1.
Supporting content:
The secret weapon for
hero campaign success
Alex Jones // Zazzle Media
SLIDESHARE.NET/zazzlemedia
@Alex_Jonze

2.
Why you should prioritise
supporting content in the
planning and ideation of your next
big campaign.
What’s this about?

3.
A little bit about
me
 Campaign Manager
 Digital PR
 Link building
 Journalism
 SEO
 Music fan

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And where I work
o Zazzle Media
o 10 years young!
o 50+ employees
o Content Marketing
o Part of IPG
o UK & International

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Let’s get started!
Enough chit chat

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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.
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

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And why do I love it so much?

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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.
The State Of Content
Marketing Survey

11.
We expect a lot from our
content

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Ideation Strategy
Planning it into your

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Shift thinking from this…
Ideas
Ideas
Main Asset

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To this!
Supporting
Content
Ideas
Ideas
Supporting
Content
Supporting
Content
Supporting
Content
Main Asset
Ideas
Ideas
Ideas
Ideas
Ideas
Ideas

15.
Allows an integrated approach
Supporting content helps
target the sweet spot!

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Before ideas, we start with
audience
Trusted
Sources
Online
Behaviours
In-depth
Profiling
Deep Insights

17.
What do journos want?
o Exclusives
o Case studies
o Trending/on topic
o FMD

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Pre-liminary Keyword research
…and many more…

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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

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 Justification
 Unique
 Love/Like/Loath
 Interesting
 Ambiguous/Ambitious
The J.U.L.I.A process

21.
The results

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o Asked Twitter for experiences
with addiction.
o Celebrity interviewed.
o Case study offered to freelancer.
Case study goes national

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 National coverage
 Organic pick up
 Thought leader quotes
 Key relationships
 Happy client
Case study results

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o Holiday Generator content
pitched.
o Requested a unique feature on
beer costs.
o Turned the piece around in 24
hours.
Ladbible love beer…

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 Follow link
 Organic pick up
 20K social likes
 5k referring traffic
 Happy client
Ladbible results

26.
Both instances resulted in…

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 Don’t neglect it!
 Integrate into your ideation process
 Attack Earned, Owned, Paid, Shared
 “What about supporting content?”
In Summary (TLDR)

28.
Further reading

29.
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Enjoy BrightonSEO!
Thank you for your attention