SearchLove Boston 2017 | Kirsty Hulse | Content Marketing: Work Less and Win More
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Kirsty will discuss how to get more bang for your buck and more success from your current content marketing efforts, by giving plenty of real-life examples of how to get hero results from even hygiene content.
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SearchLove Boston 2017 | Kirsty Hulse | Content Marketing: Work Less and Win More
- 1. Content Marketing Work Less and Win More
- 5. @kirsty_hulse Lesson 1: Find the absolute easiest route to the results you want
- 6. @kirsty_hulse If the results that I want are high authority, campaign centric, quality earned links, then how can I get them with the least effort possible?
- 7. A formula for links as easily and cheaply as possible Finding the elusive ‘good idea’ Creating a content marketing business case Generating data to create stories Outreach tips
- 8. @kirsty_hulse Getting links is simple. You just need a really good idea
- 11. AMAZING IDEA + GREAT ASSET = Links AMAZING IDEA + DATA = Links STRONG DATA + AMAZING IDEA = Links 507 backlinks 132 ref domains 3.6k shares
- 12. 370 backlinks 125 ref domains 3.2k shares
- 13. @kirsty_hulse How can I get these results with the least effort possible?
- 14. @kirsty_hulse Ideas: Hard but cheap
- 15. @kirsty_hulse Data: Easy and cheap
- 16. @kirsty_hulse Assets: Expensive and hard
- 17. @kirsty_hulse Can we get links without an asset?
- 18. 147 backlinks 93 ref domains 150k + shares
- 19. 15,066 backlinks 1040 ref domains 700 shares
- 23. Total campaign time and cost = 2 days Average position for keyword group 9 to 5 Over 6000 social shares
- 24. IDEAS
- 25. Think laterally about your band
- 27. A furniture store talking about furniture? This content is going to have to be really good for me to see it as anything other than commercial
- 28. A lot of ideas struggle to get links (or payment is requested) because they too look like advertising
- 34. A millennial targeted data security guide doesn’t exist. Use the data to create the news, and the guide as the asset for outreach.
- 35. GETTING IDEAS SIGNED OFF
- 37. 46% said links
- 39. 56% said links
- 42. Links shouldn’t be our primary success metric when creating our content business cases
- 43. Will it drive traffic? Will it drive conversions? Will it improve engagement metrics? Will it capture demand? Will it increase demand? Will it impact other channels? Does it align with business objectives? Diversify our Objectives
- 44. GETTING DATA
- 45. Generating survey data is a great way to quickly create stories
- 46. POLLFISH ARE AWESOME REALLY AWESOME LIKE, I DON’T EVEN REALLY WANT TO BE TELLING YOU THIS AWESOME
- 48. Shit.
- 49. Generating survey data is a great way to quickly create stories (That are more likely to get coverage if they’re light-hearted)
- 50. Finding publically available data is even better
- 52. DataSearch is a research data search engine. Potential for academic links and university partnerships
- 56. AMAZON NEW RELEASES IS A GOLDMINE
- 58. PAY JOURNALISTS! (FOR CONTENT FEEDBACK, STRATEGY ADVICE AND PRESS RELEASE AMENDS)
- 61. Link to client Link to architects we partnered with
- 62. AVOIDING THE CITATION ZONE
- 63. Highlight key stats in the release but link to the detail onsite
- 64. Don’t just give journalists a story, give them data to support their story http://www.forbesmedia.com/wp-content/uploads/2015/06/2017- EditCalendar.pdf
- 65. You’re gonna need friends
- 66. If you have the budget, focus on idea + data + asset. If not, pick 2. Generate interesting topics related to your brand Generate survey data for a quick release Identify publically available data you can use Identify and partner with experts Find topic authors on Amazon Download media calendars To do tomorrow…
- 67. Thank you!