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iGB - PR & Link Building Surgery

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This surgery focuses on content marketing and link-building and aims to take you from good to awesome. Using cross-sport examples, along with examples from the 2018 World Cup, this session could be the most profitable hour of your life.

Published in: Marketing
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iGB - PR & Link Building Surgery

  1. 1. IGBLIVE2018 PR & Link Building Surgery L A U R A C R I M M O N S @lauracrimmons
  2. 2. Why should we care about links?
  3. 3. Not all links are equal… quality over quantity really is key
  4. 4. If we want high traffic links, media sites are the way to go.
  5. 5. Audience Brainstorm Test Campaign Process Topic Research Seeding
  6. 6. 01 Audience
  7. 7. Who Are they? Where Do they hang out? What Do they engage with?
  8. 8. Paid teams have the best data.
  9. 9. Facebook
  10. 10. Social Listening (Pulsar)
  11. 11. Buzzsumo
  12. 12. Anewstip
  13. 13. Combine data sources for the best insight.
  14. 14. 02 Topic
  15. 15. Don’t go into brainstorms blind – research your topic beforehand
  16. 16. What type of campaign is likely to cut through?
  17. 17. What type of campaign is likely to cut through?
  18. 18. What questions do people have?
  19. 19. What can we tie into?
  20. 20. 03 Brainstorm
  21. 21. Break the ice Include everyone Try different techniques http://bit.ly/silverthorn-brainstorms
  22. 22. 04 Research
  23. 23. Answer the following questions...
  24. 24. Has it been done before?
  25. 25. Why will it be successful?
  26. 26. Who’s going to write about it?
  27. 27. What are the potential risks?
  28. 28. 05 Test
  29. 29. Do the pub test.
  30. 30. Talk to warm contacts.
  31. 31. What your audience is interested in What journalists are interested in Perfect campaign
  32. 32. 06 Seeding
  33. 33. Build relationships – personalise emails, be friendly. Focus on quality over quantity. Ensure you have everything easy to access for journalists. Assets Quality Relationships Outreach tips.
  34. 34. “Send an email, maybe ONE follow up. Get to the point very quickly: What it is, why FC readers might be interested, and why you’re pitching me specifically” F a s t C o m p a n y s t a f f e d i t o r J e f f B e e r
  35. 35. It’s a World Cup year.
  36. 36. So, let’s take a look at what journalists are writing about the World Cup
  37. 37. Used Buzzsumo to find the most popular articles written about the World Cup 2018
  38. 38. What gets the most shares? 283,913 263,592 153,402 98,394 98,352
  39. 39. What gets the most links? 1,793 1,749 875 873 852
  40. 40. Ok, aside from The BBC, what gets the most links? 822 607 545 470 392
  41. 41. Build-up content seems to get more links
  42. 42. Categories of content that get the most links Category # articles Match results 70 Political 32 General News 26 Team updates 20 Entertainment 10 Winner predictions 10 Future World Cups 9 Viewing info 7 Japan Fans Clean Stadium 3 Guide 3 Mexico earthquake 3 VAR 2 Quiz 1 Ticket info 1 World Cup history 1 Animal prediction 1 Female reporter groped 1 Grand Total 200 Odds for each match and next matches Odds for players/ teams Odds for artists involved / chance of #1 Odds for artists involved / chance of #1 Odds for future host countries Create guides/ seed data Create quizzes Collate data and illustrate history
  43. 43. Do this analysis for each sport / topic
  44. 44. So it’s publishers getting the most links…
  45. 45. But, which non- publishers generated the most links?
  46. 46. Cornell University 140 LRDs
  47. 47. AutoTrader 31 LRDs
  48. 48. PlayStation 30 LRDs
  49. 49. ripple 29 LRDs
  50. 50. welivesecurity 27 LRDs
  51. 51. Paddy Power 27 LRDs
  52. 52. After each game issue release with link to page Have a live counter on the page showing total donated Live counter Republish Ways to get more links
  53. 53. The Animal Rescue Site 21 LRDs
  54. 54. Panini 18 LRDs
  55. 55. EA Sports 15 LRDs
  56. 56. William Hill 2 LRDs
  57. 57. Sit the page under the World Cup subfolder not in news / homepage Allow people to enter on website not just social media Have a timetable for upcoming celebs in the pub Upcoming guests Entry on website Structure Ways to get more links
  58. 58. But that’s not a whole lot of betting campaigns…
  59. 59. So if the World Cup isn’t a good way to get links, what is?
  60. 60. Party Casino 175 LRDs
  61. 61. betway 80 LRDs
  62. 62. Ladbrokes 60 LRDs
  63. 63. Odds newsjacking
  64. 64. Takeaways
  65. 65. Building relationships is key to generating good links What both your customers and journalists are interested in If you want to target a sporting event plan in advance – pre-event wins Plan Combine Relationships Key points
  66. 66. SILVERTHORNAGENCY Like what you have heard? Ready to create a campaign that will make people love & remember your brand… CALL US: E-MAIL: +4420 3965 1816 hello@silverthornagency.com @SilverthornCo

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