Speaker: Lexi Mills, Managing Director North America at Manyminds | @leximills

4. Agenda
Tactics and
Strategies for
Successful Online
Influence
Trends
Publishing
PR
Content
Frameworks
Risk management
Increasing success
Growing trust and budgets
Tools and resources

9. Opportunity is greater but so is the risk

11. Communicate more in less time
This means….

12. Show don’t tell where possible

13. …that video was created in 2011

16. and….
Use historical story frameworks

19. Publishers need to be able to justify their outbound links

22. Branded links and
anchor text:
• fee-free debt
management plans
• Individual Voluntary
Arrangements

23. Why are you an authoritative relevant source or owner of a
piece of content?

27. Dynamic content goes to the top of the pile

35. Debunking a myth

38. liability

39. HIGH tea

40. They hold personal and transferable
liability
you need to fact check and substantiate
your content

41. Trust and newswires

49. Brand, product and service relevant
content.

50. Big links

51. We are accountable for both brand and
SEO

54. Agree an internal sign off process for
content ideas, design and promotion

55. Sign off on the sign off process

56. Inter-departmental collaboration

57. Sign up for all your industry newsletters and make sure your
teams do too.

58. Press Releases guidelines
•No more than 3 links
•Links to different areas of the site
•The links must look natural- Avoid anchor text

64. Over 100 articles secured…because we asked
A full list of coverage can be found here: https://chi2016.acm.org/wp/press/

65. big links = big visibility
internally and externally

71. It’s high risk and resource heavy

73. Remember the tortoise and the hare?

74. What should an overall strategy look like then?

76. Year plan for client XXX
Business
PR
Onsite
content
Creative
PR Content
Complete promotion of creative
Build out Content for new
creative
Launch and Promote
December
Ongoing PR Outreach and Link buildingSetup data driven PR project
Ongoing business byline/ case study crafting and selling in for links
January February March April May
Onsite content work for all PR/ content campaigns/ news jumps
Setup trade media /advice articles Monthly publishing of and PR work for trade articles
Draft materials for data project Launch project
Awards and competition entries for projects and app
Build out Content for new
creative
Launch and Promote Phase
1
Blogger
targeting
project
Setup blogger /tier 2 engagement
project
Build out all
materials
Launch and
Promote phase
1
Launch and
Promote phase
2
Initial outreach
Launch and
Promote phase
3

84. Exclusivity

87. Time based exclusives

89. CAN WE BE FRIENDS?

90. The answer of course is maybe, as that is
human nature. But with the clear understanding
that friends don't expect friends to run weak
stories, but do appreciate candid feedback.

94. Story Anatomy

99. Backlink analysis of similar stories not competitors

109. Say what no one else is saying

110. "re your feature on X; would you like to interview Y”
--Explain why they are appropriate

117. PR for onsite content process
Craft  Exclusives go live  Publish ‘anchor content’ live
on your blog  Wider media selling-in  Newsletter/
Social/ email marketing

120. Do you think editorial has become more tied
to revenue and traffic in the last 10 years
and if so, how do you feel about that?

121. Traffic pays the bills, so that means you
might cover something clickbaity that you'd
prefer to ignore, and you no longer want to
give away the story in the headline, but overall
quality writing is what keeps people coming
back.

122. I'm writing for a food tech company and I would
say traffic is the main driver. Which does
sometimes affect the quality of the writing, yes.
Clickbait articles are often required.

123. Yep. It's an uncomfortable situation, but we
all want to have a job. That said there's still a
clear distinction that needs to be in place:
advertorials should be well marked as such and
I'd never accept being told to promote a
product/company for advertising benefit.

128. Media database considerations:
•How often is their data updated?
•Search functionality
•Export to CSV?
•UK, USA focused?
•Top industry sectors?

129. Scalable
Frameworks
Strategy
Tactics
Tools

132. @leximills
Thank you