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Lisa Myers - How to Make Your Wishlist Piece of Coverage Come True

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There is so much content on the web, to get your content noticed you really need to make it stand out. It doesn’t need to be expensive, or even original, but it does need to be innovative. But there’s little point in creating content campaigns if you don’t make people aware of them. Lisa will be taking you through how her agency approaches content marketing and outreach, that has got their clients links and coverage from some of the biggest authority sites in the world including BBC, The Guardian and the Wall Street Journal. Don’t miss this hands on session on how to get your content noticed and covered.

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Lisa Myers - How to Make Your Wishlist Piece of Coverage Come True

  1. 1. @LisaDMyers
  2. 2. In January 2015..
  3. 3. VERVE dev design Tech SEO creative outreach
  4. 4. Think like a 50s Ad Exec and execute like a geek!
  5. 5. 66 campaigns!
  6. 6. 350 ideas
  7. 7. What does that say about us?
  8. 8. We come up with A LOT of SHIT Ideas
  9. 9. You have to be willing to come up with 
 SHIT ideas in order to come up with 
 GREAT ideas!
  10. 10. Don’t be afraid to fail!
  11. 11. original
  12. 12. 404creativity not found
  13. 13. a creative
  14. 14. Innovative
  15. 15. Innovative/ˈɪnəveɪt/ verb to take something and make it better
  16. 16. Jaws in Space
  17. 17. for
  18. 18. Find Something that Nearly Worked
  19. 19. 2 hours of tweeting later…
  20. 20. Over 700 links
  21. 21. It became a twitter moment.. Shared over 48k times in 48 hours
  22. 22. 97 links and >850K views
  23. 23. Over-invest in building formats that could be used again
  24. 24. Louise (our Head of Production)
  25. 25. KBillionaire’s League for e-sports
  26. 26. 198 links >190,000Views
  27. 27. 86 Links >25kViews
  28. 28. 83 Links >50kViews
  29. 29. Gera (Developer)
  30. 30. Plain and Simple
  31. 31. Unknown Tourism - com
  32. 32. 223 links, including:
  33. 33. It was even turned in to a fan-made-mod for The Sims
  34. 34. People called our office wanting to BUY 
 the posters
  35. 35. Over 1,100 signatures!
  36. 36. Consistent Coverage
  37. 37. Yeah sure, cool campaigns. But does it increase rankings??
  38. 38. 46% Increase OrganicVisibility 0 10000 20000 30000 40000 19/11/15 21/01/16 24/03/16 26/05/16 28/07/16 29/09/16 Site Change Expedia Finland 99% Expedia Norway 38% Expedia Denmark 30% Expedia Sweden 16% Source: Searchmetrics
  39. 39. After 4 months: 2 campaigns + outreach “Contact Lenses” - Position 11 at start, now position 3
  40. 40. I could tell you that we have figured the magic formula for what type of campaigns works
  41. 41. Data Game w/data capture Visual StreetView Video Average monthly score byTYPE of campaign
  42. 42. Plump Attractive ChickenVs Unattractive Chicken Source: Study by University of Texas at Austin
  43. 43. Natural Chicken Engineered Chicken Healthy Tastygroup 1 Tasty Healthygroup 2
  44. 44. Both groups preferred the “Natural” Chicken Neither group justified their choice based on how they felt.
  45. 45. The two groups used the OPPOSITE reason to justify the same decision!
  46. 46. This is called Post-hoc rationalization
  47. 47. Formats are just the vessel of the idea
  48. 48. The creative is what CONNECTS with people
  49. 49. outreach
  50. 50. VERVE dev design Tech SEO creative outreach
  51. 51. What successful outreach is NOT about
  52. 52. “What tools do you use?” - Everyone
  53. 53. We use:
  54. 54. You can’t build a house by just holding a hammer!
  55. 55. There is no optimum way of writing outreach emails
  56. 56. “Keep your outreach email short and snappy” - Said everyone
  57. 57. OMG WHAT? RIGHT.
  58. 58. It’s not about how many emails you send out
  59. 59. Emails Sent vs. Links
  60. 60. Emails Sent vs. Links
  61. 61. Outreach is about PEOPLE
  62. 62. GRIT
 (passion + perseverance)
  63. 63. Now that’s GRIT
  64. 64. Realised that CVs were a shortcut 
 to missing the talent we needed!
  65. 65. HOW they think
  66. 66. Encourage people to be MORE 
 of who they ARE
  67. 67. There is no one shape, no one way!
  68. 68. Listen differently
  69. 69. Find your own way
  70. 70. YOU are NOT a monkey!
  71. 71. The key to outreach is: 
 
 Perseverance

  72. 72. ThankYou! Lisa.Myers@vervesearch.com @LisaDMyers

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