Top 10 PR Tactics and Strategies of Succesful Content and Link Building - Lexi Mills, Mozcon 2014

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Transcript of Top 10 PR Tactics and Strategies of Succesful Content and Link Building - Lexi Mills, Mozcon 2014

  • #MozCon

    Lexi Mills Dynamo PR

    Top 10 PR Tac+cs and Strategies of Successful Content and Link Building

    @leximills lexi.mills@dynamopr.com

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    Content Placement and Links

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    You Don't Need Media Relationships to Get Coverage

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    Building Better Media Relationships Will Increase the Impact of Your Content Work

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    Do You Want to Be as Good as PR's or Better?

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    Panda Changed:The Way Publishers Think and Operate

    Their Perceptions of SEO and SEO's

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    Focus Your Strategies on Helping Media Overcome Their Challenges

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    10 Steps Ahead of Every Seasoned PR out There

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    Top Pages

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    Search Volume

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    Pitch Based on Search Volume

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    Creating Content

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    Creating Content

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    Growth in Freelance Journalists

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    Contract Them To: Do interviews Do filming Write forwards to research documents

    and white papers Sell in stories Survey questions Craft press releases Bylines or guest posts Must Have Worked Recently in the

    Area You Are Targeting

    Contract Freelancers

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    Managing Media Movement

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    Site Search Targets

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    Less Time and Fewer Resources To: Research Source Experts Locate Case Studies Create Video Content Find Images

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    Content Assets Orbit Your Campaign

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    Reduce Risk of Failure and Increase Impact

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    Host on Website And

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    Q&A's, Interviews and Quotes

    These don't have to be live interviews!

    Questions Especially useful to pre-

    write these if the client is nervous or has limited time.

    Quotes Write "Quotes" on their

    behalf and then you just need sign off.

    @leximills

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    Case Studies

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    Image Galleries

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    Familiar subject

    matter High quality Landscape and

    portrait Composition 300dpi and 72

    dpi

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    Competing with Corporate Blogs

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    Globalization of Media

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    Store Content Ahead of Vacations

    Pitch at the Latest 1st Week of November

    1-2 Weeks before National Holidays

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    Crafting Media Worthy Content Ideas

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    Seizing Opportunities

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    Seizing Opportunities

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    Leveraging Cult Fans

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    Championing Causes

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    Third Party Voice

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    News Jacking Current Events

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    Tip: Media Alert vs Press Release

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    Most Events You Can Plan For

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    Planning for Topical Events

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    Put Product Spoofs on Back Order

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    Link Product Spoofs to Topical Events

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    Offline Is an Important Factor to Influence Online

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    Reduce Risk of Failure

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    Figures That Grow

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    Figures That Grow

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    Figures That Grow

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    Coverage

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    Same Story Different Release

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    Same Story Different Release

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    Lego

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    Lego

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    Lego

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    Results

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    Lego

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    Private View- Launch 1

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    Phone Sell in- Launch 2

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    Media Tour-Creating Theatre- Launch 3

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    Launch Event 4

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    Lego

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    Launch Event 5

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    Launches Cont.

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    Global Coverage

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    Change in Product Strategy

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    The Cost of Gold?

    2,750 / $4,400

    The Cost of Gold?

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    Summary Slide1. Link building is getting harder2. Think beyond campaigns for a sustainable

    strategy3. Panda was a pivot point in the publishing industry4. Media share your struggles with Google, your

    content can help them5. Analyse social media metrics and top pages for

    publishers before pitching them6. They are targeted on Google Plus profiles7. Search volume can be a pitching tool8. Hire Freelance journalists9. A team of more than 2 need management system

    for media relationships10. Site search is often more effective in current day

    than your little black book11. Hook your content onto popular culture, trends

    and events

    12. Get the right content assets in place before launch, host on website and drop box

    13. Dont just go for news articles, look for other opportunities like Q&A, image stories and case studies

    14. Learn from analysing the gaming industry 15. When doing product spoofs list products as on

    back order16. Find someone or firm to be the third voice in your

    story17. Use a media alert instead of a press release to get

    quicker sign off 18. Structure campaigns with several launch stages 19. Offline activity is one of the strongest linkbuilding

    tactics20. Lego are a good source to reference for creating

    content ideas

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    Summary Slide

    Make the Medias Job Easier Pick Ideas That Can Grow Setup Partnerships

  • #MozCon

    Lexi Mills Dynamo PR @leximills lexi.mills@dynamopr.com