SlideShare a Scribd company logo
How to Create Hero
Content Campaigns That
Drive Long Term Search
Visibility and Land Dreamy
AF Links
Jess Peace (She/Her)
Content Lead at NeoMam Studios
@PEACEYYY
What is Digital PR?
@PEACEYYY
Digital PR involves creating content and
outreaching to journalists and publications in order
to get coverage and build links to your website
@PEACEYYY
It raises brand awareness, stimulates interest and
the link-building aspect of it helps search engines
discover new web pages and determine how well
a page should rank in the SERPs
@PEACEYYY
@PEACEYYY
There are a few different types of Digital PR and
they ALL have their uses. Product PR, Reactive PR
and Newsjacking are all great ways to secure links,
fast and at scale, but…
@PEACEYYY
If you want to produce hero content campaigns
which people will share for months and years to
come, then keep listening! 👂
@PEACEYYY
At NeoMam, we avoid the “campaign sausage
machine” and go for ideas we genuinely want to
create and that we’re confident will get links
@PEACEYYY
“We want every piece of content we launch
to be educational, entertaining, awe-
inspiring or informative.”
- Gisele Navarro, CEO @ NeoMam
@PEACEYYY
Here are just some of our campaigns...
@PEACEYYY
But in a competitive and, at times, saturated
field, how do you create campaigns which
STAND OUT in order to get those 🔗🔗🔗 ?
@PEACEYYY
Spend more time on IDEATION
@PEACEYYY
@PEACEYYY
Coming up with ideas is often the trickiest
yet most crucial part of launching a
campaign. We need space and time for
creative thinking
@PEACEYYY
Group brainstorms don’t work for
everybody. Some people have their best
ideas when they ideate alone, when in the
shower, when out walking, or even at 3am
in the morning
@PEACEYYY
Remember, inspiration can come from
ANYWHERE as long as we’re open to it
@PEACEYYY
Before you can define what you’re
going to create, you need to know
who you are creating it for. Analyse
the brief and ask questions, first!
Some questions you might ask when ideating for
campaigns are:
@PEACEYYY
Has this idea been done before?
@PEACEYYY
Does the data exist? Where will you pull it from?
@PEACEYYY
Does it offer something new or add value to an
existing conversation or topic?
@PEACEYYY
Are journalists talking about it?
@PEACEYYY
Is it interesting? Will people care?
@PEACEYYY
@PEACEYYY
Is it relevant? Should your client, brand
or business be talking about it?
@PEACEYYY
“It’s no longer enough to be ‘popular’; you also
need to be relevant. Not just in terms of the
publications you are targeting, but the keywords
you want to rank for, audience interest and, most
importantly, brand alignment to the story you are
pitching in.”
- Beth Nunnington, PR Director @ Journey
Further
Present your ideas to your team and be open to
feedback. Actively try to pick your idea apart. If
you can find holes in your idea,
so will journalists
@PEACEYYY
TIP: Type keywords or topics into Buzzsumo and
see which types of articles have the most shares
and engagement. What was good about those
articles and how can you make your idea better?
@PEACEYYY
TIP: Research, research, research. Google Trends,
Exploding Topics, AnswerThePublic, Studies,
Surveys, FOI Requests, Reddit, Twitter.
@PEACEYYY
TIP: Consume content. Blogs, podcasts,
newsletters, campaigns, artwork, video,
TikToks, OOH, Reddit, follow inspiring people
on social media etc.
@PEACEYYY
Nail the METHODOLOGY
Marketing Twitter can be a cut-throat place to be
at times. I’m sure we’ve all seen many a tweet
tearing down a campaign due to a lack of
research, or a flimsy methodology
@PEACEYYY
Ensuring that your campaign is well-researched,
well-sourced and has an watertight methodology
will give it more credibility and will increase the
chance of journalists linking to your campaign
@PEACEYYY
Data should be pulled from credible sources.
Think Statista, ONS data, YouGov, UNdata,
Google Dataset Search, WhatDoTheyKnow, US
Census Bureau.
@PEACEYYY
TIP: Change your headline to suit the data - NOT
the other way around. If the data doesn’t say what
you want it to, revisit your headline.
@PEACEYYY
TIP: Ensure that your methodology is easy to
understand. If you’re struggling to make sense of
it, journalists and readers will too!
@PEACEYYY
TIP: Where possible, use original data sources. If
you’re quoting data that quotes other data that
quotes other data - you dilute your authority and
research around the subject
@PEACEYYY
Think about the EYE CANDY 👁👁🍬👁👁
@PEACEYYY
How you bring your idea to life is just as
important as the idea itself. Think about the
format and how best to showcase your data
@PEACEYYY
Do you have global or regional data which could
be shown in a map?
@PEACEYYY
Do you want to create 3D renders or 360 visuals
to show floor plans or reimagined designs?
@PEACEYYY
Are you breaking the data down into categories or
continents. Will you need statics, charts or
ranking tables?
@PEACEYYY
Are you creating a data-heavy campaign which
could form an index or a rich list?
@PEACEYYY
Would the information work best as a data viz?
@PEACEYYY
Are you effectively using creative assets to
support the content?
@PEACEYYY
TIP: Consume as many design styles as possible.
Think DesignBoom, Creative Review, It’s Nice That,
OOH, Behance, Instagram, Reddit, DataIsBeautiful,
Graphics Twitter Accounts etc.
@PEACEYYY
TIP: Use branding on your designs so that if even
if a journalist doesn’t link, your images can be
attributed to you.
@PEACEYYY
Remember the art of STORYTELLING
@PEACEYYY
The real metric you need to consider when creating
any piece of content is whether it useful,
informative, engaging and relevant to your
audience
@PEACEYYY
Every campaign at NeoMam needs landing page
copy (long-form) and most campaigns feature
assets with intro copy (short-form)
@PEACEYYY
The intro assets are designed to explain the
project, so that if our designs are seen in the wild
with no landing page, there is enough context for
readers to understand the campaign. It shows
what we found and how we found it. They’re a
taster course, if you will
@PEACEYYY
Landing pages are the juicy, full-throttle, 3-course
meal. They provide background, context, explain
each asset and what the data shows, and include
a full methodology
@PEACEYYY
The point is you have to follow through on your
idea. Breathe life into it. Tell the story in words
that will resonate with the audience
@PEACEYYY
TIP: When writing for intro assets, use the copy to
explain the data, what it shows and give some
possible examples as to why
@PEACEYYY
TIP: Be mindful of the client’s tone of voice. An
insurance client will have an entirely different set
of rules and way of communicating to a holiday
booking service
@PEACEYYY
TIP: Give journalists a reason to link, and readers
a reason to stay. The more valuable, relevant and
unique information you can include, the better
@PEACEYYY
Tailor your OUTREACH
Hello [First Name],
I’ve got a story that I think you will LOVE.
BODY COPY ABOUT STORY.
Best,
Jess
No, not like that
Sending out a generic email which you’ve copy
and a pasted to a hundred people is only going to
ensure your coverage request hits the spam box, is
ignored, or pisses off a journalist
Instead, make sure you’re creating a personalised
pitch and are only targeting journalists you think
will be interested. Include a subject line that
compels people to open your email – that shows
you’ve done your research and is relevant to their
readers and publication
Ask yourself…
Does it have a unique hook or angle?
@PEACEYYY
Is the piece timely? Is this the best time to run
the campaign?
@PEACEYYY
Who will cover the story? Is it tailored to a
specific audience?
@PEACEYYY
Could a journalist or website cover this topic
without linking back to you? If a journo can source
the data themselves, they likely will. Try to bring
the 🍒 on top
@PEACEYYY
✨ Key takeaways ✨
@PEACEYYY
Invest in your IDEATION
Ensure your METHODOLOGY is airtight
Choose the right FORMAT/VISUALISATION
Use WORDS your audience will resonate with
Personalise your OUTREACH
@PEACEYYY
Thank you for listening!
I’ll see you at the bar 🍻
@PEACEYYY

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How to Create Hero Content Campaigns That Drive Long Term Search Visibility and Land Dreamy AF Links

  • 1. How to Create Hero Content Campaigns That Drive Long Term Search Visibility and Land Dreamy AF Links Jess Peace (She/Her) Content Lead at NeoMam Studios @PEACEYYY
  • 2. What is Digital PR? @PEACEYYY
  • 3. Digital PR involves creating content and outreaching to journalists and publications in order to get coverage and build links to your website @PEACEYYY
  • 4. It raises brand awareness, stimulates interest and the link-building aspect of it helps search engines discover new web pages and determine how well a page should rank in the SERPs @PEACEYYY
  • 6. There are a few different types of Digital PR and they ALL have their uses. Product PR, Reactive PR and Newsjacking are all great ways to secure links, fast and at scale, but… @PEACEYYY
  • 7. If you want to produce hero content campaigns which people will share for months and years to come, then keep listening! 👂 @PEACEYYY
  • 8.
  • 9. At NeoMam, we avoid the “campaign sausage machine” and go for ideas we genuinely want to create and that we’re confident will get links @PEACEYYY
  • 10. “We want every piece of content we launch to be educational, entertaining, awe- inspiring or informative.” - Gisele Navarro, CEO @ NeoMam @PEACEYYY
  • 11. Here are just some of our campaigns... @PEACEYYY
  • 12.
  • 13. But in a competitive and, at times, saturated field, how do you create campaigns which STAND OUT in order to get those 🔗🔗🔗 ? @PEACEYYY
  • 14. Spend more time on IDEATION @PEACEYYY
  • 15. @PEACEYYY Coming up with ideas is often the trickiest yet most crucial part of launching a campaign. We need space and time for creative thinking
  • 16. @PEACEYYY Group brainstorms don’t work for everybody. Some people have their best ideas when they ideate alone, when in the shower, when out walking, or even at 3am in the morning
  • 17. @PEACEYYY Remember, inspiration can come from ANYWHERE as long as we’re open to it
  • 18. @PEACEYYY Before you can define what you’re going to create, you need to know who you are creating it for. Analyse the brief and ask questions, first!
  • 19. Some questions you might ask when ideating for campaigns are: @PEACEYYY
  • 20. Has this idea been done before? @PEACEYYY
  • 21. Does the data exist? Where will you pull it from? @PEACEYYY
  • 22. Does it offer something new or add value to an existing conversation or topic? @PEACEYYY
  • 23. Are journalists talking about it? @PEACEYYY
  • 24. Is it interesting? Will people care? @PEACEYYY
  • 25. @PEACEYYY Is it relevant? Should your client, brand or business be talking about it?
  • 26. @PEACEYYY “It’s no longer enough to be ‘popular’; you also need to be relevant. Not just in terms of the publications you are targeting, but the keywords you want to rank for, audience interest and, most importantly, brand alignment to the story you are pitching in.” - Beth Nunnington, PR Director @ Journey Further
  • 27. Present your ideas to your team and be open to feedback. Actively try to pick your idea apart. If you can find holes in your idea, so will journalists @PEACEYYY
  • 28. TIP: Type keywords or topics into Buzzsumo and see which types of articles have the most shares and engagement. What was good about those articles and how can you make your idea better? @PEACEYYY
  • 29. TIP: Research, research, research. Google Trends, Exploding Topics, AnswerThePublic, Studies, Surveys, FOI Requests, Reddit, Twitter. @PEACEYYY
  • 30. TIP: Consume content. Blogs, podcasts, newsletters, campaigns, artwork, video, TikToks, OOH, Reddit, follow inspiring people on social media etc. @PEACEYYY
  • 32. Marketing Twitter can be a cut-throat place to be at times. I’m sure we’ve all seen many a tweet tearing down a campaign due to a lack of research, or a flimsy methodology @PEACEYYY
  • 33. Ensuring that your campaign is well-researched, well-sourced and has an watertight methodology will give it more credibility and will increase the chance of journalists linking to your campaign @PEACEYYY
  • 34. Data should be pulled from credible sources. Think Statista, ONS data, YouGov, UNdata, Google Dataset Search, WhatDoTheyKnow, US Census Bureau. @PEACEYYY
  • 35. TIP: Change your headline to suit the data - NOT the other way around. If the data doesn’t say what you want it to, revisit your headline. @PEACEYYY
  • 36. TIP: Ensure that your methodology is easy to understand. If you’re struggling to make sense of it, journalists and readers will too! @PEACEYYY
  • 37. TIP: Where possible, use original data sources. If you’re quoting data that quotes other data that quotes other data - you dilute your authority and research around the subject @PEACEYYY
  • 38. Think about the EYE CANDY 👁👁🍬👁👁 @PEACEYYY
  • 39. How you bring your idea to life is just as important as the idea itself. Think about the format and how best to showcase your data @PEACEYYY
  • 40. Do you have global or regional data which could be shown in a map? @PEACEYYY
  • 41. Do you want to create 3D renders or 360 visuals to show floor plans or reimagined designs? @PEACEYYY
  • 42. Are you breaking the data down into categories or continents. Will you need statics, charts or ranking tables? @PEACEYYY
  • 43. Are you creating a data-heavy campaign which could form an index or a rich list? @PEACEYYY
  • 44. Would the information work best as a data viz? @PEACEYYY
  • 45. Are you effectively using creative assets to support the content? @PEACEYYY
  • 46. TIP: Consume as many design styles as possible. Think DesignBoom, Creative Review, It’s Nice That, OOH, Behance, Instagram, Reddit, DataIsBeautiful, Graphics Twitter Accounts etc. @PEACEYYY
  • 47. TIP: Use branding on your designs so that if even if a journalist doesn’t link, your images can be attributed to you. @PEACEYYY
  • 48. Remember the art of STORYTELLING @PEACEYYY
  • 49. The real metric you need to consider when creating any piece of content is whether it useful, informative, engaging and relevant to your audience @PEACEYYY
  • 50. Every campaign at NeoMam needs landing page copy (long-form) and most campaigns feature assets with intro copy (short-form) @PEACEYYY
  • 51. The intro assets are designed to explain the project, so that if our designs are seen in the wild with no landing page, there is enough context for readers to understand the campaign. It shows what we found and how we found it. They’re a taster course, if you will @PEACEYYY
  • 52. Landing pages are the juicy, full-throttle, 3-course meal. They provide background, context, explain each asset and what the data shows, and include a full methodology @PEACEYYY
  • 53. The point is you have to follow through on your idea. Breathe life into it. Tell the story in words that will resonate with the audience @PEACEYYY
  • 54. TIP: When writing for intro assets, use the copy to explain the data, what it shows and give some possible examples as to why @PEACEYYY
  • 55. TIP: Be mindful of the client’s tone of voice. An insurance client will have an entirely different set of rules and way of communicating to a holiday booking service @PEACEYYY
  • 56. TIP: Give journalists a reason to link, and readers a reason to stay. The more valuable, relevant and unique information you can include, the better @PEACEYYY
  • 58. Hello [First Name], I’ve got a story that I think you will LOVE. BODY COPY ABOUT STORY. Best, Jess
  • 59. No, not like that
  • 60. Sending out a generic email which you’ve copy and a pasted to a hundred people is only going to ensure your coverage request hits the spam box, is ignored, or pisses off a journalist
  • 61. Instead, make sure you’re creating a personalised pitch and are only targeting journalists you think will be interested. Include a subject line that compels people to open your email – that shows you’ve done your research and is relevant to their readers and publication
  • 63. Does it have a unique hook or angle? @PEACEYYY
  • 64. Is the piece timely? Is this the best time to run the campaign? @PEACEYYY
  • 65. Who will cover the story? Is it tailored to a specific audience? @PEACEYYY
  • 66. Could a journalist or website cover this topic without linking back to you? If a journo can source the data themselves, they likely will. Try to bring the 🍒 on top @PEACEYYY
  • 67. ✨ Key takeaways ✨ @PEACEYYY
  • 68. Invest in your IDEATION Ensure your METHODOLOGY is airtight Choose the right FORMAT/VISUALISATION Use WORDS your audience will resonate with Personalise your OUTREACH @PEACEYYY
  • 69. Thank you for listening! I’ll see you at the bar 🍻 @PEACEYYY

Editor's Notes

  1. This doesn’t mean that we don’t have formats which work well for us, time and time again.
  2. Ideate alone and bring your concepts to the team to feedback on. Ditch the brainstorm, and remember that feedback isn’t personal.
  3. Ideate alone and bring your concepts to the team to feedback on. Ditch the brainstorm, and remember that feedback isn’t personal.
  4. Ideate alone and bring your concepts to the team to feedback on. Ditch the brainstorm, and remember that feedback isn’t personal.
  5. Ideate alone and bring your concepts to the team to feedback on. Ditch the brainstorm, and remember that feedback isn’t personal.
  6. Think about topic clusters!
  7. Don’t limit your research to search queries! Look at hashtags, data sets, cultural interests etc.
  8. Famous Campaigns (Twitter) It’s Nice That (Twitter) Digital PR Examples (Twitter) Creative Review The Pudding Reddit Content Curated (Newsletter) The Weekly PR (Newsletter) Seed to Branch (LinkedIn)
  9. Don’t limit your research to search queries! Look at hashtags, data sets, cultural interests etc.
  10. Don’t limit your research to search queries! Look at hashtags, data sets, cultural interests etc.