Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Brighton SEO 2013 by Lexi Mills - 7 Secret weapons of successful - SEO PR

7,628 views

Published on

7 Secret weapons of successful  content and outreach
Brighton SEO 2013 presentation
By: Lexi Mills
Head of Digital at Dynamo PR
Lexi.mills@dynamopr.com
Twitter: @leximills

Published in: Business, Technology

Brighton SEO 2013 by Lexi Mills - 7 Secret weapons of successful - SEO PR

  1. 1. 7 Secret weapons of successful  content and outreach Lexi Mills Head of Digital at Dynamo PR Lexi.mills@dynamopr.com Twitter: @leximills | 1
  2. 2. Agenda 1.Finding content ideas 2.Scaling content ideas 3.Preparing for outreach 4.Outreach techniques 5.Giving the right presents 6.Building relationships 7.Tools | 2
  3. 3. BBC what’s your number | 3
  4. 4. The one |man band 4
  5. 5. Start with what’s topical and popular | 5
  6. 6. What’s popular?| 6
  7. 7. What’s popular?| 7
  8. 8. | 8
  9. 9. What’s popular?| 9 Big vs Small companies
  10. 10. Predict the future| 10
  11. 11. What’s popular?| 11
  12. 12. National events | 12
  13. 13. Text like the queen results | 13
  14. 14. Creating Content | 14
  15. 15. Scaling ideas through niche markets | 15
  16. 16. Scalable ideas| 16 Find good data sources
  17. 17. Scalable ideas| 17 Text like an astronaut
  18. 18. Scalable ideas| 18
  19. 19. Scalable ideas| 19
  20. 20. Social hooks | 20
  21. 21. Evergreen Topics •Distilled hunger IG Linking Root Domains: 71 Total Links: 167 | 21
  22. 22. Hosting data •Distilled hunger IG Linking Root Domains: 10 | 22 Total Links: 24
  23. 23. Creating anchors for PR/content work • Tweetable Headline • 15 word describe about the post • Explain limitations of research • Sources of information • Top facts about the content • Linkable materials | 23
  24. 24. Linkable onsite materials• Interviews/quotes• Profiles of key people• Images• Graphics• Data sources | 24
  25. 25. Design of content • Size • Dimensions • Fonts • Colours • Resolution • Pinterest boards of target sites for designers | 25
  26. 26. Preparing for outreach| 26
  27. 27. Pareto principle• You can achieve 80% of the results you seek in Optimal point terms of influence by focusing your time and resources on 20% of 80% influencers that are, in fact, the most important.• A scattershot strategy will Results deliver only scattershot results. Key Influencers 20% Time on Influencers | 27
  28. 28. Top pages | 28
  29. 29. Making targets part of the story | 29
  30. 30. Press Releases • No more than 3 links • Links to different areas of the site • The links must look natural • Cut and paste • Use the footer of a release for anchor text | 30
  31. 31. Outreach| 31
  32. 32. When not to use the phone | 32
  33. 33. | 33
  34. 34. Consider individual deadlines | 34
  35. 35. We all make mistakesAlison Delory (@aldelory), a freelancer tweeted: “Wanted to issue a #prfail to person who sent me a “Dear Jennie” letter but she followed up w/apology. Not exactly #prwin, perhaps #prtie?—”Always apologise for a mistake! | 35
  36. 36. Byline vs guest post Rel="Author" | 36
  37. 37. Giving the right presents | 37
  38. 38. Giving the right presentsSimplePR wins: Muppets cupcakes sent to Stephen Fry – to promote/celebrate (same thing) the launchof The Muppets movie, character cupcakeswere sent to prominent tweeters. Who thentweeted about them, thus letting millions offollowers know about the film if they didn’talready. PR doesn’t need to be complicated. | 38
  39. 39. Make it personal | 39
  40. 40. Make it personal | 40
  41. 41. What happens when you make it personal | 41
  42. 42. Building relationships | 42
  43. 43. Tools Media databases •How often is their data updated? •Search functionality •Export to CSV? •UK, USA focused? •Top industry sectors? | 43
  44. 44. Top 3 things Ask yourself what the story is?Make sure you have all onsite assets Do your research | 44
  45. 45. Thank you Questions?Lexi MillsHead of Digital at Dynamo PRLexi.mills@dynamopr.comTwitter: @leximillsdynamopr.com@dynamopr | 45
  46. 46. References• http://www.bbc.co.uk/news/world-15391515• www.trendsmap.com• http://www.guardian.co.uk/media/2012/nov/27/bbc-christmas-television-schedules• www.names.co.uk• www.bbc.co.uk/onthisday• www.bbc.co.uk/news/technology-18282387• www.spacelog.org• www.gizoogle.net/• http://www.foodservicewarehouse.com/calorie-viz/• http://www.cleardebt.co.uk/blog/author/andrew-smith/• http://www.guardian.co.uk/technology/2010/may/28/ipad-apple-sale-britain• www.solentnews.biz/• http://www.opensiteexplorer.org/• http://ioanaprigoreanu.blogspot.co.uk/2012/12/muppets-cupcakes.html• www.the3doodler.com• www.wired.co.uk/news/archive/2012-04/03/dinosaur-ants• www.buzzstream.com/• www.linkdex.com/• www.responsesource.com• www.prnewswire.co.uk/• www.businesswire.com | 46

×