The Campaign Comeback: What to Do When Content Fails

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The Campaign Comeback: What to Do When Content Fails 





The Campaign Comeback: What to Do When Content Fails 

 I'm going to be talking to you about content campaign comebacks and what to do if your content campaign fails. 

Step one: Reevaluate your outreach efforts

Have you gone to the right publications?

Be realistic: Now, at this point, remember to be realistic. It might not be a good idea to start going for the likes of ABC News and The Daily Telegraph. Bring it down a level, go to industry blogs, more niche publications, the ones that you're more likely to get traction with.

Do your research: Essentially, is what I'm saying.

Less is always more in my eyes: I've seen prospecting and media lists that have up to 500 contacts on there that have fired out blank, cold outreach emails. For me, that's a boo-boo. I would rather have 50 people on that media list that I know their first name, I know the last three articles that they've written, and on top of that, I can tell you which publications they've been at, so I know what they're interested in. It's going to really increase your chances of success when you relaunch.

Step two: Stories vs. statements

This is when you need to start thinking about stories versus statements. Strip it right back and start to think about that hook or that angle that your whole campaign is all about. Can you say this in one sentence? If you can get it in one sentence, amazing because that's the core thing that you are going to be communicating to journalists.

Now, to make this really tangible so that you can understand what I'm saying, I've got an example of a statement versus a story for a recent campaign that we did for an automotive client of ours. So here's my example of a statement. "Client X found that the most dangerous roads in the UK are X, Y, Z." That's the statement. Now, for the story, let's spice it up a little bit.

 I'm latching it into something in society that's really important at the moment because cyclist deaths are reaching an all-time high. On top of that, I'm giving it a punchy stat straightaway and then tying it into the city of London.

Step three: Create a package

I've put together a checklist for you, and you can tick them off as you go down.

Third-party expert or opinion: If you're doing something around health and nutrition, why don't you go out and find a doctor or a nutritionist that can give you comment for free — because remember, you'll be doing the hard work for their PR team — to include within any press releases that you're going to be writing.

Make sure that your data and your methodology is watertight: Prepare a methodology statement and also get all of your data and research into a Google sheet that you can share with journalists in a really open and transparent way.

Press release: It seems really simple, but get a well-written press release or piece of supporting copy written out well ahead of the relaunch timing so that you've got assets to be able to give a journalist. 

New designs & images: If you've been working on any new designs and images, pop them on a Google shared drive and share that with the press.

Exclusive options. One final thing here that can occasionally get overlooked is you want to be holding something back. because you may get the odd journalist at a really high DA/authority publication, such as the Mail Online or The Telegraph, ask for something exclusive on behalf of their editor.

Step four: Ask an Expert

Think about working with journalists and influencers in a different way than just asking them to cover your creative content campaigns and generate links. Establish a solid network of freelance journalists that you can ask directly for feedback on any ideas.

 It doesn't really matter. But they know what that killer angle and hook needs to be to write an article and essentially get you a link. 

So tap into it and ask them what they think about your content campaign before you relaunch.

Step five: Re-Launch Timings

Did you actually pay enough attention to this when you did your first initial launch? Chances are you may not have, and something has slipped through the net here.

Holidays: Holidays in the sense of half-term and summer holidays, because it means that journalists won't be in the office, and therefore you're reducing your chances of success when you're calling them or when you're writing out your emails to pitch them.

Seasonality: This isn't just Christmas. It's also Easter, Mother's Day, Valentine's Day. Think about the time of year you're launching and whether your content campaign is actually relevant at that time of year. 

World events. Again, keep in mind anything to do with elections or perhaps world disasters, such as tornadoes and bad weather, because it means that the press is going to be heavily oversaturated with anything to do with them, and therefore you might want to hold back on your relaunch until the dust is settled and giving your content campaign the best chance of success in round two.

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