visual content that drives pr & seo results - pubcon 2016
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#pubcon
VISUAL CONTENT THAT DRIVES PR & SEO RESULTS
Presented by:
Kyle Olson Senior Content Manager
Digital Third Coast
@BecauseSEO
#pubcon
ALL-IN ON VISUAL CONTENT
• Executed over 300 content campaigns • Built over 6,000 links • Received Billions of impressions
@BecauseSEO
#pubcon
RELATIONSHIPS BUILD LINKS
• Build relationships, the links will follow
• SEO link building is no longer transactional, it’s relational
• Create win-win situations between you and publishers
@BecauseSEO
#pubcon
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EVERY MARKETER HAS A WISH LIST
I don’t have the budget I don’t have the time
I don’t have the right people I don’t have leaders who understand
@BecauseSEO
I WOULD LOVE TO DO “XYZ”, BUT…
#pubcon
STOP DREAMING, START CREATING MAKING LESS CONTENT, MEANS MORE TIME TO
CREATE BETTER CONTENT
@BecauseSEO
BETTER CONTENT MEANS YOU’RE CREATING A
BETTER INTERNET
GOOGLE WANTS A BETTER INTERNET
#pubcon
KEY TAKEAWAYS
• You can get links from major publications by leveraging visual assets • Stop thinking like an SEO to build links, get in the PR mindset
• Building strong relationships with influencers creates lasting value
• Develop less content and create visual assets to see massive results
@BecauseSEO
#pubcon
“It's not about making more content, it's about the minimum amount of content for the maximum impact.”
@BecauseSEO
Robert Rose
#pubcon
BRANDS = PUBLISHERS Companies are focused on creating quality content, even
partnering and buying with media companies:
Branded content is becoming harder to spot. There’s huge opportunity to develop a name for yourself (but don’t pay for it!)
@BecauseSEO
#pubcon
Content that drives engagement, drives ad dollars.
@BecauseSEO
And how do publishers get paid?
#pubcon
PUBLICATIONS NEED...
@BecauseSEO
THE PUBLICATION CYCLE
Ads to make money
Space for ads
Content to create space
Writers to create the content
Content that performs
Ads to perform
Visitors, clicks, social shares
#pubcon @BecauseSEO
#pubcon @BecauseSEO
The Four Misconceptions of Visual Content Marketing
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MISCONCEPTION #1 MY CONTENT NEEDS TO BE BRANDED FOR GOOD ROI.
@BecauseSEO
#pubcon
MAGIC ACT
YOUR BRAND NEEDS TO DISSAPEAR FROM YOUR CONTENT,
ONLY TO REAPPEAR IN THE SEARCH RESULTS.
@BecauseSEO
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HAPHAZARD ADS • They may never know or care about the producer of the
content they consume—that’s okay
• It’s not about a direct target audience, it’s about broad appeal content
• If you’re making content strictly for your target audience— you’re missing out on a HUGE opportunity
@BecauseSEO
#pubcon
THE HARSH TRUTH
Your brand isn't interesting enough to create content on just your products or services.
@BecauseSEO
#pubcon
MISCONCEPTION #2 I HAVE TO EMPTY MY
POCKETS TO MAKE A DENT.
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#pubcon
Native Advertisement
What you get: – Article (with disclaimer)
– nofollow link – social promotion – brand mention – referral traffic
Cost:
$75k - $300k
Organic Placement
What you get: – Graphic placement
– dofollow editorial link – social promotion – brand mention – referral traffic
Cost:
$5k - $10k
@BecauseSEO
#pubcon
MISCONCEPTION #3 I’M TAKING A HUGE RISK INVESTING IN CONTENT.
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#pubcon
MITIGATE AND NEVER DUPLICATE
TEST IT. BEST IT.
bit.ly/LowRiskContent
@BecauseSEO
#pubcon
MISCONCEPTION #4 I DON’T HAVE THE PEOPLE I NEED.
@BecauseSEO
#pubcon
I’m not mincing words...it’s really difficult
and strenuous on a team.
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IT’S VERY, VERY HARD.
#pubcon @BecauseSEO
AGENCY ROBOT SEO ANALYST
CREATIVE DIRECTOR
PROJECT MANAGER
OUTREACH MANAGER
GRAPHIC DESIGNER
DATA ANALYST
WRITER
RESEARCHER
PROGRAMMER
COPY EDITOR
#pubcon
• Can be great for budget and take stress off internal team
• Experts who can specialize in other areas
@BecauseSEO
FREE-LANCE-A-LOT
Researcher Designer Writer Developer
#pubcon @BecauseSEO
Blog eBook
Press release
Press release eBook
Blog
Blog
Whitepaper
Blog Blog
Whitepaper
Press release
ARE YOU MAKING THE INTERNET A BETTER PLACE?
Whitepaper
eBook
Blog
#pubcon
“Mediocre content will hurt your brand, more than doing nothing at all.”
@BecauseSEO
Joe Pulizzi
#pubcon
• Can we do it better?
• Is anyone going to care?
• Do I have the team in place to make something exceptional?
@BecauseSEO
ASK YOURSELF TOUGH QUESTIONS
#pubcon @BecauseSEO
MEGAPHONES vs. MAGNETS
Your outbound can’t be your inbound.
Define your content as either megaphone or magnet content. Have a purpose before you create and define goals.
#pubcon
It’s about the story you’re trying to tell.
@BecauseSEO
IT’S NOT ALL ABOUT YOU
#pubcon @BecauseSEO
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Build it to be editorial. Compliment a larger story, news jack, have fun outside your core focus.
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• Is this something people want to see?
• Does it fill the “content gap”? - Andy Crestodina Co-Founder / Strategic Director of Orbit Media Studios
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CONTENT FOR CONSUMPTION, NOT CRAWLERS
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WHY ARE EDITORIAL LINKS IMPORTANT?
Let’s start from the beginning…
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#pubcon
96
Link Brand Awareness 45.5M Unique Visitors Monthly
Social 2.5M Likes 8.29M Followers
Referral Traffic
SEO – PR – Inbound – Engagement
@BecauseSEO
#pubcon
THEY’RE FOR THE USER
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#pubcon
ACT NATURAL
• Editorial links are a form of citation on the internet
Become the source.
@BecauseSEO
#pubcon
INFOGRAPHICS ARE DEAD!
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...actually, videos are dead, eBooks are dead, podcasts are dead, webinars are dead, EVERYTHING is dead if
they have NO VALUE!
#pubcon @BecauseSEO
HELP JOURNALISTS TELL THE STORY
#pubcon
• Give writers a starting point
• Stop trying to tell the whole story
• They can take it home, make it their own
@BecauseSEO
BITESIZE STORIES SPEAK VOLUMES
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VISUAL ASSETS
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INTERACTIVE CONTENT
bit.ly/SecondLanguages
@BecauseSEO
#pubcon
ON-SITE GUIDES
bit.ly/NonProfitWeb
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#pubcon
1. Impact 2. Timeliness
3. Prominence 4. Proximity
5. The Bizarre 6. Conflict
7. Currency 8. Human Interest
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THE REASONS WHY JOURNALISTS WRITE THE 8 JOURNALISTIC NEWS VALUES
#pubcon
Simple Can it be pitched in a subject line? Unexpected You’ve got my attention, now can you keep it?
Concrete Can you express this in terms that I understand?
Credible Why are you telling me this story?
Emotional Why does this matter to my audience?
Stories What’s the narrative? How’s it flow?
Sexy Is it visually stimulating?
‘SUCCESS’ METHOD
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#pubcon
What you do
@BecauseSEO
THE SWEET SPOT
What’s interesting on
the internet
YOUR CONTENT
#pubcon @BecauseSEO
TOO PROMOTIONAL TOO IRRELEVANT
THE SWEET SPOT
What you do
What’s interesting on
the internet
YOUR CONTENT
#pubcon
The 6 Content Creation Phases
1. Ideation 2. Test Outreach
3. Research 4. Development
5. Design 6. Outreach & Promotion
#Pubcon
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MIND THE GAP
Find the gap between the content that people want to consume and the content that doesn’t exist yet.
@BecauseSEO
#pubcon
WHAT IS THE CONTENT GAP?
• Questions no one has answered
• Statistics that don’t exist yet
• Unique viewpoints on popular/newsworthy topics
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#pubcon
PROPRIETARY POSSIBILITIES
• Content with proprietary data does very well – Any data that your company already has – Utilize surveys and create the data
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#pubcon
You’re saying something new, making a “report” or “study”.
@BecauseSEO
#pubcon
Research
• Pay researchers to do it (they’re really good) • Grad students need money
• Contact local university/college job boards
@BecauseSEO
#pubcon
KNOW WHAT TO KEEP
• Create an outline and trim the fat – Anything that doesn’t help clarify the narrative, cut it
• Keep the narrative concise, use the data to help tell the
story • Visualize it, don’t ever hold their hands
@BecauseSEO
#pubcon
33 Places to Find Free Data
Bit.ly/33Places
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#pubcon
MITIGATE THE RISK
• Test the ideas before they become content
• Find journalists and get their contact info
• If they say no, you’ve invested very little so far
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PressRush
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YOU’VE ALREADY BUILT THE RELATIONSHIP
• If they say yes, you can move forward with development
• You often receive critical feedback on the focus of the topic
• As soon as it’s created, send it to them first
@BecauseSEO
#pubcon
BUILDING RELATIONSHIPS WILL BUILD YOUR BRAND
• Become a source of high quality content
• Be conversational
• The content will speak for itself, don’t over pitch
@BecauseSEO
#pubcon @BecauseSEO
EVERYTHING FALLS APART UNLESS YOU EXECUTE
#pubcon
YOUR EXECUTION IS EVERYTHING
• Design as if everything you create will be featured in the New York Times
• Spend a little more to get a lot more out of it.
Great designers are worth it.
@BecauseSEO
#pubcon
IF A TREE FALLS IN THE WOODS...
• Your content is nothing if it’s not discovered
• Allow amplifiers to discover it
• Let them do the heavy lifting with a built-in audience
@BecauseSEO
#pubcon
10M followers
ON AIR
ON AIR
The Ripple Effect
#pubcon
GET IN THE PR MINDSET
• Media Relations > Building Links
• Help A Reporter Out (HARO)
@BecauseSEO
#pubcon
MEASURE CORRECTLY
@BecauseSEO
• Clearly define what metrics matter before you start
• Think outside the box about value
#pubcon
SEO MEASUREMENTS
• Quality > Quantity all day
• Domain Authority – aim for the stars (top down) • Track keywords in a keyword bucket
@BecauseSEO
#pubcon
PR MEASUREMENTS
• Share of voice – who’s taking up the most space? • Readership – how many people potentially saw it?
• Social Impressions – shares + amount of followers
• Ad Equivalency – readership x ad cost
@BecauseSEO
#pubcon
GREAT CONTENT MAKES A MEASURABLE DIFFERENCE.
@BecauseSEO
#pubcon
Kyle Olson Senior Content Strategist
www.digitalthirdcoast.net
Thank You
@BecauseSEO @DTCchicago
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