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SearchLeeds 2018 - Lexi Mills - Shift6 - Advanced integrated influence strategy and tactics


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The advancement of AI and machine learning in social and Google algorithms have created an enormous impact on consumer perceptions and behaviour. Lexi Mills' SearchLeeds talk delved into how publishers are responding to this and in turn how we, as content marketers, should be adapting our tactics and strategies to continue to influence rankings and build links and brands in this environment.

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SearchLeeds 2018 - Lexi Mills - Shift6 - Advanced integrated influence strategy and tactics

  1. 1. Advanced integrated influence strategies and tactics Lexi Mills @leximills
  2. 2. •AI and machine learning •How to talk clients into signing off •Getting ready for the future AGENDA •Tactics and strategies
  3. 3. AI and machine learning AGENDA
  4. 4. Mimic / Hack
  5. 5. “Do you think editorial has become more tied to revenue and traffic in the last 10 years?”
  6. 6. If you are doing product PR amazon reviews are more important than ever before
  7. 7. “Traffic pays the bills, so that means you might cover something clickbaity that you'd prefer to ignore”
  8. 8. Yep. It's an uncomfortable situation, but we all want to have a job.
  9. 9. I'm writing for a food tech company and I would say traffic is the main driver. yes. Clickbait articles are often required.
  10. 10. 50% of content in some publication is directed by AI
  11. 11. 150 Academic papers!?!?!?!
  12. 12. #theinbounder
  13. 13. Over 100 articles secured A full list of coverage can be found here:
  14. 14. There is a strong correlation between investment and search
  15. 15. Seasonal trends
  16. 16.
  17. 17. Trend jumping is risky when executed in isolation
  18. 18. There is always a tipping piece of coverage
  19. 19. Over 69 pieces of coverage in the USA alone
  20. 20. Publications that give citations/no-follow links have huge value and should not be blacklisted
  21. 21. Case Study: Associated Press (One of the earliest adopters of AI for media reporting)
  22. 22. “Through automation, we’re providing customers with 12 times the corporate earnings stories as before, including for a lot of very small companies that never received much attention,” said Lisa Gibbs, our global business editor.
  23. 23. We need to pitch both humans and machines
  24. 24. #theinbounder
  25. 25. There is a new value to mail merge in light of AI generated coverage
  26. 26. AI generated coverage is currently focused on business and finance media
  27. 27. How will this evolve?
  28. 28. Trade publications will be more valuable than ever before
  29. 29. • AI and machine learning •How to talk clients into signing off AGENDA
  30. 30. Journalists Consulting Board managing journalistfeedback onpress materials, content ideas,pitches, press invitations, media centres etc. We anonymise the clients when sending content to them to review. experts
  31. 31. #theinbounder Don’t go for gold go for silver
  32. 32. An old idea done better is often safer than a completely new idea!
  33. 33. #theinbounder Don’t go for gold go for silver
  34. 34. #theinbounder
  35. 35. Don’t ask for yes Ask for consideration
  36. 36. Give it time to boil…..
  37. 37. Seek feedback before building out an idea from more than two journalist!
  38. 38. Media experts Clients don’t have to believe you
  39. 39. look at similar stories on google news and reference the tags
  40. 40. Don’t try to win on round one
  41. 41. Total Coverage: 19 media outlets covered the piece 17 Links built with an average DA of 47
  42. 42. Its not all about the biggest and the best Trade converts REALLY well
  43. 43. • AI and machine learning •How to talk clients into signing off •Getting ready for the future AGENDA
  44. 44. Images are critical
  45. 45. 91% of consumers now prefer interactive and visual content over traditional, text-based or static media.
  46. 46. #theinbounder
  47. 47. Building visually accurate brands will be more important especially as voice search increases
  48. 48. Visual searches can make or break stereotypes.
  49. 49. Targeting the ecosystem in which new products live
  50. 50. At Kernel, our primary aim is to develop technologies to understand and treat neurological diseases in new and exciting ways. We will then interpret the brain’s complex workings in order to create applications towards cognitive enhancement.
  51. 51. The global hearing aids market was valued at USD 4.5 billion in 2015 and is projected to grow with a CAGR of 4.3% over the forecast period.
  52. 52. There are about 3 million people worldwide with pacemakers, and each year 600 000 pacemakers are implanted.
  53. 53. We run the risk of not adopting life saving and changing technologies
  54. 54. Online marketing skills will play a crucial roll in the advancement of technology, human and wellness.
  55. 55. In the US, 1 in 2 women and 1 in 3 men will develop cancer in their lifetime. Now, a similar rate has been reported in the UK, with a new study published in the British Journal of Cancer claiming 1 in 2 men and women will be diagnosed with the disease at some point in their lives.
  56. 56. The future of Google health results should aim to be intelligent not just efficient
  57. 57. Search should facilitate health not panic
  58. 58. So it might be far healthier if the first result looked more like this….
  59. 59. A doctor says: Yes, a Fitbit really can track your emotional ups and downs. "We've known for decades that stressful experiences can cause a jump in heart rate
  60. 60. We can determine the best result to surface
  61. 61. The future of search will be emotionally intelligent
  62. 62. Which means we need to start thinking about creating emotionally responsive content
  63. 63. •AI and machine learning •How to talk clients into signing off •Getting ready for the future Summary •Tactics and strategies
  64. 64. Be Kind
  65. 65. As search professionals you have the ability to break or perpetuate stereotypes
  66. 66. In the future SEO skills will play a crucial role in helping others before they know they need it
  67. 67. THANK YOU! Lexi Mills @leximills