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Shannon McGuirk - Making Headlines
The document discusses the importance of using data in outreach strategies to enhance consistency and effectiveness, moving away from reliance on 'gut feel' alone. It highlights the need for better-informed decisions through data collection and analysis, showcasing examples of successful campaigns and link-building insights. The author encourages the implementation of data-driven frameworks to improve outreach results.
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Shannon McGuirk - Making Headlines
- 1. MAKINGHEADLINESUSINGDATATOSUPERCHARGEOUTREACH Making Headlines: Using Datato Supercharge Outreach Shannon McGuirk
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- 3. MAKINGHEADLINES Keep it raisedif... @shannonmcguirk_
- 4. MAKINGHEADLINES You have launcheda campaign in the last 12 months... @shannonmcguirk_
- 5. MAKINGHEADLINES You selected thelaunch day partly based on a ‘gut feel’... @shannonmcguirk_
- 6. MAKINGHEADLINES You used instinctto tell you what language to use when pitching… @shannonmcguirk_
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- 8. MAKINGHEADLINES Thank you, handsdown! @shannonmcguirk_
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- 10. MAKINGHEADLINES We’re all using‘gut feels’ in life and with outreach because experience and instinct take over @shannonmcguirk_
- 11. MAKINGHEADLINES Instinct takes overbecause planning a launch can be risky @shannonmcguirk_
- 12. MAKINGHEADLINES We know betterthan most @shannonmcguirk_
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- 16. MAKINGHEADLINES Rolo, Head ofBarketing @shannonmcguirk_
- 17. MAKINGHEADLINES We’ve secured thousandsof links per year on ‘gut feel’ @shannonmcguirk_
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- 19. MAKINGHEADLINES But we couldhave secured more... @shannonmcguirk_
- 20. MAKINGHEADLINES Sometimes we’re right tofollow gut instinct @shannonmcguirk_
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- 22. MAKINGHEADLINES When we ignoreour gut instinct we often live to regret it @shannonmcguirk_
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- 26. MAKINGHEADLINES There's nothing moregratifying than having a really good feeling about a campaign, and being proven right @shannonmcguirk_
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- 28. MAKINGHEADLINES What’s the issuethen? @shannonmcguirk_
- 29. MAKINGHEADLINES We all rememberthe instances when our gut feel was right @shannonmcguirk_
- 30. MAKINGHEADLINES But there arelots of instances where we are wrong @shannonmcguirk_
- 31. MAKINGHEADLINES Who’s launched acampaign you were certain would be a success, but actually failed miserably? @shannonmcguirk_
- 32. MAKINGHEADLINES The truth: Relying on‘gut feel’ alone can make outreach results inconsistent @shannonmcguirk_
- 33. MAKINGHEADLINES Inconsistent results make fordifficult conversations @shannonmcguirk_
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- 36. MAKINGHEADLINES We need torely less on gut instinct and find a way of making better informed outreach decisions @shannonmcguirk_
- 37. MAKINGHEADLINES Better informed outreachstrategies will make way for consistent results @shannonmcguirk_
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- 39. MAKINGHEADLINES The short termsolution... @shannonmcguirk_
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- 41. MAKINGHEADLINES But, this willcreate long term headaches @shannonmcguirk_
- 42. MAKINGHEADLINES We can dobetter than that… @shannonmcguirk_
- 43. MAKINGHEADLINES We use dataand process when it comes to campaign production @shannonmcguirk_
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- 46. MAKINGHEADLINES Why aren’t weusing data in a better way to inform our outreach strategies? @shannonmcguirk_
- 47. MAKINGHEADLINES Some of usare using outreach software which harvests data @shannonmcguirk_
- 48. MAKINGHEADLINES But who’s usingdata collected from the sites giving the links out? @shannonmcguirk_
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- 50. MAKINGHEADLINES 1 scrape 6 nationalnews sites 35,000 articles* *Only a fraction of what they do publish @shannonmcguirk_
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- 52. MAKINGHEADLINES Data point Example SiteURL 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_
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- 55. MAKINGHEADLINES Data + ‘gutfeels’ = consistent outreach results @shannonmcguirk_
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- 57. MAKINGHEADLINES Launches Links Subjectlines @shannonmcguirk_
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- 59. MAKINGHEADLINES When is thebest day to launch your campaign? @shannonmcguirk_
- 60. MAKINGHEADLINES Gut feel says: midweek @shannonmcguirk_
- 61. MAKINGHEADLINES Best day to launch– Travel @shannonmcguirk_
- 62. MAKINGHEADLINES Best day to launch– Automotive @shannonmcguirk_
- 63. MAKINGHEADLINES Best day to launch– Science @shannonmcguirk_
- 64. MAKINGHEADLINES Best day to launch– Tech @shannonmcguirk_
- 65. MAKINGHEADLINES Best day to launch– Finance @shannonmcguirk_
- 66. MAKINGHEADLINES Most prolific writers –travel 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_
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- 68. MAKINGHEADLINES Which title linksto brands the most? @shannonmcguirk_
- 69. MAKINGHEADLINES Highest number of linksper 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_
- 70. MAKINGHEADLINES Gut feel: The DailyStar?! @shannonmcguirk_
- 71. MAKINGHEADLINES Average number of linksper 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_
- 72. MAKINGHEADLINES Gut feel: Where isThe Sun? @shannonmcguirk_
- 73. 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_
- 74. MAKINGHEADLINES Most linked to brands- travel Brand # of Links booking.com 1039 easyjet.com 148 Airbnb.com 138 @shannonmcguirk_
- 75. MAKINGHEADLINES Most linked to brands- tech Brand # of Links gosim.com 2959 amazon.co.uk 425 store.playstation.com 203 @shannonmcguirk_
- 76. MAKINGHEADLINES Most linked to brands- automotive Brand # of Links confused.com 24 gocompare.com 22 Autocar.com 18 @shannonmcguirk_
- 77. MAKINGHEADLINES Most linked to brands– business & finance Brand # of Links moneysupermarket.com 272 Tesco.com 122 Energyhelpline.com 97 @shannonmcguirk_
- 78. MAKINGHEADLINES Why is thisinsightful? @shannonmcguirk_
- 79. MAKINGHEADLINES We can learnfrom these campaigns @shannonmcguirk_
- 80. MAKINGHEADLINES This is betterthan relying on gut feel @shannonmcguirk_
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- 86. MAKINGHEADLINES We can lookat individual journalists too... @shannonmcguirk_
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- 88. MAKINGHEADLINES Best words to usein subject lines REVEALED BEST NEW DATA STUDY WORST @shannonmcguirk_
- 89. MAKINGHEADLINES We use alot of these, so this proved ‘gut feel’ was right @shannonmcguirk_
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- 92. MAKINGHEADLINES We’ve just proventhat we don't need to rely 100% on gut feel @shannonmcguirk_
- 93. MAKINGHEADLINES If you takeone thing away... @shannonmcguirk_
- 94. MAKINGHEADLINES Use this framework,set up a scrape & get insights for your outreach efforts @shannonmcguirk_
- 95. MAKINGHEADLINES Data point Example SiteURL 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_
- 96. MAKINGHEADLINES This will helpyou make more informed decisions and get consistent results. @shannonmcguirk_
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