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Ross Tavendale
Data Journalism: a
practical guide to winning
big links
http://www.slideshare.net/rosstavendale
https://pitchbox.com/blog/scalable-link-building-strategy/
For the outreach part...
Making the thing that gets the
link
ross@typeamedia.co.uk @rtavs
Are you sitting comfortably?
A creative campaign from 2012
Storytime
It was 2012 and we just won a
global airline as a client
ross@typeamedia.co.uk @rtavs
New domain & new brief
ross@typeamedia.co.uk @rtavs
£50k per month retainer
ross@typeamedia.co.uk @rtavs
We had a strategy session
ross@typeamedia.co.uk @rtavs
Decided to get creative involved
ross@typeamedia.co.uk @rtavs
Ideation Session
ross@typeamedia.co.uk @rtavs
Ideas generated by subjective
opinion
ross@typeamedia.co.uk @rtavs
Some of the ideas were great
ross@typeamedia.co.uk @rtavs
The Apple watch concept
ross@typeamedia.co.uk @rtavs
Some older guy pipes up about QR
codes
ross@typeamedia.co.uk @rtavs
So after a couple of days of
creative ideation
ross@typeamedia.co.uk @rtavs
We finally settle on a concept
ross@typeamedia.co.uk @rtavs
For a bloody infographic.
ross@typeamedia.co.uk @rtavs
A phenomenal infographic
ross@typeamedia.co.uk @rtavs
Pitched to the client
ross@typeamedia.co.uk @rtavs
Using subjective opinion
they say - “want that one”
ross@typeamedia.co.uk @rtavs
And amazing things happen
ross@typeamedia.co.uk @rtavs
Guess how many links were
generated?
ross@typeamedia.co.uk @rtavs
Not objective
ross@typeamedia.co.uk @rtavs
No frameworks
ross@typeamedia.co.uk @rtavs
Ideation through the lense of the
people in the room
ross@typeamedia.co.uk @rtavs
No concept of flop risk
ross@typeamedia.co.uk @rtavs
Our methodology
How we run ideation sessions
Type A
RAPTOR
ross@typeamedia.co.uk @rtavs
RESEARCH ANGLES PITCHES
Who are we talking
to?
What do they care
about?
How do we talk to
them?
ross@typeamedia.co.uk @rta...
RAP sheet
Research
Angles
Pitch
3 angles
3 headlines
Gets you 9 pitches
ross@typeamedia.co.uk @rtavs
You only need
to “win” 11%
of the time
ross@typeamedia.co.uk @rtavs
Discovery
Where do we get the data to make objective decisions
Ideation
Start with the audience
ross@typeamedia.co.uk @rtavs
Casino Games
93% more likely to be engaged / 58% less likely to be
married
ross@typeamedia.co.uk @rtavs
Investment Banking
Love money and a cheeky nandos
Investment Banking
They smell and dress like a teenager
Investment Banking
They are a “safe edgy” and like the country of Wales
Investment Banking
They are a pretty big deal
Assumptive Statements
Define what they are/not
ross@typeamedia.co.uk @rtavs
Framework
What is our decision making criteria for ideas?
Ideation
Ideation Framework
IDENTITY SOCIAL
INFORMATION
UTILITY
Identity
This expresses my identity better than I can
ross@typeamedia.co.uk @rtavs
It’s hard out there…….
ross@typeamedia.co.uk @rtavs
For a lefty
ross@typeamedia.co.uk @rtavs
ross@typeamedia.co.uk @rtavs
Why you shouldn’t ever……..
ross@typeamedia.co.uk @rtavs
Mess with gingers
ross@typeamedia.co.uk @rtavs
ross@typeamedia.co.uk @rtavs
ross@typeamedia.co.uk @rtavs
Utility
This is useful to me and my unique situation
ross@typeamedia.co.uk @rtavs
What 2000 calories looks like
ross@typeamedia.co.uk @rtavs
In fast food
ross@typeamedia.co.uk @rtavs
ross@typeamedia.co.uk @rtavs
Social Information
This reinforces an idea I already believe
ross@typeamedia.co.uk @rtavs
Londoners found to be
ross@typeamedia.co.uk @rtavs
Most miserable people in the UK
ross@typeamedia.co.uk @rtavs
ross@typeamedia.co.uk @rtavs
Allergies on the rise globally
Snowflake millennials are hypochondriacs
study reveals
In our methodology the content
finds the audience
ross@typeamedia.co.uk @rtavs
Ideation Framework
IDENTITY UTILITY SOCIAL INFORMATION
Gender Calculator Politics
Age Maps Work
Location Formula Lifestyle...
Drill down-ability for multiple headlines
Broad appeal
GAMERS
Niche
CONSOLE
Community
N64
Fanatic
MARIO
KART
“Gamers sitti...
Data sources
ross@typeamedia.co.uk @rtavs
3 types of data
that can be used
to tell a story
ross@typeamedia.co.uk @rtavs
Private data from
analytics & CRM
ross@typeamedia.co.uk @rtavs
Public data
from
government databases
ross@typeamedia.co.uk @rtavs
Potential data
from surveys
& pro commentary
ross@typeamedia.co.uk @rtavs
What to do with your private
data?
ross@typeamedia.co.uk @rtavs
Mine your own
analytics
ross@typeamedia.co.uk @rtavs
Mashup your
data with
other sources
ross@typeamedia.co.uk @rtavs
How to use public data?
ross@typeamedia.co.uk @rtavs
Make it
easier to
use
ross@typeamedia.co.uk @rtavs
Slice it
and serve it
differently
ross@typeamedia.co.uk @rtavs
How to find public data?
ross@typeamedia.co.uk @rtavs
Advanced Search
Recent & relevant
How to use potential data?
ross@typeamedia.co.uk @rtavs
Freedom of
information
request
Google Surveys
ross@typeamedia.co.uk @rtavs
You’ll never have
a viral success
with this approach
ross@typeamedia.co.uk @rtavs
But you will get
Repeatable & defensible
Data led campaigns
ross@typeamedia.co.uk @rtavs
Brighton SEO - Data Journalism: A practical guide to winning big links
Brighton SEO - Data Journalism: A practical guide to winning big links
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Brighton SEO - Data Journalism: A practical guide to winning big links

Ross Tavendale goes into detail about the methods that Type A Media use in order to conduct creative ideation sessions for their creative PR campaigns. First presented at Brighton SEO, September 2018.

Brighton SEO - Data Journalism: A practical guide to winning big links

  1. 1. Ross Tavendale Data Journalism: a practical guide to winning big links http://www.slideshare.net/rosstavendale
  2. 2. https://pitchbox.com/blog/scalable-link-building-strategy/ For the outreach part...
  3. 3. Making the thing that gets the link ross@typeamedia.co.uk @rtavs
  4. 4. Are you sitting comfortably? A creative campaign from 2012 Storytime
  5. 5. It was 2012 and we just won a global airline as a client ross@typeamedia.co.uk @rtavs
  6. 6. New domain & new brief ross@typeamedia.co.uk @rtavs
  7. 7. £50k per month retainer ross@typeamedia.co.uk @rtavs
  8. 8. We had a strategy session ross@typeamedia.co.uk @rtavs
  9. 9. Decided to get creative involved ross@typeamedia.co.uk @rtavs
  10. 10. Ideation Session ross@typeamedia.co.uk @rtavs
  11. 11. Ideas generated by subjective opinion ross@typeamedia.co.uk @rtavs
  12. 12. Some of the ideas were great ross@typeamedia.co.uk @rtavs
  13. 13. The Apple watch concept ross@typeamedia.co.uk @rtavs
  14. 14. Some older guy pipes up about QR codes ross@typeamedia.co.uk @rtavs
  15. 15. So after a couple of days of creative ideation ross@typeamedia.co.uk @rtavs
  16. 16. We finally settle on a concept ross@typeamedia.co.uk @rtavs
  17. 17. For a bloody infographic. ross@typeamedia.co.uk @rtavs
  18. 18. A phenomenal infographic ross@typeamedia.co.uk @rtavs
  19. 19. Pitched to the client ross@typeamedia.co.uk @rtavs
  20. 20. Using subjective opinion they say - “want that one” ross@typeamedia.co.uk @rtavs
  21. 21. And amazing things happen ross@typeamedia.co.uk @rtavs
  22. 22. Guess how many links were generated? ross@typeamedia.co.uk @rtavs
  23. 23. Not objective ross@typeamedia.co.uk @rtavs
  24. 24. No frameworks ross@typeamedia.co.uk @rtavs
  25. 25. Ideation through the lense of the people in the room ross@typeamedia.co.uk @rtavs
  26. 26. No concept of flop risk ross@typeamedia.co.uk @rtavs
  27. 27. Our methodology How we run ideation sessions Type A
  28. 28. RAPTOR ross@typeamedia.co.uk @rtavs
  29. 29. RESEARCH ANGLES PITCHES Who are we talking to? What do they care about? How do we talk to them? ross@typeamedia.co.uk @rtavs
  30. 30. RAP sheet Research Angles Pitch
  31. 31. 3 angles 3 headlines Gets you 9 pitches ross@typeamedia.co.uk @rtavs
  32. 32. You only need to “win” 11% of the time ross@typeamedia.co.uk @rtavs
  33. 33. Discovery Where do we get the data to make objective decisions Ideation
  34. 34. Start with the audience ross@typeamedia.co.uk @rtavs
  35. 35. Casino Games 93% more likely to be engaged / 58% less likely to be married ross@typeamedia.co.uk @rtavs
  36. 36. Investment Banking Love money and a cheeky nandos
  37. 37. Investment Banking They smell and dress like a teenager
  38. 38. Investment Banking They are a “safe edgy” and like the country of Wales
  39. 39. Investment Banking They are a pretty big deal
  40. 40. Assumptive Statements Define what they are/not ross@typeamedia.co.uk @rtavs
  41. 41. Framework What is our decision making criteria for ideas? Ideation
  42. 42. Ideation Framework IDENTITY SOCIAL INFORMATION UTILITY
  43. 43. Identity This expresses my identity better than I can ross@typeamedia.co.uk @rtavs
  44. 44. It’s hard out there……. ross@typeamedia.co.uk @rtavs
  45. 45. For a lefty ross@typeamedia.co.uk @rtavs
  46. 46. ross@typeamedia.co.uk @rtavs
  47. 47. Why you shouldn’t ever…….. ross@typeamedia.co.uk @rtavs
  48. 48. Mess with gingers ross@typeamedia.co.uk @rtavs
  49. 49. ross@typeamedia.co.uk @rtavs
  50. 50. ross@typeamedia.co.uk @rtavs
  51. 51. Utility This is useful to me and my unique situation ross@typeamedia.co.uk @rtavs
  52. 52. What 2000 calories looks like ross@typeamedia.co.uk @rtavs
  53. 53. In fast food ross@typeamedia.co.uk @rtavs
  54. 54. ross@typeamedia.co.uk @rtavs
  55. 55. Social Information This reinforces an idea I already believe ross@typeamedia.co.uk @rtavs
  56. 56. Londoners found to be ross@typeamedia.co.uk @rtavs
  57. 57. Most miserable people in the UK ross@typeamedia.co.uk @rtavs
  58. 58. ross@typeamedia.co.uk @rtavs
  59. 59. Allergies on the rise globally
  60. 60. Snowflake millennials are hypochondriacs study reveals
  61. 61. In our methodology the content finds the audience ross@typeamedia.co.uk @rtavs
  62. 62. Ideation Framework IDENTITY UTILITY SOCIAL INFORMATION Gender Calculator Politics Age Maps Work Location Formula Lifestyle Affinity to a sport, TV show, computer game Table of data Health
  63. 63. Drill down-ability for multiple headlines Broad appeal GAMERS Niche CONSOLE Community N64 Fanatic MARIO KART “Gamers sitting on an average of £30k of assets” “Got an original SNES? It could be worth more than your car” “The minecraft generation wealthier than the N64 generation” “Mario Kart pros, richest amongst peers study reveals”
  64. 64. Data sources ross@typeamedia.co.uk @rtavs
  65. 65. 3 types of data that can be used to tell a story ross@typeamedia.co.uk @rtavs
  66. 66. Private data from analytics & CRM ross@typeamedia.co.uk @rtavs
  67. 67. Public data from government databases ross@typeamedia.co.uk @rtavs
  68. 68. Potential data from surveys & pro commentary ross@typeamedia.co.uk @rtavs
  69. 69. What to do with your private data? ross@typeamedia.co.uk @rtavs
  70. 70. Mine your own analytics ross@typeamedia.co.uk @rtavs
  71. 71. Mashup your data with other sources ross@typeamedia.co.uk @rtavs
  72. 72. How to use public data? ross@typeamedia.co.uk @rtavs
  73. 73. Make it easier to use ross@typeamedia.co.uk @rtavs
  74. 74. Slice it and serve it differently ross@typeamedia.co.uk @rtavs
  75. 75. How to find public data? ross@typeamedia.co.uk @rtavs
  76. 76. Advanced Search Recent & relevant
  77. 77. How to use potential data? ross@typeamedia.co.uk @rtavs
  78. 78. Freedom of information request
  79. 79. Google Surveys ross@typeamedia.co.uk @rtavs
  80. 80. You’ll never have a viral success with this approach ross@typeamedia.co.uk @rtavs
  81. 81. But you will get Repeatable & defensible Data led campaigns ross@typeamedia.co.uk @rtavs

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