top 10 pr tactics and strategies of succesful content and link building - lexi mills, mozcon 2014
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#MozCon
Lexi Mills • Dynamo PR
Top 10 PR Tac+cs and Strategies of Successful Content and Link Building
@leximills • lexi.mills@dynamopr.com
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Content Placement and Links
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You Don't Need Media Relationships to Get Coverage
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Building Better Media Relationships Will Increase the Impact of Your Content Work
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Do You Want to Be as Good as PR's or Better?
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Panda Changed:The Way Publishers Think and Operate
Their Perceptions of SEO and SEO's
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Focus Your Strategies on Helping Media Overcome Their Challenges
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10 Steps Ahead of Every Seasoned PR out There
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Top Pages
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Search Volume
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Pitch Based on Search Volume
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Creating Content
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Creating Content
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Growth in Freelance Journalists
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Contract Them To: • Do interviews • Do filming • Write forwards to research documents
and white papers • Sell in stories • Survey questions • Craft press releases • Bylines or guest posts • Must Have Worked Recently in the
Area You Are Targeting
Contract Freelancers
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Managing Media Movement
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Site Search Targets
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Less Time and Fewer Resources To: • Research • Source Experts • Locate Case Studies • Create Video Content • Find Images
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Content Assets Orbit Your Campaign
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Reduce Risk of Failure and Increase Impact
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Host on Website And
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Q&A's, Interviews and Quotes
These don't have to be live interviews!
Questions • Especially useful to pre-
write these if the client is nervous or has limited time.
Quotes • Write "Quotes" on their
behalf and then you just need sign off.
@leximills
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Case Studies
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Image Galleries
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• Familiar subject
matter • High quality • Landscape and
portrait • Composition • 300dpi and 72
dpi
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Competing with Corporate Blogs
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Globalization of Media
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Store Content Ahead of Vacations
• Pitch at the Latest 1st Week of November
• 1-2 Weeks before National Holidays
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Crafting Media Worthy Content Ideas
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Seizing Opportunities
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Seizing Opportunities
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Leveraging Cult Fans
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Championing Causes
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Third Party Voice
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News Jacking Current Events
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Tip: Media Alert vs Press Release
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Most Events You Can Plan For
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Planning for Topical Events
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Put Product Spoofs on Back Order
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Link Product Spoofs to Topical Events
@leximills
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Offline Is an Important Factor to Influence Online
@leximills
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Reduce Risk of Failure
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Figures That Grow
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Figures That Grow
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Figures That Grow
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Coverage
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Same Story Different Release
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Same Story Different Release
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Lego
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Lego
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Lego
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Results
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Lego
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Private View- Launch 1
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Phone Sell in- Launch 2
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Media Tour-Creating Theatre- Launch 3
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Launch Event 4
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Lego
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Launch Event 5
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Launches Cont.
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Global Coverage
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Change in Product Strategy
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The Cost of Gold?
£2,750 / $4,400
The Cost of Gold?
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Summary Slide 1. Link building is getting harder 2. Think beyond campaigns for a sustainable
strategy 3. Panda was a pivot point in the publishing industry 4. Media share your struggles with Google, your
content can help them 5. Analyse social media metrics and top pages for
publishers before pitching them 6. They are targeted on Google Plus profiles 7. Search volume can be a pitching tool 8. Hire Freelance journalists 9. A team of more than 2 need management system
for media relationships 10. Site search is often more effective in current day
than your ‘little black book’ 11. Hook your content onto popular culture, trends
and events
12. Get the right content assets in place before launch, host on website and drop box
13. Don’t just go for news articles, look for other opportunities like Q&A, image stories and case studies
14. Learn from analysing the gaming industry 15. When doing product spoofs list products as on
back order 16. Find someone or firm to be the third voice in your
story 17. Use a media alert instead of a press release to get
quicker sign off 18. Structure campaigns with several launch stages 19. Offline activity is one of the strongest linkbuilding
tactics 20. Lego are a good source to reference for creating
content ideas
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Summary Slide
• Make the Medias Job Easier • Pick Ideas That Can Grow • Setup Partnerships
#MozCon
Lexi Mills • Dynamo PR @leximills • lexi.mills@dynamopr.com
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