Forward movements in Online PR
As a marketing graduate, I’ve wanted to go to Brighton SEO since I first heard about it in a university lecture in my first year. I was excited to learn as much as possible in two days!
I’ll focus on the Online PR Show, but check out this blog post from Matt and Sophie to get the full low down on this year’s conference. The number three seemed to be a running theme throughout the day, so I’ve chosen to share insights from the three talks I enjoyed the most.
How to use audio and visual media to level up your content strategy – Azeem Ahmad
The day kicked off with Azeem Ahmad, who started with the excellent point that, as marketers, we know what people want but don’t really know how they want it. So, he gave us three options on how to find that information.
- Basic: “Our [X] topic performs the best, so this will be our framework” – Using Google Analytics to find out what people are engaging with on your website or social media is the foundation for knowing what type of content works for users.
- Better: “Universal Analytics shows us our longest path has nine touchpoints” – Building on top of basic by setting goals on Google Analytics, you can see the conversion rates and find out what journey people take to get to the all-important conversion.
- Best: “We’ve split our top 5 markets out in GA4 and now understand which countries prefer Audio/Video more” – To get the best results, combine all of the previous elements and use GA4 (Google Analytics 4). You can now set up video tracking metrics to get down to the nitty gritty around exactly which video or audio on your page is getting attraction.
This was great info, and with Google Analytics 4 approaching fast, it’s always great to hear about its new capabilities and how to make the most of them. To conclude his talk, Azeem gave us some great top tips:
- Audio is significant, and it’s low in production time and cost, so maximise its use as soon as you can
- Landing pages with video content convert better
- Re-purpose old content that is text-only by recording voice clips to promote them.
- There’s a growing trend in asking clients to record audio/video testimonials as they’ve proven to be more engaging
- To ensure content success, you must build hype and interest before hitting publish. Create a “launch day” and use this as a way to give your content a boost
- Share like there is no tomorrow! If you can’t back your own content, nobody else will
Using the 30:30:3 rule for reactive coverage success – Clara Kelly
A short and sweet low down on how you can hop a ride on a reactive coverage wave, ex-journalist Clara used her previous experiences from the newsroom to help us marketers think like a journalist! She split it into three things:
30 seconds: To gather the details of your breaking news story – not the whole story but the key facts.
30 mins: To write the story. I know it sounds scary, but you need to act fast when news breaks. Clara explained that this is why some journalists bank stories they know will come up (think the Coronation or a World Cup).
3 times: How many times it might take to achieve success with your news coverage. If you missed the first breaking news but have some extra data/facts to report on, you’ve got another chance to make it work for you. Be sure you have the most up-to-date information so you’re not caught out with old news.
TikTok’s impact on search & the power of the creator economy – Sophie Warner
This talk was particularly fascinating as it helped me better understand how TikTok encourages search. Unlike Facebook and Instagram, TikTok’s primary focus is a visual search. It has used this to create a unique search journey resulting in tremendous success, such as #tiktokmademebuy receiving over a billion results.
So how do you leverage TikTok for your search? Sophie broke this down into three key steps:
- TikTok SEO
Get to know relevant key words and use them in captions or the video. Unlike Instagram, Tiktok looks at all the content, so use your captions wisely.
- Content is king
TikTok is all about the content creator economy. Their studies have shown that 62% of consumers are more likely to click on content that features creators over content created by brands. This could range from user-generated content from a one-off purchase to a fully-fledged influencer who posts daily.
- Measuring impacts
Links work differently on TikTok, so you need to ensure you set them up correctly to measure the full impact of your content. Once set up, you can discover how many people visit your site and what kind of content is gaining the most engagement.