What types of content can you create to get media attention?

1. @DavidWallace
CONTENT MARKETING FOR PR
Presented by David Wallace: CEO - SearchRank

2. @DavidWallace
- Online Marketing Since 1997
- Head Honcho @ SearchRank
- Senior Editor @ Infographic Journal
- Reside in Ahwatukee, Arizona
- Empty Nester w/ 3 Kids & 5 Grandkids
- Disney Fanatic
- Roller Coaster Enthusiast
- Love Cats
- Love Digital Marketing Industry!
WHO AM I?

3. @DavidWallace
WHAT TYPES OF CONTENT CAN BE CREATED
TO GET THE ATTENTION OF THE MEDIA?

4. @DavidWallace
CONTROVERSY

5. @DavidWallace
NIKE & COLIN KAPERNICK
- INTERNATIONAL MEDIA BUZZ
- CALLS TO BOYCOTT NIKE
- CONSUMERS BURN NIKE PRODUCTS
- NIKE STOCK DIPS IN VALUATION
- SEARCH INTEREST SPIKES
- STOCK RETURNS AT HIGHER VALUATION!
- 31% INCREASE IN ONLINE SALES

6. @DavidWallace
CONTROVERSY: SHOULD I TRAVEL THAT
ROAD
- KNOW YOUR CUSTOMERS / BRAND ADVOCATES
NIKE UNDERSTOOD THAT THOSE THEY OFFENDED ARE NOT THEIR TRUE CUSTOMERS
- CONTROVERSY IGNITES PASSION
CONTROVERSY INVOLVES “STIRRING THE POT”
- WHAT IS LONG-TERM OUTCOME?
NIKE KNEW THEY WOULD CONNECT WITH THEIR AUDIENCE, WHILE ENRAGING THOSE OUTSIDE THEIR
AUDIENCE

7. @DavidWallace

8. @DavidWallace
RESOURCEFUL
- CONCISE ARTICLE
- WHITEPAPER
- “HOW-TO” OR “DIY” GUIDE
- CASE STUDY
- INFOGRAPHIC
- VIDEO

9. @DavidWallace
RESOURCE EXAMPLES
- MOZ LOCAL SEARCH RANKING FACTORS
https://moz.com/local-search-ranking-factors
- PERIODIC TABLE OF SEO SUCCESS FACTORS
https://searchengineland.com/seotable
- BACKLINKO’S “LINKBUILDING FOR SEO: THE DEFINITIVE GUIDE”
https://backlinko.com/link-building
- INFOGRAPHICS (static, motion or interactive)
https://infographicjournal.com/
- DIY / HOW-TO VIDEOS
Beauty, home improvement, dance, music, etc.

10. @DavidWallace
TWITTER & THE MEDIA
- FOLLOW LOCAL / NATIONAL MEDIA PERSONALITIES
- PERIODICALLY ENGAGE WITH THEIR TWEETS (Retweets, Likes, Comments)
- IF DEBATING, ALWAYS BE COURTIOUS AND RESPECTFUL
- DON’T TROLL THEM!
- LOOK FOR OPPORTUNITIES TO “CREATE” OR “ADD TO” A STORY
- MEDIA PERSONALITIES MAY BECOME FAMILIAR WITH YOU
- HARO (https://www.helpareporter.com)

11. @DavidWallace
THANK YOU!
Download This Presentation at http://www.slideshare.net/searchrank/