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Fail-free marketing that builds links and influence - Lexi Mills - SearchNorwich 8

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PR SEO is becoming increasingly tricky, with increases in the amount of content out there but declines in the media industry.

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Fail-free marketing that builds links and influence - Lexi Mills - SearchNorwich 8

  1. 1. Title goes Here 1
  2. 2. Title goes Here 2 Campaign Concepts CEO at Shift6 & President of The Future of Search Foundation
  3. 3. Agenda • Show how customer acquisition in the travel market has and will change in the future • How consumer journey is changing in travel • How people are spending their leisure time? How is this changing? • Digital Marketing Travel trends • Consumer behaviors • Influencers • Learning from publishers • Fail Free Content Marketing that builds links and influence
  4. 4. Agenda • Media Industry • Consumer trends • Blast from the past • How we should respond • How we need to think about new challenges•
  5. 5. Over 1,817 links 155,000 likes 2 million views
  6. 6. 75| @leximills Global Coverage 75|
  7. 7. Bathroom Sweets Coverage hits: 133 High links: 72 Medium links: 56 Average DA of linkin site: 54 Broadcast: 3 Total circulation: 357,545,235
  8. 8. lexi@shift6.org Results: The campaign built over 66 inbound links with an average domain authority of 41. As well as 52 inbound links with unique linking root domains. 
 Alongside TV coverage on NY1 TV News, Cleveland 19, the Discovery Channel Canada, USA (CBS) 9 News, and Good Morning America on ABC
  9. 9. Agenda • Show how customer acquisition in the travel market has and will change in the future • How consumer journey is changing in travel • How people are spending their leisure time? How is this changing? • Digital Marketing Travel trends • Consumer behaviors • Influencers • Learning from publishers • We don’t do this in isolation anymore
  10. 10. Agenda • Show how customer acquisition in the travel market has and will change in the future • How consumer journey is changing in travel • How people are spending their leisure time? How is this changing? • Digital Marketing Travel trends • Consumer behaviors • Influencers • Learning from publishers • Because it’s too high risk
  11. 11. One hit wonders don’t move rankings on their own consistently
  12. 12. They are hard on teams, client relationships
  13. 13. Agenda • Show how customer acquisition in the travel market has and will change in the future • How consumer journey is changing in travel • How people are spending their leisure time? How is this changing? • Digital Marketing Travel trends • Consumer behaviors • Influencers • Learning from publishers • PR SEO without previous relationships was getting harder
  14. 14. Over 69 pieces of coverage in the USA alone
  15. 15. Total Coverage: 19 media outlets covered the piece 17 Links built with an average DA of 47
  16. 16. Agenda • Show how customer acquisition in the travel market has and will change in the future • How consumer journey is changing in travel • How people are spending their leisure time? How is this changing? • Digital Marketing Travel trends • Consumer behaviors • Influencers • Learning from publishers • Metrics Client Competitor 1 Competitor 2 Competitor 3 Competitor 4 Total links 3,193 53,099 6,041 21,384 92,509 links per DA point 118 1659 232 713 2256
  17. 17. Backwards bicycle
  18. 18. You CAN'T ride this bike, unless you practice everyday for 8 months. Backwards bicycle
  19. 19. AI and ML Client briefs Vs
  20. 20. Agenda • Show how customer acquisition in the travel market has and will change in the future • How consumer journey is changing in travel • How people are spending their leisure time? How is this changing? • Digital Marketing Travel trends • Consumer behaviors • Influencers • Learning from publishers • A formula that was able to grow, bend and adapt with the only constant…. increased speed of change
  21. 21. Agenda Formula • Media Industry • Consumer trends • How we should respond • How we need to think about new challenges •
  22. 22. What consistently has an impact • on SEO? • Delivers PR results? • Grows revenue? Client/ Event briefs Vs
  23. 23. The right FFCM scope of work success metrics clients briefs points of contact tactics tools media Intel
  24. 24. Title goes Here 38 Reactive not always proactive There are many platforms for media relations where journalists are actively seeking PR content.
  25. 25. Chasing fragmented metrics
  26. 26. What really impacts business Trade Business consumer Link focused & brand building Local and international
  27. 27. Towers Watson have been measuring ROI of communications for five years, and their most recent study of 604 large companies around the world confirms: “Companies that are highly effective at internal communication are 1.7 times more likely to outperform their peers. -Regardless of industry, region or economy. ” Shift6MI
  28. 28. Agenda • Show how customer acquisition in the travel market has and will change in the future • How consumer journey is changing in travel • How people are spending their leisure time? How is this changing? • Digital Marketing Travel trends • Consumer behaviors • Influencers • Learning from publishers • Move away from tips and tricks
  29. 29. Current state of the media industry
  30. 30. “The news business is on pace for its worst job losses in a decade”
  31. 31. Millennial Media
  32. 32. Title goes Here 49
  33. 33. Title goes Here 50
  34. 34. 5000 engineers at Bloomberg and about 2000 are working on AI
  35. 35. “Roughly a third of the content that we do at Bloomberg – the 5,000 stories we do every day – has some element of automation." John Micklethwait, Editor-in-Chief, Bloomberg - GEN Summit 2019: keynote session.
  36. 36. Title goes Here 53 A technology called ‘cyborg’ Scrapes the earnings from apples website Spits out headlines
  37. 37. Title goes Here 54 Within a minute you get a bullet pointed version of a story.
  38. 38. Title goes Here 55 Which looks the same as previous stories minus a quote from an analyst which use to appear in the old one
  39. 39. Speed is more important than accuracy
  40. 40. Hosting news on our clients sites has never been more important and will only continue to be in light of AI
  41. 41. AI designed for speed lacks cometary and analysis
  42. 42. Title goes Here 66 So it’s really about humans and machines working together
  43. 43. We need speed teams
  44. 44. • Clients spokespeople • Subjects they can comment on • Names, bios and headshots of spokespersons ➢Send details to media ➢Draft comment ➢Send to client to edit/ sign off ➢Send to journalist ➢Follow up
  45. 45. Changes in consumer behavior
  46. 46. “We have grown fatigued with both substance and desensitized to clickbait”
  47. 47. Facebook users tend almost entirely to click on links that they agree with, meaning that their news feeds can become an echo chamber
  48. 48. Title goes Here 73 Replaces the text 'Millennial' with 'Snake People'.
  49. 49. Title goes Here 74
  50. 50. “Exhausted by the repetition of stories and subject matter”
  51. 51. Growth in distrust
  52. 52. Title goes Here 77
  53. 53. The Audience wants to be at the centre
  54. 54. They want to bring Instagram to life
  55. 55. “We need to serve there IRL needs and that of their digital identities”
  56. 56. It's all About the Curves…men like their women to be more Kelly Brook and less Kate Moss.
  57. 57. Psychologist Dr Simon Moore, of London Metropolitan University, said: 'Society has created this blonde versus brunette divide………. What else made this fly?
  58. 58. “We have grown fatigued with both substance and desensitized to clickbait”
  59. 59. Bylines op-eds
  60. 60. This isn’t just to target consumers - PR to media to reach consumers
  61. 61. Why should you care?
  62. 62. Bylines are an integral part of any PR SEO strategy, securing consistent and quality coverage and links
  63. 63. Title goes Here 108 4,331 links from 58 domains Corporate commentary: States company purpose + results Showcases its people and culture Establishes authority and legitimacy by addressing credentials
  64. 64. They help establish core brand messages as well as boosting SEO and you have control over the copy Each article tends to contain 1-3 links to your target landing pages - most titles won’t accept more that 3 and some will need to go to external sites and sources
  65. 65. ● Week 1: Write up a series of authored articles titles and synopsis assigned to the most relevant team member. ● Week 2: Once these have been approved, draft the article in full including links to appropriate internal and some extra sources. ● Week 4: Make sure fully written articles are approved by the author and major stakeholders. ● Week: 2-6: Meanwhile start to pitch the titles to key marketing, e-commerce and retail publications (DA 30-70). ● Week 4-12: Once a pitch is accepted and the article has been approved, share it with the journalist to publish. Publish dates vary from site to site depending on how busy the content schedule is. This can take 4-8 weeks and you may want to work with a copywriter for the articles themselves. The Process
  66. 66. Example Pitches and Media Responses
  67. 67. Example Pitches and Media Responses
  68. 68. Launches should happen in sequences now
  69. 69. Title goes Here 115
  70. 70. Title goes Here 116 Wistia Launches One, Ten, One Hundred Spending $111,000 to Help Business Understand the Balance of Budget vs Creativity- Three adverts for Soapbox will be produced for $1,000 $10,000 and $100,000- One Ten One Hundred adverts will then be supported with advertising dollars- Results of the project to be published in October 2018 Wistia, a video software provider for small- and medium-sized businesses, today announces the start of One, Ten, One Hundred, a unique project to gauge the impact budgets on creative ideas for video ads. To do this, Wistia commissioned Sandwich Video to come up with the creative concepts and produce three ads with a production budget of $1,000, $10,000 and $100,000 respectively. The three ads performance and the audience reaction, will then be analysed and the results made available in a report to be published in October. To ensure that people aren't duped as happened in other social 'experiments,' Wistia is running One, Ten, One Hundred on its own product – a video creation tool for SMBs called Soapbox. In addition, a unique behind the scenes documentary film One, Ten, One Hundred is being produced which will lift the curtain the experience and the challenges, budgets and otherwise, on creating commercials. This will be premiered in at an event in Boston in October. To explore this idea of constrained creativity, Wistia partnered with the renowned Sandwich Video to produce three videos for $1,000, $10,000 and $100,000, which is where the name One, Ten, One Hundred originates. Wistia will then measure the impact of the three videos with consumers. Metrics will include traditional demographics and engagement data as well as a look at cost per customer acquisition and return on investment. Wistia will specifically look at the effectiveness of three innovative ad buys on Facebook – a video carousel (three videos in a single ad), sequential video advertising – where three variants of the same ad are served to users who have engaged with the first, and a straight split test between the three different ads. Each video will be supported with identical spend across multiple sites for up to a month. Wistia will publish the results in a report in November
  71. 71. Title goes Here 117
  72. 72. Offline to influence online
  73. 73. Title goes Here 119
  74. 74. Recognize what is important
  75. 75. Title goes Here 121
  76. 76. Title goes Here 122 Title goes Here 14
  77. 77. Title goes Here 123
  78. 78. Title goes Here 124
  79. 79. The Gift of Giving When working with a technology hardware recycling firm based in Florida we placed a series of authored articles. We approached a list of core tech, hardware and trade titles but despite months of email pitches from several members of the team we had no response. To gain their attention we sent Fortnum and Mason biscuits to the team to say hello and introduce ourselves. A week later we received a response to one of our outreach emails. “The two most important things to keep in mind for submissions are keeping them relevant for people directly involved in managing and/or designing data centers and not pitching (however indirectly) your client’s products/services. “Send submissions to karen.riccio@knect365.com , who edits our Industry Perspectives section.” - Yevgeniy Sverdlik, Editor in Chief, Data Center Knowledge
  80. 80. Who are your competitors hiring?
  81. 81. https://www.actionnetwork.com/article/author/darren-rovell
  82. 82. These guys have to work somewhere else the rest of the time!
  83. 83. Budgets Targets Teams
  84. 84. Do you know any superhero's that took sh*t for a long time?
  85. 85. We can’t afford to lose our best minds, future role of SEO skill is too important
  86. 86. Reactive policy making is irrational
  87. 87. and dangerous
  88. 88. lexi@shift6.org
  89. 89. Title goes Here 143 https://futurism.com/the-byte/treat-google-ai-world-power
  90. 90. Digital Pickle
  91. 91. Final thoughts • We need suitable formulas not one trick ponies • Watch what the ‘hard’ industries are doing • Stay on top of media trends • Look at the bigger picture•
  92. 92. THANK YOU

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