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The 10 Step Checklist to Creating a Show-Stopping Content Distribuion Plan

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Looking for a foolproof way to create and distribute brilliant content campaigns? Look no further....

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The 10 Step Checklist to Creating a Show-Stopping Content Distribuion Plan

  1. 1. The 10 Step Checklist to Creating a Show-stopping Distribution Plan @ZazzleMedia | @JuliaOgden2
  2. 2. Introduction A little bit about me... @ZazzleMedia | @JuliaOgden2
  3. 3. Julia Ogden Content & PR Director, Zazzle Media Former newspaper journalist and PR professional with more than 20 years’ experience. Joined Zazzle in October 2013. @ZazzleMedia | @JuliaOgden2
  4. 4. All the words I’d never heard of...
  5. 5. All the words I’d never heard of... Domain Authority Anchor text H1 tags Trust Flow Penguin URLs Google Algorithms Citation Flow Panda Meta-titles Black & white hat techniques
  6. 6. But what I did know The value of informative & entertaining content to help build brand awareness and engage with audiences. @ZazzleMedia | @JuliaOgden2
  7. 7. What I now know How the old with the new/traditional v digital can work together to increase a brand’s online presence and ultimately its profits. @ZazzleMedia | @JuliaOgden2
  8. 8. My mantra Storytelling is as relevant today as it’s ever been. The platforms may have changed but the fundamentals remain the same. @ZazzleMedia | @JuliaOgden2
  9. 9. @ZazzleMedia | @JuliaOgden2
  10. 10. @ZazzleMedia | @JuliaOgden2
  11. 11. @ZazzleMedia | @JuliaOgden2
  12. 12. @ZazzleMedia | @JuliaOgden2
  13. 13. Introduction A little bit about the talk. @ZazzleMedia | @JuliaOgden2
  14. 14. What we want Creative campaigns that go viral and set the web on fire are what every brand strives for. @ZazzleMedia | @JuliaOgden2
  15. 15. What we want Creative campaigns that go viral and set the web on fire are what every brand strives for. @ZazzleMedia | @JuliaOgden2
  16. 16. But don’t forget We need to consider how we’re going to distribute it... @ZazzleMedia | @JuliaOgden2
  17. 17. But don’t forget We need to consider how we’re going to distribute it... @ZazzleMedia | @JuliaOgden2
  18. 18. Example To bring the talk to life... @ZazzleMedia | @JuliaOgden2
  19. 19. An example of a fictional campaign @ZazzleMedia | @JuliaOgden2
  20. 20. Step One What’s the objective? @ZazzleMedia | @JuliaOgden2
  21. 21. What does success look like? Make sure you know what you want to achieve from the campaign:
  22. 22. What does success look like? Brand awareness. Make sure you know what you want to achieve from the campaign: Building a brand’s online presence to help more potential customers know it exists.
  23. 23. What does success look like? Brand awareness. Increase Keyword Rankings. Make sure you know what you want to achieve from the campaign: Building a brand’s online presence to help more potential customers know it exists. Target specific keywords to increase a brand’s ranking in Serps.
  24. 24. What does success look like? Brand awareness. Increase Keyword Rankings. High quality links. Make sure you know what you want to achieve from the campaign: Building a brand’s online presence to help more potential customers know it exists. Target specific keywords to increase a brand’s ranking in Serps. A link building exercise to increase a site’s back link profile and authority.
  25. 25. 2Step Two Who’s your audience? @ZazzleMedia | @JuliaOgden2
  26. 26. Marketing is about people. All marketing starts and ends with an understanding of people. There are a wide variety of tools available to use and combine with existing data, to paint a clear picture of who you are marketing to.
  27. 27. Bringing your audience to life As well as using your own data you can add more character and colour to the audience via the following tools:
  28. 28. Bringing your audience to life Facebook Audience Insights. As well as using your own data you can add more character and colour to the audience via the following tools: The make-up of your social audience and the other pages they like.
  29. 29. Bringing your audience to life Facebook Audience Insights. YouGov Profiles. As well as using your own data you can add more character and colour to the audience via the following tools: The make-up of your social audience and the other pages they like. Audience segmentation tool powered by YouGov data adding personality to a specific brand’s consumers.
  30. 30. Bringing your audience to life Facebook Audience Insights. ComScore.YouGov Profiles. As well as using your own data you can add more character and colour to the audience via the following tools: The make-up of your social audience and the other pages they like. Independent, live data of the people engaged with your site. Audience segmentation tool powered by YouGov data adding personality to a specific brand’s consumers.
  31. 31. Bringing your audience to life Facebook Audience Insights. Global Web Index.ComScore.YouGov Profiles. As well as using your own data you can add more character and colour to the audience via the following tools: The make-up of your social audience and the other pages they like. How your audience engage with brands, the sort of content they like and where they go to get it. Independent, live data of the people engaged with your site. Audience segmentation tool powered by YouGov data adding personality to a specific brand’s consumers.
  32. 32. Facebook Insights The people behind your likes, shares and comments… @ZazzleMedia | @JuliaOgden2
  33. 33. Gender Split Female 56% Male 44%
  34. 34. Age Demographics Male Female
  35. 35. Relationship Status
  36. 36. Interests
  37. 37. YouGov Profiles Adding personality and character to a brand’s audience @ZazzleMedia | @JuliaOgden2
  38. 38. The demographic
  39. 39. A few of their favourite things
  40. 40. Global Web Index Let’s delve a little deeper… @ZazzleMedia | @JuliaOgden2
  41. 41. Brand Discovery
  42. 42. Brand Role
  43. 43. Time Online Audience % Rail Transport UK Audience % UK
  44. 44. Comscore Data @ZazzleMedia | @JuliaOgden2
  45. 45. Live Demographic Data 25%5 0% 100%75% Children
  46. 46. So in summary . . . The audience are:
  47. 47. So in summary . . . The audience are: • Men and women, aged between 18-34
  48. 48. So in summary . . . The audience are: • Men and women, aged between 18-34 • They spend A LOT of time online - around 6-10 hours a day
  49. 49. So in summary . . . The audience are: • Men and women, aged between 18-34 • They spend A LOT of time online - around 6-10 hours a day • Engage with brands that improve their knowledge
  50. 50. So in summary . . . The audience are: • Men and women, aged between 18-34 • They spend A LOT of time online - around 6-10 hours a day • Engage with brands that improve their knowledge • Are interested in technology
  51. 51. So in summary . . . The audience are: • Men and women, aged between 18-34 • They spend A LOT of time online - around 6-10 hours a day • Engage with brands that improve their knowledge • Are interested in technology • And are relatively well off
  52. 52. Personas @ZazzleMedia | @JuliaOgden2
  53. 53. Campaign personas Example buyer behaviours and content targeting
  54. 54. Campaign personas Example buyer behaviours and content targeting Alice, 20, Single Uses rail for work and social life Into vloggers, bloggers & social media: will engage with all of these whilst on the train Likes brands that make her feel cool ‘Always-on’ lifestyle
  55. 55. Campaign personas Example buyer behaviours and content targeting Alice, 20, Single Uses rail for work and social life Into vloggers, bloggers & social media: will engage with all of these whilst on the train Likes brands that make her feel cool ‘Always-on’ lifestyle Aidan, 34, Married A seasoned traveller who always goes first class Likes content that will help to improve his image Likes a brand that simplifies his life Spendsalotoftimeonlineonhislaptop
  56. 56. Campaign personas Example buyer behaviours and content targeting Alice, 20, Single Uses rail for work and social life Into vloggers, bloggers & social media: will engage with all of these whilst on the train Likes brands that make her feel cool ‘Always-on’ lifestyle Aidan, 34, Married A seasoned traveller who always goes first class Likes content that will help to improve his image Likes a brand that simplifies his life Spendsalotoftimeonlineonhislaptop Steph, 29, Engaged Uses rail travel to visit family across the other side of the country A sucker for celebrity & influencer endorsement Spends around 6 hours a day online, usually via phone
  57. 57. Pain Points & Micro-Moments @ZazzleMedia | @JuliaOgden2
  58. 58. Micro-moments explained
  59. 59. Micro-moments explained I want to know Exploring or researching their options, but not yet in the mind-set to make the step towards purchasing.
  60. 60. Micro-moments explained I want to know Exploring or researching their options, but not yet in the mind-set to make the step towards purchasing. I want to do Before or after they have sought help, these are those key ‘how to’ moments when people want to make a change and try new things.
  61. 61. Micro-moments explained I want to know Exploring or researching their options, but not yet in the mind-set to make the step towards purchasing. I want to do Before or after they have sought help, these are those key ‘how to’ moments when people want to make a change and try new things. I want to buy Someone’s actively acknowledged that they want to buy and are ready to take action to achieve this.
  62. 62. Micro-moments explained I want to know Exploring or researching their options, but not yet in the mind-set to make the step towards purchasing. I want to do Before or after they have sought help, these are those key ‘how to’ moments when people want to make a change and try new things. I want to buy Someone’s actively acknowledged that they want to buy and are ready to take action to achieve this. Informational Search Commercial Search
  63. 63. Micro-moments in action
  64. 64. Micro-moments in action I want to know The quickest way to get from Peterborough to Manchester by train. (Steph)
  65. 65. Micro-moments in action I want to know The quickest way to get from Peterborough to Manchester by train. (Steph) I want to do A trip to Barcelona by train for a girls’ weekend away. (Alice)
  66. 66. Micro-moments in action I want to know The quickest way to get from Peterborough to Manchester by train. (Steph) I want to do A trip to Barcelona by train for a girls’ weekend away. (Alice) I want to buy First class train tickets from London to Paris. (Aidan)
  67. 67. Micro-moments in action I want to know The quickest way to get from Peterborough to Manchester by train. (Steph) I want to do A trip to Barcelona by train for a girls’ weekend away. (Alice) I want to buy First class train tickets from London to Paris. (Aidan) Informational Search Commercial Search
  68. 68. Step Three Coming up with an awesome idea @ZazzleMedia | @JuliaOgden2
  69. 69. Hero Content Brainstorm @ZazzleMedia | @JuliaOgden2
  70. 70. Hero Content Brainstorm NEWS AND SEASONAL IDEAS @ZazzleMedia | @JuliaOgden2
  71. 71. Hero Content Brainstorm NEWS AND SEASONAL IDEAS UNIQUE DATA OPPORTUNITY @ZazzleMedia | @JuliaOgden2
  72. 72. Hero Content Brainstorm NEWS AND SEASONAL IDEAS UNIQUE DATA OPPORTUNITY HUMAN INTEREST STORIES? @ZazzleMedia | @JuliaOgden2
  73. 73. Hero Content Brainstorm NEWS AND SEASONAL IDEAS UNIQUE DATA OPPORTUNITY HUMAN INTEREST STORIES? WIDER MARKETING PLAN-BASED IDEAS @ZazzleMedia | @JuliaOgden2
  74. 74. Hero Content Brainstorm NEWS AND SEASONAL IDEAS UNIQUE DATA OPPORTUNITY FOI REQUEST OPPORTUNITIES HUMAN INTEREST STORIES? WIDER MARKETING PLAN-BASED IDEAS @ZazzleMedia | @JuliaOgden2
  75. 75. Hero Content Brainstorm NEWS AND SEASONAL IDEAS CRAZY / BIG / INNOVATIVE IDEAS UNIQUE DATA OPPORTUNITY FOI REQUEST OPPORTUNITIES HUMAN INTEREST STORIES? WIDER MARKETING PLAN-BASED IDEAS @ZazzleMedia | @JuliaOgden2
  76. 76. Journeys by Hyperloop The concept is simple: we give users the opportunity to compare their journey time with a Hyperloop journey. Image: www.independent.co.uk
  77. 77. Why? This is a big linkbait opportunity, offering multiple ‘angles’ for distribution as we can put regional/city spins on it. @ZazzleMedia | @JuliaOgden2
  78. 78. For example The fastest journey time from London St Pancras to Paris is 2 hours, 37 mins; but if you were to take the same journey by Hyperloop (which will travel at around 700mph) you would get to the French capital in . . . @ZazzleMedia | @JuliaOgden2
  79. 79. For example The fastest journey time from London St Pancras to Paris is 2 hours, 37 mins; but if you were to take the same journey by Hyperloop (which will travel at around 700mph) you would get to the French capital in . . . 24 minutes. @ZazzleMedia | @JuliaOgden2
  80. 80. Step Four How to shout about it! @ZazzleMedia | @JuliaOgden2
  81. 81. The power of supporting content Hero campaigns such as these need to be supported by other content to help spread the word and achieve high authority links and placements: @ZazzleMedia | @JuliaOgden2
  82. 82. The power of supporting content Feature 1. The Hyperloop v HS2 Hero campaigns such as these need to be supported by other content to help spread the word and achieve high authority links and placements: How does Britain’s high speed rail link stack up against the Hyperloop?
  83. 83. The power of supporting content Feature 1. The Hyperloop v HS2 Feature 2. The race for speed Hero campaigns such as these need to be supported by other content to help spread the word and achieve high authority links and placements: How does Britain’s high speed rail link stack up against the Hyperloop? The companies and the technology that aims to send us across the world faster than ever before.
  84. 84. The power of supporting content Feature 1. The Hyperloop v HS2 Feature 2. The race for speed Feature 3. Life at 700mph Hero campaigns such as these need to be supported by other content to help spread the word and achieve high authority links and placements: How does Britain’s high speed rail link stack up against the Hyperloop? The companies and the technology that aims to send us across the world faster than ever before. A look into the effect travelling this fast has on people and other materials.
  85. 85. Infographic idea The fastest vehicles in pop culture history.
  86. 86. Survey = unique data = a PR dream @ZazzleMedia | @JuliaOgden2
  87. 87. Survey = unique data = a PR dream Has the UK got a need for speed? @ZazzleMedia | @JuliaOgden2
  88. 88. Survey = unique data = a PR dream Has the UK got a need for speed? Questions could include: @ZazzleMedia | @JuliaOgden2
  89. 89. Survey = unique data = a PR dream Has the UK got a need for speed? Questions could include: • What makes us most impatient? @ZazzleMedia | @JuliaOgden2
  90. 90. Survey = unique data = a PR dream Has the UK got a need for speed? Questions could include: • What makes us most impatient? • How long will you wait for a video to load? @ZazzleMedia | @JuliaOgden2
  91. 91. Survey = unique data = a PR dream Has the UK got a need for speed? Questions could include: • What makes us most impatient? • How long will you wait for a video to load? • How long will you wait onhold when on the phone? @ZazzleMedia | @JuliaOgden2
  92. 92. Survey = unique data = a PR dream Has the UK got a need for speed? Questions could include: • What makes us most impatient? • How long will you wait for a video to load? • How long will you wait onhold when on the phone? • How long will you wait in a queue? @ZazzleMedia | @JuliaOgden2
  93. 93. Survey = unique data = a PR dream Has the UK got a need for speed? Questions could include: • What makes us most impatient? • How long will you wait for a video to load? • How long will you wait onhold when on the phone? • How long will you wait in a queue? • Would you travel by Hyperloop if it existed? @ZazzleMedia | @JuliaOgden2
  94. 94. Video content @ZazzleMedia | @JuliaOgden2
  95. 95. Video content Did you know? Video now accounts for 69% of all consumer internet traffic. @ZazzleMedia | @JuliaOgden2
  96. 96. Video content Did you know? Video now accounts for 69% of all consumer internet traffic. YouTube receives more than one billion unique visitors every month – that’s more than any other channel, apart from Facebook.  @ZazzleMedia | @JuliaOgden2
  97. 97. Video content Did you know? Video now accounts for 69% of all consumer internet traffic. YouTube receives more than one billion unique visitors every month – that’s more than any other channel, apart from Facebook.  One in three Britons view at least one online video a week.  @ZazzleMedia | @JuliaOgden2
  98. 98. Video content Did you know? Video now accounts for 69% of all consumer internet traffic. YouTube receives more than one billion unique visitors every month – that’s more than any other channel, apart from Facebook.  One in three Britons view at least one online video a week.  It is a powerful medium to promote a bigger piece of content through social channels. @ZazzleMedia | @JuliaOgden2
  99. 99. Hyperloop video Set up ‘travel pods’ in stations for passengers to experience what travelling by Hyperloop would be like. Interview them afterwards about their views on travelling that fast. @ZazzleMedia | @JuliaOgden2
  100. 100. Step Five Ask yourself: Who else cares? @ZazzleMedia | @JuliaOgden2
  101. 101. Validation checklist Once you have decided on the idea, it is important to ask yourself the following questions to validate it. @ZazzleMedia | @JuliaOgden2
  102. 102. Validation checklist 1.Do we have a hook? Once you have decided on the idea, it is important to ask yourself the following questions to validate it. @ZazzleMedia | @JuliaOgden2
  103. 103. Validation checklist 1.Do we have a hook? Yes: train travel is always in the news Once you have decided on the idea, it is important to ask yourself the following questions to validate it. @ZazzleMedia | @JuliaOgden2
  104. 104. Validation checklist 1.Do we have a hook? 2.Do we have unique data? Yes: train travel is always in the news Once you have decided on the idea, it is important to ask yourself the following questions to validate it. @ZazzleMedia | @JuliaOgden2
  105. 105. Validation checklist 1.Do we have a hook? 2.Do we have unique data? Yes: train travel is always in the news Yes: survey data Once you have decided on the idea, it is important to ask yourself the following questions to validate it. @ZazzleMedia | @JuliaOgden2
  106. 106. Validation checklist 1.Do we have a hook? 2.Do we have unique data? 3.Does it provoke an emotional response? Yes: train travel is always in the news Yes: survey data Once you have decided on the idea, it is important to ask yourself the following questions to validate it. @ZazzleMedia | @JuliaOgden2
  107. 107. Validation checklist 1.Do we have a hook? 2.Do we have unique data? 3.Does it provoke an emotional response? Yes: train travel is always in the news Yes: survey data Yes: excitement & amazement Once you have decided on the idea, it is important to ask yourself the following questions to validate it. @ZazzleMedia | @JuliaOgden2
  108. 108. Validation checklist 1.Do we have a hook? 2.Do we have unique data? 3.Does it provoke an emotional response? 4.Does it tell a story? Yes: train travel is always in the news Yes: survey data Yes: excitement & amazement Once you have decided on the idea, it is important to ask yourself the following questions to validate it. @ZazzleMedia | @JuliaOgden2
  109. 109. Validation checklist 1.Do we have a hook? 2.Do we have unique data? 3.Does it provoke an emotional response? 4.Does it tell a story? Yes: train travel is always in the news Yes: survey data Yes: excitement & amazement Yes: Technological current affairs Once you have decided on the idea, it is important to ask yourself the following questions to validate it. @ZazzleMedia | @JuliaOgden2
  110. 110. Step Six Check with the professionals? @ZazzleMedia | @JuliaOgden2
  111. 111. The comms process Here’s how the process would work for the Hyperloop campaign.
  112. 112. The comms process Here’s how the process would work for the Hyperloop campaign. Identify the relevant sites and influencers
  113. 113. The comms process Here’s how the process would work for the Hyperloop campaign. Identify the relevant sites and influencers Find out their interests in what they publish
  114. 114. The comms process Here’s how the process would work for the Hyperloop campaign. Contact them direct, by phone, email or social Identify the relevant sites and influencers Find out their interests in what they publish
  115. 115. The comms process Here’s how the process would work for the Hyperloop campaign. Contact them direct, by phone, email or social Identify the relevant sites and influencers Build up a relationship and ask for feedback on our idea Find out their interests in what they publish
  116. 116. The comms process Here’s how the process would work for the Hyperloop campaign. Contact them direct, by phone, email or social Identify the relevant sites and influencers Line them up to take the content once complete Build up a relationship and ask for feedback on our idea Find out their interests in what they publish
  117. 117. Step Seven What does success look like? @ZazzleMedia | @JuliaOgden2
  118. 118. Majestic SEO A tool which analyses the back links of a website. @ZazzleMedia | @JuliaOgden2
  119. 119. Majestic SEO A tool which analyses the back links of a website. Trust Flow A score based on the quality of a site’s links, on a scale between 0-100 . @ZazzleMedia | @JuliaOgden2
  120. 120. Majestic SEO A tool which analyses the back links of a website. Trust Flow A score based on the quality of a site’s links, on a scale between 0-100 . Citatiton flow A score between 0-100 which helps to measure the link equity or “power” the website or link carries. @ZazzleMedia | @JuliaOgden2
  121. 121. Moz’s Domain Authority Domain authority: A score, on a 100-point scale, developed by Moz that predicts how well a website will rank on search engines. @ZazzleMedia | @JuliaOgden2
  122. 122. SEMRUSH Looks at estimated  organic search traffic (vis) and how many keywords a domain is ranking for. @ZazzleMedia | @JuliaOgden2
  123. 123. HITWISE It’s also important to pay attention to social signals and overall site engagement, this is where HITWISE comes in… @ZazzleMedia | @JuliaOgden2
  124. 124. HITWISE It’s also important to pay attention to social signals and overall site engagement, this is where HITWISE comes in… It measures user behaviour across all devices, providing data on trends in consumer and search behaviour, visitor profiling as well as measuring a site’s influence. @ZazzleMedia | @JuliaOgden2
  125. 125. HITWISE It’s also important to pay attention to social signals and overall site engagement, this is where HITWISE comes in… It measures user behaviour across all devices, providing data on trends in consumer and search behaviour, visitor profiling as well as measuring a site’s influence. HITWISE essentially creates a score based on the number of people visiting a site and the amount of time they spend on it. @ZazzleMedia | @JuliaOgden2
  126. 126. Agree the following
  127. 127. Agree the following Metrics for placements/links
  128. 128. Agree the following Metrics for placements/links Average TF/CF 25+ FOR EXAMPLE
  129. 129. Agree the following Metrics for placements/links Average TF/CF 25+ Number of placements/links FOR EXAMPLE +
  130. 130. Agree the following Metrics for placements/links Average TF/CF 25+ 13 Number of placements/links FOR EXAMPLE FOR EXAMPLE +
  131. 131. Agree the following Metrics for placements/links Average TF/CF 25+ 13 Number of placements/links Hitwise score FOR EXAMPLE FOR EXAMPLE +
  132. 132. Agree the following Metrics for placements/links Average TF/CF 25+ 13 15 million Number of placements/links Hitwise score FOR EXAMPLE FOR EXAMPLE FOR EXAMPLE +
  133. 133. Step Eight Distribution, distribution, distribution @ZazzleMedia | @JuliaOgden2
  134. 134. Distribution process Utilise every option to ensure you leave no stone unturned.
  135. 135. Distribution process Utilise every option to ensure you leave no stone unturned. Organic Social Website Email ATL OWNED
  136. 136. Distribution process Utilise every option to ensure you leave no stone unturned. Organic Social Website Email ATL Influencer Outreach Bloggers / Vloggers Media Relations Bylined articles Syndication Journalists OWNED EARNED
  137. 137. Distribution process Utilise every option to ensure you leave no stone unturned. Organic Social Website Email ATL Retargeting networks Paid social media Content Networks Display network Biddable Media Advertorials Influencer Outreach Bloggers / Vloggers Media Relations Bylined articles Syndication Journalists OWNED EARNED PAID
  138. 138. Owned: It is what it says on the tin @ZazzleMedia | @JuliaOgden2
  139. 139. Owned: It is what it says on the tin YOUR WEBSITE @ZazzleMedia | @JuliaOgden2
  140. 140. Owned: It is what it says on the tin YOUR WEBSITE YOUR BLOG @ZazzleMedia | @JuliaOgden2
  141. 141. Owned: It is what it says on the tin YOUR WEBSITE YOUR BLOG CUSTOMER DATABASE @ZazzleMedia | @JuliaOgden2
  142. 142. Owned: It is what it says on the tin YOUR WEBSITE YOUR BLOG CUSTOMER DATABASE YOUR SOCIAL CHANNELS @ZazzleMedia | @JuliaOgden2
  143. 143. Earned: Others sharing your content
  144. 144. Earned: Others sharing your content TRADITIONAL PR press releases to the media & trade press
  145. 145. Earned: Others sharing your content TRADITIONAL PR DIGITAL PR contacting online publications, relevant high profile bloggers & influencers press releases to the media & trade press
  146. 146. Earned: Others sharing your content TRADITIONAL PR DIGITAL PR OTHER CONTACT AGGREGATORS contacting online publications, relevant high profile bloggers & influencers Reddit, Stumbleupon, Tribeer, as well as directories and forums press releases to the media & trade press
  147. 147. Paid: Money talks
  148. 148. Paid: Money talks TRADITIONAL ADVERTISING TV, radio, print advertising
  149. 149. Paid: Money talks TRADITIONAL ADVERTISING NATIVE ADVERTISING TV, radio, print advertising Online advertorials
  150. 150. Paid: Money talks TRADITIONAL ADVERTISING PAID SOCIAL NATIVE ADVERTISING TV, radio, print advertising Facebook, Twitter, LinkedIn Online advertorials
  151. 151. Paid: Money talks TRADITIONAL ADVERTISING PAID SOCIAL NATIVE ADVERTISING PPC TV, radio, print advertising Facebook, Twitter, LinkedIn Online advertorials Targeted ads to appear above organic listings
  152. 152. Step Nine It’s all in the planning @ZazzleMedia | @JuliaOgden2
  153. 153. Campaign planning Keeping a track of all the tasks and distribution methods can be tricky, so we recommend creating a detailed campaign plan which you can share with everyone involved in the creation and distribution of a campaign. Blogger and influencer specialists work with niche sites Reach out to aggregators, forums and directories Digital PR reaches the biggest sites The Campaign Plan The social team work on paid and earned strategy
  154. 154. What a campaign plan looks like
  155. 155. What a campaign plan looks like Campaign overview Rail Transport UK
  156. 156. What a campaign plan looks like Campaign timeline Set up film & edit video Write regional press releases on interactive using survey results
  157. 157. What a campaign plan looks like Owned channels
  158. 158. What a campaign plan looks like Earned Channels
  159. 159. What a campaign plan looks like Paid Channels Holiday goers - interest groups
  160. 160. What a campaign plan looks like Prospecting
  161. 161. Step Ten Measuring success @ZazzleMedia | @JuliaOgden2
  162. 162. Coverage, links & shares Organic traffic Referral traffic Social traffic Engagement Visibility/reach/impressions Total backlinks Google Analytics Google Analytics Google Analytics/social analytics Google Analytics Hitwise Majestic/Ahrefs At the end of the campaign, it is important to report on what was actually achieved. Did you hit the objectives and metrics?
  163. 163. So, did it set the web on fire? @ZazzleMedia | @JuliaOgden2
  164. 164. So, did it set the web on fire? Yes. @ZazzleMedia | @JuliaOgden2
  165. 165. So, did it set the web on fire? Yes. Minds were blown. @ZazzleMedia | @JuliaOgden2
  166. 166. In summary 1) What’s the objective? 2) Who’s your audience? 3) The idea 4) Supporting content 5) Internal validation 6) Check with the professionals 7) Define metrics 8) Utilise all distribution channels 9) Create a plan 10) Measure success @ZazzleMedia | @JuliaOgden2
  167. 167. @ZazzleMedia | @JuliaOgden2 Thank you!

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