1. How to Create Hero
Content Campaigns That
Drive Long Term Search
Visibility and Land Dreamy
AF Links
Jess Peace (She/Her)
Content Lead at NeoMam Studios
@PEACEYYY

2. What is Digital PR?
@PEACEYYY

3. Digital PR involves creating content and
outreaching to journalists and publications in order
to get coverage and build links to your website
@PEACEYYY

4. It raises brand awareness, stimulates interest and
the link-building aspect of it helps search engines
discover new web pages and determine how well
a page should rank in the SERPs
@PEACEYYY

5. @PEACEYYY

6. There are a few different types of Digital PR and
they ALL have their uses. Product PR, Reactive PR
and Newsjacking are all great ways to secure links,
fast and at scale, but…
@PEACEYYY

7. If you want to produce hero content campaigns
which people will share for months and years to
come, then keep listening! 👂
@PEACEYYY

9. At NeoMam, we avoid the “campaign sausage
machine” and go for ideas we genuinely want to
create and that we’re confident will get links
@PEACEYYY

10. “We want every piece of content we launch
to be educational, entertaining, awe-
inspiring or informative.”
- Gisele Navarro, CEO @ NeoMam
@PEACEYYY

11. Here are just some of our campaigns...
@PEACEYYY

13. But in a competitive and, at times, saturated
field, how do you create campaigns which
STAND OUT in order to get those 🔗🔗🔗 ?
@PEACEYYY

14. Spend more time on IDEATION
@PEACEYYY

15. @PEACEYYY
Coming up with ideas is often the trickiest
yet most crucial part of launching a
campaign. We need space and time for
creative thinking

16. @PEACEYYY
Group brainstorms don’t work for
everybody. Some people have their best
ideas when they ideate alone, when in the
shower, when out walking, or even at 3am
in the morning

17. @PEACEYYY
Remember, inspiration can come from
ANYWHERE as long as we’re open to it

18. @PEACEYYY
Before you can define what you’re
going to create, you need to know
who you are creating it for. Analyse
the brief and ask questions, first!

19. Some questions you might ask when ideating for
campaigns are:
@PEACEYYY

20. Has this idea been done before?
@PEACEYYY

21. Does the data exist? Where will you pull it from?
@PEACEYYY

22. Does it offer something new or add value to an
existing conversation or topic?
@PEACEYYY

23. Are journalists talking about it?
@PEACEYYY

24. Is it interesting? Will people care?
@PEACEYYY

25. @PEACEYYY
Is it relevant? Should your client, brand
or business be talking about it?

26. @PEACEYYY
“It’s no longer enough to be ‘popular’; you also
need to be relevant. Not just in terms of the
publications you are targeting, but the keywords
you want to rank for, audience interest and, most
importantly, brand alignment to the story you are
pitching in.”
- Beth Nunnington, PR Director @ Journey
Further

27. Present your ideas to your team and be open to
feedback. Actively try to pick your idea apart. If
you can find holes in your idea,
so will journalists
@PEACEYYY

28. TIP: Type keywords or topics into Buzzsumo and
see which types of articles have the most shares
and engagement. What was good about those
articles and how can you make your idea better?
@PEACEYYY

29. TIP: Research, research, research. Google Trends,
Exploding Topics, AnswerThePublic, Studies,
Surveys, FOI Requests, Reddit, Twitter.
@PEACEYYY

30. TIP: Consume content. Blogs, podcasts,
newsletters, campaigns, artwork, video,
TikToks, OOH, Reddit, follow inspiring people
on social media etc.
@PEACEYYY

31. Nail the METHODOLOGY

32. Marketing Twitter can be a cut-throat place to be
at times. I’m sure we’ve all seen many a tweet
tearing down a campaign due to a lack of
research, or a flimsy methodology
@PEACEYYY

33. Ensuring that your campaign is well-researched,
well-sourced and has an watertight methodology
will give it more credibility and will increase the
chance of journalists linking to your campaign
@PEACEYYY

34. Data should be pulled from credible sources.
Think Statista, ONS data, YouGov, UNdata,
Google Dataset Search, WhatDoTheyKnow, US
Census Bureau.
@PEACEYYY

35. TIP: Change your headline to suit the data - NOT
the other way around. If the data doesn’t say what
you want it to, revisit your headline.
@PEACEYYY

36. TIP: Ensure that your methodology is easy to
understand. If you’re struggling to make sense of
it, journalists and readers will too!
@PEACEYYY

37. TIP: Where possible, use original data sources. If
you’re quoting data that quotes other data that
quotes other data - you dilute your authority and
research around the subject
@PEACEYYY

38. Think about the EYE CANDY 👁👁🍬👁👁
@PEACEYYY

39. How you bring your idea to life is just as
important as the idea itself. Think about the
format and how best to showcase your data
@PEACEYYY

40. Do you have global or regional data which could
be shown in a map?
@PEACEYYY

41. Do you want to create 3D renders or 360 visuals
to show floor plans or reimagined designs?
@PEACEYYY

42. Are you breaking the data down into categories or
continents. Will you need statics, charts or
ranking tables?
@PEACEYYY

43. Are you creating a data-heavy campaign which
could form an index or a rich list?
@PEACEYYY

44. Would the information work best as a data viz?
@PEACEYYY

45. Are you effectively using creative assets to
support the content?
@PEACEYYY

46. TIP: Consume as many design styles as possible.
Think DesignBoom, Creative Review, It’s Nice That,
OOH, Behance, Instagram, Reddit, DataIsBeautiful,
Graphics Twitter Accounts etc.
@PEACEYYY

47. TIP: Use branding on your designs so that if even
if a journalist doesn’t link, your images can be
attributed to you.
@PEACEYYY

48. Remember the art of STORYTELLING
@PEACEYYY

49. The real metric you need to consider when creating
any piece of content is whether it useful,
informative, engaging and relevant to your
audience
@PEACEYYY

50. Every campaign at NeoMam needs landing page
copy (long-form) and most campaigns feature
assets with intro copy (short-form)
@PEACEYYY

51. The intro assets are designed to explain the
project, so that if our designs are seen in the wild
with no landing page, there is enough context for
readers to understand the campaign. It shows
what we found and how we found it. They’re a
taster course, if you will
@PEACEYYY

52. Landing pages are the juicy, full-throttle, 3-course
meal. They provide background, context, explain
each asset and what the data shows, and include
a full methodology
@PEACEYYY

53. The point is you have to follow through on your
idea. Breathe life into it. Tell the story in words
that will resonate with the audience
@PEACEYYY

54. TIP: When writing for intro assets, use the copy to
explain the data, what it shows and give some
possible examples as to why
@PEACEYYY

55. TIP: Be mindful of the client’s tone of voice. An
insurance client will have an entirely different set
of rules and way of communicating to a holiday
booking service
@PEACEYYY

56. TIP: Give journalists a reason to link, and readers
a reason to stay. The more valuable, relevant and
unique information you can include, the better
@PEACEYYY

57. Tailor your OUTREACH

58. Hello [First Name],
I’ve got a story that I think you will LOVE.
BODY COPY ABOUT STORY.
Best,
Jess

59. No, not like that

60. Sending out a generic email which you’ve copy
and a pasted to a hundred people is only going to
ensure your coverage request hits the spam box, is
ignored, or pisses off a journalist

61. Instead, make sure you’re creating a personalised
pitch and are only targeting journalists you think
will be interested. Include a subject line that
compels people to open your email – that shows
you’ve done your research and is relevant to their
readers and publication

62. Ask yourself…

63. Does it have a unique hook or angle?
@PEACEYYY

64. Is the piece timely? Is this the best time to run
the campaign?
@PEACEYYY

65. Who will cover the story? Is it tailored to a
specific audience?
@PEACEYYY

66. Could a journalist or website cover this topic
without linking back to you? If a journo can source
the data themselves, they likely will. Try to bring
the 🍒 on top
@PEACEYYY

67. ✨ Key takeaways ✨
@PEACEYYY

68. Invest in your IDEATION
Ensure your METHODOLOGY is airtight
Choose the right FORMAT/VISUALISATION
Use WORDS your audience will resonate with
Personalise your OUTREACH
@PEACEYYY

69. Thank you for listening!
I’ll see you at the bar 🍻
@PEACEYYY