AgendaTactics and Strategies for Successful Online Influence

TrendsPublishingPRContent

FrameworksRisk managementIncreasing successGrowing trust and budgets

Tools and resources

Opportunity is greater but so is the risk

Communicate more in less time

This means….

Show don’t tell where possible

…that video was created in 2011

and….

Use historical story frameworks

Publishers need to be able to justify their outbound links

Branded links and anchor text:• fee-free debt

management plans• Individual Voluntary

Arrangements 

Why are you an authoritative relevant source or owner of a piece of content?

Dynamic content goes to the top of the pile

Debunking a myth

liability

HIGH tea

They hold personal and transferable liability

you need to fact check and substantiate your content

Trust and newswires

Brand, product and service relevant content.

Big links

We are accountable for both brand and SEO

Agree an internal sign off process for content ideas, design and promotion

Sign off on the sign off process

Inter-departmental collaboration

Sign up for all your industry newsletters and make sure your teams do too.

Press Releases guidelines•No more than 3 links

•Links to different areas of the site•The links must look natural- Avoid anchor text

Over 100 articles secured…because we askedA full list of coverage can be found here: https://chi2016.acm.org/wp/press/

big links = big visibilityinternally and externally

It’s high risk and resource heavy

Remember the tortoise and the hare?

What should an overall strategy look like then?

Year plan for client XXX

Business PR

Onsite content

Creative PR

ContentComplete promotion of

creativeBuild out Content for new creative

Launch and Promote

December

Ongoing PR Outreach and Link buildingSetup data driven PR project

Ongoing business byline/ case study crafting and selling in for links

January February March April May

Onsite content work for all PR/ content campaigns/ news jumps

Setup trade media /advice articles Monthly publishing of and PR work for trade articles

Draft materials for data project

Launch project

Awards and competition entries for projects and app

Build out Content for new creative

Launch and Promote Phase 1

Blogger targeti

ng project

Setup blogger /tier 2 engagement project

Build out all materials

Launch and Promote phase 1

Launch and Promote phase 2

Initial outreach

Launch and Promote phase 3

Exclusivity

Time based exclusives

CAN WE BE FRIENDS? 

 The answer of course is maybe, as that is

human nature. But with the clear understanding that friends don't expect friends to run weak stories, but do appreciate candid feedback.

Story Anatomy

Backlink analysis of similar stories not competitors

Say what no one else is saying

"re your feature on X; would you like to interview Y”

--Explain why they are appropriate

PR for onsite content process

Craft Exclusives go live Publish ‘anchor content’ live on your blog Wider media selling-in

Newsletter/ Social/ email marketing

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?

Traffic pays the bills, so that means you might cover something clickbaity that you'd

prefer to ignore, and you no longer want to give away the story in the headline, but overall

quality writing is what keeps people coming back.

I'm writing for a food tech company and I would say traffic is the main driver. Which does

sometimes affect the quality of the writing, yes. Clickbait articles are often required.

Yep. It's an uncomfortable situation, but we all want to have a job. That said there's still a

clear distinction that needs to be in place: advertorials should be well marked as such and

I'd never accept being told to promote a product/company for advertising benefit. 

Media database considerations:

•How often is their data updated?•Search functionality•Export to CSV?•UK, USA focused?•Top industry sectors?

ScalableFrameworksStrategyTacticsTools

@leximills

Thank you