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