BrightonSEO September deck - Finding data for your campaign

Research and where to find
data for your outreach
campaign
Hana Bednarova | Shout Bravo
https://www.slideshare.net/HanaBednarova1
@Miss_HanaB

Data driven campaigns are great!

They allow us to use so many
angles, and contact so many
publications
@Miss_HanaB @ShoutBravoUK @BrightonSEO #brightonseo

The media list is like heaven,
right? So many niches

But buying the data we need
(external research) can be
expensive

The good
thing is, we
can find the
data!

Now, it is
free data –
but not for
free

But the less we spend on data,
the more we can invest in
production and outreach

So – where to find statistics?

Let’s have a look where you
can find data – depending on
which industry/what topic your
campaign focuses

So, let’s get started!

Industries

Industry
Accommodationand Food Service
Administrativeand SupportService
Agriculture,Forestry and Fishing
Arts, Entertainment andRecreation
Construction

Education
Electricity,Gas,Steam andAir ConditioningSupply
Financialand Insurance
HumanHealthand SocialWork
Information and Communication
Manufacturing
Industry

Mining and Quarrying
Professional,ScientificandTechnical
RealEstate
Transportationand Storage
Water Supply;Sewerage,Waste Managementand
Remediation
Industry

Wholesale and Retail Trade
Advisory & Financial Services
Consumer Goods& Services
Online Retail
Specialist Engineering, Infrastructure & Contractors
Technology
Industry

Accommodation and Food
services Data
https://www.ukhospitality.org.uk/page/Reports
https://commonslibrary.parliament.uk/research-briefings/cbp-
9111/
https://www.statista.com/
https://www.ons.gov.uk/

Administrative and Support
Service Activities
https://www.statista.com/statistics/
https://www.govgrant.co.uk/

Agriculture, Forestry and
Fishing
https://www.hse.gov.uk/agriculture/
http://www.daera-ni.gov.uk/

Arts, Entertainment and
Recreation
https://www.artscouncil.org.uk/
https://www.local.gov.uk/
https://www.gov.uk/

Construction
https://cic.org.uk/
https://www.hse.gov.uk

Education
https://www.gov.uk/contact-dfe
https://explore-education-statistics.service.gov.uk/find-
statistics

Electricity, Gas, Steam and Air
Conditioning Supply
https://www.hse.gov.uk

Financial and Insurance
Activities
https://www.gov.uk/
https://www.fca.org.uk/

Human Health and Social Work
Activities
https://www.hse.gov.uk/
https://www.statista.com/statistics/

Information and Communication
https://www.ofcom.org.uk/home
https://www.gov.uk/

Manufacturing
https://www.makeuk.org/

Mining and Quarrying
https://www.gov.uk/

Professional, Scientific and
Technical Activities
https://www.parliament.uk/

Real Estate Activities
https://www.gov.uk/

Transportation and Storage
https://www.hse.gov.uk/
https://www.gov.uk/

Water Supply; Sewerage, Waste
Management and Remediation
https://www.ofwat.gov.uk/

Wholesale and Retail Trade
https://www.acs.org.uk/
https://www.imrg.org/

It’s about finding the right
source and taking it further

Don’t forget you can request
data from:

English local authorities
https://www.countycouncilsnetwork.org.uk/about/cc
n-councils/
Welsh local authorities
https://www.wlga.wales/welsh-local-authority-links
Scottish local authorities
https://www.mygov.scot/organisations#scottish-
local-authority
Northern Ireland local authorities
https://www.nidirect.gov.uk/contacts/local-councils-
in-northern-ireland

Police
https://www.police.uk/pu/contact-
the-police/

NHS Foundations
https://www.nhs.uk/servicedirect
ories/pages/nhstrustlisting.aspx

By sending FOIs

The press has been sending
FOIs for ever

Sometimes I wish I came up
with ideas the press features
with their FOIs

Submitting FOIs

What Do They Know
https://www.whatdotheyknow.com/

Or you can email them directly
using their publicly available
FOI email

You can see all other FOIs

That means other people
(marketing professionals or
journalists can find it) …

What ever way you choose –
just be aware that your FOI
response will be always
published online

So, use it ASAP

It does not happen that often,
but it’s something we should
be aware of

Ensure you have a strong
timeline and plan in place so
once you get your FOIs
responded to, it does not take
too long until you launch your
campaign

Check out other FOIs there -
Use it for ideation

You can also track published
and new reports

Don’t forget internal data

Always ask your client if they
have any data, you never know
what amazing statistics they
can have

And also, you can do good old
desk research

Because it’s not just about
public data published by
government bodies

You can use relevant sources
to figure out a new story and
angle or making public data
even stronger

We then carried on with desk
research

Whatever
methodology
you choose
to use

You need to
make sure
our data is
correct

Is it the latest
available
data?

It could be data from 2019 –
that’s not wrong, we just need
to state this (and ensure) it’s
the latest available data

Do your data breakdown!

This will help you write your
headlines and angles

That’s when
your story
starts
showing up

Is it still the direction of the
original idea?

No – that’s okay? Maybe it’s
even better!

And from there …

The production and outreach

Data in production …

Choose how you visualise the
data

There is no right or wrong

But the rule is ..

Make sure that whatever
visualisation you choose to
use

It’s easy to …

Don’t
overcomplicate
your campaign

Always keep a list all your data
sources

Because journalists ask
questions, correct questions

With our strong research – we
can quickly answer

And the data
breakdown
you did?

Targeting niche publications

The more angles

The more link opportunities

Thank you
@shoutbravoUK
@Miss_HanaB

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