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How to Execute Successful PR SEO Content Campaigns? - Lexi Mills

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Lexi Mills' slides from dmsso17

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How to Execute Successful PR SEO Content Campaigns? - Lexi Mills

  1. 1. Integrated PR SEO: strategic and tactical
  2. 2. Marquis Communications V
  3. 3. Agenda • Designing and executing impactful integrated PR SEO • Ideation • Idea development • Execution • Big Data and AI How big data and AI is shaping the behavior of internet users, brands and publishers.
  4. 4. Ideation
  5. 5. Crypto trends
  6. 6. Often the data is not the story…. The context is
  7. 7. Perspective can be more important than fact
  8. 8. “Mary Berry may have hung up the GBBO apron in favor of a crypto wallet. A wise choice, new research today revealed that bitcoin has surpassed that of cupcakes and are on target to supersede interest in cats.”
  9. 9. @leximills
  10. 10. Results Coverage hits: 133 -- High links: 72 --- Medium links: 56
  11. 11. •Literacy vs chocolate
  12. 12. Steven Spielberg, "I like ideas, that you can hold in your hand. If a person can tell me the idea in twenty-five words or less, it's going to make a pretty good movie."
  13. 13. “F**k me! I haven’t heard that before!”
  14. 14. IMAGE CREDIT: http://www.flickriver.com/photos/retinalfetish/400347955/
  15. 15. Structuring IG’s for PR 41
  16. 16. 42
  17. 17. Sometimes the gold dust is where there isn’t data
  18. 18. Top 10 global selfie sites Eiffel Tower, Paris (10,700) Disney World, Florida (9,870) Burj Khalifa, Dubai (8,860) Big Ben, London (8,780) Empire State Building, New York (8,430) Sagrada Familia, Barcelona (4,970) Disneyland Paris (4,740) Colosseum, Rome (4,670) Top of the Rock, New York (4,290) London Bridge (3,820)
  19. 19. Top 10 global proposal sites Disney World, Florida (59,700) Times Square, New York (45,500) Central Park, New York (33,600) Top of the Rock, New York (32,700) Disneyland Paris, Paris (8,480) Universal Studios Florida, Florida (5,650) Eiffel Tower, Paris (5,420) Grand Canyon, Arizona (4,470) The London Eye, London (4,080) The Empire State Building, New York (3,470)
  20. 20. Learn from your research companies
  21. 21. Excel often is not the answer…leg work is
  22. 22. Content --> Outreach
  23. 23. Content to Outreach handover process
  24. 24. Media materials drafting Prospecting Soft selling to.. news and picture agencies? Launch Media follow-up Pre-launch Launch Post-launch Press release Outreach email Quotes Visuals Interviews News Specific journalists Trade/busin ess Through email and phone Confirm exclusives Outreach process News desk selling Soft selling to media features
  25. 25. Scottish News Agency
  26. 26. Media materials drafting Prospecting Soft selling to.. news and picture agencies? Launch Media follow-up Pre-launch Launch Post-launch Press release Outreach email Quotes Visuals Interviews News Specific journalists Trade/busin ess Through email and phone Confirm exclusives Outreach process News desk selling Soft selling to media features
  27. 27. Media materials drafting Prospecting Soft selling to.. news and picture agencies? Launch Media follow-up Pre-launch Launch Post-launch Press release Outreach email Quotes Visuals Interviews News Specific journalists Trade/busin ess Through email and phone Confirm exclusives Outreach process News desk selling Soft selling to media features Spokesperson headshot and bio’s List of places for by-lines and opt eds Agree list of titles Pitch and place
  28. 28. 3 Step outreach process
  29. 29. Tell them what the subject line of your email will be
  30. 30. Put your trend terms in the subject line
  31. 31. over 50% of content has to come from it
  32. 32. “Through automation, we’re providing customers with 12 times the corporate earnings stories as before, including for a lot of very small companies that never received much attention,” said Lisa Gibbs, our global business editor.
  33. 33. When to mail merge?
  34. 34. • Be human and playful • Use your tools creatively • Don’t try to win on round one
  35. 35. Thank you Info@leximills.net

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