#MozCon
Lexi
Mills
•
Dynamo
PR
Top
10
PR
Tac+cs
and
Strategies
of
Successful
Content
and
Link
Building
@leximills
•
lexi.mills@dynamopr.com

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@leximills
Content Placement and Links

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@leximills
You Don't Need Media Relationships to Get
Coverage

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@leximills
@leximills
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Building Better Media Relationships Will
Increase the Impact of Your Content Work

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@leximills
Do You Want to Be as Good as PR's or
Better?

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@leximills
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Panda Changed:
The Way Publishers Think and Operate
Their Perceptions of SEO and SEO's

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@leximills
@leximills
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@leximills
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Focus Your Strategies on Helping Media
Overcome Their Challenges

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@leximills
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10 Steps Ahead of Every Seasoned PR out There

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Top Pages

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Search Volume

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@leximills
Pitch Based on Search Volume

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@leximills
@leximills
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Creating Content

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Creating Content

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@leximills

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Growth in Freelance Journalists

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@leximills
Contract Them To:
• Do interviews
• Do filming
• Write forwards to research documents
and white papers
• Sell in stories
• Survey questions
• Craft press releases
• Bylines or guest posts
• Must Have Worked Recently in the
Area You Are Targeting
Contract Freelancers

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@leximills
Managing Media Movement

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@leximills
Site Search Targets

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@leximills
@leximills
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Less Time and Fewer
Resources To:
• Research
• Source Experts
• Locate Case Studies
• Create Video Content
• Find Images

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@leximills
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Content Assets Orbit Your Campaign

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@leximills
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Reduce Risk of Failure and Increase Impact

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@leximills
@leximills
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Host on Website
And

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@leximills
Q&A's, Interviews and Quotes
These don't have to be
live interviews!
Questions
• Especially useful to pre-
write these if the client is
nervous or has limited time.
Quotes
• Write "Quotes" on their
behalf and then you just
need sign off.
@leximills

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@leximills
Case Studies

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@leximills
@leximills
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Image Galleries

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@leximills
@leximills
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• Familiar subject
matter
• High quality
• Landscape and
portrait
• Composition
• 300dpi and 72
dpi

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@leximills
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Competing with Corporate Blogs

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@leximills
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Globalization of Media

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@leximills
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@leximills
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Store Content Ahead of Vacations
• Pitch at the Latest 1st Week
of November
• 1-2 Weeks before National
Holidays

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@leximills
@leximills
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Crafting Media Worthy Content Ideas

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Seizing Opportunities

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Seizing Opportunities

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@leximills
Leveraging Cult Fans

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@leximills
Championing Causes

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@leximills
Third Party Voice

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@leximills
News Jacking Current Events

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@leximills
@leximills
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Tip: Media Alert vs Press Release

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@leximills
Most Events You Can Plan For

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@leximills
Planning for Topical Events

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@leximills
Put Product Spoofs on Back Order

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@leximills
Link Product Spoofs to Topical Events
@leximills

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@leximills
Offline Is an Important Factor to Influence Online
@leximills

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@leximills

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Reduce Risk of Failure

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@leximills
Figures That Grow

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@leximills
Figures That Grow

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@leximills
Figures That Grow

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@leximills
Coverage

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@leximills
Same Story Different Release

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Same Story Different Release

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Lego

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Lego

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Lego

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Results

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Lego

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Private View- Launch 1

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Phone Sell in- Launch 2

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Media Tour-Creating Theatre- Launch 3

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Launch Event 4

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Lego

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Launch Event 5

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@leximills
Launches Cont.

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@leximills
Global Coverage

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@leximills
Change in Product Strategy

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@leximills
The Cost of Gold?
£2,750
/
$4,400
The Cost of Gold?

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@leximills
Summary Slide
1. Link building is getting harder
2. Think beyond campaigns for a sustainable
strategy
3. Panda was a pivot point in the publishing industry
4. Media share your struggles with Google, your
content can help them
5. Analyse social media metrics and top pages for
publishers before pitching them
6. They are targeted on Google Plus profiles
7. Search volume can be a pitching tool
8. Hire Freelance journalists
9. A team of more than 2 need management system
for media relationships
10. Site search is often more effective in current day
than your ‘little black book’
11. Hook your content onto popular culture, trends
and events
12. Get the right content assets in place before
launch, host on website and drop box
13. Don’t just go for news articles, look for other
opportunities like Q&A, image stories and case
studies
14. Learn from analysing the gaming industry
15. When doing product spoofs list products as on
back order
16. Find someone or firm to be the third voice in your
story
17. Use a media alert instead of a press release to get
quicker sign off
18. Structure campaigns with several launch stages
19. Offline activity is one of the strongest linkbuilding
tactics
20. Lego are a good source to reference for creating
content ideas

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@leximills
Summary Slide
• Make the Medias Job Easier
• Pick Ideas That Can Grow
• Setup Partnerships

#MozCon
Lexi
Mills
•
Dynamo
PR
@leximills
•
lexi.mills@dynamopr.com