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Landing Links on Top Tier Press - what you should be doing in a competitive space

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As well all know, it's getting harder and harder to cut through the noise and earn links from quality and relevant sites. With award winning digital PR/Content Marketing campaigns under her belt, Carrie will be sharing her tips on coming up with great campaign ideas and the types of content you need to be creating to ensure you are linked to.

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Landing Links on Top Tier Press - what you should be doing in a competitive space

  1. 1. ConfidentialConfidential Landing links on top-tier press What you should be doing in a competitive space @CarrieRosePR Confidential Senior Campaign Strategist
  2. 2. Confidential
  3. 3. Confidential
  4. 4. ConfidentialConfidential You don’t actually need a huge brand name to get placements
  5. 5. ConfidentialConfidential And I proved this…
  6. 6. ConfidentialConfidentialConfidential I did a bit of an experiment…
  7. 7. ConfidentialConfidentialConfidential @CarrieRosePR
  8. 8. ConfidentialConfidentialConfidential@CarrieRosePR
  9. 9. ConfidentialConfidential So, if I can do it. So can you!
  10. 10. ConfidentialConfidential What's the trick? I just created cool content
  11. 11. ConfidentialConfidential So where do we start?
  12. 12. ConfidentialConfidential Firstly, accept its getting harder Confidential
  13. 13. ConfidentialConfidential And, secondly there’s SO much competition!
  14. 14. Confidential Journalists vs Digital PR 83,000 Digital PRs/PR vs 64,000 journalists in the UK in 2016. In 2018, even more cuts Journalists on average are writing 5-8 stories a day And they have just a couple of hours to get something up @DanSaunders86
  15. 15. ConfidentialConfidential So lets put a strategy together to beat it!
  16. 16. ConfidentialConfidential So where do we start?
  17. 17. ConfidentialConfidential We should think about link building as a two-step process: Confidential 1. What can we do to earn coverage? 2. What can we do to turn that coverage into links? @CarrieRosePR
  18. 18. ConfidentialConfidential Start with the story and not the content type Confidential @CarrieRosePR
  19. 19. ConfidentialConfidential But how do I even come up a story?
  20. 20. ConfidentialConfidential
  21. 21. ConfidentialConfidential My secrets to coming up with BLOODY GOOD ideas
  22. 22. Confidential Ideation 1. INSPO - Constantly follow what others are doing 2. Topic Research 3. Audience Research 4. Word association @CarrieRosePR F o l l o w c o m p e t i to r b ra n d s F o l l o w c o m p e t i to r a g e n c i e s ( a n d t h e i r s t a ff )
  23. 23. ConfidentialConfidential Click Mechanic – 115 links
  24. 24. Confidential If IKEA re-designed Santa's Sleigh
  25. 25. Confidential
  26. 26. Confidential Expedia – 234 links
  27. 27. Confidential Superdrug– 832 links
  28. 28. ConfidentialConfidential
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  30. 30. Confidential Ideation 1. INSPO - Constantly follow what others are doing 2. Topic Research 3. Audience Research 4. Word association The biggest mistake people make is going into brainstorms blind… Do the research first! @CarrieRosePR
  31. 31. Confidential Researching TOPICS. Step 1 – GOOGLE IT! FREE
  32. 32. Confidential Researching TOPICS. Step 1 – GOOGLE IT! FREE
  33. 33. Confidential Researching TOPICS. Use tools £137pm
  34. 34. Confidential Researching TOPICS https://answerthepublic.com/ FREE
  35. 35. Confidential Researching TOPICS 63 links 31 links 94 Links
  36. 36. Confidential Researching TOPICS FREE data sources FREE 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 Statista - £500pm @CarrieRosePR
  37. 37. Confidential Ideation 1. Keyword Research 2. Constantly analyse what your competitors or similar brands are doing 3. Topic Research 4. Audience Research 5. Word association Who are they? (De mogra phics) Where do they “hang out ” online? What are they interested in? @CarrieRosePR
  38. 38. Confidential Finding your AUDIENCE https://radarly.linkfluence.com/login
  39. 39. Confidential Confidential Paid teams usually have the best audience data as they have to make sure they’re paying to reach the right people
  40. 40. Confidential
  41. 41. Confidential Finding your AUDIENCE
  42. 42. Confidential Finding your AUDIENCE
  43. 43. Confidential Ideation 1. Keyword Research 2. Topic Research 3. Constantly analyse what your competitors or similar brands are doing 4. Audience Research 5. Word association S p a S e e k e r s R e g i o n a l l i n k s U K c i t i e s B u s y R e l a x i n g Q u i e t C o u n t r y s i d e V i e w s M o u n t a i n s B e a c h e s S e a S a n d W h i t e s t S a n d @CarrieRosePR
  44. 44. ConfidentialConfidential Once you have your story, test out your headline Confidential
  45. 45. Confidential Ideation Do the mum test – would your mum go oooohh that’s interesting? @CarrieRosePR
  46. 46. ConfidentialConfidential So where do we start? THE DREAM SUMMER JOB DOES EXIST Company on the look-out for a professional ‘HOT-TUBOLOGIST’ paid to do nothing but chill SpaSeekers are looking for someone to become a professional spa tester, paid £500 to spend their summer testing hot-tubs, reviewing infinity pools and trying out treatments. Think you would be the perfect applicant? Here's how you apply…
  47. 47. ConfidentialConfidential Creating linkable content Turning coverage into links! Confidential
  48. 48. ConfidentialConfidential Create something on site which ticks at least ONE of these boxes: Confidential  Adds Value  Acts as a resource  Is engaging
  49. 49. Confidential Adding Value 62 links
  50. 50. Confidential Adding Value 40 links
  51. 51. Confidential Acts as a resource 2,300 links
  52. 52. Confidential I s e n ga gi n g
  53. 53. Confidential The Results L I N K S / C O V E R A G E
  54. 54. Confidential Following the launch of the exclusive on the Daily Mail, Staveley Head achieved 96 pieces of press/media coverage in just 9 days. Nearly every national publication online covered the story and linked back to the interactive asset on the Staveley Head site. BBC picked it up and received 2.2 million views in 24 hours. And we got a response from the London Mayor! 18,000interactions The Results L I N K S / C O V E R A G E 171 Links/coverage 22,000 interactions 28% increase traffic index in the Taxi market
  55. 55. Confidential “Cleaning of the London Underground will be stepped up each night over the summer period across 50 stations and five tunnels.” S A D I Q K H A N , M A Y O R O F L O N D O N
  56. 56. Confidential Campaign launch Mayor’s announcement Traffic.
  57. 57. Confidential Campaign launch Search visibility.
  58. 58. Confidential
  59. 59. Confidential “London Under the Microscope’ is a brilliant example of how a well structured and planned campaign is able to deliver fantastic results in terms of brand awareness, customer engagement and ROI - even in a relatively niche sector...” Client feedback.
  60. 60. ConfidentialConfidential If they can cover the story without linking, start again
  61. 61. ConfidentialConfidential THANK YOU Follow Me @CarrieRosePR Feel free to send any questions via LinkedIn https://www.linkedin.com/in/carrieroseballoch/

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