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TAKE YOUR CONTENT
MARKETING TO THE NEXT LEVEL
@kevgibbo
K E V I N G I B B O N S
Anyone can publish
content, the barrier to
entry is very low
THINK
BIGGER &
BETTER…
STRATEGY
Forming a clear
plan on how you
can hit your goals
01
Producing content
that stands out &
has a newsworthy
hook.
...
REMOVE
THE
FEAR OF
FAILURE
out
YOU NEED
TO BE
standing
PLAYING IT
TOO SAFE
USING TRIED &
TESTED
MODELS.
Think content marketing
strategy, not campaigns.
Trying to build links to a
domain might improve
organic performance, but
for large sites it’s difficult
to measure the imp...
Brand
Larger reach
of publishers
Tactical
With the goal of building
links back to specific
target category URLs
Niche ideas
Securing authority digital PR
coverage from 150+ publishers and
40% increase in organic revenue.
Start with
the story,
not the
content
type.
AIM
BIG
01 1005 08
You don’t want to dilute the
idea to anything below an 8.
On brand
PR Newsworthy
Crazy!
CREATIVITY
IS A muscleY O U N E E D T O E X E R C I S E I T
AT TY
Combine two ideas to come up with
a better idea. You will ALWAYS
come up with better ideas after
generations of idea sex.”...
Advisory board of journalists
is our Pixar brain trust
BE
THE
SOURCE
They typically need
5,000+ records of
data to make this
national media
newsworthy, ideally
more if you have it.
Creating
great content
isn’t enough -
you need to
promote it!
Have a
Digital PR
Promotion
Plan
Promotion: we structure our digital PR
process to maximise authority coverage
P R E - L A U N C H L A U N C H P O S T L A ...
If you have a list of
publishers you
frequently get
coverage from,
start with these to
get early wins.
If you can tailor your
story for an exclusive
with a big publisher,
the additional
outreach will follow
to add the numbers.
60
Pieces of
coverage
980M
Online
Readership
1.8M
Estimated
coverage views
1.75K
social shares
100
Links from
coverage
42
...
Did you see this story featured
in the Daily Mail, rather than
“please cover our story”
Remember you’re
helping journalists,
not pitching to them.
With more &
more content
being published,
you need to keep
innovating
stand out from the crowd
IF YOU CAN DO ALL OF THIS YOU CAN
98
DOMAIN
AUTHORITY
Build authority both for your overall domain & building
organic performance for specific target pages....
Ensurethat
youhave
excellencein:
Strategy,
brand or
tactical
01 02
Creativity,
startwith
thestory
03
Promotion,to
maximise...
Understand
what you’re
trying to
achieve.
No need to
reinvent the
wheel, but you
need it to keep
moving forward
THANK YOU
FOR LISTENING
K E V I N G I B B O N S
kgibbons@resignal.com
www. resignal.com
@kevgibbo
How to take your content marketing to the next level
How to take your content marketing to the next level
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How to take your content marketing to the next level

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Learn how to raise your game at content marketing, so that you can maximise success.

Publié dans : Marketing
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How to take your content marketing to the next level

  1. 1. TAKE YOUR CONTENT MARKETING TO THE NEXT LEVEL @kevgibbo K E V I N G I B B O N S
  2. 2. Anyone can publish content, the barrier to entry is very low
  3. 3. THINK BIGGER & BETTER…
  4. 4. STRATEGY Forming a clear plan on how you can hit your goals 01 Producing content that stands out & has a newsworthy hook. 02 CREATIVITY PROMOTION Digital PR outreach to get publishers excited. 03
  5. 5. REMOVE THE FEAR OF FAILURE
  6. 6. out YOU NEED TO BE standing
  7. 7. PLAYING IT TOO SAFE USING TRIED & TESTED MODELS.
  8. 8. Think content marketing strategy, not campaigns.
  9. 9. Trying to build links to a domain might improve organic performance, but for large sites it’s difficult to measure the impact. 70% Organic Traffic
  10. 10. Brand Larger reach of publishers
  11. 11. Tactical With the goal of building links back to specific target category URLs Niche ideas
  12. 12. Securing authority digital PR coverage from 150+ publishers and 40% increase in organic revenue.
  13. 13. Start with the story, not the content type.
  14. 14. AIM BIG 01 1005 08 You don’t want to dilute the idea to anything below an 8. On brand PR Newsworthy Crazy!
  15. 15. CREATIVITY IS A muscleY O U N E E D T O E X E R C I S E I T AT TY
  16. 16. Combine two ideas to come up with a better idea. You will ALWAYS come up with better ideas after generations of idea sex.” J A M E S A L T U C H E R
  17. 17. Advisory board of journalists is our Pixar brain trust
  18. 18. BE THE SOURCE
  19. 19. They typically need 5,000+ records of data to make this national media newsworthy, ideally more if you have it.
  20. 20. Creating great content isn’t enough - you need to promote it!
  21. 21. Have a Digital PR Promotion Plan
  22. 22. Promotion: we structure our digital PR process to maximise authority coverage P R E - L A U N C H L A U N C H P O S T L A U N C H Media follow-up & link reclamationLaunch Soft selling to media Media materials drafting Prospecting Press release outreach email Photography & image sourcing Email & phone outreach Project outreach begins Not all media will cover this story as news so will also focus on long lead media coverage, such as top tips, placements & features
  23. 23. If you have a list of publishers you frequently get coverage from, start with these to get early wins.
  24. 24. If you can tailor your story for an exclusive with a big publisher, the additional outreach will follow to add the numbers.
  25. 25. 60 Pieces of coverage 980M Online Readership 1.8M Estimated coverage views 1.75K social shares 100 Links from coverage 42 Average domain authority
  26. 26. Did you see this story featured in the Daily Mail, rather than “please cover our story”
  27. 27. Remember you’re helping journalists, not pitching to them.
  28. 28. With more & more content being published, you need to keep innovating
  29. 29. stand out from the crowd IF YOU CAN DO ALL OF THIS YOU CAN
  30. 30. 98 DOMAIN AUTHORITY Build authority both for your overall domain & building organic performance for specific target pages. 84% ORGANIC PERFORMANCE LANDING PAGE
  31. 31. Ensurethat youhave excellencein: Strategy, brand or tactical 01 02 Creativity, startwith thestory 03 Promotion,to maximise yoursuccess.
  32. 32. Understand what you’re trying to achieve.
  33. 33. No need to reinvent the wheel, but you need it to keep moving forward
  34. 34. THANK YOU FOR LISTENING K E V I N G I B B O N S kgibbons@resignal.com www. resignal.com @kevgibbo

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