brighton seo 2013 by lexi mills - 7 secret weapons of successful - seo pr

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7 Secret weapons of successfu

l content and outreach

Lexi MillsHead of Digital at Dynamo PR

Lexi.mills@dynamopr.comTwitter: @leximills

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Agenda

1.Finding content ideas2.Scaling content ideas3.Preparing for outreach4.Outreach techniques5.Giving the right presents 6.Building relationships 7.Tools

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BBC what’s your number

4|The one man band

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Start with what’s topical and popular

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What’s popular?

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What’s popular?

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What’s popular?

Big vs Small companies

10|Predict the future

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What’s popular?

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National events

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Text like the queen results

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Creating Content

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Scaling ideas through niche markets

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Scalable ideas

Find good data sources

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Scalable ideas

Text like an astronaut

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Scalable ideas

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Scalable ideas

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Social hooks

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Evergreen Topics

•Distilled hunger IG

Linking Root Domains: 71

Total Links: 167

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Hosting data

•Distilled hunger IG

Linking Root Domains: 10

Total Links: 24

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Creating anchors for PR/content work

• Tweetable Headline• 15 word describe about the post • Explain limitations of research• Sources of information• Top facts about the content• Linkable materials

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Linkable onsite materials

• Interviews/quotes• Profiles of key people• Images• Graphics• Data sources

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Design of content

• Size• Dimensions• Fonts• Colours• Resolution• Pinterest boards of

target sites for designers

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Preparing for outreach

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Pareto principle

• You can achieve 80% of the results you seek in terms of influence by focusing your time and resources on 20% of influencers that are, in fact, the most important.

• A scattershot strategy will deliver only scattershot results.

Resu

lts

Time on Influencers20%

80%

Optimal point

Key Influencers

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Top pages

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Making targets part of the story

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Press Releases

• No more than 3 links• Links to different areas of the site• The links must look natural• Cut and paste • Use the footer of a release for anchor

text

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Outreach

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When not to use the phone

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Consider individual deadlines

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We all make mistakes

“Wanted to issue a #prfail to person who sent me a “Dear Jennie” letter but she followed up w/apology. Not exactly #prwin, perhaps #prtie?—”

Alison Delory (@aldelory), a freelancer tweeted:

Always apologise for a mistake!

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Byline vs guest post

Rel="Author"

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Giving the right presents

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Giving the right presents

Simple PR wins: Muppets cupcakes sent to Stephen Fry – to promote/celebrate (same thing) the launch of The Muppets movie, character cupcakes were sent to prominent tweeters. Who then tweeted about them, thus letting millions of followers know about the film if they didn’t already. PR doesn’t need to be complicated.

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Make it personal

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Make it personal

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What happens when you make it personal

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Building relationships

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Tools

Media databases

•How often is their data updated?•Search functionality•Export to CSV?•UK, USA focused?•Top industry sectors?

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Top 3 things

Ask yourself what the story is?

Make sure you have all onsite assets

Do your research

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Thank you

Questions?

Lexi MillsHead of Digital at Dynamo PRLexi.mills@dynamopr.comTwitter: @leximillsdynamopr.com @dynamopr

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References

• http://www.bbc.co.uk/news/world-15391515• www.trendsmap.com• http://www.guardian.co.uk/media/2012/nov/27/bbc-christmas-television-schedules• www.names.co.uk• www.bbc.co.uk/onthisday• www.bbc.co.uk/news/technology-18282387• www.spacelog.org• www.gizoogle.net/• http://www.foodservicewarehouse.com/calorie-viz/• http://www.cleardebt.co.uk/blog/author/andrew-smith/• http://www.guardian.co.uk/technology/2010/may/28/ipad-apple-sale-britain• www.solentnews.biz/• http://www.opensiteexplorer.org/• http://ioanaprigoreanu.blogspot.co.uk/2012/12/muppets-cupcakes.html• www.the3doodler.com• www.wired.co.uk/news/archive/2012-04/03/dinosaur-ants• www.buzzstream.com/• www.linkdex.com/• www.responsesource.com• www.prnewswire.co.uk/• www.businesswire.com