It's the nature of the work we do that some content sticks...and some doesn't. Kirsty will provide tips and recommendations on what to do when your content doesn't achieve the results you were expecting; how to manage stakeholders, secure budget after a campaign fail, and how to breathe new life into flopped campaigns.

1. THE CONTENT
FLOP
WHAT TO DO WHEN YOUR
CONTENT FAILS

4. Two

7. Panic
Get drunk
Decide you want to give it all up and run a food truck

8. How can we prevent the
campaign flop?
A link formula
Why content fails
A creative process
Access to information
When content has flopped
Managing failure
Performance framework

9. @kirsty_hulse
Preventing the
campaign flop

10. Have as many campaigns
working in tandem as
possible

12. Multiple small campaigns

13. Small campaigns to
supplement large campaigns

14. @kirsty_hulse
What makes
certain content
successful?

15. @kirsty_hulse
Idea Data Asset+ +

16. AMAZING IDEA + GREAT ASSET = Links
AMAZING IDEA + DATA = Links
STRONG DATA + AMAZING IDEA = Links
507 backlinks
132 ref domains
3.6k shares

17. 370 backlinks
125 ref domains
3.2k shares

18. @kirsty_hulse
Ideas: Hard but cheap

19. @kirsty_hulse
Data: Easy and cheap

20. @kirsty_hulse
Assets: Expensive and hard

21. @kirsty_hulse
Can we get
results without
an asset?

22. 147 backlinks
93 ref domains
150k + shares

23. 15,066 backlinks
1040 ref domains
700 shares

26. Children think parents spend too
much time on their phones on
holiday
Some parents don’t use suncream

27. Total campaign time
and cost = 2 days

28. IDEAS

29. Think laterally about your band

31. A furniture store talking
about furniture? This
content is going to
have to be really good
for me to see it as
anything other than
commercial

32. A lot of ideas struggle to get
links (or payment is requested)
because they look like
advertising

34. WTF?!?!
Go home
Kirsty, you’re
drunk.

36. A millennial targeted data security guide doesn’t exist.
Use the data to create the news, and the guide as the
asset for outreach.

37. DATA

39. Hi Kirsty
Thanks for that info, it’s interesting but I'm
not sure if it's one we'd cover. We don't do
standalone stories on surveys/research
from companies any more, so we wouldn't
be able to do an article just on XXXs survey.
There would need to be a new news 'hook'
that wasn't survey findings.

41. Internal or publically available
data is much better

42. Repurpose data
from dense
whitepapers

43. DataSearch is a
research data
search engine.
Potential for
academic links
and university
partnerships

44. www.exversion.co
m

45. @kirsty_hulse
Communicate to clients

46. If they made a
film about
volume of links
as a metric

47. Starring Wil
Reynolds!

48. @kirsty_hulse
Links/coverage is the
output of the strategy,
they are not the goal

49. O
G
S
M
Top level business objectives.
Normally something woolly
Specific goals within the objective
Strategies to achieve these goals
KPIs and measurement