SearchLove Boston 2016 | Britt Klontz | Incorporate 'Pr Thinking' I...

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Incorporate ‘PR Thinking’
Into Your Content Initiatives
Britt Klontz | PR Consultant | @Britt_Klontz
SearchLove Boston 2016

client wants
infographic
content team
creates
infographic
infographic is
created PROMOTE!

Researched the outlet

Determined the expert

Researched the expert

Tailored the pitch accordingly

proof that I did my homework
Hi Erica,
I wanted to touch base with you and quickly introduce myself because my team and I
...

showed relevancy
Hi Erica,
I wanted to touch base with you and quickly introduce myself because my team and I
create infog...

offered the ability to customize
Hi Erica,
I wanted to touch base with you and quickly introduce myself because my team an...

What Won The Pitch:
1. Research
2. Relevance
3. Responsiveness

MAGICAL TIME MACHINE CUPCAKE

determine
client’s needs
(beyond
infographics)
PROMOTE!
set goals
& KPIs
persona
research
content creationcontent strategy...

Baking PR Into Your Content Initiatives

- 1 -
A compelling hook is key

Find an effective hook that is going
to capture the mind of your target
audience.

The Most Instagrammed Fashion Brands

The Key Components to Success
1. Hook
2. Content
3. Execution

What’s the hook?

Most Followers….

Um, What?!

Most # Mentions...

AGAIN?!

Nike Tops the List of the Most
Instagrammed Fashion Brands

Hello Kitty Outranks Legendary
Fashion Brands on Instagram

Two Sportswear Brands Compete
for the Most Instagram Followers

90+ online placements

A “good hook” is the
equivalent to sprinkles
on a cupcake - content
just isn’t “eye-catching”
without it.

- 2 -
Make it newsworthy

If you want to be in the media,
become media-worthy.

explicit about it being “for” TC

right into the “timeliness” factor
Hi Josh,
To put into perspective how large the recent Facebook acquisition really is, m...

a preview hints at
“exclusivity”
Hi Josh,
To put into perspective how large the recent Facebook acquisition really is, my ...

option to host directly on TC
Hi Josh,
To put into perspective how large the recent Facebook acquisition really is, my tea...

The term “exclusive” can have
different meanings...always clarify.

“For reference, we
almost never publish
infographics or the like
from third-parties but
are making an exception
because th...

Sometimes “newsworthiness”
happens serendipitously, and you
get lucky. Other times, you can
manufacture it.

- 3 -
Make the journalist’s job “easy”

The Struggle is REAL
(for journalists)

Shrinking newsrooms

Fast deadlines

Increasing demand for
multimedia

The increasing importance of
multimedia gives content
marketers an opportunity to help
journalists do their jobs.

Audience-Centric Approach
audience-centric approach

Concept & content
The View From Here
Commission and curate a shareable series of photos which illustrate the contrasting v...

Related content
Where children sleep: comparisons from around the world

Related content
Humans of New York: great short stories about the people in the photos

Choice overload?

MOBILE

Media outlets are investing in
responsive web design and
journalists are expected to create
content accordingly.

The Struggle IS REAL
(for journalists)

Short attention spans

Javascript…?

HTML…?

CSS…?

Responsive design…?!

CONTENT MARKETING IS
MOBILE MARKETING
Source: Recent B2B Distilled campaign

- 4 -
Pre-pitch to key influencers

Pre-pitch key influencers whose target
audiences are exactly the demographic
you’d want to get in front of.

pitched as a “preview”
Hi Julee,
We're soon releasing an interactive chart depicting the most popular fashion brands on
In...

highlighted relevant angles
Hi Julee,
We're soon releasing an interactive chart depicting the most popular fashion brands ...

test link OR screenshot will work
Hi Julee,
We're soon releasing an interactive chart depicting the most popular fashion b...

Look for coverage opportunities that
have the potential to create a
“domino effect.”

A successful campaign consists of
a PR strategy in which 90% of the
PR-based tasks are completed
BEFORE launch.

1. Determining the hook is key
2. Look for ways to make content timely
3. Create multifaceted content, and make it
easy fo...

SearchLove Boston 2016 | Britt Klontz | Incorporate 'Pr Thinking' Into Your Content Initiatives

Share Slideshare

LinkedIn
Facebook
Twitter

Embed

Size (px)

Show related Slideshows at end

WordPress Shortcode

Link

Share
Email

SearchLove Boston 2016 | Marcus Tob... by Distilled 5313 views
SearchLove Boston 2016 | Mike King ... by Distilled 4941 views
SearchLove Boston 2016 | Mary Bowli... by Distilled 4624 views
Chris Dayley Searchlove Boston - Po... by Chris Dayley 4177 views
SearchLove Boston 2016 | Kindra Hal... by Distilled 4240 views
SearchLove Boston 2016 | Rand Fishk... by Distilled 4917 views

View on Slideshare

1 of 140 Ad

View on Slideshare

1 of 140 Ad