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A strange experiment from Econsultancy including a Free Download

28 Jul

I just received this rather unusual email from Ashley Friedlein, the CEO of Econsultancy. Obviously he didn’t send this email just to me, but to around 30,000 of Econsultancy’s members globally as he mentions in his email. What is strange is that you get an Internet Marketing Strategy Briefing for free and in exchange they ask for help in an experiment in ‘content marketing’. Have a look at the email below:

“We’ve just published a 46-page Internet Marketing Strategy briefing which is free to download. It analyses five key current trends: customer centricity, channel diversification, data, social media and content strategy.

It’s a bit unusual for us to make something like this free. It’s an experiment in ‘content marketing’ – a hot topic in digital marketing and something we examine in the briefing itself.

Of course we’re interested to see how many visits and downloads we get, the tweets and social mentions, but we’re most interested in getting links to this page (ideally with the link anchor text Internet Marketing Strategy) to see how this impacts our natural search rankings for the phrase ‘internet marketing strategy’.

Currently we’re nowhere near the first page of Google, or other search engines, for this competitive search phrase. But could we be with a bit of ‘content marketing’? And what value might that drive to us?

We plan to publish a mini case study with the results of this experiment which hopefully you’ll find interesting and which might help put more concrete value to the effectiveness (or otherwise) of ‘content marketing’.

You can help with our experiment…

Of course we encourage you to download and read the briefing itself (we think it’s very good) but, ideally, you would send a link to this page (not the file itself – little SEO value there…) to relevant contacts or, even better, you’d link to the page from your blog, via social media etc.

In an ideal world you’d even use the anchor text Internet Marketing Strategy to the link to the page.

I’m sending this email to around 30,000 of Econsultancy’s members globally so, if you do your collective bit, then we should stand a good chance of building some great, and relevant, links…?

Will we shoot up the rankings as a result? Or get punished for the suspiciously quick build-up of links with the same anchor text? Who knows… watch this space.

Obviously we’re not incentivising you to do this in any way because that would be “paid links”. 😉

All the best and thanks for any help.

Ashley

Ashley Friedlein
CEO
Econsultancy”

Well, I thought I should give it a try and add a link here. Just follow the link to download your free 46-page briefing and if you like it then spread the word 😉

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Posted by on July 28, 2011 in Uncategorized

 

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