overcoming launch fear - lexi mills - brighton seo 2016

PowerPoint Presentation

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@leximillsPR and SEO side as well as in house

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Overcoming launch fear

@leximillsTactics for content promotionStrategies for content promotionProcesses for content promotion

Lexi will be giving a highly actionable talk on content promotion covering tactics, strategies, and processes. Alongside discussing fundamental changes in the publishing industry and how these should impact content promotion plans.She will show you how to package, deliver and engaged high-value targets. Discussing what which methods we need to retire and how to use SEO skills and tools to create a competitive advantage when promoting content.

Agenda

Getting your team behind youChanges in the publishing industryWhat does this look like in real life?

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Agenda


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One of the Greatest Challenges to Online Marketing Is Internal Communication

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@leximillsNo pre-existing systems and processes for sign off we ended up jousting not because we didnt want to work together but because we had to defnd our territoryand there was pie to win

Agree an Internal Sign off Process for

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Ideas DesignPromotion

@leximillsPR SEOContent

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Sign off on the Sign off Process

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@leximillsCraft onsite content in voice of spokesperson Sell in exclusive to one publication Publish onsite content Wider media selling-in Newsletter/ Social/ email marketing

@leximillsLow time investment for team20

@leximillsTim Cook21

@leximillshttp://www.pledgemusic.com/blog/going-direct-to-fan-in-a-streaming-world22

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@leximillsCraft onsite content in voice of spokesperson Sell in exclusive to one publication Publish onsite content Wider media selling-in Newsletter/ Social/ email marketing


@leximillsWe dont live in an age where we ask for links any more we need to structure our processes so they just happen29

Agenda


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Do you think editorial has become more tied to revenue and traffic in the last 10 years and if so, how do you feel about that?

@leximillsTraffic pays the bills, so that means you might cover something clickbaity that you'd prefer to ignore.

@leximillsSometimes They Don't Have a Choice

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@leximillsTechnology media is using over 50% of content has to come from it

Over 50%

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@leximillsSearch Keywords Rather Than Exact Phrases

@leximillsLook to Early Adopter Communities

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@leximillsFor example, kickstarter- when you look at technology investment 10 years ago, the geographic hubs were less developed and more dispersed, whereas now they we have hubs, VCs are connected.

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@leximillsASK MEDIA: What Keywords Are Performing Best for You?

@leximillsAs opposed to what beats are you coveringyou should know that from research before you call.

What Types of Articles


RESEARCH: Competitors, top pages, facebook and twitter


Keyword Research Can Help You Pick Clients

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3D printing

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@leximillsReduce Risk and Fear by Using Keyword Research to:

1.) Pick Clients/ Project2.) Campaign Themes


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@leximillsThings that work once often work twice

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@leximillsDo the same thing but better

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Backlink analysis of previous/ similar stories not competitors

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@leximillsMultiple Angles

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1.) Exclusives-Images-Interviews-Data-Videos-Demo of a product

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2.) Geography

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2.) Geography

3.) Sector

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@leximillsCraft onsite content Sell in exclusives Publish onsite content Wider media selling-in Newsletter/ Social/ email marketing


https://www.finder.com/press-release-ibag-2-launches-to-curb-spending

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@leximillsCraft onsite content Sell in exclusive demos Publish onsite content Wider media selling-in Newsletter/ Social/ email marketing


@leximillsTarget media that wrote for several publications




Craft onsite content Sell in exclusive demos Publish onsite content Wider media selling-in Newsletter/ Social/ email marketing


@leximillsLifted the embargo

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@leximillsMen are worse than women at impulse spending

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Put scalable systems in placeUse keywords to help you pick campaign topics and clientsPitch story formats that will help drive media trafficRemember the ground is moving under everyone's feet

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Thank youContact for training and consulting: [email protected]

For full service online marketing services: [email protected]

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