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Content Marketing for PR - Pubcon Las Vegas 2018

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

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Content Marketing for PR - Pubcon Las Vegas 2018

  1. 1. @DavidWallace CONTENT MARKETING FOR PR Presented by David Wallace: CEO - SearchRank
  2. 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. 3. @DavidWallace WHAT TYPES OF CONTENT CAN BE CREATED TO GET THE ATTENTION OF THE MEDIA?
  4. 4. @DavidWallace CONTROVERSY
  5. 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. 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
  7. 7. @DavidWallace
  8. 8. @DavidWallace RESOURCEFUL - CONCISE ARTICLE - WHITEPAPER - “HOW-TO” OR “DIY” GUIDE - CASE STUDY - INFOGRAPHIC - VIDEO
  9. 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. 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. 11. @DavidWallace THANK YOU! Download This Presentation at http://www.slideshare.net/searchrank/

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