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How Learning PR Tactics Made Me Awesome at Content Marketing

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By combining traditional PR agency techniques and giving them an SEO spin – you’ll win. Learn how to identify journalists that link to your competitors and the outreach tactics you can use to convince them to link to you.

Published in: Marketing

How Learning PR Tactics Made Me Awesome at Content Marketing

  1. 1. KAIZEN LET’S TALK ICE CREAM
  2. 2. KAIZEN WE SHARE THIS OFFICE
  3. 3. KAIZEN •  [Journalist] ONE DAY, A JOURNALISTJOINED
  4. 4. KAIZEN MY REACTION
  5. 5. KAIZEN “ERM, WHAT U WORKING ON?”
  6. 6. KAIZEN “OH, A STORY ON ‘HEALTHY’ ICE CREAM”
  7. 7. KAIZEN
  8. 8. KAIZEN 30 MIN LATER
  9. 9. KAIZEN 1 HOUR LATER
  10. 10. KAIZEN 3 HOURS LATER..
  11. 11. KAIZEN 3 X ICE CREAM DELIVERIES TURN UP
  12. 12. KAIZEN THIS BLEW ME AWAY FOR 2 REASONS
  13. 13. KAIZEN I ATE SO MUCH ICE CREAM THAT DAY #1
  14. 14. KAIZEN REALISED THAT I NEEDED TO STEP OUR GAME UP #2
  15. 15. KAIZEN THIS WAS REAL OUTREACH
  16. 16. KAIZEN THIS WAS NO LONGER GOOD ENOUGH SUBJECT: Soap Awards Story? Hey Caroline, Just wanted to run a idea by you, We’ve just launched a brilliant list of British Soap Stars When They Were Young featuring all the classics like Peggy Mitchell and new favorites like Rosie Webster Link: http://www.twolittlefleas.co.uk/soap-stars/ I think this would go down a storm on The Metro if you’d like to share it in some form, especially as it’s the ITV Soap Awards this Sunday. Two Little Fleas is an online bingo community with a passion for creating cute and quirky apps, lists and tools. Our stuff has been recently featured in the Radio Times, HuffPost Comedy & Lifehacker. Thanks Caroline let me know what you think, Pete
  17. 17. KAIZEN I DECIDED TO GO ON A JOURNEY
  18. 18. KAIZEN TO BECOME A KUNG FU PANDA PR MASTER
  19. 19. KAIZEN How Learning PR Tactics Made Me Awesome at Content Marketing
  20. 20. KAIZEN PETE CAMPBELL / KAIZEN •  Founder / Managing Director •  Kaizen is a team Content Marketing & Technical SEO specialists •  “Rising Star of the Year” (Travolution Awards) •  6+ Years in Agency & In-House Roles •  Built first website at 11 •  Ran several high-traffic video gaming sites •  Proud owner of a Game Boy Colour
  21. 21. KAIZEN DOWNLOAD THESE SLIDES:! KAIZENSEARCH.CO.UK/SEARCHLONDON2015/
  22. 22. KAIZEN MEET THE PR GUYS
  23. 23. KAIZEN “PR & Marketing is no longer about the stuff that you make but about the stories you tell.” – Seth Godin
  24. 24. KAIZEN PR’S HAVE FOCUS
  25. 25. KAIZEN SEO’S ARE OBSESSED WITH SCALE
  26. 26. KAIZEN MONTY THE PENGUIN
  27. 27. KAIZEN “The heartwarming advert tells the tale of an unlikely friendship between a little boy Sam and his penguin friend Monty.” INCASE YOU MISSED IT.
  28. 28. KAIZEN THE HERO CONTENT – THE TV AD
  29. 29. KAIZEN + 100 MORE HOMEPAGE REFERRING DOMAINS SUPPORTING MICRO-SITE
  30. 30. KAIZEN PICTURE BOOK
  31. 31. KAIZEN SMARTPHONE APP
  32. 32. KAIZEN AWESOME JOURNALIST OUTREACH
  33. 33. KAIZEN CUTE TOYS
  34. 34. KAIZEN #MONTYSELFIE
  35. 35. KAIZEN #MONTYSELFIE
  36. 36. KAIZEN Monty the Penguin Campaign Budget £7m
  37. 37. KAIZEN Our Average Budget £4k
  38. 38. KAIZEN
  39. 39. KAIZEN HUGE Idea 1 But, think of the principle
  40. 40. KAIZEN Executions Multiple
  41. 41. KAIZEN Link Opportunities Multiple
  42. 42. KAIZEN Risk Minimises
  43. 43. KAIZEN Success Maximises
  44. 44. KAIZEN ‘Monty the Penguin’ 90 Second TV Advert In-Store Marketing Photo Booth Penguin Toys Digital PR & Content Journalist Gifts Infographic Game Video STORY HERO CONTENT SUPPORT ASSETS
  45. 45. KAIZEN OUR VERSION
  46. 46. KAIZEN STORY HERO CONTENT SUPPORT ASSETS ‘Are You Richer Single or In a Relationship’ Interactive Quiz Survey Infographic Listicle 52% Men Are Richer Single Is Tinder Making You Poor? Men Spend Double on Dates WEEK #1 WEEK #2 WEEK #3 PRESS RELEASE PRESS RELEASE PRESS RELEASE
  47. 47. KAIZEN COVERAGE WE’VE EARNT WITH THIS APPROACH
  48. 48. KAIZEN STEP 1 – CREATE A PR FRAMEWORK UPCOMING HOOKS (FEB/MARCH 2015) •  Brit Awards •  Pancake Day •  Valentines Day •  Barbie Doll Day •  Chips Day GOLD PUBLICATIONS •  Daily Star •  The Express •  Digital Spy •  Gawker •  Sky •  Mashable •  OK! / Hello TARGET CUSTOMER •  Aged 25-45 •  80% Female •  They also play the lottery, buy scratch cards and enter social competitions. •  Employed (low end wages), unemployed or stay at home parents •  Likely to have children VALUES & EMOTIONS •  Aspirational •  Big dreamers •  Fun & laughter •  Excitement & pure bliss •  Friendship & family •  TOWIE •  Cereal Day •  Britain’s Got Talent •  Easter
  49. 49. KAIZEN FACT-FINDING
  50. 50. KAIZEN 1.  What do they love / hate about your product? 2.  What stops them from buying your product? 3.  What emotions do they associate with your product? 4.  What magazines & websites do they read? 5.  What else are they interested in? ASK YOUR CLIENT THESE 5 QUESTIONS
  51. 51. KAIZEN DECIDING YOUR TOPICS & THEMES
  52. 52. KAIZEN A) TRY WORD ASSOCATION FOR TOPICS & THEMES 1.  Which 25 sites would you really like a link from? 2.  Do your homework on those 25 and cut the list to 10 •  Do they actually link to third-party sites? site:dailymail.co.uk intitle:"Infographic”
  53. 53. KAIZEN B) MAKE A LIST OF UPCOMING ‘TRENDS’ https://www.daysoftheyear.com/
  54. 54. KAIZEN INSTALL SCRAPER FOR CHROME CLICK ME Scraper for Chrome - http://bit.ly/LXBbSI
  55. 55. KAIZEN EXPORT TO GOOGLE DOCS CLICK ME Scraper for Chrome - http://bit.ly/LXBbSI
  56. 56. KAIZEN WHO ARE YOU GOING TO GET LINKS FROM?
  57. 57. KAIZEN MAKE A LIST OF YOUR KEY PUBLICATIONS 1.  Which 25 sites would you really like a link from? 2.  Do your homework on those 25 and cut the list to 10 •  Do they actually link to third-party sites? site:dailymail.co.uk intitle:"Infographic” •  Have they linked to your competitors? site:dailymail.co.uk intitle:"Infographic” + "Insurance" •  Search your topics •  Make a list of relevant Journalist names
  58. 58. KAIZEN site:dailymail.co.uk intitle:"Infographic” + "Insurance"
  59. 59. KAIZEN AND HERE’S YOUR KEY PUBLICATIONS LIST
  60. 60. KAIZEN JOB DONE - YOUR PR FRAMEWORK UPCOMING HOOKS (FEB/MARCH 2015) •  Brit Awards •  Pancake Day •  Valentines Day •  Barbie Doll Day •  Chips Day TARGET PUBLICATIONS (TIER 1) •  Daily Star •  The Express •  Digital Spy •  Gawker •  Sky •  Mashable •  OK! / Hello TARGET CUSTOMER •  Aged 25-45 •  80% Female •  They also play the lottery, buy scratch cards and enter social competitions. •  Employed (low end wages), unemployed or stay at home parents •  Likely to have children VALUES & EMOTIONS •  Aspirational •  Big dreamers •  Fun & laughter •  Excitement & pure bliss •  Friendship & family •  TOWIE •  Cereal Day •  Britain’s Got Talent •  Easter
  61. 61. KAIZEN IDEA GENERATION
  62. 62. KAIZEN “How Do You Come Up With a ‘Good’ Idea?”
  63. 63. KAIZEN You Need Shit Ideas First 010
  64. 64. KAIZEN 0: 110PRINCIPAL
  65. 65. KAIZEN 6-3-5 Brainwriting 108 Ideas in 30 Minutes
  66. 66. KAIZEN 6People
  67. 67. KAIZEN 3Ideas Each
  68. 68. KAIZEN 5Minutes
  69. 69. KAIZEN ✕No Talking Allowed
  70. 70. KAIZEN WHAT IT LOOKS LIKE
  71. 71. KAIZEN YOUR IDEA NEEDS TO HAVE AT LEAST 3 OF THESE WHICH IDEA IS THE BEST?
  72. 72. KAIZEN •  Social •  Emotional •  Practical
  73. 73. KAIZEN PRODUCTION
  74. 74. KAIZEN STORY HERO CONTENT SUPPORT ASSETS ‘Are You Richer Single or In a Relationship’ Interactive Quiz Survey Infographic Listicle 52% Men Are Richer Single Is Tinder Making You Poor? Men Spend Double on Dates WEEK #1 WEEK #2 WEEK #3 PRESS RELEASE PRESS RELEASE PRESS RELEASE
  75. 75. KAIZEN PULLING TOGETHER THE SURVEY
  76. 76. KAIZEN 1000 RESPONSES FOR 1 QUESTION =£65 SURVEY
  77. 77. KAIZEN WORK OUT YOUR DESIRED HEADLINES •  £ Wealth Based You Could Be X% Richer If You Were Single / In a Relationship. Here’s Why. •  Opinion Based X% Of Brits Think They’d Be Richer If They Were Single / In a Relationship •  Age/Demographic Based Men/Women Over/Under XX Spend The Most On XX •  Location Based People from X Think They’d Be Richer Single / In a Relationship •  Product Based Single People Spend X More/Less On Their X Bill
  78. 78. KAIZEN STRUCTURE THE QUESTIONS TO MATCH •  Do you think you’d be wealthier single or in a relationship? •  How much would you spend on a gift for a close friend / partner? •  How much would you spend on a romantic date? •  How much money do you save each month?
  79. 79. KAIZEN ANALYSE DATA & CREATE HEADLINES 1.  45% of People in a Relationship Believe They’d Be Richer Single 2.  Over Half of Men in a Relationship Believe They’d Be Richer Single 3.  Is Tinder Making You Poor? Single Men Spend More Than Double on Dates Than Women
  80. 80. KAIZEN •  TOOL TOOL
  81. 81. KAIZEN INFOGRAPHIC
  82. 82. KAIZEN BUILD CHECKLIST ü  OPEN GRAPH TAGS (http://ogp.me/) ü  SOCIAL IMAGE (1200 x 630 Pixels) ü  EMBED CODE ü  ‘OFFICIAL’ SOCIAL BUTTONS ü  TWITTER CARDS (https://dev.twitter.com/cards/)
  83. 83. KAIZEN REAL-WORLD OUTREACH
  84. 84. KAIZEN MAKE A BOOK http://www.blurb.com/
  85. 85. KAIZEN
  86. 86. KAIZEN OUTREACH
  87. 87. KAIZEN GO BACK TO YOUR KEY PUBLICATIONS LIST
  88. 88. KAIZEN NOW, CALL THEM
  89. 89. KAIZEN WHAT’S THE HOOK? 1.  Seasonal Event or Occasion 2.  New Trend 3.  Statistics 4.  It’s Bigger & Better
  90. 90. KAIZEN REPEAT X 10
  91. 91. KAIZEN TOOLS
  92. 92. KAIZEN http://www.responsesource.com/
  93. 93. KAIZEN FILTER #JOURNOREQUEST #PRREQUEST WITH YOUR SECTOR
  94. 94. KAIZEN AGENCY? USE A MEDIA DATABASE http://www.featuresexec.com/ http://www.cision.com/
  95. 95. KAIZEN INCREASE YOUR CHANCES 1.  Offer as an Exclusive 2.  Create a Supporting ‘Media Alert’ 3.  At Least 3 x Follow Ups
  96. 96. KAIZEN JOB DONE
  97. 97. KAIZEN STORY HERO CONTENT SUPPORT ASSETS ‘Are You Richer Single or In a Relationship’ Interactive Quiz Survey Infographic Listicle 52% Men Are Richer Single Is Tinder Making You Poor? Men Spend Double on Dates WEEK #1 WEEK #2 WEEK #3 PRESS RELEASE PRESS RELEASE PRESS RELEASE
  98. 98. KAIZEN 1 HUGE Idea Multiple Content Pieces Multiple Link Opps. Minimises Risk Maximises Success
  99. 99. KAIZEN Thank You!! ! ! Get in Touch:
 @petecampbell" pete@kaizensearch.co.uk" http://www.kaizensearch.co.uk/ DOWNLOAD THESE SLIDES:! KAIZENSEARCH.CO.UK/SEARCHLONDON2015/

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