SMX 2016 - "A Powerful Partnership: How Content Put Public Relations Back in Style" - Martijn...

A POWERFUL PARTNERSHIPHow Content Put Public Relations Back in Style

@MartijnBurgman at @smxmuenchen SMX MUNICH 2016

DutchMunich basedLeading our international Brand Marketing team at Stylight@Martijnburgman


MARTIJN BURGMAN

STYLIGHT



WHAT DOES A BRAND MARKETING TEAM DO?

Social Media Public Relations

Content Marketing Design Events

15 Countries

What defines killer content?


SMX 2015

Slidesavailableathttp://stylig.ht/SMX15

Investment

Branding

User Value

Shareability

Targeting

Planning

Goal

Engagement

Lifespan

HOW GREAT CONTENT CAN LAND YOU LEGENDARY LINKS



HOW WE LEARNED BY MAKING MISTAKES



HOW WE LEARNED BY MAKING MISTAKES

ACTIONABLE TAKE-AWAYS YOU CAN IMPLEMENT TOMORROW



STANDING OUT WITH YOUR CONTENT

Source:http://www.internetlivestats.com/ - 12:00


THIS USED TO WORK….


SO DID THIS….

Source:http://www.skyscanner.com/


AND THIS ….

Source:http://www.stylight.co.uk/


CUTTING THE CLUTTER IS THE CHALLENGE

Source:http://www.buzzsumo.com/

75% ZERO referring root domains

50% -8 Shares or less


WHAT DOES THE FUTURE BRING

Search engines are getting smarter and smarterMore and more algorithms

Increased focus on paid promotion

Focus on getting brand mentionsBecome a brand – be the best in what you do

HAVE A GOAL


HAVE A GOAL

UNDERSTAND YOUR AUDIENCE


HAVE A GOAL

UNDERSTAND YOUR AUDIENCE

BE CONSISTENT



OUR MAIN PROBLEMS

We lack focus

We lack resources (and we will always do)

How we are measuring our success and ROI


HOW CAN WE TACKLE THESE PROBLEMS?

GOAL(why)



TEAM(who)

GOAL(why)

what – when – whom - where



TEAM(who)

GOAL(why)

WORKFLOW(how)


ONE OF THE MISTAKES WE MADE

GOAL(why)

CONTENT(what)

AUDIENCE(whom)

CHANNELS(where)


OUR APPROACH AT STYLIGHT

Roles, Responsibility & Ownership&

Workflow


WHAT DOES A BRAND MARKETING TEAM DO?

Public Relations Social Media Content

Marketeers Design

Listen & Promote Understand & Create


OUR WORKFLOW

PromoteIdeate CreateValidate Monitor


HOW WE FAILED

Source:http://www.stylight.de/


HOW WE FAILED

Source:http://www.stylight.de/

0 Links

0 Likes

0 Shares


MINIONISTA CAMPAIGN


LEAD UP

• Monitor industry

• Listening to you audience

• Identify news stories

• Find an angle


IDEATION PHASE

How can we leverage to Minions hype within our industry?


VALIDATION PHASE

GroomingTreasure HuntingCompetitive Content


CREATION PHASE

Tweaking VisualsEvaluate Initial ConceptFind Angles and Channels Prepare for Promotion


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


PROMOTION PHASE

Define your promotion strategy per campaign

Owned Earned

Website

Social Channels

Shares

Mentions

Target Audience


MONITORING PHASE

Go full NSA!

Spot social ripples

React within minutes


REACT AND REPURPOSE


WHAT DID WE MESS UP

In the middle of the CMS Shift

Branding our content smart


WHAT DID WE MESS UP

No paid promotion

Monitoring set-up could not handle the capacity.


WHAT DID WE PLAN


WHAT DID WE END UP WITH


RESULTS

+700 linking root domainsSpread over 35 landing pages

Most linked page 200+ Linking root domains850+ Backlinks


YES… THAT IS HIS CAT…


WHAT DID WE LEARN?


HAVE CLEAR WORKFLOWS

PromoteIdeate CreateValidate Monitor


MAKE COMMUNICATION #1 FOCUS


LAYER YOU CONTENT

Make sure your campaigns matchBuild on previous successes and nurture relations

Listen Automate Analyse & Document


AUTOMATE YOUR MONITORING

REACT


MEASURE EVERYTHING – REAL TIME


UNDERSTAND YOUR AUDIENCEEven if those are pets…


LET YOUR TEAM OWN THE CONTENT & GOALS


INCLUDE YOUR PRS FROM DAY ONE


ONE SIZE FITS ALL CONTENT IS A MYTH


TEST YOUR CONTENTMom – Coffeemachine – A/B


HIGH RISKS = HIGH REWARDS


DON’T MAKE MORE CONTENTMAKE BETTER/SMARTER CONTENT


BE PROUD OF WHAT YOU MAKE


HAVE FUN IN DOING SO!

THANK YOUSlides available at Stylig.ht/SMX16


@[email protected]

SMX 2016 - "A Powerful Partnership: How Content Put Public Relations Back in Style" - Martijn...

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Transcript of SMX 2016 - "A Powerful Partnership: How Content Put Public Relations Back in Style" - Martijn...