Getting the right angles for outreach: Jack Bamfield - SearchNorwich 5

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

First things first…

First things first…

What do we do?

We produce creative campaigns like this…

This campaign for AdView reveals the first jobs
of some of today’s most successful people

Inside the campaign - a first a job

Why?

In Outreach, our job is to get
links and coverage...

…from top-tier news sites around the world

These links improve our client’s organic
rankings on search engines

How do we get links in Outreach?

Ideation

Build campaigns that journalists
want to write about

Story

Find multiple angles for coverage

Pitching

Write a headline-grabbing outreach email

Everyone in our outreach team interprets
the role differently…

…with 7 nationalities in the group!

My interpretation comes from traditional PR
– with a twist

…managing their reputation on a daily basis

Each client would have different priorities

One day you’re promoting British shipping

The next, a hit Broadway musical!

How did we deliver results for clients?

Ideation

Understand your clients’ business

Story

Find stories your client can
legitimately comment on

Pitching

Sell your client into the stories

How did this work in practice?

Ideation

In Personal PR, we researched our client’s
industry thoroughly before launch…

…so we knew their business
better than they did

Knowing the client’s past was important

But campaigns were often defined by the
client

How did we sell this campaign?

In this campaign, we were
selling the spokesperson

Maritime UK’s report into the industry’s contribution to UK
economy

So that’s personal PR; what about
Outreach?

In Outreach, we sell the story,
NOT the spokesperson

So our campaigns help journalist
tell interesting stories

Rather than researching the industry, we
research the media landscape…

…and what journalists will write about

Journalists love stories
that matter to ordinary people

What do Brits love complaining about?

If people love complaining about it,
journalists will write about it!

We knew it would interest
motoring journalists

This coverage has an added benefit

By making the client the source of the
story…

But to build that trust…

…we need great stories that interest
journalists

So that’s ideation…

Story

In Outreach, our campaigns
often have many angles

This often leads to coverage in completely
different sectors

OPRAH

My instinct?

Celebrity and Lifestyle

I was wrong…

Your first instinct won’t always lead to
coverage

In Outreach, we can choose from many
angles to get the most coverage

But in Personal PR, being reactive was key

Our client needed to be the first to react to a
developing news story…

…so following the news cycle was essential

The Royal Navy’s new aircraft carrier arrives in Portsmouth Harbour
- puts maritime at the top of the news agenda

We used the interest in this story for
major coverage for Maritime UK

We contacted every national news desk

With relevant stories from the client’s
report…

…and specific quotes from key people
in the Maritime industry

The result?

But in Outreach, we need links

What if campaigns are slow to get links?

This campaign for Shutterfly illustrated what
Americans would put in a time capsule

Unfortunately, it struggled for coverage

Interesting, but it doesn’t grab headlines

So…

We surveyed 1,000 US citizens to find out
what they would put in a time capsule

Including their favourite movies of the
decade

Tough sell

I mean, who’s going to
want to write about Star Wars?

SCREENSHOTS

This would not have been possible
in Personal PR

Because you can’t change your client

But in SEO, you’re selling the story

So you can change it up if you need to

Ok, that’s story…

Pitching

In Personal PR, the pitch target
depended on the client

Journalists would often be aware
of your client through their reputation

Especially if that client is already
an authority on the issue

Our clients could get on the news…

…without having us sell them in

Our client, John Mills, got lots of natural coverage
as a Labour supporter of Brexit

Our efforts then focused on preparing our
client for these appearances

So they knew exactly what to say…

…and how to make
the most of the opportunity

In Outreach, getting links starts with a
direct email to journalists

But this can be daunting

However, when I
started emailing journalists…

I remembered one simple piece of
advice from PR…

“I’m going to shoot you in the face,
and here’s why…”

Journalists get straight to the point,
so should you

However, getting your client expert
comment alongside a link is still possible in
Outreach

I contacted the commentary desk
as well as Fortune’s staff writers

Usually, a journalist will write the story
and include a link

But Fortune asked me to write the editorial
on behalf of AdView

Which meant I guaranteed myself a link

So this is how I pitch stories in Outreach

So let’s wrap this thing up…

How do traditional PR and Outreach differ?

In Outreach, we build campaigns by
knowing what the media cover

We sell the story, not the spokesperson

Journalists would come to
us about our clients

So we had to make sure our
spokesperson was sending the right
message

How are Personal PR and Outreach similar?

Get straight to the point, and know why the
journalist wants the story

In Outreach, we trade on our
ability to get links…

… and we give our clients interesting things
to say to the world

…by making them the source of the story

It helps improve their reputation, just as we
would have wanted in Personal PR

Good outreach campaigns get links…

…but the best?

They secure great links
AND
great media exposure

Get the right angles

And you’ll get the right links

Thank you!

Share Slideshare

LinkedIn
Facebook
Twitter

Embed

Size (px)

Show related Slideshows at end

WordPress Shortcode

Link

Share
Email

2024 Trend Updates: What Really Wor... by Search Engine Jou... 1011447 views
Storytelling For The Web: Integrate... by Chiara Aliotta 919244 views
Artificial Intelligence, Data and C... by OECD Directorate ... 820562 views
How to Leverage AI to Boost Employe... by SocialHRCamp 342424 views
2024 State of Marketing Report – by... by Marius Sescu 195380 views
Everything You Need To Know About C... by Expeed Software 218594 views

View on Slideshare

1 of 155 Ad

View on Slideshare

1 of 155 Ad