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Similar to Landing Links on Top Tier Press - what you should be doing in a competitive space
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Landing Links on Top Tier Press - what you should be doing in a competitive space
- 1. ConfidentialConfidential Landing links on top-tier press What you should be doing in a competitive space @CarrieRosePR Confidential Senior Campaign Strategist
- 2. Confidential
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- 4. ConfidentialConfidential You don’t actually need a huge brand name to get placements
- 6. ConfidentialConfidentialConfidential I did a bit of an experiment…
- 9. ConfidentialConfidential So, if I can do it. So can you!
- 10. ConfidentialConfidential What's the trick? I just created cool content
- 11. ConfidentialConfidential So where do we start?
- 12. ConfidentialConfidential Firstly, accept its getting harder Confidential
- 13. ConfidentialConfidential And, secondly there’s SO much competition!
- 14. Confidential Journalists vs Digital PR 83,000 Digital PRs/PR vs 64,000 journalists in the UK in 2016. In 2018, even more cuts Journalists on average are writing 5-8 stories a day And they have just a couple of hours to get something up @DanSaunders86
- 15. ConfidentialConfidential So lets put a strategy together to beat it!
- 16. ConfidentialConfidential So where do we start?
- 17. ConfidentialConfidential We should think about link building as a two-step process: Confidential 1. What can we do to earn coverage? 2. What can we do to turn that coverage into links? @CarrieRosePR
- 18. ConfidentialConfidential Start with the story and not the content type Confidential @CarrieRosePR
- 19. ConfidentialConfidential But how do I even come up a story?
- 21. ConfidentialConfidential My secrets to coming up with BLOODY GOOD ideas
- 22. Confidential Ideation 1. INSPO - Constantly follow what others are doing 2. Topic Research 3. Audience Research 4. Word association @CarrieRosePR F o l l o w c o m p e t i to r b ra n d s F o l l o w c o m p e t i to r a g e n c i e s ( a n d t h e i r s t a ff )
- 24. Confidential If IKEA re-designed Santa's Sleigh
- 25. Confidential
- 30. Confidential Ideation 1. INSPO - Constantly follow what others are doing 2. Topic Research 3. Audience Research 4. Word association The biggest mistake people make is going into brainstorms blind… Do the research first! @CarrieRosePR
- 31. Confidential Researching TOPICS. Step 1 – GOOGLE IT! FREE
- 32. Confidential Researching TOPICS. Step 1 – GOOGLE IT! FREE
- 33. Confidential Researching TOPICS. Use tools £137pm
- 35. Confidential Researching TOPICS 63 links 31 links 94 Links
- 36. Confidential Researching TOPICS FREE data sources FREE https://www.nationmaster.com/ https://www.similarweb.com/home https://www.gov.uk/government/statistics/ann ouncements http://www.ons.gov.uk/ons/datasets-and- tables/index.html https://www.google.co.uk/trends/ https://www.import.io/ http://data.un.org/ https://datahub.io/ https://www.google.com/finance http://data.worldbank.org/ http://landregistry.data.gov.uk/app/hpi/ https://books.google.com/ngrams http://stats.oecd.org/Index.aspx https://www.worldenergy.org/data/resources/ https://datamarket.com/data/list/?q=provider:tsdl http://chroniclingamerica.loc.gov/ http://archive.org/ http://publicdomainreview.org/sources/ http://data.london.gov.uk/ http://product.okfn.org/ http://sustainability.okfn.org/ http://stakeholders.ofcom.org.uk/market-data- research/opendata/ https://hctrendsapp.deloitte.com/ Company financial reports Statista - £500pm @CarrieRosePR
- 37. Confidential Ideation 1. Keyword Research 2. Constantly analyse what your competitors or similar brands are doing 3. Topic Research 4. Audience Research 5. Word association Who are they? (De mogra phics) Where do they “hang out ” online? What are they interested in? @CarrieRosePR
- 39. Confidential Confidential Paid teams usually have the best audience data as they have to make sure they’re paying to reach the right people
- 40. Confidential
- 43. Confidential Ideation 1. Keyword Research 2. Topic Research 3. Constantly analyse what your competitors or similar brands are doing 4. Audience Research 5. Word association S p a S e e k e r s R e g i o n a l l i n k s U K c i t i e s B u s y R e l a x i n g Q u i e t C o u n t r y s i d e V i e w s M o u n t a i n s B e a c h e s S e a S a n d W h i t e s t S a n d @CarrieRosePR
- 44. ConfidentialConfidential Once you have your story, test out your headline Confidential
- 45. Confidential Ideation Do the mum test – would your mum go oooohh that’s interesting? @CarrieRosePR
- 46. ConfidentialConfidential So where do we start? THE DREAM SUMMER JOB DOES EXIST Company on the look-out for a professional ‘HOT-TUBOLOGIST’ paid to do nothing but chill SpaSeekers are looking for someone to become a professional spa tester, paid £500 to spend their summer testing hot-tubs, reviewing infinity pools and trying out treatments. Think you would be the perfect applicant? Here's how you apply…
- 47. ConfidentialConfidential Creating linkable content Turning coverage into links! Confidential
- 48. ConfidentialConfidential Create something on site which ticks at least ONE of these boxes: Confidential Adds Value Acts as a resource Is engaging
- 51. Confidential Acts as a resource 2,300 links
- 52. Confidential I s e n ga gi n g
- 53. Confidential The Results L I N K S / C O V E R A G E
- 54. Confidential Following the launch of the exclusive on the Daily Mail, Staveley Head achieved 96 pieces of press/media coverage in just 9 days. Nearly every national publication online covered the story and linked back to the interactive asset on the Staveley Head site. BBC picked it up and received 2.2 million views in 24 hours. And we got a response from the London Mayor! 18,000interactions The Results L I N K S / C O V E R A G E 171 Links/coverage 22,000 interactions 28% increase traffic index in the Taxi market
- 55. Confidential “Cleaning of the London Underground will be stepped up each night over the summer period across 50 stations and five tunnels.” S A D I Q K H A N , M A Y O R O F L O N D O N
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- 59. Confidential “London Under the Microscope’ is a brilliant example of how a well structured and planned campaign is able to deliver fantastic results in terms of brand awareness, customer engagement and ROI - even in a relatively niche sector...” Client feedback.
- 60. ConfidentialConfidential If they can cover the story without linking, start again
- 61. ConfidentialConfidential THANK YOU Follow Me @CarrieRosePR Feel free to send any questions via LinkedIn https://www.linkedin.com/in/carrieroseballoch/
Editor's Notes
- How many pages on the site are relevant – using site: searches.
- How many pages on the site are relevant – using site: searches.
- Demo
- So make friends with them
- How many pages on the site are relevant – using site: searches.
- How many pages on the site are relevant – using site: searches.
- How many pages on the site are relevant – using site: searches.
- We managed to achieve this with insurance company Stavely Head Challenged us to increase visibility around taxi insurance Came up with idea of working with London Met Uni scientists Swabbed London’s public transport to find out which modes were the dirtiest Everyone loves moaning about how dirty London is Then created this tool onsite with UV effect to show results
- Hit by phantom update in Feb – hurt for taxi terms hence taxi campaign which got them ranking again