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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

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

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