The Digital PR/Content Marketers Essential Toolkit - 3XE Digital

@lauracrimmons #3XEDigital
The Digital PR/Content Marketers
Essential Toolkit
Laura Crimmons @lauracrimmons
#3XEDigital

We do all different types of campaigns

Activity
Surveys
Newsjacking /
Thought
Leadership
Infographics/
Interactive
graphics
Data
RS /
#journorequest
Events
FOI
Quizzes
Blogger
campaigns
Like these…

And get links from all different levels of media

Like these…

We use various tools to do this…

For the purpose of this presentation I decided to focus on
one Irish brand…

(NB: I don’t do any work with Paddy Power)

We’re going to imagine Paddy Power want to do a
campaign that focusses on horse racing and will get links
and shares

Finding and
understanding
your audience

Social listening

I can see demographics of who my customers (or competitors’) are
I can use this information later to target them through social etc

I can get a better understanding of how they spend their time and the tone of
content that would appeal to them

I can start to build up a media hit-list for where to get in front of them

I can build up a picture of horse racing fans’ other interests

I can see whether the demographics of horse racing fans on Facebook
matches my other demographic data

I can see where people are talking about my brand/competitor/keyword have
and use that for my seeding list

I can see what other interests people talking about my
brand/competitor/keyword have and use that to feed content ideas

I now know…
My audience:
✓ Is mainly male
✓ Is aged around 25-39
✓ Uses the internet to find information and spends a lot of time online
✓ Enjoys ‘toilet humour’
✓ Reads media such as The Sun and FourFourTwo
✓ Talks about me on Twitter a lot
✓ Is interested in topics like FIFA, horse racing and Geordie Shore

Idea generation –
overcoming
creative block

I can see what people are talking about relevant to my topic

https://www.branded3.com/annual-event-pr-calendar/
I can look at relevant upcoming events to use as hooks e.g. Eurovision as
people will bet on the outcome

I can look at whether any relevant anniversaries are coming up that I could
create content to commemorate

I can look at the most popular content for my topic in different date ranges

I can also see what types of content get the most shares

I can see what are the hot themes for my topic

I can also see what questions people are asking surrounding my topic

Brainstorms

I can now get everyone in the room involved (including introverts) and end up
with loads more ideas

tecmark’s tool allows you to do this online

The pub test

I now know…
✓ My audience talks about ‘tips’ and ‘naps’ a lot
✓ April marks the 40th anniversary of Red Rum’s hattrick
✓ My audience likes to share video and ‘how’ content
✓ My audience asks questions about tips
✓ I have 108 ideas to sift through and shortlist the best

Campaign creation

Types of
data
Social media
Brandwatch
Crimson
HexagonSalesforce
Public
ONS
Google
FOI
Business
Purchase data
Customer
data
Purchased
Survey
Third party
Created
Quiz
Poll

ONS (Office for National Statistics)
Search or browse (get lost hours like me)
Check out release calendar to plan ahead
Can request data too
https://www.ons.gov.uk/

Data.gov.uk
Similar to ONS
Browse or request data on a range of
topics
https://data.gov.uk/

Google - Public Data / Trends
Google Public Data
- Browse various publically available
data set
Google Trends
- Analyse trends for topics/keywords
over time
- See related queries
- See geographic spread
https://www.google.com/publicdata/directory https://www.google.co.uk/trends/

Whatdotheyknow/Asktheeu
UK & EU versions
Browse existing FOI requests that have
been answered
Easily file a new FOI request
https://www.whatdotheyknow.com/ https://www.asktheeu.org/

Statista
Access data and reports on a wide range
of topics and industries
https://www.statista.com/

Business Data
Look at your sales data to map trends
Look at customer data for who’s
enquiring or viewing products
Look at usage data – when your product
/service is used

Survey companies
Survey specific targeted audience to
acquire any data you need

I now know…
✓ I can use my historic betting data to see who backed Red Rum for his
hattrick and release this for the anniversary as a newshook
✓ Since my audience likes tips and tipsters and also video, I could gather and
tipsters giving their tip and their reactions to how their tips play out
✓ I can also add in their future tips to help the audience
✓ I could survey the public to find their best sources for tips and include
these

Building
seeding/contact
lists

I can find relevant influencers on key topics and in key locations

I can find journalists that cover key topics and in key locations

I can find the right journalists at the publications I know my audience reads

I now know…
✓ Which influencers I could contact to be the ‘tipsters’ in my video
✓ Which journalists cover horse racing and I could contact
✓ The contact details for the best journalists at my target media (The Sun,
FourFourTwo, Joe.ie etc)

Content
promotion

Ad spend can help you reach a
larger audience… but it can’t
make your campaign worth
talking about

So make sure you’ve done the pub test

Traffic sources
Facebook
Twitter
Instagram
StumbleUpon
RedditTumblr
Native Ads
LinkedIn
Forums
These are all my other opportunities to drive traffic aside from PR

I now know…
✓ Using my earlier research into who my audience is, which platforms to
invest media spend on to gain more traffic and engagement and how to
target them
✓ Twitter & Facebook
✓ Male
✓ Ages 25-36
✓ Interested in horse racing
✓ Likes/follows UNILAD, SportsJOE.ie, Irish Banter
✓ Whether I have good or bad feedback to the campaign from journalists

Reporting value
and results

I can track all the mentions of my campaign online

I can be alerted of all the mentions of my campaign online

Again, I can see and be alerted of all the mentions of my campaign online

I can see how much traffic my campaign page has received, how long people
spend on it, where they go next, any conversions etc etc

I now know…
✓ How much coverage I got for my campaign
✓ How many links I got for my campaign
✓ How many people visited my campaign page
✓ The types of engagement my campaign received
✓ Whether anyone placed a bet as a result of my campaign

Finding easy link
opportunities

I can see journalists that need info for stories they’re writing

Another way I can see journalists that need info for stories they’re writing

When you get back to the office…
1. Audit the current tools you have access to
2. Drop any that cost more in time than they deliver in value
3. Don’t forget that tools are only as good as the person using them –
you’re your own best asset

Thank You
Laura.Crimmons@branded3.com
@lauracrimmons

The Digital PR/Content Marketers Essential Toolkit - 3XE Digital

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