The 10 Step Checklist to Creating a Show-Stopping Content Distribuion Plan

The 10 Step Checklist to
Creating a Show-stopping
Distribution Plan
@ZazzleMedia | @JuliaOgden2

Introduction
A little bit about me...

Julia Ogden
Content & PR Director,
Zazzle Media
Former newspaper journalist and PR professional
with more than 20 years’ experience.
Joined Zazzle in October 2013.

All the words I’d never heard of...

All the words I’d never heard of...
Domain Authority
Anchor text
H1 tags
Trust Flow
Penguin
URLs
Google Algorithms
Citation Flow
Panda
Meta-titles
Black & white hat techniques

But what I did know
The value of informative & entertaining
content to help build brand awareness
and engage with audiences.

What I now know
How the old with the new/traditional v digital
can work together to increase a brand’s
online presence and ultimately its profits.

My mantra
Storytelling is as relevant today as it’s ever
been. The platforms may have changed
but the fundamentals remain the same.

Introduction
A little bit about the talk.

What we want
Creative campaigns
that go viral and set the
web on fire are what
every brand strives for.

But don’t forget
We need to consider how
we’re going to distribute it...

Example
To bring the talk to life...

An example of a fictional campaign

Step One
What’s the objective?

What does success look like?
Make sure you know what you want to achieve from the campaign:

Brand awareness.
Building a brand’s online
presence to help more
potential customers know
it exists.

Brand awareness. Increase Keyword
Rankings.
it exists.
Target specific keywords
to increase a brand’s
ranking in Serps.

Brand awareness. Increase Keyword
Rankings.
High quality links.
it exists.
Target specific keywords
to increase a brand’s
ranking in Serps.
A link building exercise
to increase a site’s back link
profile and authority.

2Step Two
Who’s your audience?

Marketing is about people.
All marketing starts and ends with an understanding of people. There are a
wide variety of tools available to use and combine with existing data, to paint
a clear picture of who you are marketing to.

Bringing your audience to life
As well as using your own data you can add more character and colour to the
audience via the following tools:

Facebook
Audience Insights.
The make-up of your
social audience and the
other pages they like.

Facebook
Audience Insights.
YouGov Profiles.
The make-up of your
Audience segmentation
tool powered by
YouGov data adding
personality to a specific
brand’s consumers.

Facebook
Audience Insights.
ComScore.YouGov Profiles.
The make-up of your
Independent, live data
of the people engaged
with your site.
tool powered by
YouGov data adding

Facebook
Audience Insights.
Global Web Index.ComScore.YouGov Profiles.
The make-up of your
How your audience
engage with brands,
the sort of content
they like and where
they go to get it.
Independent, live data
of the people engaged
with your site.
tool powered by
YouGov data adding

Facebook Insights
The people behind your likes, shares and comments…

Gender Split
Female
56%
Male
44%

YouGov Profiles
Adding personality and character to a brand’s audience

A few of their favourite things

Global Web Index
Let’s delve a little deeper…

Time Online
Audience % Rail Transport UK
Audience % UK

Comscore Data

Live Demographic Data
25%5 0% 100%75%
Children

So in summary . . .
The audience are:

So in summary . . .
The audience are:
• Men and women, aged between 18-34

So in summary . . .
The audience are:
• They spend A LOT of time online - around 6-10 hours a day

So in summary . . .
The audience are:
• Engage with brands that improve their knowledge

So in summary . . .
The audience are:
• Are interested in technology

So in summary . . .
The audience are:
• Are interested in technology
• And are relatively well off

Personas

Campaign personas
Example buyer behaviours and content targeting

Campaign personas
Alice, 20, Single
Uses rail for work and social life
Into vloggers, bloggers & social
media: will engage with all of these
whilst on the train
Likes brands that make her feel cool
‘Always-on’ lifestyle

Campaign personas
Alice, 20, Single
whilst on the train
Aidan, 34, Married
A seasoned traveller who always
goes first class
Likes content that will help to
improve his image
Likes a brand that simplifies his life
Spendsalotoftimeonlineonhislaptop

Campaign personas
Alice, 20, Single
whilst on the train
Aidan, 34, Married
A seasoned traveller who always
goes first class
Likes content that will help to
improve his image
Likes a brand that simplifies his life
Spendsalotoftimeonlineonhislaptop
Steph, 29, Engaged
Uses rail travel to visit family
across the other side of the country
A sucker for celebrity & influencer
endorsement
Spends around 6 hours a day
online, usually via phone

Pain Points &
Micro-Moments

Micro-moments explained
I want to
know
Exploring or researching
their options, but not
yet in the mind-set to
make the step towards
purchasing.

I want to
know
purchasing.
I want to
do
Before or after they
have sought help, these
are those key ‘how to’
moments when people
want to make a change
and try new things.

I want to
know
purchasing.
I want to
do
moments when people
and try new things.
I want to
buy
Someone’s actively
acknowledged that
they want to buy and are
ready to take action to
achieve this.

I want to
know
purchasing.
I want to
do
moments when people
and try new things.
I want to
buy
Someone’s actively
acknowledged that
they want to buy and are
ready to take action to
achieve this.
Informational Search Commercial Search

Micro-moments in action
I want to
know
The quickest way to get
from Peterborough to
Manchester by train.
(Steph)

I want to
know
(Steph)
I want to
do
A trip to Barcelona
by train for a girls’
weekend away.
(Alice)

I want to
know
(Steph)
I want to
do
A trip to Barcelona
weekend away.
(Alice)
I want to
buy
First class train tickets from
London to Paris.
(Aidan)

I want to
know
(Steph)
I want to
do
A trip to Barcelona
weekend away.
(Alice)
I want to
buy
First class train tickets from
London to Paris.
(Aidan)
Informational Search Commercial Search

Step Three
Coming up with
an awesome idea

Hero Content Brainstorm

NEWS AND
SEASONAL IDEAS

NEWS AND
SEASONAL IDEAS
UNIQUE DATA
OPPORTUNITY

NEWS AND
SEASONAL IDEAS
UNIQUE DATA
OPPORTUNITY
HUMAN INTEREST
STORIES?

NEWS AND
SEASONAL IDEAS
UNIQUE DATA
OPPORTUNITY
HUMAN INTEREST
STORIES?
WIDER MARKETING
PLAN-BASED IDEAS

NEWS AND
SEASONAL IDEAS
UNIQUE DATA
OPPORTUNITY
FOI REQUEST
OPPORTUNITIES
HUMAN INTEREST
STORIES?
WIDER MARKETING
PLAN-BASED IDEAS

NEWS AND
SEASONAL IDEAS
CRAZY / BIG /
INNOVATIVE IDEAS
UNIQUE DATA
OPPORTUNITY
FOI REQUEST
OPPORTUNITIES
HUMAN INTEREST
STORIES?
WIDER MARKETING
PLAN-BASED IDEAS

Journeys by Hyperloop
The concept is simple: we give users the opportunity to compare their
journey time with a Hyperloop journey.
Image: www.independent.co.uk

Why?
This is a big linkbait opportunity, offering
multiple ‘angles’ for distribution as we can
put regional/city spins on it.

For example
The fastest journey time from London St Pancras to Paris is 2 hours, 37 mins;
but if you were to take the same journey by Hyperloop (which will travel at
around 700mph) you would get to the French capital in . . .

For example
The fastest journey time from London St Pancras to Paris is 2 hours, 37 mins;
but if you were to take the same journey by Hyperloop (which will travel at
around 700mph) you would get to the French capital in . . .
24 minutes.

Step Four
How to shout about it!

The power of supporting content
Hero campaigns such as these need to be supported by other content to help
spread the word and achieve high authority links and placements:

Feature 1.
The Hyperloop v HS2
How does Britain’s high
speed rail link stack up
against the Hyperloop?

Feature 1.
The Hyperloop v HS2
Feature 2.
The race for speed
The companies and the
technology that aims to
send us across the world
faster than ever before.

Feature 1.
The Hyperloop v HS2
Feature 2.
The race for speed
Feature 3.
Life at 700mph
The companies and the
technology that aims to
send us across the world
faster than ever before.
A look into the effect
travelling this fast has on
people and other materials.

Infographic idea
The fastest vehicles in pop culture history.

Survey = unique data = a PR dream

Has the UK got a need for speed?

Questions could include:

• What makes us most impatient?

• How long will you wait for a video to load?

• How long will you wait onhold when on the phone?

• How long will you wait in a queue?

• How long will you wait in a queue?
• Would you travel by Hyperloop if it existed?

Video content

Video content
Did you know?
Video now accounts for 69% of all consumer internet traffic.

Video content
Did you know?
YouTube receives more than one billion unique visitors every
month – that’s more than any other channel, apart from Facebook.

Video content
Did you know?
One in three Britons view at least one online video a week.

Video content
Did you know?
One in three Britons view at least one online video a week.
It is a powerful medium to promote a bigger piece of content through
social channels.

Hyperloop video
Set up ‘travel pods’ in stations for passengers to experience
what travelling by Hyperloop would be like. Interview them
afterwards about their views on travelling that fast.

Step Five
Ask yourself:
Who else cares?

Validation checklist
Once you have decided on the idea, it is important to ask yourself the
following questions to validate it.

1.Do we have a hook?

1.Do we have a hook? Yes: train travel is always in the news

2.Do we have unique data?
Yes: train travel is always in the news

Yes: survey data

3.Does it provoke an emotional response?
Yes: survey data

Yes: survey data
Yes: excitement & amazement

4.Does it tell a story?
Yes: survey data

4.Does it tell a story?
Yes: survey data
Yes: Technological current affairs

Step Six
Check with the
professionals?

The comms process
Here’s how the process would work for the Hyperloop campaign.

The comms process
Identify the
relevant sites
and influencers

The comms process
Identify the
relevant sites
and influencers
Find out their
interests in what
they publish

The comms process
Contact them
direct, by phone,
email or social
Identify the
relevant sites
and influencers
Find out their
interests in what
they publish

The comms process
Contact them
direct, by phone,
email or social
Identify the
relevant sites
and influencers
Build up a
relationship and
ask for feedback
on our idea
Find out their
interests in what
they publish

The comms process
Contact them
direct, by phone,
email or social
Identify the
relevant sites
and influencers
Line them up to
take the content
once complete
Build up a
relationship and
ask for feedback
on our idea
Find out their
interests in what
they publish

Step Seven
What does success
look like?

Majestic SEO
A tool which analyses the back links of a website.

Majestic SEO
Trust Flow
A score based on the quality of a site’s links, on a scale between 0-100 .

Majestic SEO
Trust Flow
A score based on the quality of a site’s links, on a scale between 0-100 .
Citatiton flow
A score between 0-100 which helps to measure the link equity or
“power” the website or link carries.

Moz’s Domain Authority
Domain authority:
A score, on a 100-point scale,
developed by Moz that predicts
how well a website will rank on
search engines.

SEMRUSH
Looks at estimated
organic search traffic
(vis) and how many
keywords a domain
is ranking for.

HITWISE
It’s also important to pay attention to social signals and overall site engagement,
this is where HITWISE comes in…

HITWISE
It measures user behaviour across all devices, providing data on trends in consumer
and search behaviour, visitor profiling as well as measuring a site’s influence.

HITWISE
It measures user behaviour across all devices, providing data on trends in consumer
and search behaviour, visitor profiling as well as measuring a site’s influence.
HITWISE essentially creates a score based on the number of people
visiting a site and the amount of time they spend on it.

Agree the following
Metrics for
placements/links

Agree the following
Metrics for
placements/links
Average TF/CF 25+
FOR EXAMPLE

Agree the following
Metrics for
placements/links
Average TF/CF 25+
Number of
placements/links
FOR EXAMPLE
+

Agree the following
Metrics for
placements/links
Average TF/CF 25+ 13
Number of
placements/links
FOR EXAMPLE FOR EXAMPLE
+

Agree the following
Metrics for
placements/links
Average TF/CF 25+ 13
Number of
placements/links
Hitwise
score
FOR EXAMPLE FOR EXAMPLE
+

Agree the following
Metrics for
placements/links
Average TF/CF 25+ 13 15 million
Number of
placements/links
Hitwise
score
FOR EXAMPLE FOR EXAMPLE FOR EXAMPLE
+

Step Eight
Distribution,
distribution,
distribution

Distribution process
Utilise every option to ensure you leave no stone unturned.

Organic Social
Website
Email
ATL
OWNED

Organic Social
Website
Email
ATL
Influencer Outreach
Bloggers / Vloggers
Media Relations
Bylined articles
Syndication
Journalists
OWNED
EARNED

Organic Social
Website
Email
ATL
Retargeting networks
Paid social media
Content Networks
Display network
Biddable Media
Advertorials
Influencer Outreach
Bloggers / Vloggers
Media Relations
Bylined articles
Syndication
Journalists
OWNED
EARNED PAID

Owned: It is what it says on the tin

YOUR
WEBSITE

YOUR
WEBSITE
YOUR
BLOG

YOUR
WEBSITE
YOUR
BLOG
CUSTOMER
DATABASE

YOUR
WEBSITE
YOUR
BLOG
CUSTOMER
DATABASE
YOUR SOCIAL
CHANNELS

Earned: Others sharing your content

TRADITIONAL
PR
press releases to the
media & trade press

TRADITIONAL
PR
DIGITAL
PR
contacting online publications,
relevant high profile
bloggers & influencers
media & trade press

TRADITIONAL
PR
DIGITAL
PR
OTHER CONTACT
AGGREGATORS
contacting online publications,
relevant high profile
bloggers & influencers
Reddit, Stumbleupon,
Tribeer, as well as
directories and forums
media & trade press

Paid: Money talks
TRADITIONAL
ADVERTISING
TV, radio,
print advertising

Paid: Money talks
TRADITIONAL
ADVERTISING
NATIVE
ADVERTISING
TV, radio,
print advertising
Online
advertorials

Paid: Money talks
TRADITIONAL
ADVERTISING
PAID
SOCIAL
NATIVE
ADVERTISING
TV, radio,
print advertising
Facebook,
Twitter, LinkedIn
Online
advertorials

Paid: Money talks
TRADITIONAL
ADVERTISING
PAID
SOCIAL
NATIVE
ADVERTISING
PPC
TV, radio,
print advertising
Facebook,
Twitter, LinkedIn
Online
advertorials
Targeted ads to appear
above organic listings

Step Nine
It’s all in the planning

Campaign planning
Keeping a track of all the tasks and distribution methods can be tricky, so we
recommend creating a detailed campaign plan which you can share with
everyone involved in the creation and distribution of a campaign.
Blogger and
influencer specialists
work with niche sites
Reach out to
aggregators, forums
and directories
Digital PR reaches
the biggest sites
The Campaign Plan
The social team work
on paid and earned
strategy

What a campaign plan looks like

Campaign overview
Rail Transport UK

Campaign timeline
Set up film & edit video
Write regional press releases on interactive using survey results

Owned channels

Earned Channels

Paid Channels
Holiday goers
- interest groups

Prospecting

Step Ten
Measuring success

Coverage, links & shares
Organic traffic
Referral traffic
Social traffic
Engagement
Visibility/reach/impressions
Total backlinks
Google Analytics
Google Analytics
Google Analytics/social analytics
Google Analytics
Hitwise
Majestic/Ahrefs
At the end of the campaign, it is important to report on what was actually
achieved. Did you hit the objectives and metrics?

So, did it set the web on fire?

Yes.

Yes. Minds were blown.

In summary
1) What’s the objective?
2) Who’s your audience?
3) The idea
4) Supporting content
5) Internal validation
6) Check with the professionals
7) Define metrics
8) Utilise all distribution channels
9) Create a plan
10) Measure success

Thank you!

The 10 Step Checklist to Creating a Show-Stopping Content Distribuion Plan

Recomendados

Recomendados

Mais conteúdo relacionado

Mais procurados

Mais procurados (20)

Semelhante a The 10 Step Checklist to Creating a Show-Stopping Content Distribuion Plan

Semelhante a The 10 Step Checklist to Creating a Show-Stopping Content Distribuion Plan (20)

Mais de Zazzle Media

Mais de Zazzle Media (8)

Último

Último (20)

The 10 Step Checklist to Creating a Show-Stopping Content Distribuion Plan