How to run a global campaign, earning links internationally

In this deck, Hana talks about international link building, tactics, do's and don'ts, as well as top tips.

Transcript

1. How to run a global campaign, earning links internationally Hana Montgomery SHOUT BRAVO @miss_hanab Speakerdeck.com/hanamonty
2. Campaigns gone viral – and landed in many countries at once @miss_hanab @shoutbravoUK #brightonseo
3. Which is nice, but was that the objective?
4. Let’s focus on when we want to target certain countries to benefit from securing links in specific markets @miss_hanab @shoutbravoUK #brightonseo
5. Typically, you may see these situations when it comes to international outreach @miss_hanab @shoutbravoUK #brightonseo
6. 1 Your campaign goes viral as it touches on international topics or is relevant to other countries @miss_hanab @shoutbravoUK #brightonseo
7. @miss_hanab @shoutbravoUK #brightonseo
8. 1 Pros & Cons … @miss_hanab @shoutbravoUK #brightonseo
9. 1 @miss_hanab @shoutbravoUK #brightonseo Pros Cons Yes, your campaign can go viral Hit or miss situation Your targets can be hit in one go and clients are very happy Not sustainable - not every idea is the BIG idea
10. 2 You outreach your English version to relevant international press @miss_hanab @shoutbravoUK #brightonseo
11. 2 Pros & Cons … @miss_hanab @shoutbravoUK #brightonseo
12. 2 @miss_hanab @shoutbravoUK #brightonseo Pros Cons Not translating Contacting journalists that may not speak English No extra budget outside of hours spent on outreach Content may be rejected as is not aimed at the international press
13. 3 You translate your English campaign (when targeting non-English speaking countries) and outreach @miss_hanab @shoutbravoUK #brightonseo
14. 3 Pros & Cons … @miss_hanab @shoutbravoUK #brightonseo
15. 3 @miss_hanab @shoutbravoUK #brightonseo Pros Cons Targeting press in their language means better chances for success Campaigns may not be relevant to them (as they are not aimed at them to start with)
16. Or, you can take your campaign, adapt it to the international markets you are targeting, translate and outreach @miss_hanab @shoutbravoUK #brightonseo
17. 4 @miss_hanab @shoutbravoUK #brightonseo Pros Cons International outreach strategy means even better results More time to be invested Content is targeted at the international market More budget to be spent on international outreach
18. Here are a few things you should do before launching your international outreach @miss_hanab @shoutbravoUK #brightonseo
19. Study the markets you are targeting! @miss_hanab @shoutbravoUK #brightonseo
20. Understand the country @miss_hanab @shoutbravoUK #brightonseo
21. Time zone @miss_hanab @shoutbravoUK #brightonseo
22. Culture @miss_hanab @shoutbravoUK #brightonseo
23. Consider the ‘smallest’ things… @miss_hanab @shoutbravoUK #brightonseo
24. …Greetings in email @miss_hanab @shoutbravoUK #brightonseo
25. Prepare dedicated on-site copy/press release for the country/countries you are targeting @miss_hanab @shoutbravoUK #brightonseo
26. Including designs @miss_hanab @shoutbravoUK #brightonseo
27. Translate your follow up emails, your link chase emails and your ‘Thank you emails’ @miss_hanab @shoutbravoUK #brightonseo
28. Be prepared to have conversations with international press… @miss_hanab @shoutbravoUK #brightonseo
29. You are talking about their home, be nice! @miss_hanab @shoutbravoUK #brightonseo
30. Some people take so much pride in their local community @miss_hanab @shoutbravoUK #brightonseo
31. @miss_hanab @shoutbravoUK #brightonseo
32. Work on your media list @miss_hanab @shoutbravoUK #brightonseo
33. A few tips on finding international contacts @miss_hanab @shoutbravoUK #brightonseo
34. 1 (Obvious) Start with Google @miss_hanab @shoutbravoUK #brightonseo
35. 2 Databases (find the one that works for you) @miss_hanab @shoutbravoUK #brightonseo
36. 3 Search for relevant keywords in the language, for example ‘summer holidays’ @miss_hanab @shoutbravoUK #brightonseo
37. 4 Search “Site:*.fr” @miss_hanab @shoutbravoUK #brightonseo
38. 5 Social media @miss_hanab @shoutbravoUK #brightonseo
39. Here are a few examples of countries and what they like/don’t like @miss_hanab @shoutbravoUK #brightonseo
40. Italy Facts, and statistics! Data-led campaigns do better. Lifestyle stories don’t work as well. They may be seen as being advertorial.
41. Italy Useful information that can benefit the readers Economic Community Political
42. Italy The biggest publications / media groups are: Corriere della sera La Repubblica Il Messaggero La Stampa Il sole 24 ore
44. Germany It takes significantly longer than in the UK to publish. Journalists plan out a content calendar months in advance. They often come back to use a release later when it fits into their editorial calendar.
45. Germany Topical relevance - The topics that tend to dominate Germany are, for example: Sustainability Education Health Technology
46. Germany Data-led and research backed campaigns. This can be through surveys, academic research, official reports, statistics or expert commentary/insights
48. France Stories provided with data, statistics and interviews are favoured by journalists. They are viewed as more credible.
49. France Ensure relevance to area outreaching (e.g. big North & South divide) Topics: Current political Big sense of community
51. US There are 6 time zones in the US: Alaska time, Central time, Eastern time, Hawaii-Aleutian time, Mountain time, Pacific time.
52. US Time zones map https://www.time-zones-map.com/
53. US Ensure campaign info is relevant Different states / different cities Data from each state could be broken down even further to create multiple angles for the cities within them - if data is relevant!
54. US Each state has its own set of cultural values & interests What is relevant to one may not be relevant to another
56. Using ‘seasonal content’ Be Aware !!! @miss_hanab @shoutbravoUK #brightonseo
57. Source; Reddit
58. Check the news – we don’t get all the news in the UK unless it’s ‘world news’ @miss_hanab @shoutbravoUK #brightonseo
59. Sustainability topics in Germany @miss_hanab @shoutbravoUK #brightonseo
60. Over tourism topics in Italy @miss_hanab @shoutbravoUK #brightonseo
61. What is going on globally that can affect your campaign? @miss_hanab @shoutbravoUK #brightonseo
62. Elections across the world https://www.visualcapitalist.com/2024 -global-elections-by-country/
63. To ensure your international campaign is successful, you need to treat it the same way as you would treat your UK campaign @miss_hanab @shoutbravoUK #brightonseo
64. It’s should not be a ‘version’ of UK content @miss_hanab @shoutbravoUK #brightonseo
65. It should be dedicated content specifically created or adapted to the country you are targeting @miss_hanab @shoutbravoUK #brightonseo
66. That’s from ideation @miss_hanab @shoutbravoUK #brightonseo
67. To execution @miss_hanab @shoutbravoUK #brightonseo
68. You can use your English campaign to target other countries if it is relevant @miss_hanab @shoutbravoUK #brightonseo
69. You can use your English campaign to target other countries if it is relevant @miss_hanab @shoutbravoUK #brightonseo
70. Not just because the country is mentioned @miss_hanab @shoutbravoUK #brightonseo
71. Most Importantly - as with every activity, carry out research! @miss_hanab @shoutbravoUK #brightonseo
72. Thank you @miss_hanab @shoutbravoUK #brightonseo