Shannon McGuirk - Digital PR Newsroom for Mozcon
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As an industry, we're only building 33% of the links we could be because we're tying into just one type of journalist writing; planned editorial. Find out how you can set up a digital PR newsroom to maximise your link building efforts.
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Shannon McGuirk - Digital PR Newsroom for Mozcon
- 1. DIGITALPRNEWSROOM Supercharge your link building with a digital PR newsroom Shannon McGuirk, Head of PR & Content
- 4. Planned Editorial @shannonmcguirk_ DIGITALPRNEWSROOM Planned Reactive Editorial Reactive Editorial
- 8. Planned Editorial @shannonmcguirk_ DIGITALPRNEWSROOM Planned Reactive Editorial Reactive Editorial
- 10. Planned Editorial @shannonmcguirk_ DIGITALPRNEWSROOM Planned Reactive Editorial Reactive Editorial
- 11. Planned Editorial @shannonmcguirk_ DIGITALPRNEWSROOM Planned Reactive Editorial Reactive Editorial We’re all link building in 1948
- 12. DIGITALPRNEWSROOM Who here is doing content-driven link building? @shannonmcguirk_
- 13. Planned Editorial @shannonmcguirk_ DIGITALPRNEWSROOM Planned Reactive Editorial Reactive Editorial You are missing out on 66% of links
- 14. Our approach to link building @shannonmcguirk_ DIGITALPRNEWSROOM
- 15. Planned editorial link-building campaigns @shannonmcguirk_ DIGITALPRNEWSROOM
- 16. The most successful planned editorial campaigns are based on insight @shannonmcguirk_ DIGITALPRNEWSROOM
- 17. Insight: To gain an accurate and deep understanding of someone or something @shannonmcguirk_ DIGITALPRNEWSROOM
- 18. 37% of millennials have had their holiday destination influenced by social media @shannonmcguirk_ DIGITALPRNEWSROOM Source: WeSwap
- 23. It was a slow start to say the least… @shannonmcguirk_ DIGITALPRNEWSROOM
- 24. Then we noticed something... @shannonmcguirk_ DIGITALPRNEWSROOM
- 28. We pushed that angle as hard as we could @shannonmcguirk_ DIGITALPRNEWSROOM
- 30. Starting with insight again... @shannonmcguirk_ DIGITALPRNEWSROOM
- 32. @shannonmcguirk_ DIGITALPRNEWSROOM “Life is like a box of chocolates, you never know what you’re gonna get…”
- 34. Link building is also like a box of chocolates… @shannonmcguirk_ DIGITALPRNEWSROOM
- 36. Link building is unpredictable @shannonmcguirk_ DIGITALPRNEWSROOM
- 37. The reality of link building... @shannonmcguirk_ DIGITALPRNEWSROOM
- 38. Inconsistent results will get you fired @shannonmcguirk_ DIGITALPRNEWSROOM
- 39. Guess what can give more consistent results? @shannonmcguirk_ DIGITALPRNEWSROOM
- 41. “Unfortunately, the business is short sighted…” Ex Aira client, May 2019 @shannonmcguirk_ DIGITALPRNEWSROOM
- 42. Google Ads took our link building budget even though we were getting results @shannonmcguirk_ DIGITALPRNEWSROOM
- 43. @shannonmcguirk_ DIGITALPRNEWSROOM YoY traffic increases for e-commerce site
- 45. 7,000+ @shannonmcguirk_ DIGITALPRNEWSROOM Pieces of coverage in 3 years
- 46. But that’s only 33% of what we could have built @shannonmcguirk_ DIGITALPRNEWSROOM
- 47. Planned Editorial @shannonmcguirk_ DIGITALPRNEWSROOM Planned Reactive Editorial Reactive Editorial
- 51. Over the past 2 years, we’ve had to work out a way of delivering consistent results for link building @shannonmcguirk_ DIGITALPRNEWSROOM
- 52. We have to stop link building like it’s 1948 @shannonmcguirk_ DIGITALPRNEWSROOM
- 53. Planned Editorial @shannonmcguirk_ DIGITALPRNEWSROOM Planned Reactive Editorial Reactive Editorial
- 54. We need to be more like Meghan Markle @shannonmcguirk_ DIGITALPRNEWSROOM
- 56. It kind of happened by accident... @shannonmcguirk_ DIGITALPRNEWSROOM
- 58. Planned Editorial @shannonmcguirk_ DIGITALPRNEWSROOM Planned Reactive Editorial Reactive Editorial
- 60. Most might stop here but we saw an opportunity @shannonmcguirk_ DIGITALPRNEWSROOM
- 61. St Patrick’s Day
- 63. @shannonmcguirk_ NEW HOOK +16 March NEW FEATURES LANDED DIGITALPRNEWSROOM
- 64. Planned Editorial @shannonmcguirk_ DIGITALPRNEWSROOM Planned Reactive Editorial Reactive Editorial
- 65. New data released in June @shannonmcguirk_ DIGITALPRNEWSROOM
- 66. Planned Editorial @shannonmcguirk_ DIGITALPRNEWSROOM Planned Reactive Editorial Reactive Editorial
- 67. @shannonmcguirk_ NEW DATA +14 June NEW FEATURES LANDED DIGITALPRNEWSROOM
- 68. 3 outreach opportunities in 6 months
- 69. We looked back on the success and realised something @shannonmcguirk_ DIGITALPRNEWSROOM
- 70. Planned Editorial @shannonmcguirk_ DIGITALPRNEWSROOM Planned Reactive Editorial Reactive Editorial
- 73. It worked, it worked really well @shannonmcguirk_ DIGITALPRNEWSROOM
- 75. Reactive outreach took place whilst working on a larger planned editorial campaign @shannonmcguirk_ DIGITALPRNEWSROOM
- 79. We’ve finally come up with a solution to a problem we’re facing @shannonmcguirk_ DIGITALPRNEWSROOM
- 80. The Digital PR Newsroom @shannonmcguirk_ DIGITALPRNEWSROOM
- 81. Implementing the digital PR newsroom @shannonmcguirk_ DIGITALPRNEWSROOM
- 82. The industry has been talking about bridging the gap between PR and SEO for years @shannonmcguirk_ DIGITALPRNEWSROOM
- 84. I’ve been on both sides of the fence @shannonmcguirk_ DIGITALPRNEWSROOM
- 87. I’m going to show you exactly how we can combine the disciplines for results @shannonmcguirk_ DIGITALPRNEWSROOM
- 90. There are 4 main meetings and planning sessions @shannonmcguirk_ DIGITALPRNEWSROOM
- 92. What’s trending?
- 95. Awareness days
- 97. Goal: Find reactive editorial opportunities @shannonmcguirk_ DIGITALPRNEWSROOM
- 101. DONE
- 104. Planned Editorial @shannonmcguirk_ DIGITALPRNEWSROOM Planned Reactive Editorial Reactive Editorial
- 107. Goal: Ensure you have everything you need to jump on planned reactive campaigns @shannonmcguirk_ DIGITALPRNEWSROOM
- 113. What’s coming up for the month ahead? @shannonmcguirk_ DIGITALPRNEWSROOM
- 116. Goal: Plan your planned editorial launches along side reactive outreach @shannonmcguirk_ DIGITALPRNEWSROOM
- 118. @shannonmcguirk_ DIGITALPRNEWSROOM Mark Johnstone Where this all started...
- 120. Trend: Maps are great for link building @shannonmcguirk_ DIGITALPRNEWSROOM
- 124. Interactive maps for the win @shannonmcguirk_ DIGITALPRNEWSROOM
- 125. Goal: Take your successes and learnings into the new quarter and beyond @shannonmcguirk_ DIGITALPRNEWSROOM
- 127. You need a ‘content bank’ @shannonmcguirk_ DIGITALPRNEWSROOM
- 128. What a content bank looks like... @shannonmcguirk_ DIGITALPRNEWSROOM All 80+ of our link building campaigns live on the discovery hub.
- 129. How do you set up a content bank? @shannonmcguirk_ DIGITALPRNEWSROOM
- 130. Ideally, you need 5+ campaigns @shannonmcguirk_ DIGITALPRNEWSROOM
- 137. You can find all of these assets, along with the slides and notes here: aira.net/mozcon19 @shannonmcguirk_ DIGITALPRNEWSROOM
- 139. @shannonmcguirk_ DIGITALPRNEWSROOM You need clear roles & responsibilities
- 141. DIGITALPRNEWSROOM
- 142. Team structure @shannonmcguirk_ DIGITALPRNEWSROOM Head of PR & Content Digital PR Team Leader Digital PR Executive Content strategist Designer Digital PR Consultant Digital PR Executive Digital PR Consultant Creative Content Consultant Developer Digital PR Executive Digital PR Consultant Digital PR Intern
- 143. This will work with just two people, it did back in 2017 for Aira @shannonmcguirk_ DIGITALPRNEWSROOM
- 145. You can even implement this as one person @shannonmcguirk_ DIGITALPRNEWSROOM
- 148. Link building is unpredictable @shannonmcguirk_ DIGITALPRNEWSROOM
- 149. But, we’ve worked out a way of delivering consistent results for link building clients @shannonmcguirk_ DIGITALPRNEWSROOM
- 150. Don’t just rely on ‘hero’ planned editorial campaigns @shannonmcguirk_ DIGITALPRNEWSROOM
- 151. Planned Editorial @shannonmcguirk_ DIGITALPRNEWSROOM Planned Reactive Editorial Reactive Editorial
- 152. Be more Meghan Markle @shannonmcguirk_ DIGITALPRNEWSROOM
- 153. Success won’t happen overnight @shannonmcguirk_ DIGITALPRNEWSROOM
- 154. But it will over time... @shannonmcguirk_ DIGITALPRNEWSROOM
- 156. This is how link building should be done in 2019. @shannonmcguirk_ DIGITALPRNEWSROOM