Follow these 5 steps and get on the road to content redemption...

2. The Content Comeback:
5 Steps for Bouncing Back When Your
Campaign Fails

4. Stay standing if...

5. You have ever done any form
of link building or digital PR

6. You’ve launched a campaign
that didn’t meet objectives

7. You had to explain how badly
the campaign was performing

8. Sit back down if...

9. You wanted to forget it even
existed...

10. I have a confession to make

11. I’ve failed too

13. A painful email...

14. 1st launch = 0 links

15. Why?

16. Launch timings
We launched our campaign here…

17. What was the spike for?

19. It turns out people were more
worried about Trump than oil

20. We re-launched in September

21. 18 links

22. We’ve learned a lot since
2016…

23. 70 links

24. 97 links

25. 53 links

26. We don’t always wake up to
coverage and links

27. You need to be prepared for
‘plan B’

28. My commitment to you...

29. You will know 5 steps to help
you bounce back from a
campaign fail

30. Step one:
Re-evaluate

31. This is the hardest part

32. Where did it all go wrong?

33. Launch
timings

34. Launch
timings
Journalists
&
bloggers

35. Launch
timings
Your
data

36. Launch
timingsData
Your design

37. Launch
timingsData
Design
Your story

38. Content re-evaluation checklist
Here’s the document

39. This will help you understand
where went wrong

40. Now we can rebuild things...

41. TIP:
Use the framework
consistently and follow the
checklist to objectively see
where things went wrong

42. Step two:
Find your story

43. Stories always win over
statements

44. 97 links

45. A statement:
RS Components reveal Bezos’
net worth to countries GDP

46. A story:
Jeff Bezos’ wealth is now equal
to 2.3 million Americans’

47. What is the difference?

48. One is far more relatable for
the audience

50. Stories = headlines

51. So, how do you find stories?

52. Let’s start with the data

53. Tab 1 - country GDP data

54. Tab 2 - Population data

55. Where’s the story?

56. Story 1 - how many Jeff’s?

57. Story 2 - how many people?

58. Translation:
Bezos’ net worth is the
equivalent of X
Americans/Brits/Canadians

59. Stories work because you
make data relatable to the
journalist’s audience

60. That story must translate into
everything you say or do
around the campaign

61. TIP:
Write your story into a punchy
headline to help it resonate
with journalists

62. Step three:
Ask an expert

63. You are the expert at content
marketing, digital PR & link
building

64. Journalists are experts at
writing stories for their readers
and knowing ‘what works’

65. You have the power to tweak
your campaign to make it
more appealing before
relaunch

68. We listened, we took it on
board and we tweaked the
story

70. One in X proposals converted
into this...

72. That’s the budget friendly
option

73. If you have £ to play with...

74. What about building a network
of freelance journalists to
review campaigns?

75. TIP:
Establish a network of
contacts you can rely upon for
feedback & spotting holes in
things

76. Step four:
Create a digital press pack

77. Isn’t a press pack
used in traditional
PR?

78. Isn’t a press pack
used in traditional
PR?

79. How did that help me get
coverage in 2014?

80. Press release

81. Expert comment

82. Static images

83. Additional data & research

84. The problem?

86. It’s time to go digital for your
relaunch

88. Digital press pack

90. TIP:
Journalists have tight deadlines
so make their lives easier by
giving them everything they need
to cover your story

91. Step five:
Prepare for re-launch

92. Everything has
been building
to this...

93. There’s still work to be done

94. Your prospecting list needs to be
in great shape

95. Don’t just rely on tools, do your
own research to find the best
contacts

97. Things to consider...

98. Seasonal events & holidays

99. Awareness days & months

100. There are more than 20 in April

101. It’s National
Grilled Cheese
Sandwich Day

102. Can you secure an ‘exclusive’?

103. Hold your ‘exclusive’ for 24 hours

104. This takes the pressure off and
buys you time to do more
outreach

105. How can you plan this
properly?

106. Editorial Content Calendar

107. Get to a position before the
relaunch where you have covered
all bases

108. TIP:
Create an editorial content
calendar to support relaunches &
find the best time to pitch

109. In summary...

110. We’re all going to have a campaign
flop at some point

111. There are clear steps you can take
to get a campaign back on track

112. Start with this framework
Here’s the document

113. Framework + managing
expectations

114. People will see you’re giving
it your all

115. This gives you a much greater
chance at turning things around

116. The road to content redemption
stars here...

117. Thank you!