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Advanced PR – Influence, Strategy and Tactics with @leximills and @Optimisey 2018 #LinkBuilding #Optimisey #SEO

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Advanced PR SEO influence strategy and tactics

SEO tactics that look and feel more like PR have consistently survived algorithm updates and this is increasingly true as machine learning becomes more prominent in the Google algorithm. Lexi will share her top PR SEO tactics and strategies she uses to build links and creating influence now and in the future. Alongside some advice on how to talk clients into signing off on PR SEO and content ideas. She will conclude by discussing the role of AI and ML publishing and the risks and opportunities this presents for PR, SEO and content campaigns.

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Advanced PR – Influence, Strategy and Tactics with @leximills and @Optimisey 2018 #LinkBuilding #Optimisey #SEO

  1. 1. Advanced PR SEO influence strategy and tacticsactics Lexi Mills @leximills
  2. 2. AGENDA • PR and Outreach • Adapting to changes in publishing • Legal compliance • Creating impactful campaigns • The future
  3. 3. How do I scale myself?
  4. 4. Trends Contacts Wild creativity Media Experts Persuasion TCIWS hustleInterested/ knowing about random stuff Skills to convince others Speak geek and creative
  5. 5. Trends Contacts Wild creativity Media Experts Persuasion TCIWS hustleInterested in lots of stuff Speak geek and creative
  6. 6. Who else has similar challenges ?
  7. 7. Mimic / Hack
  8. 8. over 50% of content has to come from it
  9. 9. This can be your media strategy!
  10. 10. 150 Academic papers!?!?!?!
  11. 11. #theinbounder
  12. 12. Over 100 articles secured A full list of coverage can be found here: https://chi2016.acm.org/wp/press/
  13. 13. Trends Contacts Wild creativity Media Experts Persuasion TCIWS hustleInterested in lots of stuff Speak geek and creative
  14. 14. Trends Contacts Wild creativity Media Experts Persuasion TCIWS hustleInterested/ knowing about random stuff Skills to convince others Speak geek and creative
  15. 15. Trends Contacts Wild creativity Media Experts Persuasion TCIWS hustleInterested/ knowing about random stuff Skills to convince others Speak geek and creative
  16. 16. #theinbounder database
  17. 17. database This is a sales tool! • Who you last spoke to • When? • What they said #theinbounder
  18. 18. Journalists Consulting Board managing journalistfeedback onpress materials, content ideas,pitches, press invitations, media centres etc. We anonymise the clients when sending content to them to review. experts
  19. 19. Trends Contacts Wild creativity Media Experts Persuasion TCIWS hustleInterested/ knowing about random stuff Skills to convince others Speak geek and creative
  20. 20. Media experts Clients don’t have to believe you
  21. 21. Trends Contacts Wild creativity Media Experts Persuasion TCIWS hustleInterested/ knowing about random stuff Skills to convince others Speak geek and creative
  22. 22. Academic experts
  23. 23. If I can find 500 contacts for 1 hours worth of media list building then I am likely to get 10 links for an hours worth of media list building hours minutes seconds Average time to find contact information for one person 0.05 3 180 Average time to find contact information for 100 people 5 300 18000 coverage Average conversion rate to converage and links 1 in 50 2
  24. 24. 25/04/2018 Shift6 Mail - Gorkana Consumer Alert: Monday 23 April 2018 https://mail.google.com/mail/u/1/?ui=2&ik=2e6ce64f2d&jsver=-CePnFTesrE.en_GB.&view=pt&cat=Gorkana%20updates&search=cat&th=162f2b672cec5b7e&siml=162f2b672 Lexi Mills <lexi@shift6.org> Gorkana Consumer Alert: Monday 23 April 2018  1 message Gorkana Alerts <gorkanaalerts@gorkana.com> 23 April 2018 at 12:22 To: leximills.uk@gmail.com Gorkana Alerts relaunch   In 2015, Gorkana was acquired by Cision to bring our clients the best data and media intelligence technology in the market, and so, as part of our re branding journey, we're please to announce that Gorkana Alerts will soon be renamed to Cision Alerts.    Our alerts will continue in exactly the same way as they always have, we'll be maintaining our usual high standards of information keeping you up­to­date of the latest journalist and influencer news and moves so you've always got the right details to hand.    More details will be announced in due course.    Jobs: You can advertise a range of vacancies with us, whether it's a permanent, contract or freelance position. Email gorkanajobs@gorkana.com Gorkana Consumer Alert: Monday 23 April 2018    Culture Trip  GQ  HomeStyle  HuffPost UK  MailOnline  Pulse 1 / Pulse 2  Tatler  The Jewish Chronicle  The Observer  The Sun  UTV / ITV  Freelance Update ­ Amira Arasteh  Freelance Journalist ­ Paul F Cockburn  Freelance Update ­ Harriet Mallinson  Journalist Update ­ Nicola Adam  International Alerts  Meet the Journalist: Bauer Media’s Jo Parkerson  Gorkana Alerts relaunch  The Association of American Correspondents in London ­ panel discussion  Games Media Brit List 2018  Social Shout Out    Culture Trip  Culture Trip has now moved offices. The new address is 75 Davies Street, London, W1K 5JN. The team can still be reached at info@theculturetrip.com and found tweeting at www.twitter.com/culturetrip    GQ  There have been changed to the British GQ fashion team:    Zak Maoui has joined as Junior Style Editor. Having previously contributed to titles including British GQ, GQ
  25. 25. Developments in editorial decision making
  26. 26. “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.
  27. 27. #theinbounder There is a new value to mail merge in light of AI generated coverage
  28. 28. How will this evolve?
  29. 29. Google Answer box to target media more than consumers
  30. 30. P0 can help you create content right now!
  31. 31. #theinbounder Don’t go for gold go for silver
  32. 32. lexi@shift6.org
  33. 33. lexi@shift6.org
  34. 34. lexi@shift6.org
  35. 35. lexi@shift6.org
  36. 36. lexi@shift6.org
  37. 37. lexi@shift6.org
  38. 38. lexi@shift6.org
  39. 39. lexi@shift6.org
  40. 40. Title goes Here 74 Results: The campaign built over 66 inbound links with an average domain authority of 41. As well as 52 inbound links with unique linking root domains. Alongside TV coverage on NY1 TV News, Cleveland 19, the Discovery Channel Canada, USA (CBS) 9 News, and Good Morning America on ABC
  41. 41. Build content to engage people, in order to win over Google and journalists
  42. 42. Trends Contacts Wild creativity Media Experts Persuasion TCIWS hustleInterested/ knowing about random stuff Skills to convince others Speak geek and creative
  43. 43. Dr Claire Asher – Academic liaison Is a professional science legislation communicator and an active journalist. She writes for New Scientist, BBC Earth, ScienceNOW, The Scientist, and Nature News. She works with us to support relationships with academics and researchers Gemma Dodd- lead creative Gemma is a professional stylist, prop designer and photographer. She is also an active journalist covering lifestyle, films, culture and fashion. She works with us to create social media content, photography and prop design for stunts Academic experts experts
  44. 44. Trends Contacts Wild creativity Media Experts Persuasion TCIWS hustleInterested/ knowing about random stuff Skills to convince others Speak geek and creative
  45. 45. #theinbounder
  46. 46. #theinbounder
  47. 47. #theinbounder 3 touch points This is true for all communication • Internal • External • Client side • Media relations
  48. 48. Hacking Hustle
  49. 49. #theinbounder
  50. 50. How to make impactful things easier
  51. 51. #theinbounder
  52. 52. lexi@shift6.org
  53. 53. THANK YOU! Lexi Mills @leximills

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