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Overcoming Launch Fear - Lexi Mills - Brighton SEO 2016

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Lexi Mills will be using real life examples to show how to plan and execute a content campaign designed to increase impact and reduce failure. She will discuss the psychology of promotional targets and outreach professionals and why understanding this is critical when pressing launch on a new campaign.

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Overcoming Launch Fear - Lexi Mills - Brighton SEO 2016

  1. 1. @leximills
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  7. 7. @leximills OVERCOMING LAUNCH FEAR
  8. 8. @leximills Agenda 1. Getting your team behind you 2. Changes in the publishing industry 3. What does this look like in real life?
  9. 9. @leximills Agenda 1. Getting your team behind you 2. Changes in the publishing industry 3. What does this look like in real life?
  10. 10. @leximills
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  12. 12. @leximills One of the Greatest Challenges to Online Marketing Is Internal Communication
  13. 13. @leximills
  14. 14. @leximills Agree an Internal Sign off Process for
  15. 15. @leximills Ideas Design Promotion
  16. 16. @leximills PR SEO Content
  17. 17. @leximills Sign off on the Sign off Process
  18. 18. @leximills
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  20. 20. @leximills 1. Craft onsite content in voice of spokesperson  2. Sell in exclusive to one publication 3. Publish onsite content 4. Wider media selling-in  5. Newsletter/ Social/ email marketing
  21. 21. @leximills
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  28. 28. @leximills 1. Craft onsite content in voice of spokesperson  2. Sell in exclusive to one publication 3. Publish onsite content 4. Wider media selling-in  5. Newsletter/ Social/ email marketing
  29. 29. @leximills
  30. 30. @leximills Agenda 1. Getting your team behind you 2. Changes in the publishing industry 3. What does this look like in real life?
  31. 31. @leximills
  32. 32. @leximills “Do you think editorial has become more tied to revenue and traffic in the last 10 years and if so, how do you feel about that?”
  33. 33. @leximills “Traffic pays the bills, so that means you might cover something clickbaity that you'd prefer to ignore.”
  34. 34. @leximills Sometimes They Don't Have a Choice
  35. 35. @leximills
  36. 36. @leximills Over 50%
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  39. 39. @leximills Search Keywords Rather Than Exact Phrases
  40. 40. @leximills Look to Early Adopter Communities
  41. 41. @leximills
  42. 42. @leximills
  43. 43. @leximills ASK MEDIA: What Keywords Are Performing Best for You?
  44. 44. @leximills What Types of Articles
  45. 45. @leximills RESEARCH: Competitors, top pages, facebook and twitter
  46. 46. @leximills Keyword Research Can Help You Pick Clients
  47. 47. @leximills
  48. 48. @leximills 3D printing
  49. 49. @leximills
  50. 50. @leximills
  51. 51. @leximills Reduce Risk and Fear by Using Keyword Research to: 1.) Pick Clients/ Project 2.) Campaign Themes
  52. 52. @leximills Agenda 1. Getting your team behind you 2. Changes in the publishing industry 3. What does this look like in real life?
  53. 53. @leximills
  54. 54. @leximills Things that work once often work twice
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  59. 59. @leximills Do the same thing but better
  60. 60. @leximills Backlink analysis of previous/ similar stories not competitors
  61. 61. @leximills
  62. 62. @leximills Multiple Angles
  63. 63. @leximills
  64. 64. @leximills 1.) Exclusives -Images -Interviews -Data -Videos -Demo of a product
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  66. 66. @leximills 1.) Exclusives -Images -Interviews -Data -Videos -Demo of a product 2.) Geography
  67. 67. @leximills
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  71. 71. @leximills 1.) Exclusives -Images -Interviews -Data -Videos -Demo of a product 2.) Geography 3.) Sector
  72. 72. @leximills
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  76. 76. @leximills 1. Craft onsite content 2. Sell in exclusives  3. Publish onsite content 4. Wider media selling-in  5. Newsletter/ Social/ email marketing
  77. 77. @leximills https://www.finder.com/press-release-ibag-2-launches-to-curb-spending
  78. 78. @leximillshttps://www.finder.com/press-release-ibag-2-launches-to-curb-spending
  79. 79. @leximillshttps://www.finder.com/press-release-ibag-2-launches-to-curb-spending
  80. 80. @leximillshttps://www.finder.com/press-release-ibag-2-launches-to-curb-spending
  81. 81. @leximillshttps://www.finder.com/press-release-ibag-2-launches-to-curb-spending
  82. 82. @leximillshttps://www.finder.com/press-release-ibag-2-launches-to-curb-spending
  83. 83. @leximills 1. Craft onsite content 2. Sell in exclusive demos  3. Publish onsite content 4. Wider media selling-in  5. Newsletter/ Social/ email marketing
  84. 84. @leximills
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  88. 88. @leximills 1. Craft onsite content 2. Sell in exclusive demos  3. Publish onsite content 4. Wider media selling-in  5. Newsletter/ Social/ email marketing
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  96. 96. @leximills Men are worse than women at impulse spending
  97. 97. @leximills
  98. 98. @leximills 1.Put scalable systems in place 2.Use keywords to help you pick campaign topics and clients 3.Pitch story formats that will help drive media traffic 4.Remember the ground is moving under everyone's feet
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  101. 101. @leximills Thank you Contact for training and consulting: leximills.uk@gmail.com For full service online marketing services: lexi@manyminds.digital

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