1. Ross Tavendale
Data Journalism: a
practical guide to winning
big links
http://www.slideshare.net/rosstavendale

2. https://pitchbox.com/blog/scalable-link-building-strategy/
For the outreach part...

3. Making the thing that gets the
link
ross@typeamedia.co.uk @rtavs

4. Are you sitting comfortably?
A creative campaign from 2012
Storytime

5. It was 2012 and we just won a
global airline as a client
ross@typeamedia.co.uk @rtavs

6. New domain & new brief
ross@typeamedia.co.uk @rtavs

7. £50k per month retainer
ross@typeamedia.co.uk @rtavs

8. We had a strategy session
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9. Decided to get creative involved
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10. Ideation Session
ross@typeamedia.co.uk @rtavs

11. Ideas generated by subjective
opinion
ross@typeamedia.co.uk @rtavs

12. Some of the ideas were great
ross@typeamedia.co.uk @rtavs

13. The Apple watch concept
ross@typeamedia.co.uk @rtavs

14. Some older guy pipes up about QR
codes
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15. So after a couple of days of
creative ideation
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16. We finally settle on a concept
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17. For a bloody infographic.
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18. A phenomenal infographic
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19. Pitched to the client
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20. Using subjective opinion
they say - “want that one”
ross@typeamedia.co.uk @rtavs

21. And amazing things happen
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22. Guess how many links were
generated?
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23. Not objective
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24. No frameworks
ross@typeamedia.co.uk @rtavs

25. Ideation through the lense of the
people in the room
ross@typeamedia.co.uk @rtavs

26. No concept of flop risk
ross@typeamedia.co.uk @rtavs

27. Our methodology
How we run ideation sessions
Type A

28. RAPTOR
ross@typeamedia.co.uk @rtavs

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. RAP sheet
Research
Angles
Pitch

31. 3 angles
3 headlines
Gets you 9 pitches
ross@typeamedia.co.uk @rtavs

32. You only need
to “win” 11%
of the time
ross@typeamedia.co.uk @rtavs

33. Discovery
Where do we get the data to make objective decisions
Ideation

34. Start with the audience
ross@typeamedia.co.uk @rtavs

36. Casino Games
93% more likely to be engaged / 58% less likely to be
married
ross@typeamedia.co.uk @rtavs

37. Investment Banking
Love money and a cheeky nandos

38. Investment Banking
They smell and dress like a teenager

39. Investment Banking
They are a “safe edgy” and like the country of Wales

40. Investment Banking
They are a pretty big deal

41. Assumptive Statements
Define what they are/not
ross@typeamedia.co.uk @rtavs

42. Framework
What is our decision making criteria for ideas?
Ideation

43. Ideation Framework
IDENTITY SOCIAL
INFORMATION
UTILITY

44. Identity
This expresses my identity better than I can
ross@typeamedia.co.uk @rtavs

45. It’s hard out there…….
ross@typeamedia.co.uk @rtavs

46. For a lefty
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47. ross@typeamedia.co.uk @rtavs

48. Why you shouldn’t ever……..
ross@typeamedia.co.uk @rtavs

49. Mess with gingers
ross@typeamedia.co.uk @rtavs

50. ross@typeamedia.co.uk @rtavs

51. ross@typeamedia.co.uk @rtavs

52. Utility
This is useful to me and my unique situation
ross@typeamedia.co.uk @rtavs

53. What 2000 calories looks like
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54. In fast food
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55. ross@typeamedia.co.uk @rtavs

56. Social Information
This reinforces an idea I already believe
ross@typeamedia.co.uk @rtavs

57. Londoners found to be
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58. Most miserable people in the UK
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59. ross@typeamedia.co.uk @rtavs

60. Allergies on the rise globally

61. Snowflake millennials are hypochondriacs
study reveals

62. In our methodology the content
finds the audience
ross@typeamedia.co.uk @rtavs

63. 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

64. 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”

65. Data sources
ross@typeamedia.co.uk @rtavs

66. 3 types of data
that can be used
to tell a story
ross@typeamedia.co.uk @rtavs

67. Private data from
analytics & CRM
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68. Public data
from
government databases
ross@typeamedia.co.uk @rtavs

69. Potential data
from surveys
& pro commentary
ross@typeamedia.co.uk @rtavs

70. What to do with your private
data?
ross@typeamedia.co.uk @rtavs

71. Mine your own
analytics
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72. Mashup your
data with
other sources
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73. How to use public data?
ross@typeamedia.co.uk @rtavs

74. Make it
easier to
use
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75. Slice it
and serve it
differently
ross@typeamedia.co.uk @rtavs

76. How to find public data?
ross@typeamedia.co.uk @rtavs

77. Advanced Search
Recent & relevant

79. How to use potential data?
ross@typeamedia.co.uk @rtavs

80. Freedom of
information
request

81. Google Surveys
ross@typeamedia.co.uk @rtavs

82. You’ll never have
a viral success
with this approach
ross@typeamedia.co.uk @rtavs

83. But you will get
Repeatable & defensible
Data led campaigns
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