Digital Storytelling and the Future of Marketing
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Lexi Mills - The Inbounder Global Conference 2018
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Digital Storytelling and the Future of Marketing
- 1. Digital storytelling and the Future marketing Lexi Mills @leximills
- 2. #theinbounder AGENDA • Publishing • Recent changes • Future changes • PR and Outreach • Adapting to changes in publishing • Legal compliance • Creating impactful campaigns • The future role of SEO and applications of SEO
- 10. #theinbounder
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- 15. #theinbounder over 50% of content has to come from it
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- 21. #theinbounder Over 100 articles secured A full list of coverage can be found here: https://chi2016.acm.org/wp/press/
- 22. #theinbounder “Do you think editorial has become more tied to revenue and traffic in the last 10 years?”
- 23. #theinbounder “Traffic pays the bills, so that means you might cover something clickbaity that you'd prefer to ignore”
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- 26. #theinbounder “Through automation, we’re providing customers with 12 times the corporate earnings stories as before, including for a lot of very small companies that never received much attention,” said Lisa Gibbs, our global business editor.
- 27. #theinbounder There is a new value to mail merge in light of AI generated coverage
- 28. #theinbounder Focused on business and finance
- 29. #theinbounder How will this evolve?
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- 35. #theinbounder If you are in the healthcare sector making friends with trade media should be a priority
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- 38. #theinbounder Google Answer box to target media more than consumers
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- 41. #theinbounder Building links will be just as much for PR as it will be for SEO
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- 45. #theinbounder Emergent markets should jump on P0 results as fast as possible
- 46. #theinbounder P0 can help you create content right now!
- 48. #theinbounder
- 49. #theinbounder Don’t go for gold go for silver
- 51. lexi@shift6.org
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- 59. Title goes Here 59 Results: The campaign built over 66 inbound links with an average domain authority of 41. As well as 52 inbound links with unique linking root domains. Alongside TV coverage on NY1 TV News, Cleveland 19, the Discovery Channel Canada, USA (CBS) 9 News, and Good Morning America on ABC
- 60. #theinbounder Build content to engage people, Google and journalists
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- 62. #theinbounder 25/04/2018 Shift6 Mail - Gorkana Consumer Alert: Monday 23 April 2018 https://mail.google.com/mail/u/1/?ui=2&ik=2e6ce64f2d&jsver=-CePnFTesrE.en_GB.&view=pt&cat=Gorkana%20updates&search=cat&th=162f2b672cec5b7e&siml=162f2b672 Lexi Mills <lexi@shift6.org> Gorkana Consumer Alert: Monday 23 April 2018 1 message Gorkana Alerts <gorkanaalerts@gorkana.com> 23 April 2018 at 12:22 To: leximills.uk@gmail.com Gorkana Alerts relaunch In 2015, Gorkana was acquired by Cision to bring our clients the best data and media intelligence technology in the market, and so, as part of our re branding journey, we're please to announce that Gorkana Alerts will soon be renamed to Cision Alerts. Our alerts will continue in exactly the same way as they always have, we'll be maintaining our usual high standards of information keeping you uptodate of the latest journalist and influencer news and moves so you've always got the right details to hand. More details will be announced in due course. Jobs: You can advertise a range of vacancies with us, whether it's a permanent, contract or freelance position. Email gorkanajobs@gorkana.com Gorkana Consumer Alert: Monday 23 April 2018 Culture Trip GQ HomeStyle HuffPost UK MailOnline Pulse 1 / Pulse 2 Tatler The Jewish Chronicle The Observer The Sun UTV / ITV Freelance Update Amira Arasteh Freelance Journalist Paul F Cockburn Freelance Update Harriet Mallinson Journalist Update Nicola Adam International Alerts Meet the Journalist: Bauer Media’s Jo Parkerson Gorkana Alerts relaunch The Association of American Correspondents in London panel discussion Games Media Brit List 2018 Social Shout Out Culture Trip Culture Trip has now moved offices. The new address is 75 Davies Street, London, W1K 5JN. The team can still be reached at info@theculturetrip.com and found tweeting at www.twitter.com/culturetrip GQ There have been changed to the British GQ fashion team: Zak Maoui has joined as Junior Style Editor. Having previously contributed to titles including British GQ, GQ
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- 70. #theinbounder Journalists Consulting Board Media feedback System for recruiting and managing journalist feedback on press materials, content ideas, pitches, press invitations, media centres etc. We anonymise the clients when sending content to them to review. experts
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- 73. #theinbounder Dr Claire Asher – Academic liaison Is a professional science legislation communicator and an active journalist. She writes for New Scientist, BBC Earth, ScienceNOW, The Scientist, and Nature News. She works with us to support relationships with academics and researchers Gemma Dodd- lead creative Gemma is a professional stylist, prop designer and photographer. She is also an active journalist covering lifestyle, films, culture and fashion. She works with us to create social media content, photography and prop design for stunts Academic experts experts
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- 77. #theinbounder 3 touch points This is true for all communication • Internal • External • Client side • Media relations
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- 83. lexi@shift6.org
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- 89. #theinbounder look at similar stories on google news and reference the tags
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- 93. #theinbounder Drafted article titles Media experts Drafted articles Media experts
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- 96. #theinbounder Total Coverage: 19 media outlets covered the piece 17 Links built with an average DA of 47
- 97. To date we have out performed projected results by over double • Systems • Processes • Knowledge of changes in publishing
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- 101. it might be far healthier if the first result looked more like this….
- 102. #theinbounder
- 104. A doctor says: Yes, a Fitbit really can track your emotional ups and downs. "We've known for decades that stressful experiences can cause a jump in heart rate
- 105. We can determine the best result to surface
- 106. In the US, 1 in 2 women and 1 in 3 men will develop cancer in their lifetime. Now, a similar rate has been reported in the UK, with a new study published in the British Journal of Cancer claiming 1 in 2 men and women will be diagnosed with the disease at some point in their lives.
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