Post on 13-Apr-2017
THE PR FORMULA FOR CONTENT MARKETING
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?
No pre-existing systems and processes for sign off
Agree an internal sign off process for
content ideas – design-- promotion
Sign off on the sign off process
BIG Content Placements = Brand Police
Changes in the publishing industry
How should these impact your content promotional
plans?
You can promote content 24/7
and you get a second chance by
calling another office
There is the new syndication hack….
One content placement could turn into several
When to call a journalist check list. 1. Are they at least 60% perfect for the story? 2. Check who they write for, what sections and how frequently. 3. What publication are you looking for them to place it in? 4. What section of that publication? 5. Are they awake- check twitter. 6. Get a photo of them up- it helps you speak to them like a human. 7. 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) 8. Read their personal website for 30mins at least. 9. Make sure you have actually read the publication you are pitching. 10. Check industry news on the topic you are pitching. 11. How long are the articles on these websites? 12. Does your content provide enough for a journalist to write this?
ASK: What articles/ keywords are performing best for you?
RESEARCH: Competitors, top pages,
facebook and twitter feeds/pages
So how do you use this to get content placements?
Over 100 articles secured A full list of coverage can be found here: https://chi2016.acm.org/wp/press/
Another look at backlink analysis
Backlink analysis of similar stories not competitors
liability
They hold personal and transferable liability
you need to fact check and substantiate
your content
…that video was created in 2011
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
Check: • How long are the articles on these
websites? • Does your content provide enough
for a journalist to write this?
Evergreen framework
Say what no one else is saying
Craft content à Exclusives go live à Publish ‘anchor content’ live on your blog à Wider media selling-in à
Newsletter/ Social/ email marketing
Media database considerations:
• How often is their data updated?
• Search functionality • Export to CSV? • UK, USA focused?
• Top industry sectors?
1.) Retire old tactics 2.) Hustle with integrity 3.) Remember the ground is moving under everyone's feet
20 Million + Searches in 2015
32 Million + Searches in 2015
155 Million + Searches in 2015
Thank you