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Supporting Content: The Secret to Campaign Success - BrightonSEO September 2019



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In his BrightonSEO debut, Alex Jones discusses why supporting content is key for PR success. Using different angles to support your main asset is the key to unlocking insane amounts of coverage!

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Supporting Content: The Secret to Campaign Success - BrightonSEO September 2019

  1. 1. Supporting content: The secret weapon for hero campaign success Alex Jones // Zazzle Media SLIDESHARE.NET/zazzlemedia @Alex_Jonze
  2. 2. Why you should prioritise supporting content in the planning and ideation of your next big campaign. What’s this about?
  3. 3. A little bit about me  Campaign Manager  Digital PR  Link building  Journalism  SEO  Music fan
  4. 4. And where I work o Zazzle Media o 10 years young! o 50+ employees o Content Marketing o Part of IPG o UK & International
  5. 5. Let’s get started! Enough chit chat
  6. 6. What is supporting content? o The re-enforcements to your content campaign. o The added flare that can take an idea in new directions. o Reactive resource to activate trending conversations.
  7. 7. What is supporting content? M A IN A S SE T I N T E R V I E W S F E A T U R E S V I S U A L A S S E T S C A S E S T U D I E S
  8. 8. And why do I love it so much?
  9. 9. It’s helped me out a lot o Worked on 100+ content campaigns. o Failure was a good teacher. o The key to a winning formula of campaign delivery.
  10. 10. The State Of Content Marketing Survey
  11. 11. We expect a lot from our content
  12. 12. Ideation Strategy Planning it into your
  13. 13. Shift thinking from this… Ideas Ideas Main Asset
  14. 14. To this! Supporting Content Ideas Ideas Supporting Content Supporting Content Supporting Content Main Asset Ideas Ideas Ideas Ideas Ideas Ideas
  15. 15. Allows an integrated approach Supporting content helps target the sweet spot!
  16. 16. Before ideas, we start with audience Trusted Sources Online Behaviours In-depth Profiling Deep Insights
  17. 17. What do journos want? o Exclusives o Case studies o Trending/on topic o FMD
  18. 18. Pre-liminary Keyword research …and many more…
  19. 19. The ideation process Step1 Pre-meet research Step2 News / seasonal ideas Step 3 Unique data opportunity Step 4 Wider marketing plan ideas Step 5 Human interest ideas Step 6 FOI request opportunities Step 7 Crazy / Big Innovative Ideas Step 8 PR Validation Process
  20. 20.  Justification  Unique  Love/Like/Loath  Interesting  Ambiguous/Ambitious The J.U.L.I.A process
  21. 21. The results
  22. 22. o Asked Twitter for experiences with addiction. o Celebrity interviewed. o Case study offered to freelancer. Case study goes national
  23. 23.  National coverage  Organic pick up  Thought leader quotes  Key relationships  Happy client Case study results
  24. 24. o Holiday Generator content pitched. o Requested a unique feature on beer costs. o Turned the piece around in 24 hours. Ladbible love beer…
  25. 25.  Follow link  Organic pick up  20K social likes  5k referring traffic  Happy client Ladbible results
  26. 26. Both instances resulted in…
  27. 27.  Don’t neglect it!  Integrate into your ideation process  Attack Earned, Owned, Paid, Shared  “What about supporting content?” In Summary (TLDR)
  28. 28. Further reading
  29. 29. 29 Enjoy BrightonSEO! Thank you for your attention