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worderist.com | @hannah_bo_banna myths, misconceptions, & mistakes (lessons learned from a decade in digital PR)
worderist.com | @hannah_bo_banna hello there :)
worderist.com | @hannah_bo_banna I previously worked at both Distilled & Verve Search, on teams that collectively secured ...
worderist.com | @hannah_bo_banna We created things like this:
worderist.com | @hannah_bo_banna How some of the world’s most loved artists structured their days… 2,000+ pieces of linked...
worderist.com | @hannah_bo_banna We revealed the films with the highest on-screen death counts… 500+ pieces of linked cover...
worderist.com | @hannah_bo_banna A panoramic gigapixel time lapse of London’s skyline… 150+ pieces of linked coverage
worderist.com | @hannah_bo_banna Now I work with companies & in-house teams that are making similar things
worderist.com | @hannah_bo_banna this puts me in a very privileged position I have distance & perspective
worderist.com | @hannah_bo_banna I’m no longer trapped in the grind of: new business pitches trying to retain existing cli...
worderist.com | @hannah_bo_banna rather than just seeing the challenges in a single company I get to see the challenges ac...
worderist.com | @hannah_bo_banna & this allows me to see things more clearly than I did before
worderist.com | @hannah_bo_banna but of course, there’s a downside…
worderist.com | @hannah_bo_banna I’ve realised some things which make me uncomfortable
worderist.com | @hannah_bo_banna I’ve been doing this for over a decade… & have given many talks at conferences like this
worderist.com | @hannah_bo_banna Some of the things I’ve said I stand by Other things? Yeah, not so much
worderist.com | @hannah_bo_banna I wish there was a real-life disavow file for some of the things I’ve said in the past But...
worderist.com | @hannah_bo_banna But I can speak about some of those things… & that’s what today’s talk is about…
worderist.com | @hannah_bo_banna a myth I’ve perpetuated a pretty huge mistake I’ve made & a misconception I’ve helped fuel
worderist.com | @hannah_bo_banna Part One: a myth I’ve perpetuated
worderist.com | @hannah_bo_banna In 2018 I gave this talk:
worderist.com | @hannah_bo_banna Towards the end of the talk I said this: You don’t need to be lucky, all you actually nee...
worderist.com | @hannah_bo_banna It’s a lovely message… The trouble is, it’s not really true
worderist.com | @hannah_bo_banna Here’s the problem: Luck played a bigger part in my own successes than I’ve ever been com...
worderist.com | @hannah_bo_banna What do I mean by luck?
worderist.com | @hannah_bo_banna Remember this? We revealed the films with the highest on-screen death counts… 500+ pieces ...
worderist.com | @hannah_bo_banna I’d like to tell you a little bit more about how those 500+ pieces of linked coverage cam...
worderist.com | @hannah_bo_banna Some of this coverage was directly secured by us: It centred on the “winner” being surpri...
worderist.com | @hannah_bo_banna But a huge chunk of the coverage this piece received wasn’t directly generated by us…
worderist.com | @hannah_bo_banna Shortly after the piece launched: Director James Gunn shared a piece of the early coverag...
worderist.com | @hannah_bo_banna Most of the subsequent coverage the piece received was just journalists reporting on Jame...
worderist.com | @hannah_bo_banna We got lucky…
worderist.com | @hannah_bo_banna I suspect that the piece still would have achieved reasonable levels of coverage without ...
worderist.com | @hannah_bo_banna But nevertheless, luck played a huge role
worderist.com | @hannah_bo_banna & this is not an isolated example
worderist.com | @hannah_bo_banna When did I start downplaying, or outright ignoring the role of luck in successful campaig...
worderist.com | @hannah_bo_banna I think it was pretty early on in my speaking career…
worderist.com | @hannah_bo_banna Someone gave me this feedback: When you talk about things like luck, I feel like you’re d...
worderist.com | @hannah_bo_banna The truth is: I didn’t really know what I was doing
worderist.com | @hannah_bo_banna & so, the thing I think I absorbed from this feedback was: letting other people know that...
worderist.com | @hannah_bo_banna & so I began to present sanitised versions of how campaigns went down
worderist.com | @hannah_bo_banna stories which either skipped over the parts where we got lucky and/or reframed this luck ...
worderist.com | @hannah_bo_banna What’s the problem with this?
worderist.com | @hannah_bo_banna When I fail to acknowledge the part luck played, I also fail to gain a deep understanding...
worderist.com | @hannah_bo_banna Myth: “You don’t need to be lucky, you just need to work *really* hard”
worderist.com | @hannah_bo_banna Truth: “You need to work *really* hard AND recognise when, where, and how luck contribute...
worderist.com | @hannah_bo_banna More on this in part two…
worderist.com | @hannah_bo_banna Part Two: a mistake I’ve made over & over again
worderist.com | @hannah_bo_banna At various times, on various stages, I have said things like:
worderist.com | @hannah_bo_banna ~ me in 2016, How to Build a Time Machine “study successful content & try to figure out wh...
worderist.com | @hannah_bo_banna What’s the problem?
worderist.com | @hannah_bo_banna “study successful content & try to figure out why it worked” This isn’t necessarily bad ad...
worderist.com | @hannah_bo_banna people struggle to follow it & because it’s incomplete…
worderist.com | @hannah_bo_banna “study successful content & try to figure out why it worked” What does this really mean?
worderist.com | @hannah_bo_banna “study successful content & try to figure out why it worked” How do you actually do this?
worderist.com | @hannah_bo_banna Let’s travel back to 2015… A bunch of us at Distilled were fascinated by the success of t...
worderist.com | @hannah_bo_banna Here’s what Will had to say about it:
worderist.com | @hannah_bo_banna I don’t think that “BEER” was the reason that piece was successful... & Will doesn’t thin...
worderist.com | @hannah_bo_banna then every piece about beer would be successful & that’s definitely not the case If “beer”...
worderist.com | @hannah_bo_banna The trouble is, we often unknowingly absorb thinking like this...
worderist.com | @hannah_bo_banna Sensemaking is the process by which people give meaning to their collective experiences ~...
worderist.com | @hannah_bo_banna People favour plausibility over accuracy in accounts of events and contexts
worderist.com | @hannah_bo_banna We’re often quick to accept explanations that seem reasonable without questioning how val...
worderist.com | @hannah_bo_banna When thinking about why a piece was successful: we often jump quickly to an explanation t...
worderist.com | @hannah_bo_banna But one person, getting one thing, a bit wrong shouldn’t be a problem, right?
worderist.com | @hannah_bo_banna Actually, it can be a problem:
worderist.com | @hannah_bo_banna sensemaking is how organisations or groups of people make sense of things Sensemaking is ...
worderist.com | @hannah_bo_banna & because sensemaking is a social activity: plausible stories are preserved, retained, & ...
worderist.com | @hannah_bo_banna & this affects the way we interpret future events The problem is that we unknowingly abso...
worderist.com | @hannah_bo_banna If we accept that “beer” is the reason this piece is successful...
worderist.com | @hannah_bo_banna What happens when we see another successful piece about beer?
worderist.com | @hannah_bo_banna We see a successful piece We conclude “beer” is the reason it’s successful We see another...
worderist.com | @hannah_bo_banna I see this happening in a lot of directions at once
worderist.com | @hannah_bo_banna What else do those two pieces have in common?
worderist.com | @hannah_bo_banna
worderist.com | @hannah_bo_banna
worderist.com | @hannah_bo_banna They’re both maps
worderist.com | @hannah_bo_banna We see a successful piece We conclude it’s successful because it’s a map We see another s...
worderist.com | @hannah_bo_banna But again, if that was true: then every map-based piece would be successful & that’s defin...
worderist.com | @hannah_bo_banna Humans are programmed to spot patterns & we’re pretty great at spotting them…
worderist.com | @hannah_bo_banna But we find it much harder to distinguish whether or not those patterns are meaningful
worderist.com | @hannah_bo_banna & as a result, our ability to spot patterns doesn’t always serve us well
worderist.com | @hannah_bo_banna I’m sure that no one in this room really thinks “beer” or “map” is the reason those piece...
worderist.com | @hannah_bo_banna “they offer journalists something that they don’t have the time or resource to create the...
worderist.com | @hannah_bo_banna I’ve made several pieces about resonant topics, which offered journalists something they ...
worderist.com | @hannah_bo_banna but it’s not a meaningful one That’s just another pattern I’ve spotted…
worderist.com | @hannah_bo_banna despite saying this a bunch of times, I wasn’t great at figuring out why a piece was succe...
worderist.com | @hannah_bo_banna “study successful content & try to figure out why it worked” This bit is part of the probl...
worderist.com | @hannah_bo_banna “study successful content & try to figure out why it worked” We don’t need to study the co...
worderist.com | @hannah_bo_banna “study successful content & try to figure out why it worked” I think that when we study th...
worderist.com | @hannah_bo_banna I spent a lot of time looking at successful pieces, & not nearly enough time looking at t...
worderist.com | @hannah_bo_banna It was a low-effort & pretty comforting way of feeling like I understood this stuff Often...
worderist.com | @hannah_bo_banna But those patterns were not meaningful
worderist.com | @hannah_bo_banna Because it wasn’t just me, getting something a bit wrong, on my own & of course I wasn’t ...
worderist.com | @hannah_bo_banna & because sensemaking is a social activity where plausible stories are preserved, retaine...
worderist.com | @hannah_bo_banna Were often being accepted, & were believed to be “true” Those patterns I was spotting, wh...
worderist.com | @hannah_bo_banna “study successful content & try to figure out why it worked” I still think there’s merit i...
worderist.com | @hannah_bo_banna We need to avoid our tendency to slip into pattern recognition mode But we need to someho...
worderist.com | @hannah_bo_banna One way to do that, is to ask better questions...
worderist.com | @hannah_bo_banna Now, rather than asking myself “Why was this piece successful?” I try to answer these six...
worderist.com | @hannah_bo_banna 1) What stories did journalists write when they covered this piece?
worderist.com | @hannah_bo_banna You could still answer this in a pretty shallow way:
worderist.com | @hannah_bo_banna When journalists covered this piece they wrote stories about beer…
worderist.com | @hannah_bo_banna Read the stories Try not to fall into this trap…
worderist.com | @hannah_bo_banna Actually, there were a bunch of different types of stories written:
worderist.com | @hannah_bo_banna Coverage designed to provoke outrage at the most popular beers
worderist.com | @hannah_bo_banna Analysis on the 2 major brewers, InBev & SABMiller who own most of these beers
worderist.com | @hannah_bo_banna & nostalgic travel stories “I discovered that Skol was still going strong in Brazil... Of...
worderist.com | @hannah_bo_banna 2) Did the coverage of this piece feed into something else which was going on in the news...
worderist.com | @hannah_bo_banna If one of those things hadn’t happened, would it still have been a success? 3) Were there...
worderist.com | @hannah_bo_banna How did readers react? What emotions do these stories provoke in you? 4) What emotions di...
worderist.com | @hannah_bo_banna I have a friend who’s a journalist. She told me this is largely how she determines which ...
worderist.com | @hannah_bo_banna I’m always thinking about what emotions a story is likely to evoke... Strong emotional re...
worderist.com | @hannah_bo_banna Did the story get picked up in different ways by different verticals? 5) Which verticals ...
worderist.com | @hannah_bo_banna If so, why and how did that coverage come about? 6) Did this piece get coverage in multip...
worderist.com | @hannah_bo_banna Quick recap: Stories What stories did journalists write when they covered this piece? Bre...
worderist.com | @hannah_bo_banna Answering these questions gives me a much clearer understanding of why a piece really wor...
worderist.com | @hannah_bo_banna Because I’m not looking for patterns at all
worderist.com | @hannah_bo_banna do you really need to do all that? Of course, answering all those questions is way more w...
worderist.com | @hannah_bo_banna Actually, there are other benefits too…
worderist.com | @hannah_bo_banna This piece got a bunch of coverage a few years ago - could we remake it? This is a questi...
worderist.com | @hannah_bo_banna How do you figure out whether or not remaking something is a good idea?
worderist.com | @hannah_bo_banna has enough time gone by? In the past, if you’d asked me this question, I’d have probably ...
worderist.com | @hannah_bo_banna I used to think that this was important, because if someone else had done something simil...
worderist.com | @hannah_bo_banna I noticed that in some instances, even when I considered that sufficient time had passed,...
worderist.com | @hannah_bo_banna & I’ve also noticed the opposite… in some verticals: very similar pieces seemed to get co...
worderist.com | @hannah_bo_banna & “has enough time gone by?” wasn’t the question I should have been asking
worderist.com | @hannah_bo_banna What were the conditions which led to the success of the original piece? AND What are our...
worderist.com | @hannah_bo_banna Remakes fail when we’re unable to recreate the conditions which led to the success of the...
worderist.com | @hannah_bo_banna Answering these questions will give you a clearer picture of what those conditions were: ...
worderist.com | @hannah_bo_banna Then you need to get a feel for your chances of replicating those conditions
worderist.com | @hannah_bo_banna This is best explained with examples…
worderist.com | @hannah_bo_banna This is a mash-up of publicly available data sources on the most congested roads… Should ...
worderist.com | @hannah_bo_banna What were the conditions which led to the success of the original piece? AND What are our...
worderist.com | @hannah_bo_banna First we answer these questions: Stories What stories did journalists write when they cov...
worderist.com | @hannah_bo_banna Back then: The original piece was covered by automotive sections of the nationals & regio...
worderist.com | @hannah_bo_banna Those journalists continue to write stories about these types of studies & they don’t see...
worderist.com | @hannah_bo_banna This isn’t unique to automotive journalists: Often we care more about how well specific ty...
worderist.com | @hannah_bo_banna Let’s imagine I covered a study last week, & someone pitches me a very similar study this...
worderist.com | @hannah_bo_banna However, this isn’t the case in all verticals & there are limits! Another quick side note...
worderist.com | @hannah_bo_banna But back to our example piece… Should we remake this?
worderist.com | @hannah_bo_banna the conditions that led to the success of the piece are alive & well today In this instan...
worderist.com | @hannah_bo_banna If we remake this piece with a refreshed dataset, we’ll probably achieve similar levels o...
worderist.com | @hannah_bo_banna Remaking this is probably a reasonably safe bet
worderist.com | @hannah_bo_banna A quick caveat: We can never be 100% certain of success I can’t guarantee that if you rem...
worderist.com | @hannah_bo_banna Let’s look at another example…
worderist.com | @hannah_bo_banna Should we remake this one? I’m hoping you already know the answer to this…
worderist.com | @hannah_bo_banna As you know, the early coverage (which was directly secured by us) centred on the “winner...
worderist.com | @hannah_bo_banna Then this happened… & most of the subsequent coverage was just journalists reporting on J...
worderist.com | @hannah_bo_banna What are our chances of replicating those conditions?
worderist.com | @hannah_bo_banna Could we be that lucky again?
worderist.com | @hannah_bo_banna Possibly they chose to cover it because the “winner” was surprising & controversial Studi...
worderist.com | @hannah_bo_banna Because the result won’t be a surprise & James Gunn’s probably not going to spend another...
worderist.com | @hannah_bo_banna your new winner needs to be surprising & controversial enough that it’ll stand out… these...
worderist.com | @hannah_bo_banna You’ll then need someone high profile to see this coverage, take to social media, & create...
worderist.com | @hannah_bo_banna I’m just saying that on balance, I think they’re unlikely to happen I’m not saying that t...
worderist.com | @hannah_bo_banna & as such, remaking this piece might not be such a safe bet
worderist.com | @hannah_bo_banna while we’re here - this is why I think it’s so important that we recognise: when, where, ...
worderist.com | @hannah_bo_banna Because when we fail to acknowledge the part luck played, we also fail to gain a deep und...
worderist.com | @hannah_bo_banna Ok, that was a lot! Let’s quickly recap this section…
worderist.com | @hannah_bo_banna The advice I previously gave was woefully incomplete: “study successful content & try to ...
worderist.com | @hannah_bo_banna I think this is better advice: To understand why a piece was successful try to answer the...
worderist.com | @hannah_bo_banna Answering these questions will give you a much clearer understanding of why a piece reall...
worderist.com | @hannah_bo_banna Which is important because patterns like this aren’t meaningful:
worderist.com | @hannah_bo_banna We see a successful piece We conclude “beer” is the reason it’s successful We see another...
worderist.com | @hannah_bo_banna We see a successful piece We conclude it’s successful because it’s a map We see another s...
worderist.com | @hannah_bo_banna rather than asking: has enough time gone by? & next time you’re considering remaking a pi...
worderist.com | @hannah_bo_banna What were the conditions which led to the success of the original piece? AND What are my ...
worderist.com | @hannah_bo_banna Let’s move on to Part Three
worderist.com | @hannah_bo_banna Part Three: a misconception I’ve helped fuel
worderist.com | @hannah_bo_banna At the beginning of this talk I showed you three successful pieces
worderist.com | @hannah_bo_banna How some of the world’s most loved artists structured their days… 2,000+ pieces of linked...
worderist.com | @hannah_bo_banna We revealed the films with the highest on-screen death counts… 500+ pieces of linked cover...
worderist.com | @hannah_bo_banna A panoramic gigapixel time lapse of London’s skyline… 150+ pieces of linked coverage
worderist.com | @hannah_bo_banna But there’s something really important which I failed to tell you Those pieces are all ou...
worderist.com | @hannah_bo_banna Less than 10% of the pieces I’ve been involved with performed like this
worderist.com | @hannah_bo_banna It was not my intention to mislead anyone Or to give the impression that these sorts of r...
worderist.com | @hannah_bo_banna But nevertheless, that’s what I’ve been doing
worderist.com | @hannah_bo_banna Here’s another question I’m frequently asked: My last piece generated no linked coverage ...
worderist.com | @hannah_bo_banna Because, as an industry we largely focus on sharing our successes; our barometer for the ...
worderist.com | @hannah_bo_banna Today, I want to try to help fix that
worderist.com | @hannah_bo_banna I got in touch with a bunch of agencies and inhouse teams, & asked them to share their da...
worderist.com | @hannah_bo_banna I have combined data on over 2,000 digital PR pieces from 11 agencies & inhouse teams As ...
worderist.com | @hannah_bo_banna Your own results may, or may not compare favourably to these results However…
worderist.com | @hannah_bo_banna The number of pieces you’ve launched The niche or language market you work in The resourc...
worderist.com | @hannah_bo_banna I would like people to be mindful of how they interpret & use this data As such:
worderist.com | @hannah_bo_banna I do not want this data to be used as yet another stick to beat Digital PR people with
worderist.com | @hannah_bo_banna But if you do want to compare your performance, I feel strongly that this is a better bar...
worderist.com | @hannah_bo_banna Ok, let’s do this:
worderist.com | @hannah_bo_banna First up, we’ll look at the results from asset-led pieces
worderist.com | @hannah_bo_banna . Asset-led pieces: Data from 1,398 pieces No. of pieces of linked coverage % of pieces 0...
worderist.com | @hannah_bo_banna I also collated stats on digital PR pieces without assets (No landing page, only a press ...
worderist.com | @hannah_bo_banna . Pieces without assets: Data from 730 pieces No. of pieces of linked coverage % of campa...
worderist.com | @hannah_bo_banna . This is the comparison I don’t think we should be making, but inevitably will: No. of p...
worderist.com | @hannah_bo_banna Just for the record: I don’t think this means asset-led pieces are “better” or “worse” th...
worderist.com | @hannah_bo_banna I just think they perform differently
worderist.com | @hannah_bo_banna Pieces without assets seem to “fail” at a higher rate: 5 % of asset-led pieces generated ...
worderist.com | @hannah_bo_banna & they are seemingly less likely to generate 100+ pieces of linked coverage: 8 % of asset...
worderist.com | @hannah_bo_banna But pieces without assets are also typically quicker (& therefore cheaper) to produce. As...
worderist.com | @hannah_bo_banna I think both have their place :) If at all possible, I would recommend launching both ass...
worderist.com | @hannah_bo_banna But let’s flip back to this question: My last piece generated no linked coverage at all… A...
worderist.com | @hannah_bo_banna My last piece generated no linked coverage at all… Am I terrible at this? Unequivocally n...
worderist.com | @hannah_bo_banna Misconception: No one else is creating pieces which generate no linked coverage at all Tr...
worderist.com | @hannah_bo_banna While we’re here, Believing stuff like: “You’re only as good as your last piece”
worderist.com | @hannah_bo_banna Because if you tie your own self-worth to the results you achieve… Really isn’t a great i...
worderist.com | @hannah_bo_banna Performance of 40 Digital PR pieces I was responsible for launching over a 4 month period...
worderist.com | @hannah_bo_banna I’d like to leave you with a couple of final thoughts…
worderist.com | @hannah_bo_banna The truth is, only 8 % of pieces perform like this: I said that our barometer for the act...
worderist.com | @hannah_bo_banna How some of the world’s most loved artists structured their days… 2,000+ pieces of linked...
worderist.com | @hannah_bo_banna The films with the highest on-screen death counts… 500+ pieces of linked coverage
worderist.com | @hannah_bo_banna A panoramic gigapixel time lapse of London’s skyline… 150+ pieces of linked coverage
worderist.com | @hannah_bo_banna If we’re launching pieces with the expectation that they’ll achieve 100+ pieces of linked...
worderist.com | @hannah_bo_banna But that’s not the only direction in which our expectations are unrealistic In most of th...
worderist.com | @hannah_bo_banna Every piece should generate a minimum of 10 pieces of linked coverage
worderist.com | @hannah_bo_banna Possibly you think this sounds reasonable…
worderist.com | @hannah_bo_banna But it really isn’t
worderist.com | @hannah_bo_banna Is the most pernicious misconception of all The notion that this goal is achievable: Ever...
worderist.com | @hannah_bo_banna . Asset-led pieces: Data from 1,398 pieces No. of pieces of linked coverage % of pieces 0...
worderist.com | @hannah_bo_banna Only 60% of pieces generate 10+ pieces of linked coverage
worderist.com | @hannah_bo_banna Our goal is 100%
worderist.com | @hannah_bo_banna Effectively, our goal is never to fail which is utterly unrealistic
worderist.com | @hannah_bo_banna Why are we setting these impossible standards?
worderist.com | @hannah_bo_banna Please raise your hands if you’ve ever implemented a technical change which had no impact...
worderist.com | @hannah_bo_banna Actually, it happens all the time It’s not unusual…
worderist.com | @hannah_bo_banna Tricky question, huh? What proportion of technical SEO changes you’ve made delivered an i...
worderist.com | @hannah_bo_banna What proportion of the technical SEO changes you’ve made delivered an impact? I asked a f...
worderist.com | @hannah_bo_banna About 60% of what I implement now delivers a measurable impact Here’s how they responded:
worderist.com | @hannah_bo_banna About 30% of what I implement is future-proofing I don't expect it to deliver a measurable...
worderist.com | @hannah_bo_banna About 10% of what I implement I expect to work, but actually fails to deliver a measurabl...
worderist.com | @hannah_bo_banna This is what I’m experiencing now, earlier in my career probably only 40% of the changes ...
worderist.com | @hannah_bo_banna 60% of tech SEO implementations have an impact 30% are future-proofing (no expected impact...
worderist.com | @hannah_bo_banna It depends on the types of sites you’re working on
worderist.com | @hannah_bo_banna The site I’m working on right now is technically sound & so most of the tech changes I im...
worderist.com | @hannah_bo_banna The technical changes I implement, which I expect to work, don’t always deliver an impact...
worderist.com | @hannah_bo_banna All technical SEOs experience failure So I think it’s fair to say:
worderist.com | @hannah_bo_banna Just like digital PRs
worderist.com | @hannah_bo_banna Sometimes, but not always But a single technical SEO change is cheaper to implement than ...
worderist.com | @hannah_bo_banna & the entire program of activity is likely to incur significant costs A single technical S...
worderist.com | @hannah_bo_banna Obviously they aren’t the same I’m not suggesting a single digital PR piece, or single te...
worderist.com | @hannah_bo_banna They do have one thing in common though:
worderist.com | @hannah_bo_banna Single technical SEO change Single digital PR piece They both have a reasonably high chan...
worderist.com | @hannah_bo_banna We expect some level of failure… The difference is, we don’t expect every technical SEO c...
worderist.com | @hannah_bo_banna Why aren’t we expecting some level of failure for digital PR too?
worderist.com | @hannah_bo_banna Just like it would be unrealistic to expect that every technical SEO change we make will ...
worderist.com | @hannah_bo_banna it’s fueling unrealistic expectations & causing unrealistic goals to be set We need to en...
worderist.com | @hannah_bo_banna & it’s incredibly difficult to tie meaningful business results to a single piece (even th...
worderist.com | @hannah_bo_banna Much like technical SEO teams, we should be assessing the results we generate over a numb...
worderist.com | @hannah_bo_banna Every digital PR piece we launch should generate 10+ pieces of linked coverage Most of al...
worderist.com | @hannah_bo_banna If a digital PR piece we create generates 10+ pieces of linked coverage we’ll consider it...
worderist.com | @hannah_bo_banna xx% of the digital PR pieces we create will generate 10+ pieces of linked coverage & have...
worderist.com | @hannah_bo_banna 100% of the digital PR pieces we create will generate 10+ pieces of linked coverage I’m j...
worderist.com | @hannah_bo_banna I’ve been doing this stuff for more than a decade & I still launch pieces that get no lin...
worderist.com | @hannah_bo_banna & I’m ok with that
worderist.com | @hannah_bo_banna Because it’s not possible to eradicate failure
worderist.com | @hannah_bo_banna Or implement a technical SEO change that doesn’t deliver the uplift you were expecting Ne...
worderist.com | @hannah_bo_banna I’m hoping that you’ll remember that this stuff happens to everyone & also that it happen...
worderist.com | @hannah_bo_banna Thank you to the agencies and inhouse teams who generously shared their data with me: Air...
worderist.com | @hannah_bo_banna Thanks also to wonderful humans who helped me put this talk together: Areej AbuAli, Gisel...
worderist.com | @hannah_bo_banna & thank you!
worderist.com | @hannah_bo_banna Got questions, thoughts, or feelings? Or want to share your data with me? drop me an emai...
worderist.com | @hannah_bo_banna Daily Routines: https://podio.com/site/creative-routines Directors Cut: https://www.gocom...
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