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DIGITALPRNEWSROOM
Supercharge your
link building with a
digital PR newsroom
Shannon McGuirk,
Head of PR & Content
@shannonmcguirk_
DIGITALPRNEWSROOM
@shannonmcguirk_
DIGITALPRNEWSROOM
Planned
Editorial
@shannonmcguirk_
DIGITALPRNEWSROOM
Planned
Reactive
Editorial
Reactive
Editorial
@shannonmcguirk_
DIGITALPRNEWSROOM
@shannonmcguirk_
DIGITALPRNEWSROOM
@shannonmcguirk_
DIGITALPRNEWSROOM
Planned
Editorial
@shannonmcguirk_
DIGITALPRNEWSROOM
Planned
Reactive
Editorial
Reactive
Editorial
@shannonmcguirk_
DIGITALPRNEWSROOM
Planned
Editorial
@shannonmcguirk_
DIGITALPRNEWSROOM
Planned
Reactive
Editorial
Reactive
Editorial
Planned
Editorial
@shannonmcguirk_
DIGITALPRNEWSROOM
Planned
Reactive
Editorial
Reactive
Editorial
We’re all link building...
DIGITALPRNEWSROOM
Who here is doing content-driven
link building?
@shannonmcguirk_
Planned
Editorial
@shannonmcguirk_
DIGITALPRNEWSROOM
Planned
Reactive
Editorial
Reactive
Editorial
You are missing out on ...
Our approach
to link building
@shannonmcguirk_
DIGITALPRNEWSROOM
Planned editorial link-building campaigns
@shannonmcguirk_
DIGITALPRNEWSROOM
The most successful
planned editorial campaigns
are based on insight
@shannonmcguirk_
DIGITALPRNEWSROOM
Insight:
To gain an accurate and deep understanding of
someone or something
@shannonmcguirk_
DIGITALPRNEWSROOM
37% of millennials have had
their holiday destination
influenced by social media
@shannonmcguirk_
DIGITALPRNEWSROOM
Source...
@shannonmcguirk_
DIGITALPRNEWSROOM
@shannonmcguirk_
DIGITALPRNEWSROOM
66
@shannonmcguirk_
DIGITALPRNEWSROOM
links
@shannonmcguirk_
DIGITALPRNEWSROOM
It was a slow start to say the least…
@shannonmcguirk_
DIGITALPRNEWSROOM
Then we noticed something...
@shannonmcguirk_
DIGITALPRNEWSROOM
@shannonmcguirk_
DIGITALPRNEWSROOM
@shannonmcguirk_
DIGITALPRNEWSROOM
@shannonmcguirk_
DIGITALPRNEWSROOM
We pushed that angle
as hard as we could
@shannonmcguirk_
DIGITALPRNEWSROOM
92
@shannonmcguirk_
DIGITALPRNEWSROOM
links
Starting with insight again...
@shannonmcguirk_
DIGITALPRNEWSROOM
@shannonmcguirk_
DIGITALPRNEWSROOM
Google Trends
@shannonmcguirk_
DIGITALPRNEWSROOM
“Life is like a box of chocolates, you
never know what you’re gonna
get…”
@shannonmcguirk_
DIGITALPRNEWSROOM
Link building is also like
a box of chocolates…
@shannonmcguirk_
DIGITALPRNEWSROOM
0
@shannonmcguirk_
DIGITALPRNEWSROOM
links
Link building is unpredictable
@shannonmcguirk_
DIGITALPRNEWSROOM
The reality of
link building...
@shannonmcguirk_
DIGITALPRNEWSROOM
Inconsistent results
will get you fired
@shannonmcguirk_
DIGITALPRNEWSROOM
Guess what can give more consistent
results?
@shannonmcguirk_
DIGITALPRNEWSROOM
@shannonmcguirk_
DIGITALPRNEWSROOM
“Unfortunately, the business
is short sighted…”
Ex Aira client, May 2019
@shannonmcguirk_
DIGITALPRNEWSROOM
Google Ads took our link building budget
even though we were getting results
@shannonmcguirk_
DIGITALPRNEWSROOM
@shannonmcguirk_
DIGITALPRNEWSROOM
YoY traffic increases for e-commerce site
@shannonmcguirk_
DIGITALPRNEWSROOM
7,000+
@shannonmcguirk_
DIGITALPRNEWSROOM
Pieces of coverage in 3 years
But that’s only 33% of what
we could have built
@shannonmcguirk_
DIGITALPRNEWSROOM
Planned
Editorial
@shannonmcguirk_
DIGITALPRNEWSROOM
Planned
Reactive
Editorial
Reactive
Editorial
DIGITALPRNEWSROOM
DIGITALPRNEWSROOM
DIGITALPRNEWSROOM
Over the past 2 years, we’ve had to work out
a way of delivering consistent results for link
building
@shannonmcguirk_
DIG...
We have to stop link building
like it’s 1948
@shannonmcguirk_
DIGITALPRNEWSROOM
Planned
Editorial
@shannonmcguirk_
DIGITALPRNEWSROOM
Planned
Reactive
Editorial
Reactive
Editorial
We need to be more like Meghan Markle
@shannonmcguirk_
DIGITALPRNEWSROOM
The solution
@shannonmcguirk_
DIGITALPRNEWSROOM
It kind of happened by accident...
@shannonmcguirk_
DIGITALPRNEWSROOM
@shannonmcguirk_
Launch
January
DIGITALPRNEWSROOM
Planned
Editorial
@shannonmcguirk_
DIGITALPRNEWSROOM
Planned
Reactive
Editorial
Reactive
Editorial
@shannonmcguirk_
Launch
35
January
NEW FEATURES LANDED
DIGITALPRNEWSROOM
Most might stop here but we saw an
opportunity
@shannonmcguirk_
DIGITALPRNEWSROOM
St Patrick’s Day
Results
@shannonmcguirk_
DIGITALPRNEWSROOM
@shannonmcguirk_
NEW HOOK
+16
March
NEW FEATURES LANDED
DIGITALPRNEWSROOM
Planned
Editorial
@shannonmcguirk_
DIGITALPRNEWSROOM
Planned
Reactive
Editorial
Reactive
Editorial
New data released in June
@shannonmcguirk_
DIGITALPRNEWSROOM
Planned
Editorial
@shannonmcguirk_
DIGITALPRNEWSROOM
Planned
Reactive
Editorial
Reactive
Editorial
@shannonmcguirk_
NEW DATA
+14
June
NEW FEATURES LANDED
DIGITALPRNEWSROOM
3 outreach opportunities
in 6 months
We looked back on the success and
realised something
@shannonmcguirk_
DIGITALPRNEWSROOM
Planned
Editorial
@shannonmcguirk_
DIGITALPRNEWSROOM
Planned
Reactive
Editorial
Reactive
Editorial
@shannonmcguirk_
DIGITALPRNEWSROOM
35
16
14
RESULTS:
68
@shannonmcguirk_
DIGITALPRNEWSROOM
Pieces of coverage
It worked, it worked really well
@shannonmcguirk_
DIGITALPRNEWSROOM
Consistent
link building
ROI
@shannonmcguirk_
DIGITALPRNEWSROOM
Reactive outreach took place whilst
working on a larger planned editorial
campaign
@shannonmcguirk_
DIGITALPRNEWSROOM
@shannonmcguirk_
DIGITALPRNEWSROOM
@shannonmcguirk_
DIGITALPRNEWSROOM
@shannonmcguirk_
DIGITALPRNEWSROOM
We’ve finally come up with a solution to
a problem we’re facing
@shannonmcguirk_
DIGITALPRNEWSROOM
The Digital PR Newsroom
@shannonmcguirk_
DIGITALPRNEWSROOM
Implementing the digital
PR newsroom
@shannonmcguirk_
DIGITALPRNEWSROOM
The industry has been talking about
bridging the gap between PR
and SEO for years
@shannonmcguirk_
DIGITALPRNEWSROOM
PR & SEO
@shannonmcguirk_
DIGITALPRNEWSROOM
I’ve been on both sides of the fence
@shannonmcguirk_
DIGITALPRNEWSROOM
2015
@shannonmcguirk_
DIGITALPRNEWSROOM
2019
@shannonmcguirk_
DIGITALPRNEWSROOM
I’m going to show you exactly
how we can combine the
disciplines for results
@shannonmcguirk_
DIGITALPRNEWSROOM
PeopleResources
@shannonmcguirk_
DIGITALPRNEWSROOM
Planning
@shannonmcguirk_
DIGITALPRNEWSROOM
Planning
There are 4 main meetings
and planning sessions
@shannonmcguirk_
DIGITALPRNEWSROOM
8:30am
scrum meetings
@shannonmcguirk_
DIGITALPRNEWSROOM
What’s
trending?
What’s in
the news?
What are
people
talking
about?
Awareness days
Today:
Gummy Awareness Day
Goal:
Find reactive editorial opportunities
@shannonmcguirk_
DIGITALPRNEWSROOM
In action...
@shannonmcguirk_
DIGITALPRNEWSROOM
@shannonmcguirk_
DIGITALPRNEWSROOM
Launch, 1st July
@shannonmcguirk_
DIGITALPRNEWSROOM
DONE
@shannonmcguirk_
DIGITALPRNEWSROOM
@shannonmcguirk_
DIGITALPRNEWSROOM
Planned
Editorial
@shannonmcguirk_
DIGITALPRNEWSROOM
Planned
Reactive
Editorial
Reactive
Editorial
3:45pm Friday
review meetings
@shannonmcguirk_
DIGITALPRNEWSROOM
@shannonmcguirk_
DIGITALPRNEWSROOM
Goal:
Ensure you have everything you need to jump
on planned reactive campaigns
@shannonmcguirk_
DIGITALPRNEWSROOM
In action...
@shannonmcguirk_
DIGITALPRNEWSROOM
@shannonmcguirk_
DIGITALPRNEWSROOM
@shannonmcguirk_
DIGITALPRNEWSROOM
Women in Engineering
Day
23rd June
@shannonmcguirk_
DIGITALPRNEWSROOM
Monthly editorial meetings
@shannonmcguirk_
DIGITALPRNEWSROOM
What’s coming up for the month ahead?
@shannonmcguirk_
DIGITALPRNEWSROOM
@shannonmcguirk_
DIGITALPRNEWSROOM
@shannonmcguirk_
DIGITALPRNEWSROOM
Goal:
Plan your planned editorial launches
along side reactive outreach
@shannonmcguirk_
DIGITALPRNEWSROOM
Quarterly reviews
@shannonmcguirk_
DIGITALPRNEWSROOM
@shannonmcguirk_
DIGITALPRNEWSROOM
Mark Johnstone
Where this
all started...
@shannonmcguirk_
DIGITALPRNEWSROOM
Trend:
Maps are great for link building
@shannonmcguirk_
DIGITALPRNEWSROOM
DIGITALPRNEWSROOM
@shannonmcguirk_
DIGITALPRNEWSROOM
@shannonmcguirk_
@shannonmcguirk_
DIGITALPRNEWSROOM
Interactive maps for the win
@shannonmcguirk_
DIGITALPRNEWSROOM
Goal:
Take your successes and learnings into
the new quarter and beyond
@shannonmcguirk_
DIGITALPRNEWSROOM
Resources
@shannonmcguirk_
DIGITALPRNEWSROOM
You need a ‘content bank’
@shannonmcguirk_
DIGITALPRNEWSROOM
What a
content bank
looks like...
@shannonmcguirk_
DIGITALPRNEWSROOM
All 80+ of our link
building
campaigns
live on the
di...
How do you set up a content bank?
@shannonmcguirk_
DIGITALPRNEWSROOM
Ideally, you need 5+ campaigns
@shannonmcguirk_
DIGITALPRNEWSROOM
Evergreen, newsworthy, attributable
@shannonmcguirk_
DIGITALPRNEWSROOM
Documents & frameworks
@shannonmcguirk_
DIGITALPRNEWSROOM
Editorial
content
calendar
@shannonmcguirk_
DIGITALPRNEWSROOM
Template
Media list
@shannonmcguirk_
DIGITALPRNEWSROOM
Template
Evaluation
template
@shannonmcguirk_
DIGITALPRNEWSROOM
Template
Tools
@shannonmcguirk_
DIGITALPRNEWSROOM
You can find all of these assets, along with
the slides and notes here:
aira.net/mozcon19
@shannonmcguirk_
DIGITALPRNEWSRO...
People
@shannonmcguirk_
DIGITALPRNEWSROOM
@shannonmcguirk_
DIGITALPRNEWSROOM
You need clear roles & responsibilities
@shannonmcguirk_
DIGITALPRNEWSROOM
Define storytellers and
story makers
DIGITALPRNEWSROOM
Team
structure
@shannonmcguirk_
DIGITALPRNEWSROOM
Head of PR &
Content
Digital PR Team
Leader
Digital PR
Executive
Content...
This will work with just two people,
it did back in 2017 for Aira
@shannonmcguirk_
DIGITALPRNEWSROOM
Team
structure
@shannonmcguirk_
DIGITALPRNEWSROOM
Content
Specialist
Digital PR
Specialist
You can even implement this as one
person
@shannonmcguirk_
DIGITALPRNEWSROOM
@shannonmcguirk_
DIGITALPRNEWSROOM
Storytelling &
creative
unicorns
DIGITALPRNEWSROOM
In summary
@shannonmcguirk_
Link building is unpredictable
@shannonmcguirk_
DIGITALPRNEWSROOM
But, we’ve worked out a way of
delivering consistent results for link
building clients
@shannonmcguirk_
DIGITALPRNEWSROOM
Don’t just rely on ‘hero’ planned
editorial campaigns
@shannonmcguirk_
DIGITALPRNEWSROOM
Planned
Editorial
@shannonmcguirk_
DIGITALPRNEWSROOM
Planned
Reactive
Editorial
Reactive
Editorial
Be more Meghan Markle
@shannonmcguirk_
DIGITALPRNEWSROOM
Success won’t happen overnight
@shannonmcguirk_
DIGITALPRNEWSROOM
But it will over time...
@shannonmcguirk_
DIGITALPRNEWSROOM
@shannonmcguirk_
DIGITALPRNEWSROOM
This is how link building should be done
in 2019.
@shannonmcguirk_
DIGITALPRNEWSROOM
DIGITALPRNEWSROOM
Thank you!
@shannonmcguirk_
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Shannon McGuirk - How To Supercharge Link Building With A Digital PR Newsroom

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"How To Supercharge Link Building With A Digital PR Newsroom"

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Shannon McGuirk - How To Supercharge Link Building With A Digital PR Newsroom

  1. 1. DIGITALPRNEWSROOM Supercharge your link building with a digital PR newsroom Shannon McGuirk, Head of PR & Content
  2. 2. @shannonmcguirk_ DIGITALPRNEWSROOM
  3. 3. @shannonmcguirk_ DIGITALPRNEWSROOM
  4. 4. Planned Editorial @shannonmcguirk_ DIGITALPRNEWSROOM Planned Reactive Editorial Reactive Editorial
  5. 5. @shannonmcguirk_ DIGITALPRNEWSROOM
  6. 6. @shannonmcguirk_ DIGITALPRNEWSROOM
  7. 7. @shannonmcguirk_ DIGITALPRNEWSROOM
  8. 8. Planned Editorial @shannonmcguirk_ DIGITALPRNEWSROOM Planned Reactive Editorial Reactive Editorial
  9. 9. @shannonmcguirk_ DIGITALPRNEWSROOM
  10. 10. Planned Editorial @shannonmcguirk_ DIGITALPRNEWSROOM Planned Reactive Editorial Reactive Editorial
  11. 11. Planned Editorial @shannonmcguirk_ DIGITALPRNEWSROOM Planned Reactive Editorial Reactive Editorial We’re all link building in 1948
  12. 12. DIGITALPRNEWSROOM Who here is doing content-driven link building? @shannonmcguirk_
  13. 13. Planned Editorial @shannonmcguirk_ DIGITALPRNEWSROOM Planned Reactive Editorial Reactive Editorial You are missing out on 66% of links
  14. 14. Our approach to link building @shannonmcguirk_ DIGITALPRNEWSROOM
  15. 15. Planned editorial link-building campaigns @shannonmcguirk_ DIGITALPRNEWSROOM
  16. 16. The most successful planned editorial campaigns are based on insight @shannonmcguirk_ DIGITALPRNEWSROOM
  17. 17. Insight: To gain an accurate and deep understanding of someone or something @shannonmcguirk_ DIGITALPRNEWSROOM
  18. 18. 37% of millennials have had their holiday destination influenced by social media @shannonmcguirk_ DIGITALPRNEWSROOM Source: WeSwap
  19. 19. @shannonmcguirk_ DIGITALPRNEWSROOM
  20. 20. @shannonmcguirk_ DIGITALPRNEWSROOM
  21. 21. 66 @shannonmcguirk_ DIGITALPRNEWSROOM links
  22. 22. @shannonmcguirk_ DIGITALPRNEWSROOM
  23. 23. It was a slow start to say the least… @shannonmcguirk_ DIGITALPRNEWSROOM
  24. 24. Then we noticed something... @shannonmcguirk_ DIGITALPRNEWSROOM
  25. 25. @shannonmcguirk_ DIGITALPRNEWSROOM
  26. 26. @shannonmcguirk_ DIGITALPRNEWSROOM
  27. 27. @shannonmcguirk_ DIGITALPRNEWSROOM
  28. 28. We pushed that angle as hard as we could @shannonmcguirk_ DIGITALPRNEWSROOM
  29. 29. 92 @shannonmcguirk_ DIGITALPRNEWSROOM links
  30. 30. Starting with insight again... @shannonmcguirk_ DIGITALPRNEWSROOM
  31. 31. @shannonmcguirk_ DIGITALPRNEWSROOM Google Trends
  32. 32. @shannonmcguirk_ DIGITALPRNEWSROOM “Life is like a box of chocolates, you never know what you’re gonna get…”
  33. 33. @shannonmcguirk_ DIGITALPRNEWSROOM
  34. 34. Link building is also like a box of chocolates… @shannonmcguirk_ DIGITALPRNEWSROOM
  35. 35. 0 @shannonmcguirk_ DIGITALPRNEWSROOM links
  36. 36. Link building is unpredictable @shannonmcguirk_ DIGITALPRNEWSROOM
  37. 37. The reality of link building... @shannonmcguirk_ DIGITALPRNEWSROOM
  38. 38. Inconsistent results will get you fired @shannonmcguirk_ DIGITALPRNEWSROOM
  39. 39. Guess what can give more consistent results? @shannonmcguirk_ DIGITALPRNEWSROOM
  40. 40. @shannonmcguirk_ DIGITALPRNEWSROOM
  41. 41. “Unfortunately, the business is short sighted…” Ex Aira client, May 2019 @shannonmcguirk_ DIGITALPRNEWSROOM
  42. 42. Google Ads took our link building budget even though we were getting results @shannonmcguirk_ DIGITALPRNEWSROOM
  43. 43. @shannonmcguirk_ DIGITALPRNEWSROOM YoY traffic increases for e-commerce site
  44. 44. @shannonmcguirk_ DIGITALPRNEWSROOM
  45. 45. 7,000+ @shannonmcguirk_ DIGITALPRNEWSROOM Pieces of coverage in 3 years
  46. 46. But that’s only 33% of what we could have built @shannonmcguirk_ DIGITALPRNEWSROOM
  47. 47. Planned Editorial @shannonmcguirk_ DIGITALPRNEWSROOM Planned Reactive Editorial Reactive Editorial
  48. 48. DIGITALPRNEWSROOM
  49. 49. DIGITALPRNEWSROOM
  50. 50. DIGITALPRNEWSROOM
  51. 51. Over the past 2 years, we’ve had to work out a way of delivering consistent results for link building @shannonmcguirk_ DIGITALPRNEWSROOM
  52. 52. We have to stop link building like it’s 1948 @shannonmcguirk_ DIGITALPRNEWSROOM
  53. 53. Planned Editorial @shannonmcguirk_ DIGITALPRNEWSROOM Planned Reactive Editorial Reactive Editorial
  54. 54. We need to be more like Meghan Markle @shannonmcguirk_ DIGITALPRNEWSROOM
  55. 55. The solution @shannonmcguirk_ DIGITALPRNEWSROOM
  56. 56. It kind of happened by accident... @shannonmcguirk_ DIGITALPRNEWSROOM
  57. 57. @shannonmcguirk_ Launch January DIGITALPRNEWSROOM
  58. 58. Planned Editorial @shannonmcguirk_ DIGITALPRNEWSROOM Planned Reactive Editorial Reactive Editorial
  59. 59. @shannonmcguirk_ Launch 35 January NEW FEATURES LANDED DIGITALPRNEWSROOM
  60. 60. Most might stop here but we saw an opportunity @shannonmcguirk_ DIGITALPRNEWSROOM
  61. 61. St Patrick’s Day
  62. 62. Results @shannonmcguirk_ DIGITALPRNEWSROOM
  63. 63. @shannonmcguirk_ NEW HOOK +16 March NEW FEATURES LANDED DIGITALPRNEWSROOM
  64. 64. Planned Editorial @shannonmcguirk_ DIGITALPRNEWSROOM Planned Reactive Editorial Reactive Editorial
  65. 65. New data released in June @shannonmcguirk_ DIGITALPRNEWSROOM
  66. 66. Planned Editorial @shannonmcguirk_ DIGITALPRNEWSROOM Planned Reactive Editorial Reactive Editorial
  67. 67. @shannonmcguirk_ NEW DATA +14 June NEW FEATURES LANDED DIGITALPRNEWSROOM
  68. 68. 3 outreach opportunities in 6 months
  69. 69. We looked back on the success and realised something @shannonmcguirk_ DIGITALPRNEWSROOM
  70. 70. Planned Editorial @shannonmcguirk_ DIGITALPRNEWSROOM Planned Reactive Editorial Reactive Editorial
  71. 71. @shannonmcguirk_ DIGITALPRNEWSROOM 35 16 14 RESULTS:
  72. 72. 68 @shannonmcguirk_ DIGITALPRNEWSROOM Pieces of coverage
  73. 73. It worked, it worked really well @shannonmcguirk_ DIGITALPRNEWSROOM
  74. 74. Consistent link building ROI @shannonmcguirk_ DIGITALPRNEWSROOM
  75. 75. Reactive outreach took place whilst working on a larger planned editorial campaign @shannonmcguirk_ DIGITALPRNEWSROOM
  76. 76. @shannonmcguirk_ DIGITALPRNEWSROOM
  77. 77. @shannonmcguirk_ DIGITALPRNEWSROOM
  78. 78. @shannonmcguirk_ DIGITALPRNEWSROOM
  79. 79. We’ve finally come up with a solution to a problem we’re facing @shannonmcguirk_ DIGITALPRNEWSROOM
  80. 80. The Digital PR Newsroom @shannonmcguirk_ DIGITALPRNEWSROOM
  81. 81. Implementing the digital PR newsroom @shannonmcguirk_ DIGITALPRNEWSROOM
  82. 82. The industry has been talking about bridging the gap between PR and SEO for years @shannonmcguirk_ DIGITALPRNEWSROOM
  83. 83. PR & SEO @shannonmcguirk_ DIGITALPRNEWSROOM
  84. 84. I’ve been on both sides of the fence @shannonmcguirk_ DIGITALPRNEWSROOM
  85. 85. 2015 @shannonmcguirk_ DIGITALPRNEWSROOM
  86. 86. 2019 @shannonmcguirk_ DIGITALPRNEWSROOM
  87. 87. I’m going to show you exactly how we can combine the disciplines for results @shannonmcguirk_ DIGITALPRNEWSROOM
  88. 88. PeopleResources @shannonmcguirk_ DIGITALPRNEWSROOM Planning
  89. 89. @shannonmcguirk_ DIGITALPRNEWSROOM Planning
  90. 90. There are 4 main meetings and planning sessions @shannonmcguirk_ DIGITALPRNEWSROOM
  91. 91. 8:30am scrum meetings @shannonmcguirk_ DIGITALPRNEWSROOM
  92. 92. What’s trending?
  93. 93. What’s in the news?
  94. 94. What are people talking about?
  95. 95. Awareness days
  96. 96. Today: Gummy Awareness Day
  97. 97. Goal: Find reactive editorial opportunities @shannonmcguirk_ DIGITALPRNEWSROOM
  98. 98. In action... @shannonmcguirk_ DIGITALPRNEWSROOM
  99. 99. @shannonmcguirk_ DIGITALPRNEWSROOM
  100. 100. Launch, 1st July @shannonmcguirk_ DIGITALPRNEWSROOM
  101. 101. DONE
  102. 102. @shannonmcguirk_ DIGITALPRNEWSROOM
  103. 103. @shannonmcguirk_ DIGITALPRNEWSROOM
  104. 104. Planned Editorial @shannonmcguirk_ DIGITALPRNEWSROOM Planned Reactive Editorial Reactive Editorial
  105. 105. 3:45pm Friday review meetings @shannonmcguirk_ DIGITALPRNEWSROOM
  106. 106. @shannonmcguirk_ DIGITALPRNEWSROOM
  107. 107. Goal: Ensure you have everything you need to jump on planned reactive campaigns @shannonmcguirk_ DIGITALPRNEWSROOM
  108. 108. In action... @shannonmcguirk_ DIGITALPRNEWSROOM
  109. 109. @shannonmcguirk_ DIGITALPRNEWSROOM
  110. 110. @shannonmcguirk_ DIGITALPRNEWSROOM Women in Engineering Day 23rd June
  111. 111. @shannonmcguirk_ DIGITALPRNEWSROOM
  112. 112. Monthly editorial meetings @shannonmcguirk_ DIGITALPRNEWSROOM
  113. 113. What’s coming up for the month ahead? @shannonmcguirk_ DIGITALPRNEWSROOM
  114. 114. @shannonmcguirk_ DIGITALPRNEWSROOM
  115. 115. @shannonmcguirk_ DIGITALPRNEWSROOM
  116. 116. Goal: Plan your planned editorial launches along side reactive outreach @shannonmcguirk_ DIGITALPRNEWSROOM
  117. 117. Quarterly reviews @shannonmcguirk_ DIGITALPRNEWSROOM
  118. 118. @shannonmcguirk_ DIGITALPRNEWSROOM Mark Johnstone Where this all started...
  119. 119. @shannonmcguirk_ DIGITALPRNEWSROOM
  120. 120. Trend: Maps are great for link building @shannonmcguirk_ DIGITALPRNEWSROOM
  121. 121. DIGITALPRNEWSROOM @shannonmcguirk_
  122. 122. DIGITALPRNEWSROOM @shannonmcguirk_
  123. 123. @shannonmcguirk_ DIGITALPRNEWSROOM
  124. 124. Interactive maps for the win @shannonmcguirk_ DIGITALPRNEWSROOM
  125. 125. Goal: Take your successes and learnings into the new quarter and beyond @shannonmcguirk_ DIGITALPRNEWSROOM
  126. 126. Resources @shannonmcguirk_ DIGITALPRNEWSROOM
  127. 127. You need a ‘content bank’ @shannonmcguirk_ DIGITALPRNEWSROOM
  128. 128. What a content bank looks like... @shannonmcguirk_ DIGITALPRNEWSROOM All 80+ of our link building campaigns live on the discovery hub.
  129. 129. How do you set up a content bank? @shannonmcguirk_ DIGITALPRNEWSROOM
  130. 130. Ideally, you need 5+ campaigns @shannonmcguirk_ DIGITALPRNEWSROOM
  131. 131. Evergreen, newsworthy, attributable @shannonmcguirk_ DIGITALPRNEWSROOM
  132. 132. Documents & frameworks @shannonmcguirk_ DIGITALPRNEWSROOM
  133. 133. Editorial content calendar @shannonmcguirk_ DIGITALPRNEWSROOM Template
  134. 134. Media list @shannonmcguirk_ DIGITALPRNEWSROOM Template
  135. 135. Evaluation template @shannonmcguirk_ DIGITALPRNEWSROOM Template
  136. 136. Tools @shannonmcguirk_ DIGITALPRNEWSROOM
  137. 137. You can find all of these assets, along with the slides and notes here: aira.net/mozcon19 @shannonmcguirk_ DIGITALPRNEWSROOM
  138. 138. People @shannonmcguirk_ DIGITALPRNEWSROOM
  139. 139. @shannonmcguirk_ DIGITALPRNEWSROOM You need clear roles & responsibilities
  140. 140. @shannonmcguirk_ DIGITALPRNEWSROOM Define storytellers and story makers
  141. 141. DIGITALPRNEWSROOM
  142. 142. Team structure @shannonmcguirk_ DIGITALPRNEWSROOM Head of PR & Content Digital PR Team Leader Digital PR Executive Content strategist Designer Digital PR Consultant Digital PR Executive Digital PR Consultant Creative Content Consultant Developer Digital PR Executive Digital PR Consultant Digital PR Intern
  143. 143. This will work with just two people, it did back in 2017 for Aira @shannonmcguirk_ DIGITALPRNEWSROOM
  144. 144. Team structure @shannonmcguirk_ DIGITALPRNEWSROOM Content Specialist Digital PR Specialist
  145. 145. You can even implement this as one person @shannonmcguirk_ DIGITALPRNEWSROOM
  146. 146. @shannonmcguirk_ DIGITALPRNEWSROOM Storytelling & creative unicorns
  147. 147. DIGITALPRNEWSROOM In summary @shannonmcguirk_
  148. 148. Link building is unpredictable @shannonmcguirk_ DIGITALPRNEWSROOM
  149. 149. But, we’ve worked out a way of delivering consistent results for link building clients @shannonmcguirk_ DIGITALPRNEWSROOM
  150. 150. Don’t just rely on ‘hero’ planned editorial campaigns @shannonmcguirk_ DIGITALPRNEWSROOM
  151. 151. Planned Editorial @shannonmcguirk_ DIGITALPRNEWSROOM Planned Reactive Editorial Reactive Editorial
  152. 152. Be more Meghan Markle @shannonmcguirk_ DIGITALPRNEWSROOM
  153. 153. Success won’t happen overnight @shannonmcguirk_ DIGITALPRNEWSROOM
  154. 154. But it will over time... @shannonmcguirk_ DIGITALPRNEWSROOM
  155. 155. @shannonmcguirk_ DIGITALPRNEWSROOM
  156. 156. This is how link building should be done in 2019. @shannonmcguirk_ DIGITALPRNEWSROOM
  157. 157. DIGITALPRNEWSROOM Thank you! @shannonmcguirk_

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