#MozCon	
  
	
  Lexi	
  Mills	
  •	
  Dynamo	
  PR	
  
Top	
  10	
  PR	
  Tac+cs	
  and	
  Strategies	
  of	
  
Successful...
2
|
 @leximills
Content Placement and Links
3
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 @leximills
You Don't Need Media Relationships to Get
Coverage
4
|
 @leximills
@leximills
4
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Building Better Media Relationships Will
Increase the Impact of Your Content Work
5
|
 @leximills
Do You Want to Be as Good as PR's or
Better?
6
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 @leximills
@leximills
6
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7
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 @leximills
@leximills
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8
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 @leximills
@leximills
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 @leximills
@leximills
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Panda Changed:

The Way Publishers Think and Operate

Their Perceptions of SEO and SEO's
10
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 @leximills
@leximills
10
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11
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 @leximills
@leximills
11
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Focus Your Strategies on Helping Media
Overcome Their Challenges
12
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 @leximills
@leximills
12
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10 Steps Ahead of Every Seasoned PR out There
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 @leximills
@leximills
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 @leximills
@leximills
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@leximills
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Top Pages
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 @leximills
@leximills
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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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 @leximills
@leximills
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Creating Content
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 @leximills
@leximills
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 @leximills
@leximills
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 @leximills
@leximills
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 @leximills
@leximills
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Growth in Freelance Journalists
24
|
 @leximills
Contract Them To:
•  Do interviews
•  Do filming
•  Write forwards to research documents
and white papers
...
25
|
 @leximills
Managing Media Movement
26
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 @leximills
Site Search Targets
27
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 @leximills
@leximills
27
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Less Time and Fewer
Resources To:
•  Research
•  Source Experts
•  Locate Case Studies
• ...
28
|
 @leximills
@leximills
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Content Assets Orbit Your Campaign
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 @leximills
@leximills
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Reduce Risk of Failure and Increase Impact
30
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 @leximills
@leximills
30
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Host on Website

And
31
|
 @leximills
Q&A's, Interviews and Quotes
These don't have to be
live interviews!
Questions
•  Especially useful to pr...
32
|
 @leximills
Case Studies
33
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 @leximills
@leximills
33
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Image Galleries
34
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 @leximills
@leximills
34
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•  Familiar subject
matter
•  High quality
•  Landscape and
portrait
•  Composition
•  3...
35
|
 @leximills
@leximills
35
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Competing with Corporate Blogs
36
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 @leximills
@leximills
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Globalization of Media
37
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 @leximills
@leximills
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38
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 @leximills
@leximills
38
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Store Content Ahead of Vacations 
•  Pitch at the Latest 1st Week
of November
•  1-2 Week...
39
|
 @leximills
@leximills
39
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Crafting Media Worthy Content Ideas
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 @leximills
@leximills
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41
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 @leximills
Seizing Opportunities
42
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 @leximills
Seizing Opportunities
43
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 @leximills
Leveraging Cult Fans
44
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 @leximills
Championing Causes
45
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 @leximills
Third Party Voice
46
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 @leximills
News Jacking Current Events
47
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 @leximills
@leximills
47
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Tip: Media Alert vs Press Release
48
|
 @leximills
Most Events You Can Plan For
49
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 @leximills
Planning for Topical Events
50
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 @leximills
Put Product Spoofs on Back Order
51
|
 @leximills
Link Product Spoofs to Topical Events
@leximills
52
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 @leximills
Offline Is an Important Factor to Influence Online
@leximills
53
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 @leximills
54
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 @leximills
@leximills
54
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Reduce Risk of Failure
55
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 @leximills
Figures That Grow
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 @leximills
Figures That Grow
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 @leximills
Figures That Grow
58
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 @leximills
Coverage
59
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 @leximills
Same Story Different Release
60
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 @leximills
Same Story Different Release
61
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 @leximills
@leximills
61
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Lego
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 @leximills
@leximills
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Lego
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 @leximills
@leximills
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Lego
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 @leximills
Results
65
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 @leximills
@leximills
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 @leximills
@leximills
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67
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 @leximills
@leximills
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Lego
68
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 @leximills
Private View- Launch 1
69
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 @leximills
Phone Sell in- Launch 2
70
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 @leximills
Media Tour-Creating Theatre- Launch 3
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 @leximills
Launch Event 4
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 @leximills
@leximills
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Lego
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 @leximills
Launch Event 5
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 @leximills
Launches Cont.
75
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 @leximills
Global Coverage
76
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 @leximills
Change in Product Strategy
77
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 @leximills
The Cost of Gold?
£2,750	
  /	
  $4,400	
  
	
  
The Cost of Gold?
78
|
 @leximills
Summary Slide
1.  Link building is getting harder
2.  Think beyond campaigns for a sustainable
strategy
3...
79
|
 @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	
  
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Top 10 PR Tactics and Strategies of Succesful Content and Link Building - Lexi Mills, Mozcon 2014

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4:00 pm - Top 10 PR Tactics and Strategies of Successful Content and Link Building
Speaker: Lexi Mills
Description: Everyone's had an outreach pitch rejected, but Lexi shows you that by slicing and dicing your content, you can turn those no's into yes's.

Published in: Marketing

Top 10 PR Tactics and Strategies of Succesful Content and Link Building - Lexi Mills, Mozcon 2014

  1. 1. #MozCon    Lexi  Mills  •  Dynamo  PR   Top  10  PR  Tac+cs  and  Strategies  of   Successful  Content  and  Link  Building   @leximills  •  lexi.mills@dynamopr.com  
  2. 2. 2 | @leximills Content Placement and Links
  3. 3. 3 | @leximills You Don't Need Media Relationships to Get Coverage
  4. 4. 4 | @leximills @leximills 4 | Building Better Media Relationships Will Increase the Impact of Your Content Work
  5. 5. 5 | @leximills Do You Want to Be as Good as PR's or Better?
  6. 6. 6 | @leximills @leximills 6 |
  7. 7. 7 | @leximills @leximills 7 |
  8. 8. 8 | @leximills @leximills 8 |
  9. 9. 9 | @leximills @leximills 9 | Panda Changed:
 The Way Publishers Think and Operate
 Their Perceptions of SEO and SEO's
  10. 10. 10 | @leximills @leximills 10 |
  11. 11. 11 | @leximills @leximills 11 | Focus Your Strategies on Helping Media Overcome Their Challenges
  12. 12. 12 | @leximills @leximills 12 | 10 Steps Ahead of Every Seasoned PR out There
  13. 13. 13 | @leximills @leximills 13 |
  14. 14. 14 | @leximills @leximills 14 |
  15. 15. 15 | @leximills @leximills 15 | Top Pages
  16. 16. 16 | @leximills @leximills 16 | Search Volume
  17. 17. 17 | @leximills Pitch Based on Search Volume
  18. 18. 18 | @leximills @leximills 18 | Creating Content
  19. 19. 19 | @leximills @leximills 19 | Creating Content
  20. 20. 20 | @leximills @leximills 20 |
  21. 21. 21 | @leximills @leximills 21 |
  22. 22. 22 | @leximills @leximills
  23. 23. 23 | @leximills @leximills 23 | Growth in Freelance Journalists
  24. 24. 24 | @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
  25. 25. 25 | @leximills Managing Media Movement
  26. 26. 26 | @leximills Site Search Targets
  27. 27. 27 | @leximills @leximills 27 | Less Time and Fewer Resources To: •  Research •  Source Experts •  Locate Case Studies •  Create Video Content •  Find Images
  28. 28. 28 | @leximills @leximills 28 | Content Assets Orbit Your Campaign
  29. 29. 29 | @leximills @leximills 29 | Reduce Risk of Failure and Increase Impact
  30. 30. 30 | @leximills @leximills 30 | Host on Website
 And
  31. 31. 31 | @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
  32. 32. 32 | @leximills Case Studies
  33. 33. 33 | @leximills @leximills 33 | Image Galleries
  34. 34. 34 | @leximills @leximills 34 | •  Familiar subject matter •  High quality •  Landscape and portrait •  Composition •  300dpi and 72 dpi
  35. 35. 35 | @leximills @leximills 35 | Competing with Corporate Blogs
  36. 36. 36 | @leximills @leximills 36 | Globalization of Media
  37. 37. 37 | @leximills @leximills 37 |
  38. 38. 38 | @leximills @leximills 38 | Store Content Ahead of Vacations •  Pitch at the Latest 1st Week of November •  1-2 Weeks before National Holidays
  39. 39. 39 | @leximills @leximills 39 | Crafting Media Worthy Content Ideas
  40. 40. 40 | @leximills @leximills 40 |
  41. 41. 41 | @leximills Seizing Opportunities
  42. 42. 42 | @leximills Seizing Opportunities
  43. 43. 43 | @leximills Leveraging Cult Fans
  44. 44. 44 | @leximills Championing Causes
  45. 45. 45 | @leximills Third Party Voice
  46. 46. 46 | @leximills News Jacking Current Events
  47. 47. 47 | @leximills @leximills 47 | Tip: Media Alert vs Press Release
  48. 48. 48 | @leximills Most Events You Can Plan For
  49. 49. 49 | @leximills Planning for Topical Events
  50. 50. 50 | @leximills Put Product Spoofs on Back Order
  51. 51. 51 | @leximills Link Product Spoofs to Topical Events @leximills
  52. 52. 52 | @leximills Offline Is an Important Factor to Influence Online @leximills
  53. 53. 53 | @leximills
  54. 54. 54 | @leximills @leximills 54 | Reduce Risk of Failure
  55. 55. 55 | @leximills Figures That Grow
  56. 56. 56 | @leximills Figures That Grow
  57. 57. 57 | @leximills Figures That Grow
  58. 58. 58 | @leximills Coverage
  59. 59. 59 | @leximills Same Story Different Release
  60. 60. 60 | @leximills Same Story Different Release
  61. 61. 61 | @leximills @leximills 61 | Lego
  62. 62. 62 | @leximills @leximills 62 | Lego
  63. 63. 63 | @leximills @leximills 63 | Lego
  64. 64. 64 | @leximills Results
  65. 65. 65 | @leximills @leximills 65 |
  66. 66. 66 | @leximills @leximills 66 |
  67. 67. 67 | @leximills @leximills 67 | Lego
  68. 68. 68 | @leximills Private View- Launch 1
  69. 69. 69 | @leximills Phone Sell in- Launch 2
  70. 70. 70 | @leximills Media Tour-Creating Theatre- Launch 3
  71. 71. 71 | @leximills Launch Event 4
  72. 72. 72 | @leximills @leximills 72 | Lego
  73. 73. 73 | @leximills Launch Event 5
  74. 74. 74 | @leximills Launches Cont.
  75. 75. 75 | @leximills Global Coverage
  76. 76. 76 | @leximills Change in Product Strategy
  77. 77. 77 | @leximills The Cost of Gold? £2,750  /  $4,400     The Cost of Gold?
  78. 78. 78 | @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
  79. 79. 79 | @leximills Summary Slide •  Make the Medias Job Easier •  Pick Ideas That Can Grow •  Setup Partnerships
  80. 80. #MozCon    Lexi  Mills  •  Dynamo  PR   @leximills  •  lexi.mills@dynamopr.com  

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