This document discusses the importance of supporting content in content marketing campaigns. It defines supporting content as additional materials that reinforce the main campaign assets, such as interviews, features, visual assets, and case studies. These materials can help take campaign ideas in new directions and activate trending conversations. The document recommends integrating supporting content into the ideation process from the start. It provides examples of how supporting content expanded the reach and impact of campaigns for an addiction charity and a beer company, resulting in increased coverage, social engagement, and traffic. The key message is that campaigns should not neglect supporting content and should plan it alongside main assets.

1. Supporting content:
The secret weapon for
hero campaign success
Alex Jones // Zazzle Media
SLIDESHARE.NET/zazzlemedia
@Alex_Jonze

2. Why you should prioritise
supporting content in the
planning and ideation of your next
big campaign.
What’s this about?

3. A little bit about
me
 Campaign Manager
 Digital PR
 Link building
 Journalism
 SEO
 Music fan

4. And where I work
o Zazzle Media
o 10 years young!
o 50+ employees
o Content Marketing
o Part of IPG
o UK & International

5. Let’s get started!
Enough chit chat

6. What is supporting content?
o The re-enforcements to your content campaign.
o The added flare that can take an idea in new directions.
o Reactive resource to activate trending conversations.

7. What is supporting content?
M A IN A S SE T
I N T E R V I E W S
F E A T U R E S
V I S U A L A S S E T S
C A S E S T U D I E S

8. And why do I love it so much?

9. It’s helped me out a lot
o Worked on 100+ content campaigns.
o Failure was a good teacher.
o The key to a winning formula of campaign delivery.

10. The State Of Content
Marketing Survey

11. We expect a lot from our
content

12. Ideation Strategy
Planning it into your

13. Shift thinking from this…
Ideas
Ideas
Main Asset

14. To this!
Supporting
Content
Ideas
Ideas
Supporting
Content
Supporting
Content
Supporting
Content
Main Asset
Ideas
Ideas
Ideas
Ideas
Ideas
Ideas

15. Allows an integrated approach
Supporting content helps
target the sweet spot!

16. Before ideas, we start with
audience
Trusted
Sources
Online
Behaviours
In-depth
Profiling
Deep Insights

17. What do journos want?
o Exclusives
o Case studies
o Trending/on topic
o FMD

18. Pre-liminary Keyword research
…and many more…

19. The ideation process
Step1
Pre-meet research
Step2
News / seasonal ideas
Step 3
Unique data
opportunity
Step 4
Wider marketing plan
ideas
Step 5
Human interest ideas
Step 6
FOI request
opportunities
Step 7
Crazy / Big Innovative
Ideas
Step 8
PR Validation Process

20.  Justification
 Unique
 Love/Like/Loath
 Interesting
 Ambiguous/Ambitious
The J.U.L.I.A process

21. The results

22. o Asked Twitter for experiences
with addiction.
o Celebrity interviewed.
o Case study offered to freelancer.
Case study goes national

23.  National coverage
 Organic pick up
 Thought leader quotes
 Key relationships
 Happy client
Case study results

24. o Holiday Generator content
pitched.
o Requested a unique feature on
beer costs.
o Turned the piece around in 24
hours.
Ladbible love beer…

25.  Follow link
 Organic pick up
 20K social likes
 5k referring traffic
 Happy client
Ladbible results

26. Both instances resulted in…

27.  Don’t neglect it!
 Integrate into your ideation process
 Attack Earned, Owned, Paid, Shared
 “What about supporting content?”
In Summary (TLDR)

28. Further reading

29. 29
Enjoy BrightonSEO!
Thank you for your attention