The Content Comeback - BrightonSEO

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3 likes•9,107 views

This document outlines 5 steps to bounce back from a failed content marketing campaign: 1) Re-evaluate what went wrong with the campaign by analyzing launch timing, data, design, and story; 2) Find the human story within the data to make it more relatable for journalists; 3) Ask experts like journalists for feedback to improve the campaign; 4) Create a digital press pack with materials to make it easy for journalists to cover the story; 5) Prepare for a relaunch by refining target lists, timing around events, and using an editorial calendar to support the new launch. Taking these steps with a framework and managing expectations can help turn a failed campaign around.

Marketing

The Content Comeback:
5 Steps for Bouncing Back When Your
Campaign Fails

You have ever done any form
of link building or digital PR

You’ve launched a campaign
that didn’t meet objectives

You had to explain how badly
the campaign was performing

Launch timings
We launched our campaign here…

It turns out people were more
worried about Trump than oil

We don’t always wake up to
coverage and links

You will know 5 steps to help
you bounce back from a
campaign fail

Content re-evaluation checklist
Here’s the document

This will help you understand
where went wrong

TIP:
Use the framework
consistently and follow the
checklist to objectively see
where things went wrong

A statement:
RS Components reveal Bezos’
net worth to countries GDP

A story:
Jeff Bezos’ wealth is now equal
to 2.3 million Americans’

One is far more relatable for
the audience

Translation:
Bezos’ net worth is the
equivalent of X
Americans/Brits/Canadians

Stories work because you
make data relatable to the
journalist’s audience

That story must translate into
everything you say or do
around the campaign

TIP:
Write your story into a punchy
headline to help it resonate
with journalists

You are the expert at content
marketing, digital PR & link
building

Journalists are experts at
writing stories for their readers
and knowing ‘what works’

You have the power to tweak
your campaign to make it
more appealing before
relaunch

We listened, we took it on
board and we tweaked the
story

One in X proposals converted
into this...

What about building a network
of freelance journalists to
review campaigns?

TIP:
Establish a network of
contacts you can rely upon for
feedback & spotting holes in
things

Isn’t a press pack
used in traditional
PR?

How did that help me get
coverage in 2014?

It’s time to go digital for your
relaunch

TIP:
Journalists have tight deadlines
so make their lives easier by
giving them everything they need
to cover your story

Your prospecting list needs to be
in great shape

Don’t just rely on tools, do your
own research to find the best
contacts

It’s National
Grilled Cheese
Sandwich Day

This takes the pressure off and
buys you time to do more
outreach

Get to a position before the
relaunch where you have covered
all bases

TIP:
Create an editorial content
calendar to support relaunches &
find the best time to pitch

We’re all going to have a campaign
flop at some point

There are clear steps you can take
to get a campaign back on track

Start with this framework
Here’s the document

People will see you’re giving
it your all

This gives you a much greater
chance at turning things around

The road to content redemption
stars here...

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