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Advanced integrated
influence strategies and
tactics
Lexi Mills
@leximills
•AI and machine learning
•How to talk clients into signing
off
•Getting ready for the future
AGENDA
•Tactics and strategies
AI and machine learning
AGENDA
Mimic / Hack
“Do you think editorial has become more
tied to revenue and traffic in the last 10
years?”
If you are doing product
PR amazon reviews are
more important than ever
before
“Traffic pays the bills, so that
means you might cover
something clickbaity that
you'd prefer to ignore”
Yep. It's an uncomfortable
situation, but we all want to
have a job.
I'm writing for a food tech
company and I would say
traffic is the main driver. yes.
Clickbait articles are often
required.
50% of content in
some publication is
directed by AI
150 Academic papers!?!?!?!
#theinbounder
Over 100 articles secured
A full list of coverage can be found here: https://chi2016.acm.org/wp/press/
There is a strong
correlation between
investment and
search
Seasonal
trends
https://www.finder.com/unwanted-gifts
Trend jumping is risky
when executed in
isolation
There is always a
tipping piece of
coverage
http://lazytravelers.net/suck-buying-christmas-gifts/
http://www.sfweekly.com/culture/didnt-like-holiday-gifts-youre-not-a...
Publications that give
citations/no-follow links have
huge value and should not
be blacklisted
Case Study: Associated Press
(One of the earliest adopters of AI for media reporting)
“Through automation, we’re
providing customers with 12
times the corporate earnings
stories as before, including for
a lot...
We need to pitch both
humans and machines
#theinbounder
There is a new value to
mail merge in light of AI
generated coverage
AI generated coverage is
currently focused on
business and finance
media
How will this evolve?
Trade publications will
be more valuable than
ever before
• AI and machine learning
•How to talk clients into signing off
AGENDA
Journalists Consulting Board
managing journalistfeedback onpress materials, content
ideas,pitches, press invitations, medi...
#theinbounder
Don’t go for gold go for silver
An old idea done better
is often safer than a
completely new idea!
#theinbounder
Don’t go for gold go for silver
#theinbounder
Don’t ask for yes
Ask for consideration
Give it time to boil…..
Seek feedback before building
out an idea from more than
two journalist!
Media experts
Clients don’t have to believe you
look at similar
stories on google
news and reference
the tags
Don’t try to win on round one
Total Coverage: 19 media outlets covered the piece
17 Links built with an average DA of 47
Its not all about the
biggest and the best
Trade converts REALLY
well
• AI and machine learning
•How to talk clients into signing off
•Getting ready for the future
AGENDA
Images are
critical
91% of consumers now
prefer interactive and visual
content over traditional,
text-based or static media.
#theinbounder
Building visually accurate
brands will be more
important especially as
voice search increases
Visual searches can make
or break stereotypes.
Targeting the ecosystem in
which new products live
At Kernel, our primary aim is to
develop technologies to
understand and treat neurological
diseases in new and exciting wa...
The global hearing aids market was valued at
USD 4.5 billion in 2015 and is projected to grow
with a CAGR of 4.3% over the...
There are about 3 million people worldwide
with pacemakers, and each year 600 000
pacemakers are implanted.
We run the risk of not
adopting life saving and
changing technologies
Online marketing skills will
play a crucial roll in the
advancement of
technology, human and
wellness.
In the US, 1 in 2 women and 1 in 3 men will develop
cancer in their lifetime. Now, a similar rate has been
reported in the...
The future of Google health results
should aim to be intelligent not just
efficient
Search should facilitate health not panic
So it might be far healthier if the first
result looked more like this….
A doctor says: Yes, a
Fitbit really can track
your emotional ups and
downs. "We've known for
decades
that stressful experi...
We can determine the best result to surface
The future of search will be
emotionally intelligent
Which means we need to start
thinking about creating
emotionally responsive content
•AI and machine learning
•How to talk clients into signing
off
•Getting ready for the future
Summary
•Tactics and strategi...
Be Kind
As search professionals
you have the ability to break
or perpetuate stereotypes
In the future SEO skills will play
a crucial role in helping others
before they know they need it
THANK YOU!
Lexi Mills
@leximills
SearchLeeds 2018 - Lexi Mills - Shift6 - Advanced integrated influence strategy and tactics
SearchLeeds 2018 - Lexi Mills - Shift6 - Advanced integrated influence strategy and tactics
SearchLeeds 2018 - Lexi Mills - Shift6 - Advanced integrated influence strategy and tactics
SearchLeeds 2018 - Lexi Mills - Shift6 - Advanced integrated influence strategy and tactics
SearchLeeds 2018 - Lexi Mills - Shift6 - Advanced integrated influence strategy and tactics
SearchLeeds 2018 - Lexi Mills - Shift6 - Advanced integrated influence strategy and tactics
SearchLeeds 2018 - Lexi Mills - Shift6 - Advanced integrated influence strategy and tactics
SearchLeeds 2018 - Lexi Mills - Shift6 - Advanced integrated influence strategy and tactics
SearchLeeds 2018 - Lexi Mills - Shift6 - Advanced integrated influence strategy and tactics
SearchLeeds 2018 - Lexi Mills - Shift6 - Advanced integrated influence strategy and tactics
SearchLeeds 2018 - Lexi Mills - Shift6 - Advanced integrated influence strategy and tactics
SearchLeeds 2018 - Lexi Mills - Shift6 - Advanced integrated influence strategy and tactics
SearchLeeds 2018 - Lexi Mills - Shift6 - Advanced integrated influence strategy and tactics
SearchLeeds 2018 - Lexi Mills - Shift6 - Advanced integrated influence strategy and tactics
SearchLeeds 2018 - Lexi Mills - Shift6 - Advanced integrated influence strategy and tactics
SearchLeeds 2018 - Lexi Mills - Shift6 - Advanced integrated influence strategy and tactics
SearchLeeds 2018 - Lexi Mills - Shift6 - Advanced integrated influence strategy and tactics
SearchLeeds 2018 - Lexi Mills - Shift6 - Advanced integrated influence strategy and tactics
SearchLeeds 2018 - Lexi Mills - Shift6 - Advanced integrated influence strategy and tactics
SearchLeeds 2018 - Lexi Mills - Shift6 - Advanced integrated influence strategy and tactics
SearchLeeds 2018 - Lexi Mills - Shift6 - Advanced integrated influence strategy and tactics
SearchLeeds 2018 - Lexi Mills - Shift6 - Advanced integrated influence strategy and tactics
SearchLeeds 2018 - Lexi Mills - Shift6 - Advanced integrated influence strategy and tactics
SearchLeeds 2018 - Lexi Mills - Shift6 - Advanced integrated influence strategy and tactics
SearchLeeds 2018 - Lexi Mills - Shift6 - Advanced integrated influence strategy and tactics
SearchLeeds 2018 - Lexi Mills - Shift6 - Advanced integrated influence strategy and tactics
SearchLeeds 2018 - Lexi Mills - Shift6 - Advanced integrated influence strategy and tactics
SearchLeeds 2018 - Lexi Mills - Shift6 - Advanced integrated influence strategy and tactics
SearchLeeds 2018 - Lexi Mills - Shift6 - Advanced integrated influence strategy and tactics
SearchLeeds 2018 - Lexi Mills - Shift6 - Advanced integrated influence strategy and tactics
SearchLeeds 2018 - Lexi Mills - Shift6 - Advanced integrated influence strategy and tactics
SearchLeeds 2018 - Lexi Mills - Shift6 - Advanced integrated influence strategy and tactics
SearchLeeds 2018 - Lexi Mills - Shift6 - Advanced integrated influence strategy and tactics
SearchLeeds 2018 - Lexi Mills - Shift6 - Advanced integrated influence strategy and tactics
SearchLeeds 2018 - Lexi Mills - Shift6 - Advanced integrated influence strategy and tactics
SearchLeeds 2018 - Lexi Mills - Shift6 - Advanced integrated influence strategy and tactics
SearchLeeds 2018 - Lexi Mills - Shift6 - Advanced integrated influence strategy and tactics
SearchLeeds 2018 - Lexi Mills - Shift6 - Advanced integrated influence strategy and tactics
SearchLeeds 2018 - Lexi Mills - Shift6 - Advanced integrated influence strategy and tactics
SearchLeeds 2018 - Lexi Mills - Shift6 - Advanced integrated influence strategy and tactics
SearchLeeds 2018 - Lexi Mills - Shift6 - Advanced integrated influence strategy and tactics
SearchLeeds 2018 - Lexi Mills - Shift6 - Advanced integrated influence strategy and tactics
SearchLeeds 2018 - Lexi Mills - Shift6 - Advanced integrated influence strategy and tactics
SearchLeeds 2018 - Lexi Mills - Shift6 - Advanced integrated influence strategy and tactics
SearchLeeds 2018 - Lexi Mills - Shift6 - Advanced integrated influence strategy and tactics
SearchLeeds 2018 - Lexi Mills - Shift6 - Advanced integrated influence strategy and tactics
SearchLeeds 2018 - Lexi Mills - Shift6 - Advanced integrated influence strategy and tactics
SearchLeeds 2018 - Lexi Mills - Shift6 - Advanced integrated influence strategy and tactics
SearchLeeds 2018 - Lexi Mills - Shift6 - Advanced integrated influence strategy and tactics
SearchLeeds 2018 - Lexi Mills - Shift6 - Advanced integrated influence strategy and tactics
SearchLeeds 2018 - Lexi Mills - Shift6 - Advanced integrated influence strategy and tactics
SearchLeeds 2018 - Lexi Mills - Shift6 - Advanced integrated influence strategy and tactics
SearchLeeds 2018 - Lexi Mills - Shift6 - Advanced integrated influence strategy and tactics
SearchLeeds 2018 - Lexi Mills - Shift6 - Advanced integrated influence strategy and tactics
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SearchLeeds 2018 - Lexi Mills - Shift6 - Advanced integrated influence strategy and tactics

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The advancement of AI and machine learning in social and Google algorithms have created an enormous impact on consumer perceptions and behaviour. Lexi Mills' SearchLeeds talk delved into how publishers are responding to this and in turn how we, as content marketers, should be adapting our tactics and strategies to continue to influence rankings and build links and brands in this environment.

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SearchLeeds 2018 - Lexi Mills - Shift6 - Advanced integrated influence strategy and tactics

  1. 1. Advanced integrated influence strategies and tactics Lexi Mills @leximills
  2. 2. •AI and machine learning •How to talk clients into signing off •Getting ready for the future AGENDA •Tactics and strategies
  3. 3. AI and machine learning AGENDA
  4. 4. Mimic / Hack
  5. 5. “Do you think editorial has become more tied to revenue and traffic in the last 10 years?”
  6. 6. If you are doing product PR amazon reviews are more important than ever before
  7. 7. “Traffic pays the bills, so that means you might cover something clickbaity that you'd prefer to ignore”
  8. 8. Yep. It's an uncomfortable situation, but we all want to have a job.
  9. 9. I'm writing for a food tech company and I would say traffic is the main driver. yes. Clickbait articles are often required.
  10. 10. 50% of content in some publication is directed by AI
  11. 11. 150 Academic papers!?!?!?!
  12. 12. #theinbounder
  13. 13. Over 100 articles secured A full list of coverage can be found here: https://chi2016.acm.org/wp/press/
  14. 14. There is a strong correlation between investment and search
  15. 15. Seasonal trends
  16. 16. https://www.finder.com/unwanted-gifts
  17. 17. Trend jumping is risky when executed in isolation
  18. 18. There is always a tipping piece of coverage
  19. 19. http://lazytravelers.net/suck-buying-christmas-gifts/ http://www.sfweekly.com/culture/didnt-like-holiday-gifts-youre-not-alone/ http://nbr.com/2016/12/27/if-you-hate-your-holiday-gifts-youre-not-alone/ http://satprnews.com/2016/12/27/nearly-10-billion-is-wasted-on-unwanted-gifts-each-year/ http://richinwriters.com/nearly-10-billion-is-wasted-on-unwanted-gifts-each-year/ http://www.news-leader.com/story/news/2017/01/03/youre-wasting-money-unwanted-gifts/96101300/ http://www.mycentraljersey.com/story/news/2017/01/03/youre-wasting-money-unwanted-gifts/96101300/ http://www.ruidosonews.com/story/news/2017/01/03/youre-wasting-money-unwanted-gifts/96101300/ http://www.coloradoan.com/story/news/2017/01/03/youre-wasting-money-unwanted-gifts/96101300/ http://www.usatoday.com/story/news/2017/01/03/youre-wasting-money-unwanted-gifts/96101300/ http://www.azcentral.com/story/news/2017/01/03/youre-wasting-money-unwanted-gifts/96101300/ http://www.indystar.com/story/news/2017/01/03/youre-wasting-money-unwanted-gifts/96101300/ http://www.democratandchronicle.com/story/news/2017/01/03/youre-wasting-money-unwanted-gifts/96101300/ http://www.lancastereaglegazette.com/story/news/2017/01/03/youre-wasting-money-unwanted-gifts/96101300/ http://www.desmoinesregister.com/story/news/2017/01/03/youre-wasting-money-unwanted-gifts/96101300/ http://www.tennessean.com/story/news/2017/01/03/youre-wasting-money-unwanted-gifts/96101300/ http://www.tallahassee.com/story/news/2017/01/03/youre-wasting-money-unwanted-gifts/96101300/ http://www.alamogordonews.com/story/news/2017/01/03/youre-wasting-money-unwanted-gifts/96101300/ http://www.news-press.com/story/news/2017/01/03/youre-wasting-money-unwanted-gifts/96101300/ http://www.sctimes.com/story/news/2017/01/03/youre-wasting-money-unwanted-gifts/96101300/ http://www.stevenspointjournal.com/story/news/2017/01/03/youre-wasting-money-unwanted-gifts/96101300/ http://www.floridatoday.com/story/news/2017/01/03/youre-wasting-money-unwanted-gifts/96101300/ http://www.freep.com/story/news/2017/01/03/youre-wasting-money-unwanted-gifts/96101300/ http://www.lcsun-news.com/story/news/2017/01/03/youre-wasting-money-unwanted-gifts/96101300/ http://www.argusleader.com/story/news/2017/01/03/youre-wasting-money-unwanted-gifts/96101300/ http://www.citizen-times.com/story/news/2017/01/03/youre-wasting-money-unwanted-gifts/96101300/ http://www.hometownlife.com/story/news/2017/01/03/youre-wasting-money-unwanted-gifts/96101300/ http://www.ydr.com/story/news/2017/01/03/youre-wasting-money-unwanted-gifts/96101300/ http://www.marionstar.com/story/news/2017/01/03/youre-wasting-money-unwanted-gifts/96101300/ http://www.elpasotimes.com/story/news/2017/01/03/youre-wasting-money-unwanted-gifts/96101300/ http://www.tcpalm.com/story/news/2017/01/03/youre-wasting-money-unwanted-gifts/96101300/ http://ux.delawareonline.com/story/news/2017/01/03/youre-wasting-money-unwanted-gifts/96101300/ http://www.marshfieldnewsherald.com/story/news/2017/01/03/youre-wasting-money-unwanted-gifts/96101300/ http://www.postcrescent.com/story/news/2017/01/03/youre-wasting-money-unwanted-gifts/96101300/ http://www.sheboyganpress.com/story/news/2017/01/03/youre-wasting-money-unwanted-gifts/96101300/ http://www.vcstar.com/story/news/2017/01/03/youre-wasting-money-unwanted-gifts/96101300/ http://www.mynorthshorenow.com/story/news/2017/01/03/youre-wasting-money-unwanted-gifts/96101300/ http://www.montgomeryadvertiser.com/story/news/2017/01/03/youre-wasting-money-unwanted-gifts/96101300/ http://www.kagstv.com/ext/news/nation-now/youre-wasting-money-on-unwanted-gifts/499/xgY10n0h1ekygagc82M2O http://www.guampdn.com/story/news/2017/01/03/youre-wasting-money-unwanted-gifts/96101300/ http://www.pnj.com/story/news/2017/01/03/youre-wasting-money-unwanted-gifts/96101300/ http://www.jacksonsun.com/story/news/2017/01/03/youre-wasting-money-unwanted-gifts/96101300/ http://www.mondonews.net/News/109142/youre-wasting-money-on-unwanted-gifts http://www.rgj.com/story/news/2017/01/03/youre-wasting-money-unwanted-gifts/96101300/ http://www.dnj.com/story/news/2017/01/03/youre-wasting-money-unwanted-gifts/96101300/ http://www.greenvilleonline.com/story/news/2017/01/03/youre-wasting-money-unwanted-gifts/96101300/ http://www.mynorthwestnow.com/story/news/2017/01/03/youre-wasting-money-unwanted-gifts/96101300/ http://www.ksdk.com/ext/news/nation-now/youre-wasting-money-on-unwanted-gifts/63/nationnow/xgY10n0h1ekygagc82M2O http://www.ithacajournal.com/story/news/2017/01/03/youre-wasting-money-unwanted-gifts/96101300/ http://www.poughkeepsiejournal.com/story/news/2017/01/03/youre-wasting-money-unwanted-gifts/96101300/ http://www.shreveporttimes.com/story/news/2017/01/03/youre-wasting-money-unwanted-gifts/96101300/ http://www.eveningsun.com/story/news/2017/01/03/youre-wasting-money-unwanted-gifts/96101300/ http://www.dailyworld.com/story/news/2017/01/03/youre-wasting-money-unwanted-gifts/96101300/ http://www.gosanangelo.com/story/news/2017/01/03/youre-wasting-money-unwanted-gifts/96101300/ http://www.zanesvilletimesrecorder.com/story/news/2017/01/03/youre-wasting-money-unwanted-gifts/96101300/ http://danilnews.info/youre-wasting-money-on-unwanted-gifts http://newslive.us/youre-wasting-money-on-unwanted-gifts/ https://www.learnvest.com/2017/01/got-unwanted-gifts-3-tips-to-know-for-national-returns-day/ http://4financenews.com/index.php/2017/01/05/how-to-make-returning-all-those-unwanted-holiday-gifts-a-cinch/ https://satisfyingretirement.blogspot.com.au/p/what-waste.html http://blondeinthebay.blogspot.com.au/2017/01/gift-giving-loyalty-what-does-it-mean.html http://www.retailwire.com/discussion/is-there-a-retail-marketing-opportunity-in-unwanted-gifts/ http://lazytravelers.net/suck-buying-christmas-gifts/ https://www.retailwire.com/discussion/is-there-a-retail-marketing-opportunity-in-unwanted-gifts/ https://eu.usatoday.com/story/money/nation-now/2017/11/20/why-you-shouldnt-give-gifts-grown-adults/841516001/ https://eu.usatoday.com/story/news/2017/01/03/youre-wasting-money-unwanted-gifts/96101300/ https://eu.eveningsun.com/story/news/2017/01/03/youre-wasting-money-unwanted-gifts/96101300/ http://www.sfweekly.com/culture/didnt-like-holiday-gifts-youre-not-alone/ https://247wallst.com/retail/2016/12/22/many-americans-dont-like-what-they-get-for-christmas/ Over 69 pieces of coverage in the USA alone
  20. 20. Publications that give citations/no-follow links have huge value and should not be blacklisted
  21. 21. Case Study: Associated Press (One of the earliest adopters of AI for media reporting)
  22. 22. “Through automation, we’re providing customers with 12 times the corporate earnings stories as before, including for a lot of very small companies that never received much attention,” said Lisa Gibbs, our global business editor.
  23. 23. We need to pitch both humans and machines
  24. 24. #theinbounder
  25. 25. There is a new value to mail merge in light of AI generated coverage
  26. 26. AI generated coverage is currently focused on business and finance media
  27. 27. How will this evolve?
  28. 28. Trade publications will be more valuable than ever before
  29. 29. • AI and machine learning •How to talk clients into signing off AGENDA
  30. 30. Journalists Consulting Board managing journalistfeedback onpress materials, content ideas,pitches, press invitations, media centres etc. We anonymise the clients when sending content to them to review. experts
  31. 31. #theinbounder Don’t go for gold go for silver
  32. 32. An old idea done better is often safer than a completely new idea!
  33. 33. #theinbounder Don’t go for gold go for silver
  34. 34. #theinbounder
  35. 35. Don’t ask for yes Ask for consideration
  36. 36. Give it time to boil…..
  37. 37. Seek feedback before building out an idea from more than two journalist!
  38. 38. Media experts Clients don’t have to believe you
  39. 39. look at similar stories on google news and reference the tags
  40. 40. Don’t try to win on round one
  41. 41. Total Coverage: 19 media outlets covered the piece 17 Links built with an average DA of 47
  42. 42. Its not all about the biggest and the best Trade converts REALLY well
  43. 43. • AI and machine learning •How to talk clients into signing off •Getting ready for the future AGENDA
  44. 44. Images are critical
  45. 45. 91% of consumers now prefer interactive and visual content over traditional, text-based or static media.
  46. 46. #theinbounder
  47. 47. Building visually accurate brands will be more important especially as voice search increases
  48. 48. Visual searches can make or break stereotypes.
  49. 49. Targeting the ecosystem in which new products live
  50. 50. At Kernel, our primary aim is to develop technologies to understand and treat neurological diseases in new and exciting ways. We will then interpret the brain’s complex workings in order to create applications towards cognitive enhancement.
  51. 51. The global hearing aids market was valued at USD 4.5 billion in 2015 and is projected to grow with a CAGR of 4.3% over the forecast period.
  52. 52. There are about 3 million people worldwide with pacemakers, and each year 600 000 pacemakers are implanted.
  53. 53. We run the risk of not adopting life saving and changing technologies
  54. 54. Online marketing skills will play a crucial roll in the advancement of technology, human and wellness.
  55. 55. In the US, 1 in 2 women and 1 in 3 men will develop cancer in their lifetime. Now, a similar rate has been reported in the UK, with a new study published in the British Journal of Cancer claiming 1 in 2 men and women will be diagnosed with the disease at some point in their lives.
  56. 56. The future of Google health results should aim to be intelligent not just efficient
  57. 57. Search should facilitate health not panic
  58. 58. So it might be far healthier if the first result looked more like this….
  59. 59. A doctor says: Yes, a Fitbit really can track your emotional ups and downs. "We've known for decades that stressful experiences can cause a jump in heart rate
  60. 60. We can determine the best result to surface
  61. 61. The future of search will be emotionally intelligent
  62. 62. Which means we need to start thinking about creating emotionally responsive content
  63. 63. •AI and machine learning •How to talk clients into signing off •Getting ready for the future Summary •Tactics and strategies
  64. 64. Be Kind
  65. 65. As search professionals you have the ability to break or perpetuate stereotypes
  66. 66. In the future SEO skills will play a crucial role in helping others before they know they need it
  67. 67. THANK YOU! Lexi Mills @leximills

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