Lexi Mills, Head of Digital at Dynamo PR, has over eight years of experience in content, SEO and PR. Her talk today focuses on Kickstarter PR and journalists, and how to get people covering your campaigns.
Lexi looks at different industries and campaigns to find out what’s working, and then translates this back to PR and search. These days, she’s looking at the crowd sourcing platform Kickstarter. New sites, launched on Kickstarter, gain strong DA’s very quickly. There’s definetly something worth looking into there!
With content marketing, we’ve got to ask, is this new? Wearable tech for example, gets a lot of traffic online. Does Kickstarter? Lexi urges not to hurry with Kickstarter campaigns – you’ve got to push back on clients if you’re not ready, and get yourself sorted before any kind of launch. Journalists, in this recession era world, don’t have time to do the research they used to. So if we take advantage of this, we can launch ready for journalists – this is handy for dealing with slow clients. Plan out Q and As for example, before your launch, so you’ve got an instant track to approach journalists. Case studies can also help to get journalists on side – show them which words are blowing up, and how your client/campaign ties into this.
Pay attention to images on any content or campaigns. Some newspapers, its rumoured, put a lot of weight on images, crafting their entire homepage based on what looks best. A selection of images which can work in a scroll box gallery is highly beneficial – instead of putting up a full infographic for example, cut it into sections. Newspapers love this.
For Kickstarter campaigns, get these images, get these Q and As, make life as easy as possible for journalists, and give them a good reason ahead of the campaign before you launch. Tell people about your campaign before your launch or you will fail. Use Embargo. Get coverage ahead of time. This helps promotion and appeases the client early.
If you get four pieces on top business sites, overs will follow – they have to. Hitting with force with influence other publications. With content, plan this out 3 weeks in advance. Get newspapers and journalists on board early, and try and give people exclusives, whether this be interviews, quotes, video clips. Split this out among journalists. Give out print exclusives, give out online. But plan for the press ahead of time. They’re busy. Give them a chance and give it early.
There’s a huge growth at the minute in freelance journalism. This can make it hard to keep track of who’s doing what. Site search journalists to make sure they’re still covering your topic. This can be automated.
In the past, we held back in the first email. Don’t do this now. Get the journalists on board by giving them everything up front, right from the start. This will improve your hit record, and journalists will thank you for it. It cuts out excessive emails too.
Remember to pitch America too. If you miss out on a UK publication, see if America are after it come 2pm UK time. But ask journalists if they’re not interested; get some feedback for your campaign or content pitch.
Keep pitches simple. If your grandmother can’t understand it, it’s too complex. Start over.
Break up your launch. With Kickstarter, when you hit a funding goal, send out another release, and raise the numbers. Get contacting new journalists. Content campaigns reflect this. If your content has had 100 thousand hits, go back to journalists who turned you down, and see what they say.
A recent campaign ran by Lexi involved a piece of content for a client – a ‘sweet’ bathroom, made of chocolate, which she added to with several interviews and images. The images took time, before landing on high quality CGI. This allowed for exclusive angles if journalists asked for them. The interviews from various sources allowed for more pick up.
Lexi invited journalists to the launch – at Chocowoccy In London. Journalists loved the launch. Give them an event to write about, an experience. The campaign went stateside, which led to pick up from journalists who weren’t interested in the start – the big papers for example. This campaign generated a lot of links. All on sites of domain authority 30 or above. Serious sites.
Expect the chocolate bathroom to appear at Valentine’s and Easter too. Content assets.
Focus your strategy on helping media. Give them what they want. They’re busy. They’re stressed. But they want posts and content which adds value. Also, look at other areas of marketing and reverse engineer to search. Translate all marketing ideas into SEO. Your future strategies will be far more effective.