In this on-point talk from Shannon McGuirk, we learned what to do when your beloved content campaign falls flat. It was an honest, no-holds-barred deep dive into why campaigns go wrong, and what you can do to get it right next time.
Speaker’s name: Shannon McGuirk
Job role and company: Head of PR & Content at Aira Digital
Links to Twitter profile: @ShannonMcGuirk_
Link to LinkedIn profile: www.linkedin.com/in/shannon-mcguirk-a52aa570/
Link to the slides:
What was the talk about?
Sometimes content campaigns fail — fact. But rather than letting it floor you, Shannon shows how we can pick ourselves up and learn from our mistakes. She highlighted the key aspects of a good content campaign and identifies key questions you should ask yourself after a campaign failure. While you can’t go back in time, you can prepare for the future.
“Your campaign story is in your data”
Potential impact on the industry
Content campaigns are a profitable strategy that can win big links — when they’re done right. A failed campaign can cost you coverage, links, and even clients. When all your competitors are creating content campaigns, it’s important to hit the ground running after a loss and deliver stellar results by learning from your mistakes.
- Re-evaluate where your campaign failed. Poor timing, the wrong journos or bloggers, weak sources, bad design, a story that didn’t engage — these are just a few examples of what can go wrong.
- Find your story — stories always trump statements, so take a deep dive into your data and identify a narrative that compels.
- Seek expert advice — nurture and lean on relationships with journos and ask them what their readers want to see.
- Create a comprehensive digital press pack that provides further data and research that journos can find quickly and easily.
- Get ready for relaunch — there’s no such thing as overpreparation! Try and secure an exclusive before relaunch and put a 24-hour hold on it to give yourself the reigns over your campaign.