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

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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.

Marketing

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

RESEARCH ANGLES PITCHES
Who are we talking
to?
What do they care
about?
How do we talk to
them?
ross@typeamedia.co.uk @rtavs

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

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

Mess with gingers
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

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

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
Affinity to a sport, TV show,
computer game
Table of data Health

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”

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

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

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

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Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web. People search various questions, phrases or words. But some words and phrases are searched more often than others. For example, the words, ‘running shoes’ are searched more often than ‘best road running shoes for men’ These words or phrases which people use to search on Google are called Keywords. Some keywords are searched more often than others. Number of times a keyword is searched for in a month is called keyword volume. Some keywords have more relevant results than others. For the phrase “running shoes” we get more than 80M relevant results, whereas for “best road running shoes for men” we get only 8. The former keyword ‘running shoes’ has way more competition from popular websites to new and small blogs, whereas the latter keyword doesn’t have that much competition. This search competition for a keyword is called search difficulty of a keyword or keyword difficulty. In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition and if you target such keywords on your site, you can easily rank on the front page of Google. Some keywords are searched for, just to know or to learn some information about something, that’s their search intention. For example, “What shoe size should I choose?” or “How to pick the right shoe size?” These keywords which are searched just to know about stuff are called informational keywords. Typically people who are searching this type of keywords are top of a Conversion funnel. Conversion funnel is the journey that search visitors go through on their way to an email subscription or a premium subscription to the services you offer or a purchase of products you sell or recommend using your referral link. For some buyers, research is the most important part when they have to buy a product. Depending on that, their journey either widens or narrows down. These types of buyers are Researchers and they spend more time with informational keywords. Conversion is the action you want from your search visitors. Number of conversions that you get for every 100 search visitors is called Conversion rate. People who are at different stages of a conversion funnel use different types of keywords.

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

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 ross@typeamedia.co.uk @rtavs

9. Decided to get creative involved ross@typeamedia.co.uk @rtavs

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 ross@typeamedia.co.uk @rtavs

15. So after a couple of days of creative ideation ross@typeamedia.co.uk @rtavs

16. We finally settle on a concept ross@typeamedia.co.uk @rtavs

17. For a bloody infographic. ross@typeamedia.co.uk @rtavs

18. A phenomenal infographic ross@typeamedia.co.uk @rtavs

19. Pitched to the client ross@typeamedia.co.uk @rtavs

20. Using subjective opinion they say - “want that one” ross@typeamedia.co.uk @rtavs

21. And amazing things happen ross@typeamedia.co.uk @rtavs

22. Guess how many links were generated? ross@typeamedia.co.uk @rtavs

23. Not objective ross@typeamedia.co.uk @rtavs

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

35.

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 ross@typeamedia.co.uk @rtavs

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 ross@typeamedia.co.uk @rtavs

54. In fast food ross@typeamedia.co.uk @rtavs

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 ross@typeamedia.co.uk @rtavs

58. Most miserable people in the UK ross@typeamedia.co.uk @rtavs

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 ross@typeamedia.co.uk @rtavs

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 ross@typeamedia.co.uk @rtavs

72. Mashup your data with other sources ross@typeamedia.co.uk @rtavs

73. How to use public data? ross@typeamedia.co.uk @rtavs

74. Make it easier to use ross@typeamedia.co.uk @rtavs

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

78.

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 ross@typeamedia.co.uk @rtavs

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