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A POWERFUL PARTNERSHIP
How Content Put Public Relations Back in Style
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
Dutch
Munich based
Leading our international
Brand Marketing team at Stylight
@Martijnburgman
@MartijnBurgman at @smxmuenc...
STYLIGHT
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
WHAT DOES A BRAND MARKETING TEAM DO?
Social Media
Public
Relations
Content...
What defines killer content?
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
SMX 2015
Slides	available	at	http://stylig.ht...
HOW GREAT CONTENT CAN LAND YOU LEGENDARY LINKS
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
HOW GREAT CONTENT CAN LAND YOU LEGENDARY LINKS
HOW WE LEARNED BY MAKING MISTAKES
@MartijnBurgman at @smxmuenchen SMX MUNIC...
HOW GREAT CONTENT CAN LAND YOU LEGENDARY LINKS
HOW WE LEARNED BY MAKING MISTAKES
ACTIONABLE TAKE-AWAYS YOU CAN IMPLEMENT T...
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
STANDING OUT WITH YOUR CONTENT
Source:	http://www.internetlivestats.com/ -...
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
THIS USED TO WORK….
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
SO DID THIS….
Source:	http://www.skyscanner.com/
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
AND THIS ….
Source:	http://www.stylight.co.uk/
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
CUTTING THE CLUTTER IS THE CHALLENGE
Source:	http://www.buzzsumo.com/
75%
...
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
WHAT DOES THE FUTURE BRING
Search engines are getting smarter and smarter
...
HAVE A GOAL
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
HAVE A GOAL
UNDERSTAND YOUR AUDIENCE
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
HAVE A GOAL
UNDERSTAND YOUR AUDIENCE
BE CONSISTENT
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
OUR MAIN PROBLEMS
We lack focus
We lack resources (and we will always do)
...
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
HOW CAN WE TACKLE THESE PROBLEMS?
GOAL
(why)
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
HOW CAN WE TACKLE THESE PROBLEMS?
TEAM
(who)
GOAL
(why)
what – when – whom - where
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
HOW CAN WE TACKLE THESE PROBLEMS?
TEAM
(who)
GO...
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
ONE OF THE MISTAKES WE MADE
GOAL
(why)
CONTENT
(what)
AUDIENCE
(whom)
CHAN...
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
ONE OF THE MISTAKES WE MADE
GOAL
(why)
CONTENT
(what)
AUDIENCE
(whom)
CHAN...
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
OUR APPROACH AT STYLIGHT
Roles, Responsibility & Ownership
&
Workflow
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
WHAT DOES A BRAND MARKETING TEAM DO?
Public
Relations
Social Media
Content...
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
OUR WORKFLOW
PromoteIdeate CreateValidate Monitor
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
HOW WE FAILED
Source:	http://www.stylight.de/
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
HOW WE FAILED
Source:	http://www.stylight.de/
0 Links
0 Likes
0 Shares
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
MINIONISTA CAMPAIGN
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
LEAD UP
• Monitor industry
• Listening to you audience
• Identify news sto...
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
IDEATION PHASE
How can we leverage to Minions hype within our industry?
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
VALIDATION PHASE
Grooming
Treasure Hunting
Competitive Content
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
CREATION PHASE
Tweaking Visuals
Evaluate Initial Concept
Find Angles and C...
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
PROMOTION PHASE
Define your promotion strategy per campaign
Owned Earned P...
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
PROMOTION PHASE
Define your promotion strategy per campaign
Owned Earned
W...
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
MONITORING PHASE
Go full NSA!
Spot social ripples
React within minutes
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
REACT AND REPURPOSE
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
WHAT DID WE MESS UP
In the middle of the CMS Shift
Branding our content sm...
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
WHAT DID WE MESS UP
In the middle of the CMS Shift
Branding our content sm...
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
WHAT DID WE MESS UP
No paid promotion
Monitoring set-up could not
handle t...
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
WHAT DID WE PLAN
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
WHAT DID WE END UP WITH
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
RESULTS
+700 linking root domains
Spread over 35 landing pages
Most linked...
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
YES… THAT IS HIS CAT…
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
WHAT DID WE LEARN?
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
HAVE CLEAR WORKFLOWS
PromoteIdeate CreateValidate Monitor
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
MAKE COMMUNICATION #1 FOCUS
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
LAYER YOU CONTENT
Make sure your campaigns match
Build on previous success...
Listen Automate Analyse & Document
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
AUTOMATE YOUR MONITORING
R
E
A
C
T
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
MEASURE EVERYTHING – REAL TIME
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
UNDERSTAND YOUR AUDIENCE
Even if those are pets…
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
LET YOUR TEAM OWN THE CONTENT & GOALS
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
INCLUDE YOUR PRS FROM DAY ONE
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
ONE SIZE FITS ALL CONTENT IS A MYTH
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
TEST YOUR CONTENT
Mom – Coffeemachine – A/B
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
HIGH RISKS = HIGH REWARDS
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
DON’T MAKE MORE CONTENT
MAKE BETTER/SMARTER CONTENT
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
BE PROUD OF WHAT YOU MAKE
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
HAVE FUN IN DOING SO!
THANK YOU
Slides available at Stylig.ht/SMX16
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
@MartijnBurgman
Martijn.burg...
SMX 2016 - "A Powerful Partnership: How Content Put Public Relations Back in Style" - Martijn Burgman
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SMX 2016 - "A Powerful Partnership: How Content Put Public Relations Back in Style" - Martijn Burgman

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"A Powerful Partnership: How Content Put Public Relations Back in Style"

With more and more companies doing content marketing, it becomes increasingly harder do stand out from this content overkill. So, how do we make sure our content gets in front of the right audience? How do we create synergies throughout all of our content and how do we eventually get legendary links and mentions?

In this session I gave at the SMX 2016 in Munich I focussed on how SEO's and Content marketeers could and should leverage the power of Public Relations within their daily work and vice versa in order to achieve great results.

Veröffentlicht in: Marketing

SMX 2016 - "A Powerful Partnership: How Content Put Public Relations Back in Style" - Martijn Burgman

  1. 1. A POWERFUL PARTNERSHIP How Content Put Public Relations Back in Style @MartijnBurgman at @smxmuenchen SMX MUNICH 2016
  2. 2. Dutch Munich based Leading our international Brand Marketing team at Stylight @Martijnburgman @MartijnBurgman at @smxmuenchen SMX MUNICH 2016 MARTIJN BURGMAN
  3. 3. STYLIGHT @MartijnBurgman at @smxmuenchen SMX MUNICH 2016
  4. 4. @MartijnBurgman at @smxmuenchen SMX MUNICH 2016 WHAT DOES A BRAND MARKETING TEAM DO? Social Media Public Relations Content Marketing Design Events 15 Countries
  5. 5. What defines killer content? @MartijnBurgman at @smxmuenchen SMX MUNICH 2016 SMX 2015 Slides available at http://stylig.ht/SMX15 Investment Branding User Value Shareability Targeting Planning Goal Engagement Lifespan
  6. 6. HOW GREAT CONTENT CAN LAND YOU LEGENDARY LINKS @MartijnBurgman at @smxmuenchen SMX MUNICH 2016
  7. 7. HOW GREAT CONTENT CAN LAND YOU LEGENDARY LINKS HOW WE LEARNED BY MAKING MISTAKES @MartijnBurgman at @smxmuenchen SMX MUNICH 2016
  8. 8. HOW GREAT CONTENT CAN LAND YOU LEGENDARY LINKS HOW WE LEARNED BY MAKING MISTAKES ACTIONABLE TAKE-AWAYS YOU CAN IMPLEMENT TOMORROW @MartijnBurgman at @smxmuenchen SMX MUNICH 2016
  9. 9. @MartijnBurgman at @smxmuenchen SMX MUNICH 2016 STANDING OUT WITH YOUR CONTENT Source: http://www.internetlivestats.com/ - 12:00
  10. 10. @MartijnBurgman at @smxmuenchen SMX MUNICH 2016 THIS USED TO WORK….
  11. 11. @MartijnBurgman at @smxmuenchen SMX MUNICH 2016 SO DID THIS…. Source: http://www.skyscanner.com/
  12. 12. @MartijnBurgman at @smxmuenchen SMX MUNICH 2016 AND THIS …. Source: http://www.stylight.co.uk/
  13. 13. @MartijnBurgman at @smxmuenchen SMX MUNICH 2016
  14. 14. @MartijnBurgman at @smxmuenchen SMX MUNICH 2016 CUTTING THE CLUTTER IS THE CHALLENGE Source: http://www.buzzsumo.com/ 75% ZERO referring root domains 50% - 8 Shares or less
  15. 15. @MartijnBurgman at @smxmuenchen SMX MUNICH 2016 WHAT DOES THE FUTURE BRING Search engines are getting smarter and smarter More and more algorithms Increased focus on paid promotion Focus on getting brand mentions Become a brand – be the best in what you do
  16. 16. HAVE A GOAL @MartijnBurgman at @smxmuenchen SMX MUNICH 2016
  17. 17. HAVE A GOAL UNDERSTAND YOUR AUDIENCE @MartijnBurgman at @smxmuenchen SMX MUNICH 2016
  18. 18. HAVE A GOAL UNDERSTAND YOUR AUDIENCE BE CONSISTENT @MartijnBurgman at @smxmuenchen SMX MUNICH 2016
  19. 19. @MartijnBurgman at @smxmuenchen SMX MUNICH 2016
  20. 20. @MartijnBurgman at @smxmuenchen SMX MUNICH 2016
  21. 21. @MartijnBurgman at @smxmuenchen SMX MUNICH 2016 OUR MAIN PROBLEMS We lack focus We lack resources (and we will always do) How we are measuring our success and ROI
  22. 22. @MartijnBurgman at @smxmuenchen SMX MUNICH 2016 HOW CAN WE TACKLE THESE PROBLEMS? GOAL (why)
  23. 23. @MartijnBurgman at @smxmuenchen SMX MUNICH 2016 HOW CAN WE TACKLE THESE PROBLEMS? TEAM (who) GOAL (why)
  24. 24. what – when – whom - where @MartijnBurgman at @smxmuenchen SMX MUNICH 2016 HOW CAN WE TACKLE THESE PROBLEMS? TEAM (who) GOAL (why) WORKFLOW (how)
  25. 25. @MartijnBurgman at @smxmuenchen SMX MUNICH 2016 ONE OF THE MISTAKES WE MADE GOAL (why) CONTENT (what) AUDIENCE (whom) CHANNELS (where)
  26. 26. @MartijnBurgman at @smxmuenchen SMX MUNICH 2016 ONE OF THE MISTAKES WE MADE GOAL (why) CONTENT (what) AUDIENCE (whom) CHANNELS (where)
  27. 27. @MartijnBurgman at @smxmuenchen SMX MUNICH 2016 OUR APPROACH AT STYLIGHT Roles, Responsibility & Ownership & Workflow
  28. 28. @MartijnBurgman at @smxmuenchen SMX MUNICH 2016 WHAT DOES A BRAND MARKETING TEAM DO? Public Relations Social Media Content Marketeers Design Listen & Promote Understand & Create
  29. 29. @MartijnBurgman at @smxmuenchen SMX MUNICH 2016 OUR WORKFLOW PromoteIdeate CreateValidate Monitor
  30. 30. @MartijnBurgman at @smxmuenchen SMX MUNICH 2016 HOW WE FAILED Source: http://www.stylight.de/
  31. 31. @MartijnBurgman at @smxmuenchen SMX MUNICH 2016 HOW WE FAILED Source: http://www.stylight.de/ 0 Links 0 Likes 0 Shares
  32. 32. @MartijnBurgman at @smxmuenchen SMX MUNICH 2016 MINIONISTA CAMPAIGN
  33. 33. @MartijnBurgman at @smxmuenchen SMX MUNICH 2016 LEAD UP • Monitor industry • Listening to you audience • Identify news stories • Find an angle
  34. 34. @MartijnBurgman at @smxmuenchen SMX MUNICH 2016 IDEATION PHASE How can we leverage to Minions hype within our industry?
  35. 35. @MartijnBurgman at @smxmuenchen SMX MUNICH 2016 VALIDATION PHASE Grooming Treasure Hunting Competitive Content
  36. 36. @MartijnBurgman at @smxmuenchen SMX MUNICH 2016 CREATION PHASE Tweaking Visuals Evaluate Initial Concept Find Angles and Channels Prepare for Promotion
  37. 37. @MartijnBurgman at @smxmuenchen SMX MUNICH 2016 PROMOTION PHASE Define your promotion strategy per campaign Owned Earned Paid Website Blog Social Channels Newsletters Shares Mentions Display Ads Social Media Ads Content Promotion Platforms Target Audience
  38. 38. @MartijnBurgman at @smxmuenchen SMX MUNICH 2016 PROMOTION PHASE Define your promotion strategy per campaign Owned Earned Website Social Channels Shares Mentions Target Audience
  39. 39. @MartijnBurgman at @smxmuenchen SMX MUNICH 2016
  40. 40. @MartijnBurgman at @smxmuenchen SMX MUNICH 2016 MONITORING PHASE Go full NSA! Spot social ripples React within minutes
  41. 41. @MartijnBurgman at @smxmuenchen SMX MUNICH 2016 REACT AND REPURPOSE
  42. 42. @MartijnBurgman at @smxmuenchen SMX MUNICH 2016 WHAT DID WE MESS UP In the middle of the CMS Shift Branding our content smart
  43. 43. @MartijnBurgman at @smxmuenchen SMX MUNICH 2016 WHAT DID WE MESS UP In the middle of the CMS Shift Branding our content smart
  44. 44. @MartijnBurgman at @smxmuenchen SMX MUNICH 2016 WHAT DID WE MESS UP No paid promotion Monitoring set-up could not handle the capacity.
  45. 45. @MartijnBurgman at @smxmuenchen SMX MUNICH 2016 WHAT DID WE PLAN
  46. 46. @MartijnBurgman at @smxmuenchen SMX MUNICH 2016 WHAT DID WE END UP WITH
  47. 47. @MartijnBurgman at @smxmuenchen SMX MUNICH 2016 RESULTS +700 linking root domains Spread over 35 landing pages Most linked page 200+ Linking root domains 850+ Backlinks
  48. 48. @MartijnBurgman at @smxmuenchen SMX MUNICH 2016 YES… THAT IS HIS CAT…
  49. 49. @MartijnBurgman at @smxmuenchen SMX MUNICH 2016 WHAT DID WE LEARN?
  50. 50. @MartijnBurgman at @smxmuenchen SMX MUNICH 2016 HAVE CLEAR WORKFLOWS PromoteIdeate CreateValidate Monitor
  51. 51. @MartijnBurgman at @smxmuenchen SMX MUNICH 2016 MAKE COMMUNICATION #1 FOCUS
  52. 52. @MartijnBurgman at @smxmuenchen SMX MUNICH 2016 LAYER YOU CONTENT Make sure your campaigns match Build on previous successes and nurture relations
  53. 53. Listen Automate Analyse & Document @MartijnBurgman at @smxmuenchen SMX MUNICH 2016 AUTOMATE YOUR MONITORING R E A C T
  54. 54. @MartijnBurgman at @smxmuenchen SMX MUNICH 2016 MEASURE EVERYTHING – REAL TIME
  55. 55. @MartijnBurgman at @smxmuenchen SMX MUNICH 2016 UNDERSTAND YOUR AUDIENCE Even if those are pets…
  56. 56. @MartijnBurgman at @smxmuenchen SMX MUNICH 2016 LET YOUR TEAM OWN THE CONTENT & GOALS
  57. 57. @MartijnBurgman at @smxmuenchen SMX MUNICH 2016 INCLUDE YOUR PRS FROM DAY ONE
  58. 58. @MartijnBurgman at @smxmuenchen SMX MUNICH 2016 ONE SIZE FITS ALL CONTENT IS A MYTH
  59. 59. @MartijnBurgman at @smxmuenchen SMX MUNICH 2016 TEST YOUR CONTENT Mom – Coffeemachine – A/B
  60. 60. @MartijnBurgman at @smxmuenchen SMX MUNICH 2016 HIGH RISKS = HIGH REWARDS
  61. 61. @MartijnBurgman at @smxmuenchen SMX MUNICH 2016 DON’T MAKE MORE CONTENT MAKE BETTER/SMARTER CONTENT
  62. 62. @MartijnBurgman at @smxmuenchen SMX MUNICH 2016 BE PROUD OF WHAT YOU MAKE
  63. 63. @MartijnBurgman at @smxmuenchen SMX MUNICH 2016 HAVE FUN IN DOING SO!
  64. 64. THANK YOU Slides available at Stylig.ht/SMX16 @MartijnBurgman at @smxmuenchen SMX MUNICH 2016 @MartijnBurgman Martijn.burgman@stylight.com

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