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How to Create Hero Content Campaigns That Drive Long Term Search Visibility and Land Dreamy AF Links

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How to Create Hero Content Campaigns That Drive Long Term Search Visibility and Land Dreamy AF Links

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Description

Jess Peace, Content Team Lead at NeoMam Studios takes us on a journey on how to get content that gets links for years to come. Basically, how to do digital PR real good.

Transcript

  1. 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. 2. What is Digital PR? @PEACEYYY
  3. 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. 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. 5. @PEACEYYY
  6. 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. 7. If you want to produce hero content campaigns which people will share for months and years to come, then keep listening! 👂 @PEACEYYY
  8. 8. 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
  9. 9. “We want every piece of content we launch to be educational, entertaining, awe- inspiring or informative.” - Gisele Navarro, CEO @ NeoMam @PEACEYYY
  10. 10. Here are just some of our campaigns... @PEACEYYY
  11. 11. But in a competitive and, at times, saturated field, how do you create campaigns which STAND OUT in order to get those 🔗🔗🔗 ? @PEACEYYY
  12. 12. Spend more time on IDEATION @PEACEYYY
  13. 13. @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
  14. 14. @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
  15. 15. @PEACEYYY Remember, inspiration can come from ANYWHERE as long as we’re open to it
  16. 16. @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!
  17. 17. Some questions you might ask when ideating for campaigns are: @PEACEYYY
  18. 18. Has this idea been done before? @PEACEYYY
  19. 19. Does the data exist? Where will you pull it from? @PEACEYYY
  20. 20. Does it offer something new or add value to an existing conversation or topic? @PEACEYYY
  21. 21. Are journalists talking about it? @PEACEYYY
  22. 22. Is it interesting? Will people care? @PEACEYYY
  23. 23. @PEACEYYY Is it relevant? Should your client, brand or business be talking about it?
  24. 24. @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
  25. 25. 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
  26. 26. 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
  27. 27. TIP: Research, research, research. Google Trends, Exploding Topics, AnswerThePublic, Studies, Surveys, FOI Requests, Reddit, Twitter. @PEACEYYY
  28. 28. TIP: Consume content. Blogs, podcasts, newsletters, campaigns, artwork, video, TikToks, OOH, Reddit, follow inspiring people on social media etc. @PEACEYYY
  29. 29. Nail the METHODOLOGY
  30. 30. 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
  31. 31. 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
  32. 32. Data should be pulled from credible sources. Think Statista, ONS data, YouGov, UNdata, Google Dataset Search, WhatDoTheyKnow, US Census Bureau. @PEACEYYY
  33. 33. 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
  34. 34. TIP: Ensure that your methodology is easy to understand. If you’re struggling to make sense of it, journalists and readers will too! @PEACEYYY
  35. 35. 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
  36. 36. Think about the EYE CANDY 👁👁🍬👁👁 @PEACEYYY
  37. 37. 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
  38. 38. Do you have global or regional data which could be shown in a map? @PEACEYYY
  39. 39. Do you want to create 3D renders or 360 visuals to show floor plans or reimagined designs? @PEACEYYY
  40. 40. Are you breaking the data down into categories or continents. Will you need statics, charts or ranking tables? @PEACEYYY
  41. 41. Are you creating a data-heavy campaign which could form an index or a rich list? @PEACEYYY
  42. 42. Would the information work best as a data viz? @PEACEYYY
  43. 43. Are you effectively using creative assets to support the content? @PEACEYYY
  44. 44. 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
  45. 45. TIP: Use branding on your designs so that if even if a journalist doesn’t link, your images can be attributed to you. @PEACEYYY
  46. 46. Remember the art of STORYTELLING @PEACEYYY
  47. 47. 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
  48. 48. Every campaign at NeoMam needs landing page copy (long-form) and most campaigns feature assets with intro copy (short-form) @PEACEYYY
  49. 49. 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
  50. 50. 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
  51. 51. 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
  52. 52. 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
  53. 53. 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
  54. 54. 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
  55. 55. Tailor your OUTREACH
  56. 56. Hello [First Name], I’ve got a story that I think you will LOVE. BODY COPY ABOUT STORY. Best, Jess
  57. 57. No, not like that
  58. 58. 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
  59. 59. 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
  60. 60. Ask yourself…
  61. 61. Does it have a unique hook or angle? @PEACEYYY
  62. 62. Is the piece timely? Is this the best time to run the campaign? @PEACEYYY
  63. 63. Who will cover the story? Is it tailored to a specific audience? @PEACEYYY
  64. 64. 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
  65. 65. ✨ Key takeaways ✨ @PEACEYYY
  66. 66. 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
  67. 67. Thank you for listening! I’ll see you at the bar 🍻 @PEACEYYY

Editor's Notes

  • This doesn’t mean that we don’t have formats which work well for us, time and time again.
  • Ideate alone and bring your concepts to the team to feedback on. Ditch the brainstorm, and remember that feedback isn’t personal.
  • Ideate alone and bring your concepts to the team to feedback on. Ditch the brainstorm, and remember that feedback isn’t personal.
  • Ideate alone and bring your concepts to the team to feedback on. Ditch the brainstorm, and remember that feedback isn’t personal.
  • Ideate alone and bring your concepts to the team to feedback on. Ditch the brainstorm, and remember that feedback isn’t personal.
  • Think about topic clusters!
  • Don’t limit your research to search queries! Look at hashtags, data sets, cultural interests etc.
  • Famous Campaigns (Twitter)
    It’s Nice That (Twitter)
    Digital PR Examples (Twitter)
    Creative Review
    The Pudding
    Reddit
    Content Curated (Newsletter)
    The Weekly PR (Newsletter)
    Seed to Branch (LinkedIn)
  • Don’t limit your research to search queries! Look at hashtags, data sets, cultural interests etc.
  • Don’t limit your research to search queries! Look at hashtags, data sets, cultural interests etc.
  • Description

    Jess Peace, Content Team Lead at NeoMam Studios takes us on a journey on how to get content that gets links for years to come. Basically, how to do digital PR real good.

    Transcript

    1. 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. 2. What is Digital PR? @PEACEYYY
    3. 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. 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. 5. @PEACEYYY
    6. 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. 7. If you want to produce hero content campaigns which people will share for months and years to come, then keep listening! 👂 @PEACEYYY
    8. 8. 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
    9. 9. “We want every piece of content we launch to be educational, entertaining, awe- inspiring or informative.” - Gisele Navarro, CEO @ NeoMam @PEACEYYY
    10. 10. Here are just some of our campaigns... @PEACEYYY
    11. 11. But in a competitive and, at times, saturated field, how do you create campaigns which STAND OUT in order to get those 🔗🔗🔗 ? @PEACEYYY
    12. 12. Spend more time on IDEATION @PEACEYYY
    13. 13. @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
    14. 14. @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
    15. 15. @PEACEYYY Remember, inspiration can come from ANYWHERE as long as we’re open to it
    16. 16. @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!
    17. 17. Some questions you might ask when ideating for campaigns are: @PEACEYYY
    18. 18. Has this idea been done before? @PEACEYYY
    19. 19. Does the data exist? Where will you pull it from? @PEACEYYY
    20. 20. Does it offer something new or add value to an existing conversation or topic? @PEACEYYY
    21. 21. Are journalists talking about it? @PEACEYYY
    22. 22. Is it interesting? Will people care? @PEACEYYY
    23. 23. @PEACEYYY Is it relevant? Should your client, brand or business be talking about it?
    24. 24. @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
    25. 25. 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
    26. 26. 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
    27. 27. TIP: Research, research, research. Google Trends, Exploding Topics, AnswerThePublic, Studies, Surveys, FOI Requests, Reddit, Twitter. @PEACEYYY
    28. 28. TIP: Consume content. Blogs, podcasts, newsletters, campaigns, artwork, video, TikToks, OOH, Reddit, follow inspiring people on social media etc. @PEACEYYY
    29. 29. Nail the METHODOLOGY
    30. 30. 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
    31. 31. 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
    32. 32. Data should be pulled from credible sources. Think Statista, ONS data, YouGov, UNdata, Google Dataset Search, WhatDoTheyKnow, US Census Bureau. @PEACEYYY
    33. 33. 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
    34. 34. TIP: Ensure that your methodology is easy to understand. If you’re struggling to make sense of it, journalists and readers will too! @PEACEYYY
    35. 35. 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
    36. 36. Think about the EYE CANDY 👁👁🍬👁👁 @PEACEYYY
    37. 37. 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
    38. 38. Do you have global or regional data which could be shown in a map? @PEACEYYY
    39. 39. Do you want to create 3D renders or 360 visuals to show floor plans or reimagined designs? @PEACEYYY
    40. 40. Are you breaking the data down into categories or continents. Will you need statics, charts or ranking tables? @PEACEYYY
    41. 41. Are you creating a data-heavy campaign which could form an index or a rich list? @PEACEYYY
    42. 42. Would the information work best as a data viz? @PEACEYYY
    43. 43. Are you effectively using creative assets to support the content? @PEACEYYY
    44. 44. 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
    45. 45. TIP: Use branding on your designs so that if even if a journalist doesn’t link, your images can be attributed to you. @PEACEYYY
    46. 46. Remember the art of STORYTELLING @PEACEYYY
    47. 47. 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
    48. 48. Every campaign at NeoMam needs landing page copy (long-form) and most campaigns feature assets with intro copy (short-form) @PEACEYYY
    49. 49. 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
    50. 50. 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
    51. 51. 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
    52. 52. 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
    53. 53. 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
    54. 54. 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
    55. 55. Tailor your OUTREACH
    56. 56. Hello [First Name], I’ve got a story that I think you will LOVE. BODY COPY ABOUT STORY. Best, Jess
    57. 57. No, not like that
    58. 58. 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
    59. 59. 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
    60. 60. Ask yourself…
    61. 61. Does it have a unique hook or angle? @PEACEYYY
    62. 62. Is the piece timely? Is this the best time to run the campaign? @PEACEYYY
    63. 63. Who will cover the story? Is it tailored to a specific audience? @PEACEYYY
    64. 64. 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
    65. 65. ✨ Key takeaways ✨ @PEACEYYY
    66. 66. 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
    67. 67. Thank you for listening! I’ll see you at the bar 🍻 @PEACEYYY

    Editor's Notes

  • This doesn’t mean that we don’t have formats which work well for us, time and time again.
  • Ideate alone and bring your concepts to the team to feedback on. Ditch the brainstorm, and remember that feedback isn’t personal.
  • Ideate alone and bring your concepts to the team to feedback on. Ditch the brainstorm, and remember that feedback isn’t personal.
  • Ideate alone and bring your concepts to the team to feedback on. Ditch the brainstorm, and remember that feedback isn’t personal.
  • Ideate alone and bring your concepts to the team to feedback on. Ditch the brainstorm, and remember that feedback isn’t personal.
  • Think about topic clusters!
  • Don’t limit your research to search queries! Look at hashtags, data sets, cultural interests etc.
  • Famous Campaigns (Twitter)
    It’s Nice That (Twitter)
    Digital PR Examples (Twitter)
    Creative Review
    The Pudding
    Reddit
    Content Curated (Newsletter)
    The Weekly PR (Newsletter)
    Seed to Branch (LinkedIn)
  • Don’t limit your research to search queries! Look at hashtags, data sets, cultural interests etc.
  • Don’t limit your research to search queries! Look at hashtags, data sets, cultural interests etc.
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