Presentation by Lexi Mills, managing director of Manyminds. Delivered at the Turing Festival in Edinburgh on Friday 19 August 2016.

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?

6. Changes in the publishing
industry

8. How should these impact
your content promotional
plans?

17. You can promote content 24/7

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

20. There is the new syndication
hack….

24. One content placement could turn into
several

25. When to call a journalist check list.
1. Are they at least 60% perfect for the story?
2. What publication are you looking for them to place it in?
3. Check who they write for, what sections and how frequently.
4. 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)
5. What section of that publication?
6. How long are the articles on these websites?
7. Does your content provide enough for a journalist to write this?

26. When to call a journalist check list.
1. Are they awake- check twitter.
2. Get a photo of them up- it helps you
speak to them like a human.
3. Make sure you have read the
publication you are pitching. (Read their
personal website for 30mins at least.)
4. Check industry news on the topic you
are pitching. Is there a huge story
breaking…is it a quiet day?

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

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

46. Another look at backlink analysis

49. Backlink analysis of similar stories not competitors

50. Another way of building press lists
process:
1.) Find similar story
2.) Get backlinks and coverage for that
story
3.) Build list of media
4.) Check media still write for those
beats
(Search their name in Google news
and sort by date).
5.) Note down what publications
covered it and what sections- then find
more targets there.

51. Phone Hack

62. liability

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

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

69. Sign off on the sign off process

72. Exclusives
1.) Images
2.) Interviews
3.) Data
4.) Videos
5.) First run of the
story…separate by minutes.

73. Who gets cake?
1.) Circulation
2.) DA (NB: Disavow list)
3.) Traffic
4.) Will it make the client feel
awesome?
5.) who doesn’t like to be
second
6.) UK vs USA

76. 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

84. Evergreen framework

94. Say what no one else is saying

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

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

113. 1. Publishing industry
2. Packaging content
3. High value content
placement targets
4. SEO tools for PR wins.
5. What SEO methods we
should retire?
6. “Making friends”
7. Risk management.

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

120. 20 Million +
Searches in 2015
32 Million +
Searches in 2015
155 Million +
Searches in 2015

122. Thank you