By combining traditional PR agency techniques and giving them an SEO spin – you’ll win. Learn how to identify journalists that link to your competitors and the outreach tactics you can use to convince them to link to you.
16. KAIZEN
THIS WAS NO LONGER GOOD ENOUGH
SUBJECT: Soap Awards Story?
Hey Caroline,
Just wanted to run a idea by you,
We’ve just launched a brilliant list of British Soap Stars When They Were
Young featuring all the classics like Peggy Mitchell and new favorites like
Rosie Webster
Link: http://www.twolittlefleas.co.uk/soap-stars/
I think this would go down a storm on The Metro if you’d like to share it in
some form, especially as it’s the ITV Soap Awards this Sunday.
Two Little Fleas is an online bingo community with a passion for creating
cute and quirky apps, lists and tools. Our stuff has been recently featured
in the Radio Times, HuffPost Comedy & Lifehacker.
Thanks Caroline let me know what you think,
Pete
20. KAIZEN
PETE CAMPBELL
/ KAIZEN
• Founder / Managing Director
• Kaizen is a team Content Marketing
& Technical SEO specialists
• “Rising Star of the Year” (Travolution Awards)
• 6+ Years in Agency & In-House Roles
• Built first website at 11
• Ran several high-traffic video gaming sites
• Proud owner of a Game Boy Colour
27. KAIZEN
“The heartwarming advert
tells the tale of an unlikely
friendship between a little boy
Sam and his penguin friend
Monty.”
INCASE YOU MISSED IT.
44. KAIZEN
‘Monty the Penguin’
90 Second TV Advert
In-Store
Marketing
Photo
Booth
Penguin
Toys
Digital PR & Content
Journalist
Gifts Infographic Game Video
STORY
HERO
CONTENT
SUPPORT
ASSETS
46. KAIZEN
STORY
HERO
CONTENT
SUPPORT
ASSETS
‘Are You Richer Single or In a
Relationship’
Interactive Quiz
Survey Infographic Listicle
52% Men Are
Richer Single
Is Tinder Making
You Poor?
Men Spend
Double on Dates
WEEK #1 WEEK #2 WEEK #3
PRESS RELEASE PRESS RELEASE PRESS RELEASE
48. KAIZEN
STEP 1 – CREATE A PR FRAMEWORK
UPCOMING HOOKS (FEB/MARCH 2015)
• Brit Awards
• Pancake Day
• Valentines Day
• Barbie Doll Day
• Chips Day
GOLD PUBLICATIONS
• Daily Star
• The Express
• Digital Spy
• Gawker
• Sky
• Mashable
• OK! / Hello
TARGET CUSTOMER
• Aged 25-45
• 80% Female
• They also play the lottery, buy scratch cards and enter
social competitions.
• Employed (low end wages), unemployed or stay at home
parents
• Likely to have children
VALUES & EMOTIONS
• Aspirational
• Big dreamers
• Fun & laughter
• Excitement & pure bliss
• Friendship & family
• TOWIE
• Cereal Day
• Britain’s Got Talent
• Easter
50. KAIZEN
1. What do they love / hate about your product?
2. What stops them from buying your product?
3. What emotions do they associate with your product?
4. What magazines & websites do they read?
5. What else are they interested in?
ASK YOUR CLIENT THESE 5 QUESTIONS
52. KAIZEN
A) TRY WORD ASSOCATION FOR TOPICS & THEMES
1. Which 25 sites would you really like a link from?
2. Do your homework on those 25 and cut the list to 10
• Do they actually link to third-party sites?
site:dailymail.co.uk intitle:"Infographic”
53. KAIZEN
B) MAKE A LIST OF UPCOMING ‘TRENDS’
https://www.daysoftheyear.com/
57. KAIZEN
MAKE A LIST OF YOUR KEY PUBLICATIONS
1. Which 25 sites would you really like a link from?
2. Do your homework on those 25 and cut the list to 10
• Do they actually link to third-party sites?
site:dailymail.co.uk intitle:"Infographic”
• Have they linked to your competitors?
site:dailymail.co.uk intitle:"Infographic” + "Insurance"
• Search your topics
• Make a list of relevant Journalist names
60. KAIZEN
JOB DONE - YOUR PR FRAMEWORK
UPCOMING HOOKS (FEB/MARCH 2015)
• Brit Awards
• Pancake Day
• Valentines Day
• Barbie Doll Day
• Chips Day
TARGET PUBLICATIONS (TIER 1)
• Daily Star
• The Express
• Digital Spy
• Gawker
• Sky
• Mashable
• OK! / Hello
TARGET CUSTOMER
• Aged 25-45
• 80% Female
• They also play the lottery, buy scratch cards and enter
social competitions.
• Employed (low end wages), unemployed or stay at home
parents
• Likely to have children
VALUES & EMOTIONS
• Aspirational
• Big dreamers
• Fun & laughter
• Excitement & pure bliss
• Friendship & family
• TOWIE
• Cereal Day
• Britain’s Got Talent
• Easter
74. KAIZEN
STORY
HERO
CONTENT
SUPPORT
ASSETS
‘Are You Richer Single or In a
Relationship’
Interactive Quiz
Survey Infographic Listicle
52% Men Are
Richer Single
Is Tinder Making
You Poor?
Men Spend
Double on Dates
WEEK #1 WEEK #2 WEEK #3
PRESS RELEASE PRESS RELEASE PRESS RELEASE
77. KAIZEN
WORK OUT YOUR DESIRED HEADLINES
• £ Wealth Based
You Could Be X% Richer If You Were Single / In a
Relationship. Here’s Why.
• Opinion Based
X% Of Brits Think They’d Be Richer If They Were Single / In a
Relationship
• Age/Demographic Based
Men/Women Over/Under XX Spend The Most On XX
• Location Based
People from X Think They’d Be Richer Single / In a
Relationship
• Product Based
Single People Spend X More/Less On Their X Bill
78. KAIZEN
STRUCTURE THE QUESTIONS TO MATCH
• Do you think you’d be wealthier single or in
a relationship?
• How much would you spend on a gift for a
close friend / partner?
• How much would you spend on a romantic
date?
• How much money do you save each
month?
79. KAIZEN
ANALYSE DATA & CREATE HEADLINES
1. 45% of People in a Relationship Believe
They’d Be Richer Single
2. Over Half of Men in a Relationship Believe
They’d Be Richer Single
3. Is Tinder Making You Poor? Single Men
Spend More Than Double on Dates Than
Women
97. KAIZEN
STORY
HERO
CONTENT
SUPPORT
ASSETS
‘Are You Richer Single or In a
Relationship’
Interactive Quiz
Survey Infographic Listicle
52% Men Are
Richer Single
Is Tinder Making
You Poor?
Men Spend
Double on Dates
WEEK #1 WEEK #2 WEEK #3
PRESS RELEASE PRESS RELEASE PRESS RELEASE