1.
A POWERFUL PARTNERSHIP
How Content Put Public Relations Back in Style
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016

2.
Dutch
Munich based
Leading our international
Brand Marketing team at Stylight
@Martijnburgman
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
MARTIJN BURGMAN

3.
STYLIGHT
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016

4.
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
WHAT DOES A BRAND MARKETING TEAM DO?
Social Media
Public
Relations
Content
Marketing
Design Events
15 Countries

5.
What defines killer content?
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
SMX 2015
Slides available at http://stylig.ht/SMX15
Investment
Branding
User Value
Shareability
Targeting
Planning
Goal
Engagement
Lifespan

6.
HOW GREAT CONTENT CAN LAND YOU LEGENDARY LINKS
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016

7.
HOW GREAT CONTENT CAN LAND YOU LEGENDARY LINKS
HOW WE LEARNED BY MAKING MISTAKES
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016

8.
HOW GREAT CONTENT CAN LAND YOU LEGENDARY LINKS
HOW WE LEARNED BY MAKING MISTAKES
ACTIONABLE TAKE-AWAYS YOU CAN IMPLEMENT TOMORROW
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016

9.
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
STANDING OUT WITH YOUR CONTENT
Source: http://www.internetlivestats.com/ - 12:00

10.
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
THIS USED TO WORK….

11.
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
SO DID THIS….
Source: http://www.skyscanner.com/

12.
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
AND THIS ….
Source: http://www.stylight.co.uk/

13.
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016

14.
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
CUTTING THE CLUTTER IS THE CHALLENGE
Source: http://www.buzzsumo.com/
75%
ZERO referring root domains
50% -
8 Shares or less

15.
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
WHAT DOES THE FUTURE BRING
Search engines are getting smarter and smarter
More and more algorithms
Increased focus on paid promotion
Focus on getting brand mentions
Become a brand – be the best in what you do

16.
HAVE A GOAL
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016

17.
HAVE A GOAL
UNDERSTAND YOUR AUDIENCE
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016

18.
HAVE A GOAL
UNDERSTAND YOUR AUDIENCE
BE CONSISTENT
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016

19.
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016

20.
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016

21.
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
OUR MAIN PROBLEMS
We lack focus
We lack resources (and we will always do)
How we are measuring our success and ROI

22.
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
HOW CAN WE TACKLE THESE PROBLEMS?
GOAL
(why)

23.
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
HOW CAN WE TACKLE THESE PROBLEMS?
TEAM
(who)
GOAL
(why)

24.
what – when – whom - where
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
HOW CAN WE TACKLE THESE PROBLEMS?
TEAM
(who)
GOAL
(why)
WORKFLOW
(how)

25.
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
ONE OF THE MISTAKES WE MADE
GOAL
(why)
CONTENT
(what)
AUDIENCE
(whom)
CHANNELS
(where)

26.
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
ONE OF THE MISTAKES WE MADE
GOAL
(why)
CONTENT
(what)
AUDIENCE
(whom)
CHANNELS
(where)

27.
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
OUR APPROACH AT STYLIGHT
Roles, Responsibility & Ownership
&
Workflow

28.
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
WHAT DOES A BRAND MARKETING TEAM DO?
Public
Relations
Social Media
Content
Marketeers
Design
Listen & Promote Understand & Create

29.
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
OUR WORKFLOW
PromoteIdeate CreateValidate Monitor

30.
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
HOW WE FAILED
Source: http://www.stylight.de/

31.
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
HOW WE FAILED
Source: http://www.stylight.de/
0 Links
0 Likes
0 Shares

32.
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
MINIONISTA CAMPAIGN

33.
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
LEAD UP
• Monitor industry
• Listening to you audience
• Identify news stories
• Find an angle

34.
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
IDEATION PHASE
How can we leverage to Minions hype within our industry?

35.
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
VALIDATION PHASE
Grooming
Treasure Hunting
Competitive Content

36.
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
CREATION PHASE
Tweaking Visuals
Evaluate Initial Concept
Find Angles and Channels
Prepare for Promotion

37.
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
PROMOTION PHASE
Define your promotion strategy per campaign
Owned Earned Paid
Website
Blog
Social Channels
Newsletters
Shares
Mentions
Display Ads
Social Media Ads
Content Promotion
Platforms
Target Audience

38.
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
PROMOTION PHASE
Define your promotion strategy per campaign
Owned Earned
Website
Social Channels
Shares
Mentions
Target Audience

39.
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016

40.
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
MONITORING PHASE
Go full NSA!
Spot social ripples
React within minutes

41.
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
REACT AND REPURPOSE

42.
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
WHAT DID WE MESS UP
In the middle of the CMS Shift
Branding our content smart

43.
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
WHAT DID WE MESS UP
In the middle of the CMS Shift
Branding our content smart

44.
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
WHAT DID WE MESS UP
No paid promotion
Monitoring set-up could not
handle the capacity.

45.
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
WHAT DID WE PLAN

46.
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
WHAT DID WE END UP WITH

47.
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
RESULTS
+700 linking root domains
Spread over 35 landing pages
Most linked page
200+ Linking root domains
850+ Backlinks

48.
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
YES… THAT IS HIS CAT…

49.
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
WHAT DID WE LEARN?

50.
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
HAVE CLEAR WORKFLOWS
PromoteIdeate CreateValidate Monitor

51.
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
MAKE COMMUNICATION #1 FOCUS

52.
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
LAYER YOU CONTENT
Make sure your campaigns match
Build on previous successes and nurture relations

53.
Listen Automate Analyse & Document
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
AUTOMATE YOUR MONITORING
R
E
A
C
T

54.
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
MEASURE EVERYTHING – REAL TIME

55.
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
UNDERSTAND YOUR AUDIENCE
Even if those are pets…

56.
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
LET YOUR TEAM OWN THE CONTENT & GOALS

57.
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
INCLUDE YOUR PRS FROM DAY ONE

58.
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
ONE SIZE FITS ALL CONTENT IS A MYTH

59.
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
TEST YOUR CONTENT
Mom – Coffeemachine – A/B

60.
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
HIGH RISKS = HIGH REWARDS

61.
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
DON’T MAKE MORE CONTENT
MAKE BETTER/SMARTER CONTENT

62.
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
BE PROUD OF WHAT YOU MAKE

63.
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
HAVE FUN IN DOING SO!

64.
THANK YOU
Slides available at Stylig.ht/SMX16
@MartijnBurgman at @smxmuenchen SMX MUNICH 2016
@MartijnBurgman
Martijn.burgman@stylight.com