How Learning PR Tactics Made Me Awesome at Content Marketing
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By combining traditional PR agency techniques and giving them an SEO spin – you’ll win. Learn how to identify journalists that link to your competitors and the outreach tactics you can use to convince them to link to you.
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How Learning PR Tactics Made Me Awesome at Content Marketing
- 2. KAIZEN WE SHARE THIS OFFICE
- 3. KAIZEN • [Journalist] ONE DAY, A JOURNALISTJOINED
- 5. KAIZEN “ERM, WHAT U WORKING ON?”
- 6. KAIZEN “OH, A STORY ON ‘HEALTHY’ ICE CREAM”
- 7. KAIZEN
- 11. KAIZEN 3 X ICE CREAM DELIVERIES TURN UP
- 12. KAIZEN THIS BLEW ME AWAY FOR 2 REASONS
- 13. KAIZEN I ATE SO MUCH ICE CREAM THAT DAY #1
- 14. KAIZEN REALISED THAT I NEEDED TO STEP OUR GAME UP #2
- 16. KAIZEN THIS WAS NO LONGER GOOD ENOUGH SUBJECT: Soap Awards Story? Hey Caroline, Just wanted to run a idea by you, We’ve just launched a brilliant list of British Soap Stars When They Were Young featuring all the classics like Peggy Mitchell and new favorites like Rosie Webster Link: http://www.twolittlefleas.co.uk/soap-stars/ I think this would go down a storm on The Metro if you’d like to share it in some form, especially as it’s the ITV Soap Awards this Sunday. Two Little Fleas is an online bingo community with a passion for creating cute and quirky apps, lists and tools. Our stuff has been recently featured in the Radio Times, HuffPost Comedy & Lifehacker. Thanks Caroline let me know what you think, Pete
- 17. KAIZEN I DECIDED TO GO ON A JOURNEY
- 18. KAIZEN TO BECOME A KUNG FU PANDA PR MASTER
- 19. KAIZEN How Learning PR Tactics Made Me Awesome at Content Marketing
- 20. KAIZEN PETE CAMPBELL / KAIZEN • Founder / Managing Director • Kaizen is a team Content Marketing & Technical SEO specialists • “Rising Star of the Year” (Travolution Awards) • 6+ Years in Agency & In-House Roles • Built first website at 11 • Ran several high-traffic video gaming sites • Proud owner of a Game Boy Colour
- 22. KAIZEN MEET THE PR GUYS
- 23. KAIZEN “PR & Marketing is no longer about the stuff that you make but about the stories you tell.” – Seth Godin
- 27. KAIZEN “The heartwarming advert tells the tale of an unlikely friendship between a little boy Sam and his penguin friend Monty.” INCASE YOU MISSED IT.
- 28. KAIZEN THE HERO CONTENT – THE TV AD
- 29. KAIZEN + 100 MORE HOMEPAGE REFERRING DOMAINS SUPPORTING MICRO-SITE
- 33. KAIZEN CUTE TOYS
- 36. KAIZEN Monty the Penguin Campaign Budget £7m
- 38. KAIZEN
- 39. KAIZEN HUGE Idea 1 But, think of the principle
- 44. KAIZEN ‘Monty the Penguin’ 90 Second TV Advert In-Store Marketing Photo Booth Penguin Toys Digital PR & Content Journalist Gifts Infographic Game Video STORY HERO CONTENT SUPPORT ASSETS
- 46. KAIZEN STORY HERO CONTENT SUPPORT ASSETS ‘Are You Richer Single or In a Relationship’ Interactive Quiz Survey Infographic Listicle 52% Men Are Richer Single Is Tinder Making You Poor? Men Spend Double on Dates WEEK #1 WEEK #2 WEEK #3 PRESS RELEASE PRESS RELEASE PRESS RELEASE
- 47. KAIZEN COVERAGE WE’VE EARNT WITH THIS APPROACH
- 48. KAIZEN STEP 1 – CREATE A PR FRAMEWORK UPCOMING HOOKS (FEB/MARCH 2015) • Brit Awards • Pancake Day • Valentines Day • Barbie Doll Day • Chips Day GOLD PUBLICATIONS • Daily Star • The Express • Digital Spy • Gawker • Sky • Mashable • OK! / Hello TARGET CUSTOMER • Aged 25-45 • 80% Female • They also play the lottery, buy scratch cards and enter social competitions. • Employed (low end wages), unemployed or stay at home parents • Likely to have children VALUES & EMOTIONS • Aspirational • Big dreamers • Fun & laughter • Excitement & pure bliss • Friendship & family • TOWIE • Cereal Day • Britain’s Got Talent • Easter
- 50. KAIZEN 1. What do they love / hate about your product? 2. What stops them from buying your product? 3. What emotions do they associate with your product? 4. What magazines & websites do they read? 5. What else are they interested in? ASK YOUR CLIENT THESE 5 QUESTIONS
- 51. KAIZEN DECIDING YOUR TOPICS & THEMES
- 52. KAIZEN A) TRY WORD ASSOCATION FOR TOPICS & THEMES 1. Which 25 sites would you really like a link from? 2. Do your homework on those 25 and cut the list to 10 • Do they actually link to third-party sites? site:dailymail.co.uk intitle:"Infographic”
- 53. KAIZEN B) MAKE A LIST OF UPCOMING ‘TRENDS’ https://www.daysoftheyear.com/
- 54. KAIZEN INSTALL SCRAPER FOR CHROME CLICK ME Scraper for Chrome - http://bit.ly/LXBbSI
- 55. KAIZEN EXPORT TO GOOGLE DOCS CLICK ME Scraper for Chrome - http://bit.ly/LXBbSI
- 56. KAIZEN WHO ARE YOU GOING TO GET LINKS FROM?
- 57. KAIZEN MAKE A LIST OF YOUR KEY PUBLICATIONS 1. Which 25 sites would you really like a link from? 2. Do your homework on those 25 and cut the list to 10 • Do they actually link to third-party sites? site:dailymail.co.uk intitle:"Infographic” • Have they linked to your competitors? site:dailymail.co.uk intitle:"Infographic” + "Insurance" • Search your topics • Make a list of relevant Journalist names
- 58. KAIZEN site:dailymail.co.uk intitle:"Infographic” + "Insurance"
- 59. KAIZEN AND HERE’S YOUR KEY PUBLICATIONS LIST
- 60. KAIZEN JOB DONE - YOUR PR FRAMEWORK UPCOMING HOOKS (FEB/MARCH 2015) • Brit Awards • Pancake Day • Valentines Day • Barbie Doll Day • Chips Day TARGET PUBLICATIONS (TIER 1) • Daily Star • The Express • Digital Spy • Gawker • Sky • Mashable • OK! / Hello TARGET CUSTOMER • Aged 25-45 • 80% Female • They also play the lottery, buy scratch cards and enter social competitions. • Employed (low end wages), unemployed or stay at home parents • Likely to have children VALUES & EMOTIONS • Aspirational • Big dreamers • Fun & laughter • Excitement & pure bliss • Friendship & family • TOWIE • Cereal Day • Britain’s Got Talent • Easter
- 62. KAIZEN “How Do You Come Up With a ‘Good’ Idea?”
- 63. KAIZEN You Need Shit Ideas First 010
- 65. KAIZEN 6-3-5 Brainwriting 108 Ideas in 30 Minutes
- 66. KAIZEN 6People
- 68. KAIZEN 5Minutes
- 70. KAIZEN WHAT IT LOOKS LIKE
- 71. KAIZEN YOUR IDEA NEEDS TO HAVE AT LEAST 3 OF THESE WHICH IDEA IS THE BEST?
- 72. KAIZEN • Social • Emotional • Practical
- 74. KAIZEN STORY HERO CONTENT SUPPORT ASSETS ‘Are You Richer Single or In a Relationship’ Interactive Quiz Survey Infographic Listicle 52% Men Are Richer Single Is Tinder Making You Poor? Men Spend Double on Dates WEEK #1 WEEK #2 WEEK #3 PRESS RELEASE PRESS RELEASE PRESS RELEASE
- 75. KAIZEN PULLING TOGETHER THE SURVEY
- 76. KAIZEN 1000 RESPONSES FOR 1 QUESTION =£65 SURVEY
- 77. KAIZEN WORK OUT YOUR DESIRED HEADLINES • £ Wealth Based You Could Be X% Richer If You Were Single / In a Relationship. Here’s Why. • Opinion Based X% Of Brits Think They’d Be Richer If They Were Single / In a Relationship • Age/Demographic Based Men/Women Over/Under XX Spend The Most On XX • Location Based People from X Think They’d Be Richer Single / In a Relationship • Product Based Single People Spend X More/Less On Their X Bill
- 78. KAIZEN STRUCTURE THE QUESTIONS TO MATCH • Do you think you’d be wealthier single or in a relationship? • How much would you spend on a gift for a close friend / partner? • How much would you spend on a romantic date? • How much money do you save each month?
- 79. KAIZEN ANALYSE DATA & CREATE HEADLINES 1. 45% of People in a Relationship Believe They’d Be Richer Single 2. Over Half of Men in a Relationship Believe They’d Be Richer Single 3. Is Tinder Making You Poor? Single Men Spend More Than Double on Dates Than Women
- 82. KAIZEN BUILD CHECKLIST ü OPEN GRAPH TAGS (http://ogp.me/) ü SOCIAL IMAGE (1200 x 630 Pixels) ü EMBED CODE ü ‘OFFICIAL’ SOCIAL BUTTONS ü TWITTER CARDS (https://dev.twitter.com/cards/)
- 85. KAIZEN
- 86. KAIZEN OUTREACH
- 87. KAIZEN GO BACK TO YOUR KEY PUBLICATIONS LIST
- 89. KAIZEN WHAT’S THE HOOK? 1. Seasonal Event or Occasion 2. New Trend 3. Statistics 4. It’s Bigger & Better
- 91. KAIZEN TOOLS
- 93. KAIZEN FILTER #JOURNOREQUEST #PRREQUEST WITH YOUR SECTOR
- 94. KAIZEN AGENCY? USE A MEDIA DATABASE http://www.featuresexec.com/ http://www.cision.com/
- 95. KAIZEN INCREASE YOUR CHANCES 1. Offer as an Exclusive 2. Create a Supporting ‘Media Alert’ 3. At Least 3 x Follow Ups
- 96. KAIZEN JOB DONE
- 97. KAIZEN STORY HERO CONTENT SUPPORT ASSETS ‘Are You Richer Single or In a Relationship’ Interactive Quiz Survey Infographic Listicle 52% Men Are Richer Single Is Tinder Making You Poor? Men Spend Double on Dates WEEK #1 WEEK #2 WEEK #3 PRESS RELEASE PRESS RELEASE PRESS RELEASE
- 99. KAIZEN Thank You!! ! ! Get in Touch: @petecampbell" pete@kaizensearch.co.uk" http://www.kaizensearch.co.uk/ DOWNLOAD THESE SLIDES:! KAIZENSEARCH.CO.UK/SEARCHLONDON2015/