1|

7 Secret weapons of successfu

l content and outreach

Lexi MillsHead of Digital at Dynamo PR

Lexi.mills@dynamopr.comTwitter: @leximills

2|

Agenda

1.Finding content ideas2.Scaling content ideas3.Preparing for outreach4.Outreach techniques5.Giving the right presents 6.Building relationships 7.Tools

3|

BBC what’s your number

4|The one man band

5|

Start with what’s topical and popular

6|

What’s popular?

7|

What’s popular?

8|

9|

What’s popular?

Big vs Small companies

10|Predict the future

11|

What’s popular?

12|

National events

13|

Text like the queen results

14|

Creating Content

15|

Scaling ideas through niche markets

16|

Scalable ideas

Find good data sources

17|

Scalable ideas

Text like an astronaut

18|

Scalable ideas

19|

Scalable ideas

20|

Social hooks

21|

Evergreen Topics

•Distilled hunger IG

Linking Root Domains: 71

Total Links: 167

22|

Hosting data

•Distilled hunger IG

Linking Root Domains: 10

Total Links: 24

23|

Creating anchors for PR/content work

• Tweetable Headline• 15 word describe about the post • Explain limitations of research• Sources of information• Top facts about the content• Linkable materials

24|

Linkable onsite materials

• Interviews/quotes• Profiles of key people• Images• Graphics• Data sources

25|

Design of content

• Size• Dimensions• Fonts• Colours• Resolution• Pinterest boards of

target sites for designers

26|

Preparing for outreach

27|

Pareto principle

• You can achieve 80% of the results you seek in terms of influence by focusing your time and resources on 20% of influencers that are, in fact, the most important.

• A scattershot strategy will deliver only scattershot results.

Resu

lts

Time on Influencers20%

80%

Optimal point

Key Influencers

28|

Top pages

29|

Making targets part of the story

30|

Press Releases

• No more than 3 links• Links to different areas of the site• The links must look natural• Cut and paste • Use the footer of a release for anchor

text

31|

Outreach

32|

When not to use the phone

33|

34|

Consider individual deadlines

35|

We all make mistakes

“Wanted to issue a #prfail to person who sent me a “Dear Jennie” letter but she followed up w/apology. Not exactly #prwin, perhaps #prtie?—”

Alison Delory (@aldelory), a freelancer tweeted:

Always apologise for a mistake!

36|

Byline vs guest post

Rel="Author"

37|

Giving the right presents

38|

Giving the right presents

Simple PR wins: Muppets cupcakes sent to Stephen Fry – to promote/celebrate (same thing) the launch of The Muppets movie, character cupcakes were sent to prominent tweeters. Who then tweeted about them, thus letting millions of followers know about the film if they didn’t already. PR doesn’t need to be complicated.

39|

Make it personal

40|

Make it personal

41|

What happens when you make it personal

42|

Building relationships

43|

Tools

Media databases

•How often is their data updated?•Search functionality•Export to CSV?•UK, USA focused?•Top industry sectors?

44|

Top 3 things

Ask yourself what the story is?

Make sure you have all onsite assets

Do your research

45|

Thank you

Questions?

Lexi MillsHead of Digital at Dynamo PRLexi.mills@dynamopr.comTwitter: @leximillsdynamopr.com @dynamopr

46|

References

• http://www.bbc.co.uk/news/world-15391515• www.trendsmap.com• http://www.guardian.co.uk/media/2012/nov/27/bbc-christmas-television-schedules• www.names.co.uk• www.bbc.co.uk/onthisday• www.bbc.co.uk/news/technology-18282387• www.spacelog.org• www.gizoogle.net/• http://www.foodservicewarehouse.com/calorie-viz/• http://www.cleardebt.co.uk/blog/author/andrew-smith/• http://www.guardian.co.uk/technology/2010/may/28/ipad-apple-sale-britain• www.solentnews.biz/• http://www.opensiteexplorer.org/• http://ioanaprigoreanu.blogspot.co.uk/2012/12/muppets-cupcakes.html• www.the3doodler.com• www.wired.co.uk/news/archive/2012-04/03/dinosaur-ants• www.buzzstream.com/• www.linkdex.com/• www.responsesource.com• www.prnewswire.co.uk/• www.businesswire.com