1.
THE CONTENT
FLOP
WHAT TO DO WHEN YOUR
CONTENT FAILS

2.
Two

3.
Panic
Get drunk
Decide you want to give it all up and run a food truck

4.
How can we prevent the
campaign flop?
A link formula
Why content fails
A creative process
Access to information
When content has flopped
Managing failure
Performance framework

5.
@kirsty_hulse
Preventing the
campaign flop

6.
Have as many campaigns
working in tandem as
possible

7.
Multiple small campaigns

8.
Small campaigns to
supplement large campaigns

9.
@kirsty_hulse
What makes
certain content
successful?

10.
@kirsty_hulse
Idea Data Asset+ +

11.
AMAZING IDEA + GREAT ASSET = Links
AMAZING IDEA + DATA = Links
STRONG DATA + AMAZING IDEA = Links
507 backlinks
132 ref domains
3.6k shares

12.
370 backlinks
125 ref domains
3.2k shares

13.
@kirsty_hulse
Ideas: Hard but cheap

14.
@kirsty_hulse
Data: Easy and cheap

15.
@kirsty_hulse
Assets: Expensive and hard

16.
@kirsty_hulse
Can we get
results without
an asset?

17.
147 backlinks
93 ref domains
150k + shares

18.
15,066 backlinks
1040 ref domains
700 shares

19.
Children think parents spend too
much time on their phones on
holiday
Some parents don’t use suncream

20.
Total campaign time
and cost = 2 days

21.
IDEAS

22.
Think laterally about your band

23.
A furniture store talking
about furniture? This
content is going to
have to be really good
for me to see it as
anything other than
commercial

24.
A lot of ideas struggle to get
links (or payment is requested)
because they look like
advertising

25.
WTF?!?!
Go home
Kirsty, you’re
drunk.

26.
A millennial targeted data security guide doesn’t exist.
Use the data to create the news, and the guide as the
asset for outreach.

27.
DATA

28.
Hi Kirsty
Thanks for that info, it’s interesting but I'm
not sure if it's one we'd cover. We don't do
standalone stories on surveys/research
from companies any more, so we wouldn't
be able to do an article just on XXXs survey.
There would need to be a new news 'hook'
that wasn't survey findings.

29.
Internal or publically available
data is much better

30.
Repurpose data
from dense
whitepapers

31.
DataSearch is a
research data
search engine.
Potential for
academic links
and university
partnerships

32.
www.exversion.co
m

33.
@kirsty_hulse
Communicate to clients

34.
If they made a
film about
volume of links
as a metric

35.
Starring Wil
Reynolds!

36.
@kirsty_hulse
Links/coverage is the
output of the strategy,
they are not the goal

37.
O
G
S
M
Top level business objectives.
Normally something woolly
Specific goals within the objective
Strategies to achieve these goals
KPIs and measurement