as it is updated.

Make Outreach an ongoing activity: Build a content bank for non-stop outreach.

Learn what works across industries: Analyze campaign, link, industry, and content type effectiveness. Track link attributes. Use the tracking data to prioritize future efforts.

Exclusive content: Select a client-relevant, top-tier publication. Contact a journalist for that publication and offer an for 24-48 hour coverage exclusive on a data-backed story.

Outreach to second-tier websites: Discover who links directly to your content, and links through others who are covering you. Reach out to secondary linkages and invite them to link to you directly.

Use keyword research for more links: Find these keywords in analytics, the open graph, title tags and descriptions. Think about the keywords that you can rank for in content pieces and campaigns.

Get past gatekeepers: Internal PR teams and may guard their contacts. If you can determine their campaign plans, you can create and share a content calendar with those PR people. Establish, build, and share your own contact lists. (Be careful in the EU to comply with GDPR regulations)

Retrieved 01/15/2015 from

In this interview, Paddy talks about what marketers need to do to build strong links:

  1. Developers need to create websites with good user experience in mind: good websites, good content, fast websites, and mobile-responsive websites
  2. Developers need to build and promote website content that is link-worthy. Link-worthy content scales well. A website with a wealth of link-worthy content will get links beyond those that are expected.

At Aira, Paddy’s team might generate 50, 60, 70 content ideas for a website. They then go through a validation process—asking a lot of questions—to determine which ideas are link-worthy, including:

  1. What concepts should get links?
  2. Who is going to link to it?
  3. Who is going to care?
  4. Who will actually look at that content and go “yes, I’m going to link to it”?
  5. What will inspire people to link to the site?

Paddy notes that there is “a massive difference between a good piece of content and a good piece of content that can get links” and that content should be appropriately updated, because Google prioritizes fresher content. He also provides a “timeline guideline” that Aira uses to handle client KPI impact expectations.

Paddy can be reached on his company’s website at: and on LinkedIn at: