7 Secret weapons of successful      content and outreach               Lexi Mills     Head of Digital at Dynamo PR      Le...
Agenda 1.Finding content ideas 2.Scaling content ideas 3.Preparing for outreach 4.Outreach techniques 5.Giving the right p...
BBC what’s your number        | 3
The one |man band         4
Start with what’s topical and           popular  | 5
What’s popular?| 6
What’s popular?| 7
| 8
What’s popular?| 9      Big vs Small companies
Predict the future| 10
What’s popular?| 11
National events       | 12
Text like the queen results         | 13
Creating Content     | 14
Scaling ideas through niche          markets  | 15
Scalable ideas| 16    Find good data sources
Scalable ideas| 17      Text like an astronaut
Scalable ideas| 18
Scalable ideas| 19
Social hooks       | 20
Evergreen Topics •Distilled hunger IG                        Linking Root                        Domains: 71              ...
Hosting data •Distilled hunger IG                        Linking Root                        Domains: 10          | 22    ...
Creating anchors for PR/content work •   Tweetable Headline •   15 word describe about the post •   Explain limitations of...
Linkable onsite materials•   Interviews/quotes•   Profiles of key people•   Images•   Graphics•   Data sources            ...
Design of content               •    Size               •    Dimensions               •    Fonts               •    Colour...
Preparing for outreach| 26
Pareto principle• You can achieve 80% of  the results you seek in                                                  Optimal...
Top pages      | 28
Making targets part of the story        | 29
Press Releases •   No more than 3 links •   Links to different areas of the site •   The links must look natural •   Cut a...
Outreach| 31
When not to use the phone       | 32
| 33
Consider individual deadlines       | 34
We all make mistakesAlison Delory (@aldelory), a freelancer tweeted:  “Wanted to issue a #prfail to person who    sent me ...
Byline vs guest post                       Rel="Author"        | 36
Giving the right presents        | 37
Giving the right presentsSimplePR wins: Muppets cupcakes sent to Stephen Fry – to promote/celebrate (same thing) the launc...
Make it personal       | 39
Make it personal       | 40
What happens when you make it personal        | 41
Building relationships        | 42
Tools               Media databases               •How often is their data               updated?               •Search fu...
Top 3 things   Ask yourself what the story is?Make sure you have all onsite assets             Do your research      | 44
Thank you                    Questions?Lexi MillsHead of Digital at Dynamo PRLexi.mills@dynamopr.comTwitter: @leximillsdyn...
References•   http://www.bbc.co.uk/news/world-15391515•   www.trendsmap.com•   http://www.guardian.co.uk/media/2012/nov/27...
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Brighton SEO 2013 by Lexi Mills - 7 Secret weapons of successful - SEO PR

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7 Secret weapons of successful  content and outreach
Brighton SEO 2013 presentation
By: Lexi Mills
Head of Digital at Dynamo PR
Lexi.mills@dynamopr.com
Twitter: @leximills

Published in: Business, Technology

Brighton SEO 2013 by Lexi Mills - 7 Secret weapons of successful - SEO PR

  1. 1. 7 Secret weapons of successful  content and outreach Lexi Mills Head of Digital at Dynamo PR Lexi.mills@dynamopr.com Twitter: @leximills | 1
  2. 2. Agenda 1.Finding content ideas 2.Scaling content ideas 3.Preparing for outreach 4.Outreach techniques 5.Giving the right presents 6.Building relationships 7.Tools | 2
  3. 3. BBC what’s your number | 3
  4. 4. The one |man band 4
  5. 5. Start with what’s topical and popular | 5
  6. 6. What’s popular?| 6
  7. 7. What’s popular?| 7
  8. 8. | 8
  9. 9. What’s popular?| 9 Big vs Small companies
  10. 10. Predict the future| 10
  11. 11. What’s popular?| 11
  12. 12. National events | 12
  13. 13. Text like the queen results | 13
  14. 14. Creating Content | 14
  15. 15. Scaling ideas through niche markets | 15
  16. 16. Scalable ideas| 16 Find good data sources
  17. 17. Scalable ideas| 17 Text like an astronaut
  18. 18. Scalable ideas| 18
  19. 19. Scalable ideas| 19
  20. 20. Social hooks | 20
  21. 21. Evergreen Topics •Distilled hunger IG Linking Root Domains: 71 Total Links: 167 | 21
  22. 22. Hosting data •Distilled hunger IG Linking Root Domains: 10 | 22 Total Links: 24
  23. 23. Creating anchors for PR/content work • Tweetable Headline • 15 word describe about the post • Explain limitations of research • Sources of information • Top facts about the content • Linkable materials | 23
  24. 24. Linkable onsite materials• Interviews/quotes• Profiles of key people• Images• Graphics• Data sources | 24
  25. 25. Design of content • Size • Dimensions • Fonts • Colours • Resolution • Pinterest boards of target sites for designers | 25
  26. 26. Preparing for outreach| 26
  27. 27. Pareto principle• You can achieve 80% of the results you seek in Optimal point terms of influence by focusing your time and resources on 20% of 80% influencers that are, in fact, the most important.• A scattershot strategy will Results deliver only scattershot results. Key Influencers 20% Time on Influencers | 27
  28. 28. Top pages | 28
  29. 29. Making targets part of the story | 29
  30. 30. Press Releases • No more than 3 links • Links to different areas of the site • The links must look natural • Cut and paste • Use the footer of a release for anchor text | 30
  31. 31. Outreach| 31
  32. 32. When not to use the phone | 32
  33. 33. | 33
  34. 34. Consider individual deadlines | 34
  35. 35. We all make mistakesAlison Delory (@aldelory), a freelancer tweeted: “Wanted to issue a #prfail to person who sent me a “Dear Jennie” letter but she followed up w/apology. Not exactly #prwin, perhaps #prtie?—”Always apologise for a mistake! | 35
  36. 36. Byline vs guest post Rel="Author" | 36
  37. 37. Giving the right presents | 37
  38. 38. Giving the right presentsSimplePR wins: Muppets cupcakes sent to Stephen Fry – to promote/celebrate (same thing) the launchof The Muppets movie, character cupcakeswere sent to prominent tweeters. Who thentweeted about them, thus letting millions offollowers know about the film if they didn’talready. PR doesn’t need to be complicated. | 38
  39. 39. Make it personal | 39
  40. 40. Make it personal | 40
  41. 41. What happens when you make it personal | 41
  42. 42. Building relationships | 42
  43. 43. Tools Media databases •How often is their data updated? •Search functionality •Export to CSV? •UK, USA focused? •Top industry sectors? | 43
  44. 44. Top 3 things Ask yourself what the story is?Make sure you have all onsite assets Do your research | 44
  45. 45. Thank you Questions?Lexi MillsHead of Digital at Dynamo PRLexi.mills@dynamopr.comTwitter: @leximillsdynamopr.com@dynamopr | 45
  46. 46. References• http://www.bbc.co.uk/news/world-15391515• www.trendsmap.com• http://www.guardian.co.uk/media/2012/nov/27/bbc-christmas-television-schedules• www.names.co.uk• www.bbc.co.uk/onthisday• www.bbc.co.uk/news/technology-18282387• www.spacelog.org• www.gizoogle.net/• http://www.foodservicewarehouse.com/calorie-viz/• http://www.cleardebt.co.uk/blog/author/andrew-smith/• http://www.guardian.co.uk/technology/2010/may/28/ipad-apple-sale-britain• www.solentnews.biz/• http://www.opensiteexplorer.org/• http://ioanaprigoreanu.blogspot.co.uk/2012/12/muppets-cupcakes.html• www.the3doodler.com• www.wired.co.uk/news/archive/2012-04/03/dinosaur-ants• www.buzzstream.com/• www.linkdex.com/• www.responsesource.com• www.prnewswire.co.uk/• www.businesswire.com | 46
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