14th November 2017
If you’re a content marketer, it’s pretty likely you’ve been there. You and your team spend weeks on the concept, research and design of a campaign, getting it to the point where both you and the client are happy with it. A press release is written, prospects are found and email templates are tailored towards the best hooks the piece has to offer. When it comes to finally outreaching the campaign you’re sure that this one is going to fly! And then, nothing.
Seeing your hard work fall flat can be disheartening, to say the least. However, as easy as it can seem to give up and move on to the next idea, seemingly dead campaigns are salvageable and can in fact be very successful.
Here are five of our top tips for turning a campaign around and bringing it back from the brink:
Bring In Fresh Eyes
Although it may seem obvious, bringing in a team member who hasn’t yet seen the campaign can open the door to angles you hadn’t considered and call out aspects of the piece or the outreach which may be confusing journalists. Setting up a round table chat about the campaign in question allows you gain new and invaluable insight to steer the project towards success.
Keep The Mystery
In the past, we’ve put together campaigns with graphics we’re particularly proud of, leaving us scratching our heads as to why they haven’t been a success in the outreach stage. What we’ve found from these experiences is that sometimes less is more within the emails sent to journalists. Particularly with ranked lists, revealing the top and bottom spots in the email can leave journalists with little reason to click on the actual graphic.
Address the Press Release and Emails
As long as we spend creating the actual piece of content, journalists will never look at it if our email templates and press releases are amiss. Having a look at the data behind your outreach can help you uncover what needs to change – if you’re not getting the opens in the first place, you need to address your subject line. If people are clicking on the email but not clicking out to the actual content, you need to address your email and press release and your hook. If journalists are clicking out and viewing the content but not covering it, then its time to look at the wider piece.
Sometimes a piece falls flat to start with because the prospecting is off. Looking at the hooks you’ve drawn from the campaign and the types of journalists you’ve reached out to can be the answer to resurrecting the project. Getting the others within your PR team to look at the angles chosen and the journalists and publications outreached to can lead to much stronger pick-up.
Simplify, Simplify, Simplify
Much like many of us, sometimes journalists are looking for an easy win. As interesting as a piece packing in lots of data from various sources can be, deciphering this and drawing a story from it can be a tricky task. Taking an objective look at the piece of content you have created, pulling out the main angles and packaging these up with tailored press releases and emails allows a journalist to essentially access a pre-made story to deliver to their readership. Sometimes the key to a successful campaign is purely to simplify it.
So, next time a campaign looks like a sinking ship don’t be tempted to jump overboard too soon. The key to success could be a few simple changes to the packaging of your story.
Do you think we’ve missed any key points? We’d love to hear your thoughts!
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