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Content Marketing: win less and get more by Kirsty Hulse at The Inbounder London

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Kirsty Hulse's presentation at The Inbounder London, May 2 2017.

Published in: Marketing
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Content Marketing: win less and get more by Kirsty Hulse at The Inbounder London

  1. 1. KIRSTY HULSE CONTENT MARKETING: HOW TO WIN LESS AND GET MORE @kirsty_hulse
  2. 2. CONTENT MARKETING WORK LESS AND WIN MORE
  3. 3. @kirsty_hulse
  4. 4. @kirsty_hulse Lesson 1: Find the absolute easiest route to the results you want
  5. 5. @kirsty_hulse If the results that I want are high authority, campaign centric, quality earned links, then how can I get them with the least effort possible?
  6. 6. @kirsty_hulse
  7. 7. I believe we need to start investing less in content marketing @kirsty_hulse
  8. 8. 46% said links
  9. 9. 56% said links
  10. 10. Kirsty’s Arbitrary Graph Effort Loads Little Reward
  11. 11. HERO HUB HYGIENE @kirsty_hulse
  12. 12. HERO We think links are earned here and it’s causing us problems @kirsty_hulse
  13. 13. TWO SOLUTIONS
  14. 14. Diversify our Objectives Did it drive traffic? Did it drive conversions? Did it improve engagement metrics? Did it capture demand? Did it increase demand? Did it impact other channels?
  15. 15. (Here’s a picture of Da Vinci so I look smart)
  16. 16. Total campaign time and cost = 2 days Average position for keyword group 9 to 5 Over 6000 social shares @kirsty_hulse
  17. 17. We got some architects to draw up some designs for a structurally sound, historically accurate pillow fort @kirsty_hulse
  18. 18. In case you’re interested...
  19. 19. Total campaign time and cost = 2 days Lovely links @kirsty_hulse
  20. 20. Ideas first, execution second You’re safer silly Avoid idea dilution Partner with experts Partner with other companies Avoid the “citation zone”
  21. 21. IDEAS ARE EVERYTHING @kirsty_hulse
  22. 22. GOOD IDEA TRAPS
  23. 23. “We have X budget”
  24. 24. “Let’s do something for X day”
  25. 25. “Let’s create a data visualisation” We are fixated on execution because it’s a niche we’ve carved out
  26. 26. THINGS THAT HELP ME
  27. 27. Take yourself to a new environment
  28. 28. Keep a notepad by your bed
  29. 29. REDDIT REDDIT REDDIT REDDIT REDDIT REDDIT REDDIT REDDITREDDIT REDDIT REDDIT REDDITREDDIT REDDIT REDDIT REDDITREDDIT REDDIT REDDIT REDDIT REDDIT REDDIT REDDIT REDDITREDDIT REDDIT REDDIT REDDITREDDIT REDDIT REDDIT REDDITREDDIT REDDIT REDDIT
  30. 30. reddit.com/r/Plumbing/
  31. 31. Already have ideas when you brainstorm
  32. 32. AVOID IDEA DILUTION @kirsty_hulse
  33. 33. PITCH SOMETHING INSANE @kirsty_hulse
  34. 34. PITCH IDEAS USING QUESTIONS
  35. 35. YOU’RE SAFER SILLY @kirsty_hulse
  36. 36. Generating survey data is a great way to quickly create stories
  37. 37. POLLFISH ARE AWESOME REALLY AWESOME LIKE, I DON’T EVEN REALLY WANT TO BE TELLING YOU THIS AWESOME
  38. 38. 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.
  39. 39. Shit.
  40. 40. Generating survey data is a great way to quickly create stories (That are more likely to get coverage if they’re light- hearted)
  41. 41. PARTNER WITH EXPERTS
  42. 42. 4 2 1 14 10 16 EXPERT ENDORSEMENT INCREASES REPLIES NUMBER OF RESPONSES
  43. 43. AMAZON NEW RELEASES IS A GOLDMINE @kirsty_hulse
  44. 44. PAY JOURNALISTS! (FOR CONTENT FEEDBACK, STRATEGY ADVICE AND PRESS RELEASE AMENDS)
  45. 45. PARTNER WITH OTHER COMPANIES @kirsty_hulse
  46. 46. Link to client Link to architects we partnered with
  47. 47. AVOIDING THE CITATION ZONE @kirsty_hulse
  48. 48. Highlight key stats in the release but link to the detail onsite
  49. 49. Don’t just give journalists a story, give them data to support their story http://www.forbesmedia.com/wp-content/uploads/2015/06/2017- EditCalendar.pdf
  50. 50. You’re gonna need friends
  51. 51. • REDDIT • Re-pitch ideas with questions • Generate data for a quick release • Identify expert authors • Hire journalists on a consultancy basis • Look for cross client or cross brand campaign opportunity • Download media calendars Things to do tomorrow…
  52. 52. Thank you!

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