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Content Marketing for PR - Pubcon Las Vegas 2018

What types of content can you create to get media attention?

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@DavidWallace
CONTENT MARKETING FOR PR
Presented by David Wallace: CEO - SearchRank
@DavidWallace
- Online Marketing Since 1997
- Head Honcho @ SearchRank
- Senior Editor @ Infographic Journal
- Reside in Ahwatukee, Arizona
- Empty Nester w/ 3 Kids & 5 Grandkids
- Disney Fanatic
- Roller Coaster Enthusiast
- Love Cats
- Love Digital Marketing Industry!
WHO AM I?
@DavidWallace
WHAT TYPES OF CONTENT CAN BE CREATED
TO GET THE ATTENTION OF THE MEDIA?
@DavidWallace
CONTROVERSY
@DavidWallace
NIKE & COLIN KAPERNICK
- INTERNATIONAL MEDIA BUZZ
- CALLS TO BOYCOTT NIKE
- CONSUMERS BURN NIKE PRODUCTS
- NIKE STOCK DIPS IN VALUATION
- SEARCH INTEREST SPIKES
- STOCK RETURNS AT HIGHER VALUATION!
- 31% INCREASE IN ONLINE SALES
@DavidWallace
CONTROVERSY: SHOULD I TRAVEL THAT
ROAD
- KNOW YOUR CUSTOMERS / BRAND ADVOCATES
NIKE UNDERSTOOD THAT THOSE THEY OFFENDED ARE NOT THEIR TRUE CUSTOMERS
- CONTROVERSY IGNITES PASSION
CONTROVERSY INVOLVES “STIRRING THE POT”
- WHAT IS LONG-TERM OUTCOME?
NIKE KNEW THEY WOULD CONNECT WITH THEIR AUDIENCE, WHILE ENRAGING THOSE OUTSIDE THEIR
AUDIENCE
@DavidWallace
@DavidWallace
RESOURCEFUL
- CONCISE ARTICLE
- WHITEPAPER
- “HOW-TO” OR “DIY” GUIDE
- CASE STUDY
- INFOGRAPHIC
- VIDEO
@DavidWallace
RESOURCE EXAMPLES
- MOZ LOCAL SEARCH RANKING FACTORS
https://moz.com/local-search-ranking-factors
- PERIODIC TABLE OF SEO SUCCESS FACTORS
https://searchengineland.com/seotable
- BACKLINKO’S “LINKBUILDING FOR SEO: THE DEFINITIVE GUIDE”
https://backlinko.com/link-building
- INFOGRAPHICS (static, motion or interactive)
https://infographicjournal.com/
- DIY / HOW-TO VIDEOS
Beauty, home improvement, dance, music, etc.
@DavidWallace
TWITTER & THE MEDIA
- FOLLOW LOCAL / NATIONAL MEDIA PERSONALITIES
- PERIODICALLY ENGAGE WITH THEIR TWEETS (Retweets, Likes, Comments)
- IF DEBATING, ALWAYS BE COURTIOUS AND RESPECTFUL
- DON’T TROLL THEM!
- LOOK FOR OPPORTUNITIES TO “CREATE” OR “ADD TO” A STORY
- MEDIA PERSONALITIES MAY BECOME FAMILIAR WITH YOU
- HARO (https://www.helpareporter.com)
@DavidWallace
THANK YOU!
Download This Presentation at http://www.slideshare.net/searchrank/

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Content Marketing for PR - Pubcon Las Vegas 2018

  • 1. @DavidWallace CONTENT MARKETING FOR PR Presented by David Wallace: CEO - SearchRank
  • 2. @DavidWallace - Online Marketing Since 1997 - Head Honcho @ SearchRank - Senior Editor @ Infographic Journal - Reside in Ahwatukee, Arizona - Empty Nester w/ 3 Kids & 5 Grandkids - Disney Fanatic - Roller Coaster Enthusiast - Love Cats - Love Digital Marketing Industry! WHO AM I?
  • 3. @DavidWallace WHAT TYPES OF CONTENT CAN BE CREATED TO GET THE ATTENTION OF THE MEDIA?
  • 5. @DavidWallace NIKE & COLIN KAPERNICK - INTERNATIONAL MEDIA BUZZ - CALLS TO BOYCOTT NIKE - CONSUMERS BURN NIKE PRODUCTS - NIKE STOCK DIPS IN VALUATION - SEARCH INTEREST SPIKES - STOCK RETURNS AT HIGHER VALUATION! - 31% INCREASE IN ONLINE SALES
  • 6. @DavidWallace CONTROVERSY: SHOULD I TRAVEL THAT ROAD - KNOW YOUR CUSTOMERS / BRAND ADVOCATES NIKE UNDERSTOOD THAT THOSE THEY OFFENDED ARE NOT THEIR TRUE CUSTOMERS - CONTROVERSY IGNITES PASSION CONTROVERSY INVOLVES “STIRRING THE POT” - WHAT IS LONG-TERM OUTCOME? NIKE KNEW THEY WOULD CONNECT WITH THEIR AUDIENCE, WHILE ENRAGING THOSE OUTSIDE THEIR AUDIENCE
  • 8. @DavidWallace RESOURCEFUL - CONCISE ARTICLE - WHITEPAPER - “HOW-TO” OR “DIY” GUIDE - CASE STUDY - INFOGRAPHIC - VIDEO
  • 9. @DavidWallace RESOURCE EXAMPLES - MOZ LOCAL SEARCH RANKING FACTORS https://moz.com/local-search-ranking-factors - PERIODIC TABLE OF SEO SUCCESS FACTORS https://searchengineland.com/seotable - BACKLINKO’S “LINKBUILDING FOR SEO: THE DEFINITIVE GUIDE” https://backlinko.com/link-building - INFOGRAPHICS (static, motion or interactive) https://infographicjournal.com/ - DIY / HOW-TO VIDEOS Beauty, home improvement, dance, music, etc.
  • 10. @DavidWallace TWITTER & THE MEDIA - FOLLOW LOCAL / NATIONAL MEDIA PERSONALITIES - PERIODICALLY ENGAGE WITH THEIR TWEETS (Retweets, Likes, Comments) - IF DEBATING, ALWAYS BE COURTIOUS AND RESPECTFUL - DON’T TROLL THEM! - LOOK FOR OPPORTUNITIES TO “CREATE” OR “ADD TO” A STORY - MEDIA PERSONALITIES MAY BECOME FAMILIAR WITH YOU - HARO (https://www.helpareporter.com)
  • 11. @DavidWallace THANK YOU! Download This Presentation at http://www.slideshare.net/searchrank/

Editor's Notes

  1. Most popular infographic on IJ – “The Old Farmer’s Almanac vs. The Farmer’s Almanac”