Lexi Mills – The PR Formula for Content Marketing (Turing Fest 2016)

Transcript

4. THE PR FORMULA FOR CONTENT MARKETING
5. Agenda 1. Changes in the publishing industry 2. How and what content to package for promotion 3. How to deliver and engage high value content placement targets 4. What SEO tools can give you a competitive advantage when promoting your content? 5. What SEO methods we should retire? 6. Avoiding conflict with other teams. 7. Strategies & Processes for risk managed content promotion. 8. What does it look like when we tie it all together?
6. Changes in the publishing industry
8. How should these impact your content promotional plans?
17. You can promote content 24/7
18. and you get a second chance by calling another office
20. There is the new syndication hack….
24. One content placement could turn into several
25. When to call a journalist check list. 1. Are they at least 60% perfect for the story? 2. What publication are you looking for them to place it in? 3. Check who they write for, what sections and how frequently. 4. Check if the publication you want coverage in take stories like this and their format (Q&A, interviews, news, story length, video or images etc) 5. What section of that publication? 6. How long are the articles on these websites? 7. Does your content provide enough for a journalist to write this?
26. When to call a journalist check list. 1. Are they awake- check twitter. 2. Get a photo of them up- it helps you speak to them like a human. 3. Make sure you have read the publication you are pitching. (Read their personal website for 30mins at least.) 4. Check industry news on the topic you are pitching. Is there a huge story breaking…is it a quiet day?
27. ASK: What articles/ keywords are performing best for you? RESEARCH: Competitors, top pages, facebook and twitter feeds/pages
33. Over 100 articles secured A full list of coverage can be found here: https://chi2016.acm.org/wp/press/
46. Another look at backlink analysis
49. Backlink analysis of similar stories not competitors
50. Another way of building press lists process: 1.) Find similar story 2.) Get backlinks and coverage for that story 3.) Build list of media 4.) Check media still write for those beats (Search their name in Google news and sort by date). 5.) Note down what publications covered it and what sections- then find more targets there.
51. Phone Hack
62. liability
63. They hold personal and transferable liability you need to fact check and substantiate your content
68. Agree an internal sign off process for content ideas – design-- promotion
69. Sign off on the sign off process
72. Exclusives 1.) Images 2.) Interviews 3.) Data 4.) Videos 5.) First run of the story…separate by minutes.
73. Who gets cake? 1.) Circulation 2.) DA (NB: Disavow list) 3.) Traffic 4.) Will it make the client feel awesome? 5.) who doesn’t like to be second 6.) UK vs USA
76. Year plan for client XXX Business Content Trade content Creative PR Content Complete promotion of creative Build out Content for new creative Launch and Promote December Ongoing business byline/ case study crafting and selling in for links January February March April May Onsite content work for all PR/ content campaigns/ news jumps Setup trade media /advice articles Monthly publishing of and PR work for trade articles Build out Content for new creative Launch and Promote Phase 1
84. Evergreen framework
94. Say what no one else is saying
104. Craft content à Exclusives go live à Publish ‘anchor content’ live on your blog à Wider media selling-in à Newsletter/ Social/ email marketing
112. Media database considerations: •How often is their data updated? •Search functionality •Export to CSV? •UK, USA focused? •Top industry sectors?
113. 1. Publishing industry 2. Packaging content 3. High value content placement targets 4. SEO tools for PR wins. 5. What SEO methods we should retire? 6. “Making friends” 7. Risk management.
114. 1.) Retire old tactics 2.) Hustle with integrity 3.) Remember the ground is moving under everyone's feet
120. 20 Million + Searches in 2015 32 Million + Searches in 2015 155 Million + Searches in 2015
122. Thank you