Search Leeds - Making Headlines
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The document discusses the importance of balancing gut instincts and data in outreach campaigns to achieve more consistent results. It emphasizes that while gut feelings can lead to successful campaigns, relying solely on them may result in inconsistency and failure. The author suggests using data-driven insights to inform outreach strategies and enhance decision-making for better campaign outcomes.
Search Leeds - Making Headlines
- 1. MAKINGHEADLINESUSINGDATATOSUPERCHARGEOUTREACH Making Headlines: Using Data to Supercharge Outreach Shannon McGuirk
- 3. MAKINGHEADLINES Gut instinct; An immediate basic feeling or reaction without a logical rationale @shannonmcguirk_
- 6. MAKINGHEADLINES We’re all using ‘gut feels’ in life and with outreach because experience takes over @shannonmcguirk_
- 7. MAKINGHEADLINES Instinct takes over because planning a launch can be risky @shannonmcguirk_
- 8. MAKINGHEADLINES We know better than most @shannonmcguirk_
- 10. MAKINGHEADLINES
- 11. MAKINGHEADLINES
- 12. MAKINGHEADLINES We’ve secured thousands of links per year on our gut instincts @shannonmcguirk_
- 14. MAKINGHEADLINES But we could have secured more... @shannonmcguirk_
- 15. MAKINGHEADLINES Here are three campaigns where we’ve used gut instinct @shannonmcguirk_
- 16. MAKINGHEADLINES #1 We’ve followed gut instinct and it’s worked really well @shannonmcguirk_
- 18. MAKINGHEADLINES #2 We ignored gut instinct and lived to regret it @shannonmcguirk_
- 21. MAKINGHEADLINES
- 22. MAKINGHEADLINES #3 We had a good feeling about the campaign despite doubts @shannonmcguirk_
- 24. MAKINGHEADLINES What’s the issue then? @shannonmcguirk_
- 25. MAKINGHEADLINES We all remember the instances when our gut feel was right @shannonmcguirk_
- 26. MAKINGHEADLINES But there are lots of instances where we are wrong @shannonmcguirk_
- 27. MAKINGHEADLINES Who’s launched a campaign you were certain would be a success, but actually failed miserably? @shannonmcguirk_
- 28. MAKINGHEADLINES Link building is inconsistent @shannonmcguirk_
- 29. MAKINGHEADLINES The truth: Relying on instinct alone can make outreach results inconsistent @shannonmcguirk_
- 30. MAKINGHEADLINES Inconsistent results make for difficult conversations @shannonmcguirk_
- 33. MAKINGHEADLINES We need to rely less on gut instinct and find a way of making better informed outreach decisions @shannonmcguirk_
- 34. MAKINGHEADLINES Better informed outreach decisions will make way for consistent results @shannonmcguirk_
- 36. MAKINGHEADLINES We use data and process when it comes to campaign production @shannonmcguirk_
- 39. MAKINGHEADLINES Why aren’t we using data in a better way to inform our outreach strategies? @shannonmcguirk_
- 40. MAKINGHEADLINES Some of us are using outreach software like Buzzstream which harvests data @shannonmcguirk_
- 41. MAKINGHEADLINES But who’s using data collected from the sites giving the links out? @shannonmcguirk_
- 43. MAKINGHEADLINES 1 scrape 6 national news sites 35,000 articles* *Only a fraction of what they do publish @shannonmcguirk_
- 45. MAKINGHEADLINES Data point Example Site URL https://www.thesun.co.uk/ Site section https://www.thesun.co.uk/travel/ Article URL https://www.thesun.co.uk/travel/9094543/british- airways-first-business-premium-economy External links in article 5 Journalist name ‘Joe Bloggs’ Publish date 14/05/2019 Headline ‘REVEALED…” What to scrape? @shannonmcguirk_
- 48. MAKINGHEADLINES Data + ‘gut feels’ = consistent outreach results @shannonmcguirk_
- 50. MAKINGHEADLINES Caveat: These are open to interpretation @shannonmcguirk_
- 51. MAKINGHEADLINES Launches Links Subject lines @shannonmcguirk_
- 53. MAKINGHEADLINES When is the best day to launch your campaign? @shannonmcguirk_
- 54. MAKINGHEADLINES Naturally, gut feel says: mid week @shannonmcguirk_
- 55. MAKINGHEADLINES So, what does the data say? @shannonmcguirk_
- 56. MAKINGHEADLINES Best day to launch – Travel @shannonmcguirk_
- 57. MAKINGHEADLINES Best day to launch – Automotive @shannonmcguirk_
- 58. MAKINGHEADLINES Best day to launch – Science @shannonmcguirk_
- 59. MAKINGHEADLINES Best day to launch – Tech @shannonmcguirk_
- 60. MAKINGHEADLINES Best day to launch – Finance @shannonmcguirk_
- 61. MAKINGHEADLINES 3/5 sectors show a Monday or Friday is better according to the amount of articles produced @shannonmcguirk_
- 62. MAKINGHEADLINES I get it, Monday and Friday’s make me nervous too @shannonmcguirk_
- 63. MAKINGHEADLINES ”No, it all comes down to the time it’s sent.” @shannonmcguirk_ Journalist, MailOnline
- 64. MAKINGHEADLINES ” Before 8:30am and not a Friday afternoon.” @shannonmcguirk_ Digital Lifestyle Writer, The Sun
- 65. MAKINGHEADLINES Tip: Start outreach on the day with the highest level of articles produced as journalists are looking for stories @shannonmcguirk_
- 66. MAKINGHEADLINES Who should we build relationships with before a launch? @shannonmcguirk_
- 67. MAKINGHEADLINES Most prolific writers Journalist name Journalist publication Article numbers Tyrion Lannister House Lannister 610 Daenerys Targaryen House Targaryen 480 Arya Stark House Stark 342 Theon Greyjoy House Greyjoy 324 Cersi Lannister House Lannister 323 Jamie Lannister House Lannister 296 Tywin Lannister House Lannister 242 Joffrey Lannister House Lannister 242 Aegon Targaryen House Targaryen 232 Sansa Stark House Stark 228 Rhaeghar Targaryen House Targaryen 211 Robert Baratheon House Baratheon 208 @shannonmcguirk_
- 68. MAKINGHEADLINES Most prolific writers Journalist name Journalist publication Article numbers Tyrion Lannister House Lannister 610 Daenerys Targaryen House Targaryen 480 Arya Stark House Stark 342 Theon Greyjoy House Greyjoy 324 Cersi Lannister House Lannister 323 Jamie Lannister House Lannister 296 Tywin Lannister House Lannister 242 Joffrey Lannister House Lannister 242 Aegon Targaryen House Targaryen 232 Sansa Stark House Stark 228 Rhaeghar Targaryen House Targaryen 211 Robert Baratheon House Baratheon 208 @shannonmcguirk_
- 70. = MAKINGHEADLINES @shannonmcguirk_ “Give me a bell at some point this afternoon” Journalist, MailOnline
- 71. = MAKINGHEADLINES @shannonmcguirk_ “The weirder, the better for us and support it with a case study” Journalist, MailOnline
- 72. MAKINGHEADLINES Tip: Find the most popular writers and build relationships with them @shannonmcguirk_
- 74. MAKINGHEADLINES Which title gives the most links? @shannonmcguirk_
- 76. MAKINGHEADLINES Highest number of links per article (avg.) News sites The average # of links per article Daily Star 6 Mail Online 2 The Sun 2 Telegraph 2 Independent 1 Express 0 @shannonmcguirk_
- 77. MAKINGHEADLINES Tip: Prioritise the Daily Star with prospecting – they give links! @shannonmcguirk_
- 78. MAKINGHEADLINES Average number of links per article, per sector Industry New site The average number of # of links per article Travel Telegraph 8 Tech Daily Star 7 Money Mail Online 6 Automotive Daily Star 5 @shannonmcguirk_
- 79. MAKINGHEADLINES Gut instinct: Where is The Sun? @shannonmcguirk_
- 80. MAKINGHEADLINES Tip: Offer the leading title per sector an exclusive for your campaign @shannonmcguirk_
- 81. MAKINGHEADLINES Most linked to brands - overall Brand/URL # of Links gosim.com 2959 instagram.com 1052 booking.com 929 moneysupermarket.com 272 amazon.co.uk 232 reddit.com 200 store.playstation.com 189 gov.uk 188 twitter.com 167 bloomberg.com 152 @shannonmcguirk_
- 82. MAKINGHEADLINES Most linked to brands - overall Brand/URL # of Links gosim.com 2959 instagram.com 1052 booking.com 929 moneysupermarket.com 272 amazon.co.uk 232 reddit.com 200 store.playstation.com 189 gov.uk 188 twitter.com 167 bloomberg.com 152 @shannonmcguirk_
- 83. MAKINGHEADLINES Why is this insightful? @shannonmcguirk_
- 84. MAKINGHEADLINES Journalists are looking for data @shannonmcguirk_
- 85. MAKINGHEADLINES Go and give them some! @shannonmcguirk_
- 86. MAKINGHEADLINES We can also learn from these campaigns @shannonmcguirk_
- 88. MAKINGHEADLINES Tip: Use the data to find the sites journalists are linking to and pitch relevant content @shannonmcguirk_
- 90. MAKINGHEADLINES We can take the headlines and produce word clouds to see what language is used frequently @shannonmcguirk_
- 95. MAKINGHEADLINES We can look at individual journalists too... @shannonmcguirk_
- 97. MAKINGHEADLINES Best words to use in subject lines REVEALED BEST NEW DATA STUDY @shannonmcguirk_
- 99. MAKINGHEADLINES Aira got a 48% open rate using ‘data’, ‘new’ and ‘reveals’ in a subject line @shannonmcguirk_
- 100. MAKINGHEADLINES Tip: Analyse headlines and use the language in subject lines @shannonmcguirk_
- 102. MAKINGHEADLINES We’ve just proven that we don't need to rely 100% on gut feel @shannonmcguirk_
- 103. MAKINGHEADLINES If you take one thing away... @shannonmcguirk_
- 104. MAKINGHEADLINES Use this framework, set up a scrape & get insights for your outreach efforts @shannonmcguirk_
- 105. MAKINGHEADLINES Data point Example Site URL https://www.thesun.co.uk/ Site section https://www.thesun.co.uk/travel/ Article URL https://www.thesun.co.uk/travel/9094543/british- airways-first-business-premium-economy External links in article 5 Journalist name ‘Joe Bloggs’ Publish date 14/05/2019 Headline ‘REVEALED…” What to scrape? @shannonmcguirk_
- 106. MAKINGHEADLINES This will help you make more informed decisions and get consistent results in an unpredictable industry. @shannonmcguirk_