The Content Comeback - BrightonSEO
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Follow these 5 steps and get on the road to content redemption...
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The Content Comeback - BrightonSEO
- 2. The Content Comeback: 5 Steps for Bouncing Back When Your Campaign Fails
- 5. You have ever done any form of link building or digital PR
- 6. You’ve launched a campaign that didn’t meet objectives
- 7. You had to explain how badly the campaign was performing
- 8. Sit back down if...
- 9. You wanted to forget it even existed...
- 10. I have a confession to make
- 11. I’ve failed too
- 14. 1st launch = 0 links
- 15. Why?
- 16. Launch timings We launched our campaign here…
- 17. What was the spike for?
- 19. It turns out people were more worried about Trump than oil
- 20. We re-launched in September
- 21. 18 links
- 22. We’ve learned a lot since 2016…
- 23. 70 links
- 24. 97 links
- 25. 53 links
- 26. We don’t always wake up to coverage and links
- 27. You need to be prepared for ‘plan B’
- 28. My commitment to you...
- 29. You will know 5 steps to help you bounce back from a campaign fail
- 31. This is the hardest part
- 32. Where did it all go wrong?
- 33. Launch timings
- 38. Content re-evaluation checklist Here’s the document
- 39. This will help you understand where went wrong
- 40. Now we can rebuild things...
- 41. TIP: Use the framework consistently and follow the checklist to objectively see where things went wrong
- 42. Step two: Find your story
- 43. Stories always win over statements
- 44. 97 links
- 45. A statement: RS Components reveal Bezos’ net worth to countries GDP
- 46. A story: Jeff Bezos’ wealth is now equal to 2.3 million Americans’
- 47. What is the difference?
- 48. One is far more relatable for the audience
- 51. So, how do you find stories?
- 52. Let’s start with the data
- 53. Tab 1 - country GDP data
- 54. Tab 2 - Population data
- 56. Story 1 - how many Jeff’s?
- 57. Story 2 - how many people?
- 58. Translation: Bezos’ net worth is the equivalent of X Americans/Brits/Canadians
- 59. Stories work because you make data relatable to the journalist’s audience
- 60. That story must translate into everything you say or do around the campaign
- 61. TIP: Write your story into a punchy headline to help it resonate with journalists
- 62. Step three: Ask an expert
- 63. You are the expert at content marketing, digital PR & link building
- 64. Journalists are experts at writing stories for their readers and knowing ‘what works’
- 65. You have the power to tweak your campaign to make it more appealing before relaunch
- 68. We listened, we took it on board and we tweaked the story
- 70. One in X proposals converted into this...
- 72. That’s the budget friendly option
- 73. If you have £ to play with...
- 74. What about building a network of freelance journalists to review campaigns?
- 75. TIP: Establish a network of contacts you can rely upon for feedback & spotting holes in things
- 76. Step four: Create a digital press pack
- 77. Isn’t a press pack used in traditional PR?
- 78. Isn’t a press pack used in traditional PR?
- 79. How did that help me get coverage in 2014?
- 80. Press release
- 81. Expert comment
- 82. Static images
- 83. Additional data & research
- 84. The problem?
- 86. It’s time to go digital for your relaunch
- 90. TIP: Journalists have tight deadlines so make their lives easier by giving them everything they need to cover your story
- 91. Step five: Prepare for re-launch
- 92. Everything has been building to this...
- 93. There’s still work to be done
- 94. Your prospecting list needs to be in great shape
- 95. Don’t just rely on tools, do your own research to find the best contacts
- 98. Seasonal events & holidays
- 99. Awareness days & months
- 100. There are more than 20 in April
- 102. Can you secure an ‘exclusive’?
- 103. Hold your ‘exclusive’ for 24 hours
- 104. This takes the pressure off and buys you time to do more outreach
- 105. How can you plan this properly?
- 107. Get to a position before the relaunch where you have covered all bases
- 108. TIP: Create an editorial content calendar to support relaunches & find the best time to pitch
- 109. In summary...
- 110. We’re all going to have a campaign flop at some point
- 111. There are clear steps you can take to get a campaign back on track
- 112. Start with this framework Here’s the document
- 114. People will see you’re giving it your all
- 115. This gives you a much greater chance at turning things around
- 116. The road to content redemption stars here...
- 117. Thank you!