For Lexi Mills, public relations powerhouse and Sr. VP Digital Strategy at Manyminds’s North America division, one of the best parts of PR and SEO back in the day was the cats. Specifically, viral content involving cats. While that kind of content builds links, it doesn’t do much in terms of longevity or building your brand. Lexi shared this presentation at Seer's August 11th 2016 event, Connect Convert & Quantify. Full recap here: http://www.seerinteractive.com/blog/event-recap-connect-convert-quantify/

4. THE PR FORMULA FOR
CONTENT MARKETING

5. Agenda
1. Changes in the publishing industry
2. How and what content to package for
promotion
3. How to deliver and engage high value
content placement targets
4. What SEO tools can give you a
competitive advantage when promoting
your content?
5. What SEO methods we should retire?
6. Avoiding conflict with other teams.
7. Strategies & Processes for risk managed
content promotion.
8. What does it look like when we tie it all
together?

12. No pre-existing systems and
processes for sign off

14. Agree an internal sign off process for
content ideas – design-- promotion

15. Sign off on the sign off process

16. BIG Content Placements = Brand Police

18. Changes in the publishing
industry

20. How should these impact
your content promotional
plans?

32. You can promote content 24/7

33. and you get a second chance by
calling another office

35. There is the new syndication hack….

39. One content placement could turn into
several

40. When to call a journalist check list.
1. Are they at least 60% perfect for the story?
2. Check who they write for, what sections and how frequently.
3. What publication are you looking for them to place it in?
4. What section of that publication?
5. Are they awake- check twitter.
6. Get a photo of them up- it helps you speak to them like a human.
7. Check if the publication you want coverage in take stories like this and their format
(Q&A, interviews, news, story length, video or images etc)
8. Read their personal website for 30mins at least.
9. Make sure you have actually read the publication you are pitching.
10. Check industry news on the topic you are pitching.
11. How long are the articles on these websites?
12. Does your content provide enough for a journalist to write this?

41. ASK: What articles/ keywords are
performing best for you?
RESEARCH: Competitors, top pages,
facebook and twitter feeds/pages

44. So how do you use this to get content
placements?

49. Over 100 articles secured
A full list of coverage can be found here: https://chi2016.acm.org/wp/press/

57. Another look at backlink analysis

61. Backlink analysis of similar stories not competitors

71. liability

72. They hold personal and transferable
liability
you need to fact check and substantiate
your content

80. …that video was created in 2011

84. Year
plan
for
client
XXX
Business
Content
Trade
content
Creative
PR
Content
Complete promotion of
creative
Build out Content for
new creative
Launch and Promote
December
Ongoing business byline/ case study crafting and selling in for links
January
February
March
April
May
Onsite content work for all PR/ content campaigns/ news jumps
Setup trade media /advice
articles
Monthly publishing of and PR work for trade articles
Build out Content for new
creative
Launch and Promote
Phase 1

91. Check:
• How long are the articles on these
websites?
• Does your content provide enough
for a journalist to write this?

93. Evergreen framework

103. Say what no one else is saying

113. Craft content à Exclusives go live à Publish ‘anchor
content’ live on your blog à Wider media selling-in à
Newsletter/ Social/ email marketing

121. Media database considerations:
• How often is their data updated?
• Search functionality
• Export to CSV?
• UK, USA focused?
• Top industry sectors?

122. 1.) Retire old tactics
2.) Hustle with integrity
3.) Remember the ground is moving under
everyone's feet

128. 20 Million +
Searches in 2015
32 Million +
Searches in 2015
155 Million +
Searches in 2015

130. Thank you