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The 10 Step Checklist to
Creating a Show-stopping
Distribution Plan
@ZazzleMedia | @JuliaOgden2
Introduction
A little bit about me...
@ZazzleMedia | @JuliaOgden2
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
All the words I’d never heard of...
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
But what I did know
The value of informative & entertaining
content to help build brand awareness
and engage with audiences.
@ZazzleMedia | @JuliaOgden2
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
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
@ZazzleMedia | @JuliaOgden2
@ZazzleMedia | @JuliaOgden2
@ZazzleMedia | @JuliaOgden2
@ZazzleMedia | @JuliaOgden2
Introduction
A little bit about the talk.
@ZazzleMedia | @JuliaOgden2
What we want
Creative campaigns
that go viral and set the
web on fire are what
every brand strives for.
@ZazzleMedia | @JuliaOgden2
What we want
Creative campaigns
that go viral and set the
web on fire are what
every brand strives for.
@ZazzleMedia | @JuliaOgden2
But don’t forget
We need to consider how
we’re going to distribute it...
@ZazzleMedia | @JuliaOgden2
But don’t forget
We need to consider how
we’re going to distribute it...
@ZazzleMedia | @JuliaOgden2
Example
To bring the talk to life...
@ZazzleMedia | @JuliaOgden2
An example of a fictional campaign
@ZazzleMedia | @JuliaOgden2
Step One
What’s the objective?
@ZazzleMedia | @JuliaOgden2
What does success look like?
Make sure you know what you want to achieve from the campaign:
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.
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.
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.
2Step Two
Who’s your audience?
@ZazzleMedia | @JuliaOgden2
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.
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:
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.
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.
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.
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.
Facebook Insights
The people behind your likes, shares and comments…
@ZazzleMedia | @JuliaOgden2
Gender Split
Female
56%
Male
44%
Age Demographics
Male Female
Relationship Status
Interests
YouGov Profiles
Adding personality and character to a brand’s audience
@ZazzleMedia | @JuliaOgden2
The demographic
A few of their favourite things
Global Web Index
Let’s delve a little deeper…
@ZazzleMedia | @JuliaOgden2
Brand Discovery
Brand Role
Time Online
Audience % Rail Transport UK
Audience % UK
Comscore Data
@ZazzleMedia | @JuliaOgden2
Live Demographic Data
25%5 0% 100%75%
Children
So in summary . . .
The audience are:
So in summary . . .
The audience are:
• Men and women, aged between 18-34
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
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
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
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
Personas
@ZazzleMedia | @JuliaOgden2
Campaign personas
Example buyer behaviours and content targeting
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
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
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
Pain Points &
Micro-Moments
@ZazzleMedia | @JuliaOgden2
Micro-moments explained
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.
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.
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.
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
Micro-moments in action
Micro-moments in action
I want to
know
The quickest way to get
from Peterborough to
Manchester by train.
(Steph)
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)
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)
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
Step Three
Coming up with
an awesome idea
@ZazzleMedia | @JuliaOgden2
Hero Content Brainstorm
@ZazzleMedia | @JuliaOgden2
Hero Content Brainstorm
NEWS AND
SEASONAL IDEAS
@ZazzleMedia | @JuliaOgden2
Hero Content Brainstorm
NEWS AND
SEASONAL IDEAS
UNIQUE DATA
OPPORTUNITY
@ZazzleMedia | @JuliaOgden2
Hero Content Brainstorm
NEWS AND
SEASONAL IDEAS
UNIQUE DATA
OPPORTUNITY
HUMAN INTEREST
STORIES?
@ZazzleMedia | @JuliaOgden2
Hero Content Brainstorm
NEWS AND
SEASONAL IDEAS
UNIQUE DATA
OPPORTUNITY
HUMAN INTEREST
STORIES?
WIDER MARKETING
PLAN-BASED IDEAS
@ZazzleMedia | @JuliaOgden2
Hero Content Brainstorm
NEWS AND
SEASONAL IDEAS
UNIQUE DATA
OPPORTUNITY
FOI REQUEST
OPPORTUNITIES
HUMAN INTEREST
STORIES?
WIDER MARKETING
PLAN-BASED IDEAS
@ZazzleMedia | @JuliaOgden2
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
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
Why?
This is a big linkbait opportunity, offering
multiple ‘angles’ for distribution as we can
put regional/city spins on it.
@ZazzleMedia | @JuliaOgden2
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
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
Step Four
How to shout about it!
@ZazzleMedia | @JuliaOgden2
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
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?
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.
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.
Infographic idea
The fastest vehicles in pop culture history.
Survey = unique data = a PR dream
@ZazzleMedia | @JuliaOgden2
Survey = unique data = a PR dream
Has the UK got a need for speed?
@ZazzleMedia | @JuliaOgden2
Survey = unique data = a PR dream
Has the UK got a need for speed?
Questions could include:
@ZazzleMedia | @JuliaOgden2
Survey = unique data = a PR dream
Has the UK got a need for speed?
Questions could include:
• What makes us most impatient?
@ZazzleMedia | @JuliaOgden2
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
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
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
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
Video content
@ZazzleMedia | @JuliaOgden2
Video content
Did you know?
Video now accounts for 69% of all consumer internet traffic.
@ZazzleMedia | @JuliaOgden2
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
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
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
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
Step Five
Ask yourself:
Who else cares?
@ZazzleMedia | @JuliaOgden2
Validation checklist
Once you have decided on the idea, it is important to ask yourself the
following questions to validate it.
@ZazzleMedia | @JuliaOgden2
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
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
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
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
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
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
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
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
Step Six
Check with the
professionals?
@ZazzleMedia | @JuliaOgden2
The comms process
Here’s how the process would work for the Hyperloop campaign.
The comms process
Here’s how the process would work for the Hyperloop campaign.
Identify the
relevant sites
and influencers
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
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
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
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
Step Seven
What does success
look like?
@ZazzleMedia | @JuliaOgden2
Majestic SEO
A tool which analyses the back links of a website.
@ZazzleMedia | @JuliaOgden2
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
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
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
SEMRUSH
Looks at estimated 
organic search traffic
(vis) and how many
keywords a domain
is ranking for.
@ZazzleMedia | @JuliaOgden2
HITWISE
It’s also important to pay attention to social signals and overall site engagement,
this is where HITWISE comes in…
@ZazzleMedia | @JuliaOgden2
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
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
Agree the following
Agree the following
Metrics for
placements/links
Agree the following
Metrics for
placements/links
Average TF/CF 25+
FOR EXAMPLE
Agree the following
Metrics for
placements/links
Average TF/CF 25+
Number of
placements/links
FOR EXAMPLE
+
Agree the following
Metrics for
placements/links
Average TF/CF 25+ 13
Number of
placements/links
FOR EXAMPLE FOR EXAMPLE
+
Agree the following
Metrics for
placements/links
Average TF/CF 25+ 13
Number of
placements/links
Hitwise
score
FOR EXAMPLE FOR EXAMPLE
+
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
+
Step Eight
Distribution,
distribution,
distribution
@ZazzleMedia | @JuliaOgden2
Distribution process
Utilise every option to ensure you leave no stone unturned.
Distribution process
Utilise every option to ensure you leave no stone unturned.
Organic Social
Website
Email
ATL
OWNED
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
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
Owned: It is what it says on the tin
@ZazzleMedia | @JuliaOgden2
Owned: It is what it says on the tin
YOUR
WEBSITE
@ZazzleMedia | @JuliaOgden2
Owned: It is what it says on the tin
YOUR
WEBSITE
YOUR
BLOG
@ZazzleMedia | @JuliaOgden2
Owned: It is what it says on the tin
YOUR
WEBSITE
YOUR
BLOG
CUSTOMER
DATABASE
@ZazzleMedia | @JuliaOgden2
Owned: It is what it says on the tin
YOUR
WEBSITE
YOUR
BLOG
CUSTOMER
DATABASE
YOUR SOCIAL
CHANNELS
@ZazzleMedia | @JuliaOgden2
Earned: Others sharing your content
Earned: Others sharing your content
TRADITIONAL
PR
press releases to the
media & trade press
Earned: Others sharing your content
TRADITIONAL
PR
DIGITAL
PR
contacting online publications,
relevant high profile
bloggers & influencers
press releases to the
media & trade press
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
Paid: Money talks
Paid: Money talks
TRADITIONAL
ADVERTISING
TV, radio,
print advertising
Paid: Money talks
TRADITIONAL
ADVERTISING
NATIVE
ADVERTISING
TV, radio,
print advertising
Online
advertorials
Paid: Money talks
TRADITIONAL
ADVERTISING
PAID
SOCIAL
NATIVE
ADVERTISING
TV, radio,
print advertising
Facebook,
Twitter, LinkedIn
Online
advertorials
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
Step Nine
It’s all in the planning
@ZazzleMedia | @JuliaOgden2
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
What a campaign plan looks like
What a campaign plan looks like
Campaign overview
Rail Transport UK
What a campaign plan looks like
Campaign timeline
Set up film & edit video
Write regional press releases on interactive using survey results
What a campaign plan looks like
Owned channels
What a campaign plan looks like
Earned Channels
What a campaign plan looks like
Paid Channels
Holiday goers
- interest groups
What a campaign plan looks like
Prospecting
Step Ten
Measuring success
@ZazzleMedia | @JuliaOgden2
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?
So, did it set the web on fire?
@ZazzleMedia | @JuliaOgden2
So, did it set the web on fire?
Yes.
@ZazzleMedia | @JuliaOgden2
So, did it set the web on fire?
Yes. Minds were blown.
@ZazzleMedia | @JuliaOgden2
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
@ZazzleMedia | @JuliaOgden2
Thank you!

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

  • 1. The 10 Step Checklist to Creating a Show-stopping Distribution Plan @ZazzleMedia | @JuliaOgden2
  • 2. Introduction A little bit about me... @ZazzleMedia | @JuliaOgden2
  • 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. All the words I’d never heard of...
  • 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. But what I did know The value of informative & entertaining content to help build brand awareness and engage with audiences. @ZazzleMedia | @JuliaOgden2
  • 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. 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
  • 13. Introduction A little bit about the talk. @ZazzleMedia | @JuliaOgden2
  • 14. What we want Creative campaigns that go viral and set the web on fire are what every brand strives for. @ZazzleMedia | @JuliaOgden2
  • 15. What we want Creative campaigns that go viral and set the web on fire are what every brand strives for. @ZazzleMedia | @JuliaOgden2
  • 16. But don’t forget We need to consider how we’re going to distribute it... @ZazzleMedia | @JuliaOgden2
  • 17. But don’t forget We need to consider how we’re going to distribute it... @ZazzleMedia | @JuliaOgden2
  • 18. Example To bring the talk to life... @ZazzleMedia | @JuliaOgden2
  • 19. An example of a fictional campaign @ZazzleMedia | @JuliaOgden2
  • 20. Step One What’s the objective? @ZazzleMedia | @JuliaOgden2
  • 21. What does success look like? Make sure you know what you want to achieve from the campaign:
  • 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. 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. 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. 2Step Two Who’s your audience? @ZazzleMedia | @JuliaOgden2
  • 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. 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. 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. 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. 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. 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. Facebook Insights The people behind your likes, shares and comments… @ZazzleMedia | @JuliaOgden2
  • 37. YouGov Profiles Adding personality and character to a brand’s audience @ZazzleMedia | @JuliaOgden2
  • 39. A few of their favourite things
  • 40. Global Web Index Let’s delve a little deeper… @ZazzleMedia | @JuliaOgden2
  • 43. Time Online Audience % Rail Transport UK Audience % UK
  • 45. Live Demographic Data 25%5 0% 100%75% Children
  • 46. So in summary . . . The audience are:
  • 47. So in summary . . . The audience are: • Men and women, aged between 18-34
  • 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. 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. 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. 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
  • 53. Campaign personas Example buyer behaviours and content targeting
  • 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. 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. 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
  • 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. 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. 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. 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
  • 64. Micro-moments in action I want to know The quickest way to get from Peterborough to Manchester by train. (Steph)
  • 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. 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. 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. Step Three Coming up with an awesome idea @ZazzleMedia | @JuliaOgden2
  • 70. Hero Content Brainstorm NEWS AND SEASONAL IDEAS @ZazzleMedia | @JuliaOgden2
  • 71. Hero Content Brainstorm NEWS AND SEASONAL IDEAS UNIQUE DATA OPPORTUNITY @ZazzleMedia | @JuliaOgden2
  • 72. Hero Content Brainstorm NEWS AND SEASONAL IDEAS UNIQUE DATA OPPORTUNITY HUMAN INTEREST STORIES? @ZazzleMedia | @JuliaOgden2
  • 73. Hero Content Brainstorm NEWS AND SEASONAL IDEAS UNIQUE DATA OPPORTUNITY HUMAN INTEREST STORIES? WIDER MARKETING PLAN-BASED IDEAS @ZazzleMedia | @JuliaOgden2
  • 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. 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. 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. Why? This is a big linkbait opportunity, offering multiple ‘angles’ for distribution as we can put regional/city spins on it. @ZazzleMedia | @JuliaOgden2
  • 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. 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.
  • 81. Step Four How to shout about it! @ZazzleMedia | @JuliaOgden2
  • 82. 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
  • 83. 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?
  • 84. 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.
  • 85. 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.
  • 86. Infographic idea The fastest vehicles in pop culture history.
  • 87. Survey = unique data = a PR dream @ZazzleMedia | @JuliaOgden2
  • 88. Survey = unique data = a PR dream Has the UK got a need for speed? @ZazzleMedia | @JuliaOgden2
  • 89. Survey = unique data = a PR dream Has the UK got a need for speed? Questions could include: @ZazzleMedia | @JuliaOgden2
  • 90. Survey = unique data = a PR dream Has the UK got a need for speed? Questions could include: • What makes us most impatient? @ZazzleMedia | @JuliaOgden2
  • 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? @ZazzleMedia | @JuliaOgden2
  • 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? @ZazzleMedia | @JuliaOgden2
  • 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? @ZazzleMedia | @JuliaOgden2
  • 94. 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
  • 96. Video content Did you know? Video now accounts for 69% of all consumer internet traffic. @ZazzleMedia | @JuliaOgden2
  • 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.  @ZazzleMedia | @JuliaOgden2
  • 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.  @ZazzleMedia | @JuliaOgden2
  • 99. 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
  • 100. 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
  • 101. Step Five Ask yourself: Who else cares? @ZazzleMedia | @JuliaOgden2
  • 102. Validation checklist Once you have decided on the idea, it is important to ask yourself the following questions to validate it. @ZazzleMedia | @JuliaOgden2
  • 103. 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
  • 104. 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
  • 105. 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
  • 106. 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
  • 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 Once you have decided on the idea, it is important to ask yourself the following questions to validate it. @ZazzleMedia | @JuliaOgden2
  • 108. 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
  • 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 Once you have decided on the idea, it is important to ask yourself the following questions to validate it. @ZazzleMedia | @JuliaOgden2
  • 110. 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
  • 111. Step Six Check with the professionals? @ZazzleMedia | @JuliaOgden2
  • 112. The comms process Here’s how the process would work for the Hyperloop campaign.
  • 113. The comms process Here’s how the process would work for the Hyperloop campaign. Identify the relevant sites and influencers
  • 114. 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
  • 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 Find out their interests in what they publish
  • 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 Build up a relationship and ask for feedback on our idea Find out their interests in what they publish
  • 117. 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
  • 118. Step Seven What does success look like? @ZazzleMedia | @JuliaOgden2
  • 119. Majestic SEO A tool which analyses the back links of a website. @ZazzleMedia | @JuliaOgden2
  • 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 . @ZazzleMedia | @JuliaOgden2
  • 121. 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
  • 122. 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
  • 123. SEMRUSH Looks at estimated  organic search traffic (vis) and how many keywords a domain is ranking for. @ZazzleMedia | @JuliaOgden2
  • 124. HITWISE It’s also important to pay attention to social signals and overall site engagement, this is where HITWISE comes in… @ZazzleMedia | @JuliaOgden2
  • 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. @ZazzleMedia | @JuliaOgden2
  • 126. 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
  • 128. Agree the following Metrics for placements/links
  • 129. Agree the following Metrics for placements/links Average TF/CF 25+ FOR EXAMPLE
  • 130. Agree the following Metrics for placements/links Average TF/CF 25+ Number of placements/links FOR EXAMPLE +
  • 131. Agree the following Metrics for placements/links Average TF/CF 25+ 13 Number of placements/links FOR EXAMPLE FOR EXAMPLE +
  • 132. Agree the following Metrics for placements/links Average TF/CF 25+ 13 Number of placements/links Hitwise score FOR EXAMPLE FOR EXAMPLE +
  • 133. 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 +
  • 135. Distribution process Utilise every option to ensure you leave no stone unturned.
  • 136. Distribution process Utilise every option to ensure you leave no stone unturned. Organic Social Website Email ATL OWNED
  • 137. 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
  • 138. 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
  • 139. Owned: It is what it says on the tin @ZazzleMedia | @JuliaOgden2
  • 140. Owned: It is what it says on the tin YOUR WEBSITE @ZazzleMedia | @JuliaOgden2
  • 141. Owned: It is what it says on the tin YOUR WEBSITE YOUR BLOG @ZazzleMedia | @JuliaOgden2
  • 142. Owned: It is what it says on the tin YOUR WEBSITE YOUR BLOG CUSTOMER DATABASE @ZazzleMedia | @JuliaOgden2
  • 143. Owned: It is what it says on the tin YOUR WEBSITE YOUR BLOG CUSTOMER DATABASE YOUR SOCIAL CHANNELS @ZazzleMedia | @JuliaOgden2
  • 144. Earned: Others sharing your content
  • 145. Earned: Others sharing your content TRADITIONAL PR press releases to the media & trade press
  • 146. Earned: Others sharing your content TRADITIONAL PR DIGITAL PR contacting online publications, relevant high profile bloggers & influencers press releases to the media & trade press
  • 147. 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
  • 150. Paid: Money talks TRADITIONAL ADVERTISING NATIVE ADVERTISING TV, radio, print advertising Online advertorials
  • 151. Paid: Money talks TRADITIONAL ADVERTISING PAID SOCIAL NATIVE ADVERTISING TV, radio, print advertising Facebook, Twitter, LinkedIn Online advertorials
  • 152. 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
  • 153. Step Nine It’s all in the planning @ZazzleMedia | @JuliaOgden2
  • 154. 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
  • 155. What a campaign plan looks like
  • 156. What a campaign plan looks like Campaign overview Rail Transport UK
  • 157. What a campaign plan looks like Campaign timeline Set up film & edit video Write regional press releases on interactive using survey results
  • 158. What a campaign plan looks like Owned channels
  • 159. What a campaign plan looks like Earned Channels
  • 160. What a campaign plan looks like Paid Channels Holiday goers - interest groups
  • 161. What a campaign plan looks like Prospecting
  • 163. 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?
  • 164. So, did it set the web on fire? @ZazzleMedia | @JuliaOgden2
  • 165. So, did it set the web on fire? Yes. @ZazzleMedia | @JuliaOgden2
  • 166. So, did it set the web on fire? Yes. Minds were blown. @ZazzleMedia | @JuliaOgden2
  • 167. 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