How to create content campaigns that top journalists love for unknown brands
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How to create content campaigns that top-tier journalists LOVE for a brand that NO-ONE’s heard of or likes
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How to create content campaigns that top journalists love for unknown brands
- 1. How to create content campaigns that top-tier journalists LOVE for a brand that NO-ONE’s heard of or likes Creative Director @CarrieRosePR
- 2. Building links for any brand is not easy. But one thing is clear, we need to start thinking a little more creatively @CarrieRosePR
- 4. In the past 5 years, I’ve built THOUSANDS of links @CarrieRosePR
- 6. And I haven’t paid for a single one of them. @CarrieRosePR
- 7. “Cleaning of the London Underground will be stepped up each night over the summer period across 50 stations and five tunnels.” SADIQ KHAN, MAYOR OF LONDON I’ve created content that caught the attention of people like this…
- 8. CAMPAIGN GO LIVE DATE And helped produced graphs that go like this...
- 9. I’ve won awards for my work
- 10. I’ve won awards for my work And even made 1 client cry (with happiness)
- 11. Yet, some clients still say to me… “Top-tier press wont link to brands like us” @CarrieRosePR
- 14. And those that no-ones heard of or likes (to link to)
- 15. 18,000 interactions I once landed a link on HSBC site to a gambling client @CarrieRosePR
- 16. 18,000 interactions 22,000 Referral visits Once drove 22,000 people to a small insurance brand website no-ones ever heard of with this headline
- 17. 18,000 interactions 2.5 million Views on the BBC Which also landed on the BBC and achieved 2.5 million views
- 18. 18,000 interactions This week built 61 links to a health and safety training site with nothing but blog post content @CarrieRosePR
- 19. Small budgets Bad/spammy reputation Little – No brand awareness Bland topic These clients have several things in common… @CarrieRosePR
- 20. 18,000 interactions It is definitely possible. @CarrieRosePR
- 21. So where do we start?
- 22. THINK like a PR, but ACT like an SEO
- 23. First: Lets talk about what journalists want and need @CarrieRosePR
- 24. Last week we met up with journalists from The Sun, House Beautiful and Cosmopolitan magazine. And they ALL said the same thing… @CarrieRosePR
- 25. They’re KPI’d on traffic… @CarrieRosePR
- 27. …and time on site @CarrieRosePR
- 28. They have on average an hour to write up a story @CarrieRosePR
- 29. And produce 6-8 articles a day @CarrieRosePR
- 30. So what does that tell us? @CarrieRosePR
- 31. We need to create stories that resonate with a wide audience @CarrieRosePR
- 32. Stories that are shareable @CarrieRosePR
- 33. Stories that help them keep readers on site @CarrieRosePR
- 34. Every article needs video – whether that’s their own or yours @CarrieRosePR
- 35. Every article needs imagery – whether that’s their own or yours @CarrieRosePR
- 36. But you’re much more likely to land a placement if you can provide all of that at once @CarrieRosePR
- 37. Tip: Journalists use videos to not only keep users on page for longer but monetise – make money for ads placed on video content. Meaning they’re more likely to cover video content for this reason. @CarrieRosePR
- 38. Here’s an example of where stock video footage and a blog post got 169 links from nearly every national publication @CarrieRosePR
- 40. @CarrieRosePR
- 42. 169 Links and Coverage 7,966 Organic Visits 693,324 Reach on Social 3,897 Applications In 2 weeks… @CarrieRosePR
- 43. Some may say “well that’s easy with a fun brand and topic like that” @CarrieRosePR
- 44. So lets talk about how we did this same thing for a health and safety training client just this week… @CarrieRosePR
- 45. Last month, this story hit the headlines… @CarrieRosePR
- 46. And other stories similar followed it…
- 47. So we did some research and found that choking deaths were on the rise… @CarrieRosePR
- 48. As my client is an expert in health and safety, this was something my client could help raise awareness of and provide content to educate parents and act as a resource for journalists. @CarrieRosePR
- 49. So we created a report… @CarrieRosePR
- 50. Which included simple but strong visuals… @CarrieRosePR
- 51. We had different angles too (timely)… @CarrieRosePR
- 52. And included a video… (which was a highly viewed video on YouTube regarding choking safety – not created by us) @CarrieRosePR
- 53. As well as sharing expert tips and commentary to help parents save a child from choking…
- 56. So what made this campaign a success? • Timely – choking stories dominated press and we reacted • Positioned my client as an expert • Targeted a highly engaged and sharing community – parents • We created graphics/imagery and shared video • We created a resource on site “Choking report 2019” for journalists to link to and use for future stories • We targeted journalists who were already talking about this topic
- 57. We should think about link building as a two-step process: 1. What can we do to earn coverage? 2. What can we do to turn that coverage into links? @CarrieRosePR
- 58. Digital PR + Content Marketing @CarrieRosePR
- 59. What is Digital PR and content marketing? It’s creating stories or content that journalists and users naturally want to talk about and link to, because it’s that awesome, resourceful, useful or different. @CarrieRosePR
- 60. However, you should ALWAYS start with the story and not the content type @CarrieRoseP R
- 61. Remember you have experts – whether its in UPVC windows, chainsaws and hammers, or courier insurance @CarrieRoseP R
- 62. Find data related to the interests of your audience @CarrieRoseP R
- 64. Finding data FREE data sources https://www.nationmaster.com/ https://www.similarweb.com/home https://www.gov.uk/government/statistics/ann ouncements http://www.ons.gov.uk/ons/datasets-and- tables/index.html https://www.google.co.uk/trends/ https://www.import.io/ http://data.un.org/ https://datahub.io/ https://www.google.com/finance http://data.worldbank.org/ http://landregistry.data.gov.uk/app/hpi/ https://books.google.com/ngrams http://stats.oecd.org/Index.aspx https://www.worldenergy.org/data/resources/ https://datamarket.com/data/list/?q=provider:tsdl http://chroniclingamerica.loc.gov/ http://archive.org/ http://publicdomainreview.org/sources/ http://data.london.gov.uk/ http://product.okfn.org/ http://sustainability.okfn.org/ http://stakeholders.ofcom.org.uk/market-data- research/opendata/ https://hctrendsapp.deloitte.com/ Company financial reports @CarrieRoseP
- 65. Lets talk about relevancy… @CarrieRoseP
- 66. Lets talk about relevancy… @CarrieRosePR 0 101 2 3 4 5 6 7 8 9 Safe, on brand, easy to get sign off Viral/sharea ble/newswor thy PR May be good on-site but not for off-site Try not to go below an 8 Relevancy in content
- 67. According to Search Engine Journal you should … “only approach websites that are relevant to your target readers”. @CarrieRosePR
- 68. This doesn’t mean if you are a gambling client you need to just target gambling sites/blogs like Gambling times. Your audience aren’t there! @CarrieRosePR
- 69. This is where most link builders are going wrong! @CarrieRosePR
- 70. They’re more likely to be on Sport Bible or reading The Sun online.
- 71. Once you have your story, test out your headline @CarrieRosePR
- 72. Do the mum test @CarrieRoseP
- 73. @CarrieRoseP
- 74. @CarrieRoseP “Cool. What do you want for tea?” When you’ve FAILED the mum test “I don’t get it” “What does that mean”
- 75. Brands in difficult industries @CarrieRosePR Gambling Porn/sex Pay day loans Medical Medical negligence/accident claims
- 76. How Porn Hub gets links? @CarrieRosePR
- 79. Escorting site lands a link on Daily Star with this headline @CarrieRosePR
- 80. Just yesterday a Bingo brand gets a link from mirror and Yahoo with a content piece which analyses movie actors and actresses @CarrieRosePR
- 81. A pay day loan company receiving positive press and over 100+ links on sites including BBC etc. @CarrieRosePR
- 82. And it all goes back to this… @CarrieRosePR
- 83. THINKING like a PR, but ACTING like an SEO
- 84. Having something on site to link to which ticks at least ONE of these boxes: ❑ Adds Value ❑ Positions you as an expert ❑ Acts as a resource ❑ Is engaging
- 85. But one thing I want to end on, is this… @CarrieRosePR
- 86. THANK YOU Follow Me @CarrieRosePR Feel free to send any questions via LinkedIn https://www.linkedin.com/in/carrieroseballoch/