Tactics and Strategies for Successful Online Influence - 2016 MnSearch Summit
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This document provides an agenda and strategies for successful online influence. It discusses trends in publishing, PR, and content frameworks. It emphasizes the greater opportunities as well as risks of online influence and recommends communicating concisely through video, story frameworks, and dynamic content. It suggests building trust through fact-checking, collaborating across departments, and securing press coverage. Overall, it presents a strategic annual plan and emphasizes the importance of exclusivity, backlink analysis, and public relations processes for driving traffic and growing budgets over time.
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Tactics and Strategies for Successful Online Influence - 2016 MnSearch Summit
- 4. Agenda Tactics and Strategies for Successful Online Influence Trends Publishing PR Content Frameworks Risk management Increasing success Growing trust and budgets Tools and resources
- 9. Opportunity is greater but so is the risk
- 11. Communicate more in less time This means….
- 12. Show don’t tell where possible
- 13. …that video was created in 2011
- 16. and…. Use historical story frameworks
- 19. Publishers need to be able to justify their outbound links
- 22. Branded links and anchor text: • fee-free debt management plans • Individual Voluntary Arrangements
- 23. Why are you an authoritative relevant source or owner of a piece of content?
- 27. Dynamic content goes to the top of the pile
- 35. Debunking a myth
- 38. liability
- 39. HIGH tea
- 40. They hold personal and transferable liability you need to fact check and substantiate your content
- 49. Brand, product and service relevant content.
- 50. Big links
- 51. We are accountable for both brand and SEO
- 54. Agree an internal sign off process for content ideas, design and promotion
- 55. Sign off on the sign off process
- 57. Sign up for all your industry newsletters and make sure your teams do too.
- 58. Press Releases guidelines •No more than 3 links •Links to different areas of the site •The links must look natural- Avoid anchor text
- 64. Over 100 articles secured…because we asked A full list of coverage can be found here: https://chi2016.acm.org/wp/press/
- 65. big links = big visibility internally and externally
- 71. It’s high risk and resource heavy
- 73. Remember the tortoise and the hare?
- 74. What should an overall strategy look like then?
- 76. Year plan for client XXX Business PR Onsite content Creative PR Content Complete promotion of creative Build 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 targeting 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
- 84. Exclusivity
- 89. CAN WE BE FRIENDS?
- 90. 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.
- 94. Story Anatomy
- 99. Backlink analysis of similar stories not competitors
- 109. Say what no one else is saying
- 110. "re your feature on X; would you like to interview Y” --Explain why they are appropriate
- 117. PR for onsite content process Craft Exclusives go live Publish ‘anchor content’ live on your blog Wider media selling-in Newsletter/ Social/ email marketing
- 120. 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?
- 121. 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.
- 122. 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.
- 123. 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.
- 128. Media database considerations: •How often is their data updated? •Search functionality •Export to CSV? •UK, USA focused? •Top industry sectors?
- 132. @leximills Thank you