How to Create Hero Content Campaigns That Drive Long Term Search Visibility and Land Dreamy AF Links

How to Create Hero
Content Campaigns That
Drive Long Term Search
Visibility and Land Dreamy
AF Links
Jess Peace (She/Her)
Content Lead at NeoMam Studios
@PEACEYYY

Digital PR involves creating content and
outreaching to journalists and publications in order
to get coverage and build links to your website
@PEACEYYY

It raises brand awareness, stimulates interest and
the link-building aspect of it helps search engines
discover new web pages and determine how well
a page should rank in the SERPs
@PEACEYYY

There are a few different types of Digital PR and
they ALL have their uses. Product PR, Reactive PR
and Newsjacking are all great ways to secure links,
fast and at scale, but…
@PEACEYYY

If you want to produce hero content campaigns
which people will share for months and years to
come, then keep listening! 👂
@PEACEYYY

At NeoMam, we avoid the “campaign sausage
machine” and go for ideas we genuinely want to
create and that we’re confident will get links
@PEACEYYY

“We want every piece of content we launch
to be educational, entertaining, awe-
inspiring or informative.”
- Gisele Navarro, CEO @ NeoMam
@PEACEYYY

Here are just some of our campaigns...
@PEACEYYY

But in a competitive and, at times, saturated
field, how do you create campaigns which
STAND OUT in order to get those 🔗🔗🔗 ?
@PEACEYYY

Spend more time on IDEATION
@PEACEYYY

@PEACEYYY
Coming up with ideas is often the trickiest
yet most crucial part of launching a
campaign. We need space and time for
creative thinking

@PEACEYYY
Group brainstorms don’t work for
everybody. Some people have their best
ideas when they ideate alone, when in the
shower, when out walking, or even at 3am
in the morning

@PEACEYYY
Remember, inspiration can come from
ANYWHERE as long as we’re open to it

@PEACEYYY
Before you can define what you’re
going to create, you need to know
who you are creating it for. Analyse
the brief and ask questions, first!

Some questions you might ask when ideating for
campaigns are:
@PEACEYYY

Has this idea been done before?
@PEACEYYY

Does the data exist? Where will you pull it from?
@PEACEYYY

Does it offer something new or add value to an
existing conversation or topic?
@PEACEYYY

Are journalists talking about it?
@PEACEYYY

Is it interesting? Will people care?
@PEACEYYY

@PEACEYYY
Is it relevant? Should your client, brand
or business be talking about it?

@PEACEYYY
“It’s no longer enough to be ‘popular’; you also
need to be relevant. Not just in terms of the
publications you are targeting, but the keywords
you want to rank for, audience interest and, most
importantly, brand alignment to the story you are
pitching in.”
- Beth Nunnington, PR Director @ Journey
Further

Present your ideas to your team and be open to
feedback. Actively try to pick your idea apart. If
you can find holes in your idea,
so will journalists
@PEACEYYY

TIP: Type keywords or topics into Buzzsumo and
see which types of articles have the most shares
and engagement. What was good about those
articles and how can you make your idea better?
@PEACEYYY

TIP: Research, research, research. Google Trends,
Exploding Topics, AnswerThePublic, Studies,
Surveys, FOI Requests, Reddit, Twitter.
@PEACEYYY

TIP: Consume content. Blogs, podcasts,
newsletters, campaigns, artwork, video,
TikToks, OOH, Reddit, follow inspiring people
on social media etc.
@PEACEYYY

Marketing Twitter can be a cut-throat place to be
at times. I’m sure we’ve all seen many a tweet
tearing down a campaign due to a lack of
research, or a flimsy methodology
@PEACEYYY

Ensuring that your campaign is well-researched,
well-sourced and has an watertight methodology
will give it more credibility and will increase the
chance of journalists linking to your campaign
@PEACEYYY

Data should be pulled from credible sources.
Think Statista, ONS data, YouGov, UNdata,
Google Dataset Search, WhatDoTheyKnow, US
Census Bureau.
@PEACEYYY

TIP: Change your headline to suit the data - NOT
the other way around. If the data doesn’t say what
you want it to, revisit your headline.
@PEACEYYY

TIP: Ensure that your methodology is easy to
understand. If you’re struggling to make sense of
it, journalists and readers will too!
@PEACEYYY

TIP: Where possible, use original data sources. If
you’re quoting data that quotes other data that
quotes other data - you dilute your authority and
research around the subject
@PEACEYYY

Think about the EYE CANDY 👁👁🍬👁👁
@PEACEYYY

How you bring your idea to life is just as
important as the idea itself. Think about the
format and how best to showcase your data
@PEACEYYY

Do you have global or regional data which could
be shown in a map?
@PEACEYYY

Do you want to create 3D renders or 360 visuals
to show floor plans or reimagined designs?
@PEACEYYY

Are you breaking the data down into categories or
continents. Will you need statics, charts or
ranking tables?
@PEACEYYY

Are you creating a data-heavy campaign which
could form an index or a rich list?
@PEACEYYY

Would the information work best as a data viz?
@PEACEYYY

Are you effectively using creative assets to
support the content?
@PEACEYYY

TIP: Consume as many design styles as possible.
Think DesignBoom, Creative Review, It’s Nice That,
OOH, Behance, Instagram, Reddit, DataIsBeautiful,
Graphics Twitter Accounts etc.
@PEACEYYY

TIP: Use branding on your designs so that if even
if a journalist doesn’t link, your images can be
attributed to you.
@PEACEYYY

Remember the art of STORYTELLING
@PEACEYYY

The real metric you need to consider when creating
any piece of content is whether it useful,
informative, engaging and relevant to your
audience
@PEACEYYY

Every campaign at NeoMam needs landing page
copy (long-form) and most campaigns feature
assets with intro copy (short-form)
@PEACEYYY

The intro assets are designed to explain the
project, so that if our designs are seen in the wild
with no landing page, there is enough context for
readers to understand the campaign. It shows
what we found and how we found it. They’re a
taster course, if you will
@PEACEYYY

Landing pages are the juicy, full-throttle, 3-course
meal. They provide background, context, explain
each asset and what the data shows, and include
a full methodology
@PEACEYYY

The point is you have to follow through on your
idea. Breathe life into it. Tell the story in words
that will resonate with the audience
@PEACEYYY

TIP: When writing for intro assets, use the copy to
explain the data, what it shows and give some
possible examples as to why
@PEACEYYY

TIP: Be mindful of the client’s tone of voice. An
insurance client will have an entirely different set
of rules and way of communicating to a holiday
booking service
@PEACEYYY

TIP: Give journalists a reason to link, and readers
a reason to stay. The more valuable, relevant and
unique information you can include, the better
@PEACEYYY

Hello [First Name],
I’ve got a story that I think you will LOVE.
BODY COPY ABOUT STORY.
Best,
Jess

Sending out a generic email which you’ve copy
and a pasted to a hundred people is only going to
ensure your coverage request hits the spam box, is
ignored, or pisses off a journalist

Instead, make sure you’re creating a personalised
pitch and are only targeting journalists you think
will be interested. Include a subject line that
compels people to open your email – that shows
you’ve done your research and is relevant to their
readers and publication

Does it have a unique hook or angle?
@PEACEYYY

Is the piece timely? Is this the best time to run
the campaign?
@PEACEYYY

Who will cover the story? Is it tailored to a
specific audience?
@PEACEYYY

Could a journalist or website cover this topic
without linking back to you? If a journo can source
the data themselves, they likely will. Try to bring
the 🍒 on top
@PEACEYYY

✨ Key takeaways ✨
@PEACEYYY

Invest in your IDEATION
Ensure your METHODOLOGY is airtight
Choose the right FORMAT/VISUALISATION
Use WORDS your audience will resonate with
Personalise your OUTREACH
@PEACEYYY

Thank you for listening!
I’ll see you at the bar 🍻
@PEACEYYY

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