Learn how to raise your game at content marketing, so that you can maximise success.

1. TAKE YOUR CONTENT
MARKETING TO THE NEXT LEVEL
@kevgibbo
K E V I N G I B B O N S

2. Anyone can publish
content, the barrier to
entry is very low

3. THINK
BIGGER &
BETTER…

4. STRATEGY
Forming a clear
plan on how you
can hit your goals
01
Producing content
that stands out &
has a newsworthy
hook.
02
CREATIVITY
PROMOTION
Digital PR outreach
to get publishers
excited.
03

5. REMOVE
THE
FEAR OF
FAILURE

6. out
YOU NEED
TO BE
standing

7. PLAYING IT
TOO SAFE
USING TRIED &
TESTED
MODELS.

8. Think content marketing
strategy, not campaigns.

9. Trying to build links to a
domain might improve
organic performance, but
for large sites it’s difficult
to measure the impact.
70%
Organic Traffic

11. Brand
Larger reach
of publishers

12. Tactical
With the goal of building
links back to specific
target category URLs
Niche ideas

13. Securing authority digital PR
coverage from 150+ publishers and
40% increase in organic revenue.

14. Start with
the story,
not the
content
type.

15. AIM
BIG
01 1005 08
You don’t want to dilute the
idea to anything below an 8.
On brand
PR Newsworthy
Crazy!

16. CREATIVITY
IS A muscleY O U N E E D T O E X E R C I S E I T
AT TY

17. Combine two ideas to come up with
a better idea. You will ALWAYS
come up with better ideas after
generations of idea sex.”
J A M E S A L T U C H E R

18. Advisory board of journalists
is our Pixar brain trust

19. BE
THE
SOURCE

20. They typically need
5,000+ records of
data to make this
national media
newsworthy, ideally
more if you have it.

21. Creating
great content
isn’t enough -
you need to
promote it!

22. Have a
Digital PR
Promotion
Plan

23. Promotion: we structure our digital PR
process to maximise authority coverage
P R E - L A U N C H L A U N C H P O S T L A U N C H
Media follow-up &
link reclamationLaunch
Soft selling
to media
Media materials
drafting
Prospecting
Press release
outreach email
Photography &
image sourcing
Email & phone
outreach
Project
outreach
begins
Not all media will cover this
story as news so will also
focus on long lead media
coverage, such as top tips,
placements & features

24. If you have a list of
publishers you
frequently get
coverage from,
start with these to
get early wins.

26. If you can tailor your
story for an exclusive
with a big publisher,
the additional
outreach will follow
to add the numbers.

27. 60
Pieces of
coverage
980M
Online
Readership
1.8M
Estimated
coverage views
1.75K
social shares
100
Links from
coverage
42
Average domain
authority

28. Did you see this story featured
in the Daily Mail, rather than
“please cover our story”

29. Remember you’re
helping journalists,
not pitching to them.

30. With more &
more content
being published,
you need to keep
innovating

31. stand out from the crowd
IF YOU CAN DO ALL OF THIS YOU CAN

32. 98
DOMAIN
AUTHORITY
Build authority both for your overall domain & building
organic performance for specific target pages.
84%
ORGANIC
PERFORMANCE
LANDING PAGE

33. Ensurethat
youhave
excellencein:
Strategy,
brand or
tactical
01 02
Creativity,
startwith
thestory
03
Promotion,to
maximise
yoursuccess.

34. Understand
what you’re
trying to
achieve.

35. No need to
reinvent the
wheel, but you
need it to keep
moving forward

36. THANK YOU
FOR LISTENING
K E V I N G I B B O N S
kgibbons@resignal.com
www. resignal.com
@kevgibbo