brighton seo 2017: six kick ass content strategies - laura hampton

Laura HamptonIMPRESSION

Six Kick Ass Content Strategies to Boost Digital PR and Link Building Success@lauralhampton @impressiontalkhttps://www.impression.co.uk/brighton-2017/

https://www.impression.co.uk/brighton-2017/

@lauralhampton



Six kick ass content ideas to help you build

links

@lauralhampton



#1: Use what you’ve got

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It’s our responsibility to get to know our clients.Clients won’t always offer up the

information to you. But it’s important you

know who they are, what they represent,

where their core skills lie and what they

want to be known for.

@lauralhampton



If they like to jump out of planes, you want to know!Their passions can get them featured with

quick win comment opportunities - try

Response Source or Twitter for

#JournoRequest and #PRRequest

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@lauralhampton



Help them identify areas for thought leadershipSpot topical opportunities for your client to

comment on a relevant issue and become a

thought leader.

Be aware of non-topical issues; what does

your client want to be known for?

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@lauralhampton



Mine their data and use it to inspire and inform contentData is still a very relevant source of

content ideas. Identifying the data your

client already has can reap huge rewards,

especially when you use a combined data

and PR approach.

@lauralhampton



@lauralhampton



Find your unique selling point (USP)If you’re just saying the same thing as

everyone else, it won’t work. Rather than

banging the same old drum, this is all about

finding a new angle, whether that USP is

that your client jumps from airplanes, they

have millions of records of data or they

have a huge audience from which you can

extract content and information.

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#2: Borrow from others

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As creatives, we can make content from even the dullest of sources...When your client tells you they really have

nothing of their own to talk about, number

one - don’t believe them, and number two -

think about the other content sources you

can use.

@lauralhampton



We 💖 Government data - follow ONS!Government data is freely available - and if

you can’t find what you’re looking for, use

WhatDoTheyKnow.com.

Follow the daily ONS data updates and you

can uncover new content ideas by looking

for things that are relevant to your

audience and where you can add extra

value.

@lauralhampton


https://emojipedia.org/sparkling-heart/


@lauralhampton



Wikipedia = content inspiration goldmine!Wikipedia is a great source of content

inspiration - be aware that it is curated by the

public so be sure to verify sources!

By taking information that’s relevant to your

brand and audience, and combining it with

creativity to use that information in a new way,

you can create great content!

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@lauralhampton



Everybody loves offline marketing(no, really!)

As online marketers, we can be guilty of

forgetting about offline and the role it plays.

Be aware of offline activities, events and

initiatives relevant to your/your client’s

business and audience, and use that to

inspire new content campaigns.

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@lauralhampton



#3: Hack the press

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We know what they want. They want what we know. Synergy.PR hacking is all about understanding what

journalists want and then creating content

that appeals to them. There are certain

content formats that always go down well,

and we can make use of those.

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Be ready to comment on topical (and non topical) storiesJournalists love comments. They need

them to build out their stories. Be prepared

with pre-approved comments so you can

provide them to the journalist before the

story breaks.

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What’s been covered once, will be covered again.

Just because a story has been covered

once, doesn’t mean it won’t be covered

again. In fact, if a story has performed well

(in terms of reach and engagement), it’s

more likely to be re-covered, providing you

can give a unique new spin.

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@lauralhampton



Journalists love data. Especially when it’s topical.

We talk a lot about data. It’s still a really

relevant content format, and journalists love

it. Be aware of trending topics and news

stories and be ready to provide data you

have if it’s relevant and of genuine value.

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@lauralhampton



Get to know freelance journalists and their stories

Freelancers are a goldmine for content and

feature opportunities. Spend some time

identifying the journalists that can best help

you, and be aware of the stories they’re

producing. You can then create content

that either backs up or opposes their

stories, giving them a new angle to write

about.

@lauralhampton



#4: Make news from nothing

@lauralhampton



Be creative. Make something from nothing.

So many content campaigns start with a

team brainstorm or a simple thought in the

shower. Don’t be afraid to create content

from nothing! Just be sure it has a clear

purpose, hook and benefit to the audience.

@lauralhampton



Know the story you want, then create it.

When we start with a PR story in mind, we

have a much better chance of getting our

story covered. Creating geographical or

demographical splits can create even more

opportunities for coverage and links.

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@lauralhampton



Take a different angle on an existing story to reinvigorate it

By giving a different perspective or point of

view, we can create new content to gain us

coverage and links. It’s made even easier

when we can simply mine the backlinks of

existing content and make those our targets!

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@lauralhampton



Surveys are still a great source of ‘news from nothing’

If you can get a large enough sample size

(e.g. 1,000 responses), you can create

‘news from nothing’ and use that to inspire

new content and coverage/links.

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#5: Find content in forums

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People love to talk. And they talk a lot.

The old adage goes that if you want to

engage your target audience, you need to

get involved in their existing conversations.

Forums are a great source of conversation.

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Follow social media conversations.Social media might not be the core focus of

your role, but it can reveal some interesting

content ideas based on what people discuss.

Hootsuite is a great tool for mining Twitter

conversations. Follow what your competitors

are talking about. Look at what influencers

have to say.

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@lauralhampton



Mine forums to identify topics of interest to your audienceUse tools like Bloomberry and visit forums like

Reddit to find topics that are popular and where you

could add value. AskReddit is a goldmine!

You also have a ready made audience for your

content!

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@lauralhampton



#6: More bites of the cherry

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Content marketing isn’t just about gaining links (yep, I said it!)The purpose of content marketing, while

we do want to use it to gain links and

coverage, is also to engage our target

audience. When we incorporate this

thinking into our strategies, we can get two

bites of the promotional pie.

@lauralhampton



@lauralhampton



If you want your content to fly, you need to ask ‘so what?’

If you do want to create content that travels on its

own merit, it has to give the audience something -

e.g. an analysis of their driving skills, or a review of

how much time they are wasting.

Consider supporting with paid advertising.

@lauralhampton



1. Use what you’ve got2. Borrow from others3. Hack the press4. Make news from nothing5. Forums and featured snippets6. More bites of the cherry

6 CONTENT STRATEGIES

@lauralhampton



Thank you

[email protected]

26-30 Stoney Street

Nottingham

NG1 1LL

01158 242 212

@lauralhampton

@lauralhampton


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