As well all know, it's getting harder and harder to cut through the noise and earn links from quality and relevant sites. With award winning digital PR/Content Marketing campaigns under her belt, Carrie will be sharing her tips on coming up with great campaign ideas and the types of content you need to be creating to ensure you are linked to.
14. Confidential
Journalists vs Digital PR
83,000 Digital PRs/PR vs 64,000
journalists in the UK in 2016.
In 2018, even more cuts
Journalists on average are
writing 5-8 stories a day
And they have just a couple of
hours to get something up
@DanSaunders86
17. ConfidentialConfidential
We should think about link building as a
two-step process:
Confidential
1. What can we do to earn coverage?
2. What can we do to turn that coverage into links?
@CarrieRosePR
22. Confidential
Ideation
1. INSPO - Constantly follow what others are doing
2. Topic Research
3. Audience Research
4. Word association
@CarrieRosePR
F o l l o w c o m p e t i to r b ra n d s
F o l l o w c o m p e t i to r a g e n c i e s
( a n d t h e i r s t a ff )
30. Confidential
Ideation
1. INSPO - Constantly follow what others are doing
2. Topic Research
3. Audience Research
4. Word association
The biggest mistake people make is going into brainstorms
blind…
Do the research first!
@CarrieRosePR
37. Confidential
Ideation
1. Keyword Research
2. Constantly analyse what your competitors or similar
brands are doing
3. Topic Research
4. Audience Research
5. Word association
Who are they?
(De mogra phics)
Where do they “hang
out ” online?
What are they
interested in?
@CarrieRosePR
43. Confidential
Ideation
1. Keyword Research
2. Topic Research
3. Constantly analyse what your competitors or similar
brands are doing
4. Audience Research
5. Word association
S p a S e e k e r s
R e g i o n a l l i n k s
U K c i t i e s
B u s y
R e l a x i n g
Q u i e t
C o u n t r y s i d e
V i e w s
M o u n t a i n s
B e a c h e s
S e a
S a n d
W h i t e s t S a n d
@CarrieRosePR
46. ConfidentialConfidential
So where do we start?
THE DREAM SUMMER JOB DOES EXIST Company on the
look-out for a professional ‘HOT-TUBOLOGIST’ paid to do
nothing but chill
SpaSeekers are looking for someone to become a professional spa tester,
paid £500 to spend their summer testing hot-tubs, reviewing infinity pools
and trying out treatments. Think you would be the perfect applicant? Here's
how you apply…
54. Confidential
Following the launch of the exclusive on the Daily Mail, Staveley Head achieved 96 pieces of press/media coverage in just 9 days.
Nearly every national publication online covered the story and linked back to the interactive asset on the Staveley Head site. BBC picked it up and received 2.2 million views in 24
hours. And we got a response from the London Mayor!
18,000interactions
The Results
L I N K S / C O V E R A G E
171
Links/coverage
22,000
interactions
28%
increase traffic index in
the Taxi market
55. Confidential
“Cleaning of the London
Underground will be stepped up each
night over the summer period across
50 stations and five tunnels.”
S A D I Q K H A N , M A Y O R O F L O N D O N
59. Confidential
“London Under the Microscope’ is a brilliant example of how a well structured
and planned campaign is able to deliver fantastic results in terms of brand
awareness, customer engagement and ROI - even in a relatively niche
sector...”
Client feedback.
How many pages on the site are relevant – using site: searches.
How many pages on the site are relevant – using site: searches.
Demo
So make friends with them
How many pages on the site are relevant – using site: searches.
How many pages on the site are relevant – using site: searches.
How many pages on the site are relevant – using site: searches.
We managed to achieve this with insurance company Stavely Head
Challenged us to increase visibility around taxi insurance
Came up with idea of working with London Met Uni scientists
Swabbed London’s public transport to find out which modes were the dirtiest
Everyone loves moaning about how dirty London is
Then created this tool onsite with UV effect to show results
Hit by phantom update in Feb – hurt for taxi terms hence taxi campaign which got them ranking again
