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Pete Reis-Campbell is the CEO & Founder of UK-based digital marketing agency, Kaizen. Kaizen works with brands like Symantec, MusixMatch, and TravelSupermarket to create award-winning content and boost SEO performance, through earned links from top-tier media publications such as the Daily Mail, Marie Claire, Lonely Planet and Business Insider. The company is the fastest growing independent agency for gross profit, as recognized by The Drum, and was featured in the top 50 startups of 2017 by Startups.co.uk.

Pete is a regular public speaker at industry-leading SEO conferences such as BrightonSEO, SMX London and SAScon, a published writer on StateofDigital and SearchEngineWatch, and has won awards himself such as the 'Rising Star' category at the Travolution Awards for his work with Thomas Cook.

Feel free to write to Pete about content marketing, link building, PR, SEO, voice search, entrepreneurship, business growth and more.

You can follow him on Twitter @petecampbell.

  • RS

    Rodrigo Severo Matos

    9 months ago #

    Hey there, Pete.

    Super thanks for sharing your ideas and experiences with us today.

    Could you please talk a little bit about your performance-let approach to PR and how does your team use technology to improve the day to day work?

    Also, I would like to ask you about the main trends you think a company should be aware of when taking its first steps into building a content marketing strategy?

    Thanks again!

    • PC

      Pete Campbell

      9 months ago #

      The challenge with Digital PR is that it's a creative skill and it's very rare you stumble upon an original idea, so the benchmark is set high.

      Our approach is all about anticipating failure in advance and putting in technology or processes to avoid it. So for example, we will do things like:

      1) Come up with 100 ideas and pitch our 3-5 strongest ones based on a 'golden rules' checklist criteria we've made after launching 800+ campaigns e.g. one rule is if the goal is link building, the idea can't just be UK specific as it limits the pool of journalists we can pitch to.

      2) We create multiple design assets for each content piece as every Journalists tastes differ. The Telegraph tends to ask us for a picture gallery, rather than a long infographic. Daily Mail automatically no-follows in-text links so it's better to pitch them an interactive tool they can embed.

      3) We use an A/B testing approach in combination with Sales CRM software (YesWare) when doing our outreach to monitor open, click, reply % rates. We'll review the data and ditch an A/B outreach angle or iterate upon it

      4) We try to be transparent, we did a study of 2,000 pieces of content recently to get a real sense on what types of PR work best and the quantity/quality coverage you can expect.

      3 Share
    • PC

      Pete Campbell

      9 months ago #

      In terms of trends, I think the biggest mistake that brands make is not approaching their content from a point of view of - is this actually helping people who care about this industry/community or are we just advertising our product?

      Companies need to produce content that is practical, informative or aims to inspire by invoking a reaction or motivation. Think about the broader topics that relate to your product or service that will create brand awareness and credibility.

  • AC

    Alex Costanzo

    9 months ago #

    Do you believe there is value, or will be value in the future, in brand mentions and nofollow links when outreaching content for SEO purposes?

    • PC

      Pete Campbell

      9 months ago #

      From a technical standpoint, no, unless Google changes the algorithm quite dramatically to get better at identifying website mentions and the sentiment of them.

      However, PR coverage on the right outlet can be hugely valuable - it can increase brand search volume, result in direct traffic and even leads, regardless of the lack of link.

  • NA

    Nathan Abbott

    9 months ago #

    Since you started running your business, how has the landscape of content marketing changed? What measures have you taken to adapt to these changes?

    • PC

      Pete Campbell

      9 months ago #

      From a B2B point of view, we're seeing continued growth as more brands start to invest in content marketing and take money away from more traditional advertising methods.

      A lot of business revolves around content creation to land press coverage. I've always anticipated agencies will be at the forefront of this for 5-10 years and eventually, brands will invest enough in in-house resources to take care of it. As a result, any content marketing agency needs to diversify by looking at what other value can content provide (social shares, lead gen, paid media campaigns) and what technology can they build to serve these in-house teams (which we're doing by launching our own content platform).

      2 Share
  • DS

    Douglas Schneider

    9 months ago #

    1) Which SEO tools are you using to monitor your site/blog performance?

    2) Could you explain how to reach the position ZERO on google's rank?

    • PC

      Pete Campbell

      9 months ago #

      1) We tend to use specialist tools to monitor different elements of SEO performance. Our stack includes AWRCloud (rank tracking), Screaming Frog (technical SEO audits), AHREFS (backlink tracking, content discovery, keyword research), Vuelio (for building lists of journalists for link building), Statista (data + research), Buzzstream (outreach management) and Buzzsumo (content discovery). We're also about to launch in ALPHA our own link building reporting software - CoverageTracker.

      3 Share
    • PC

      Pete Campbell

      9 months ago #

      2) I assume you're talking about Featured Snippets. It's not a straight-forward task and most position 0's are taken by editorial sites, not brands.

      However, I did do this quite successfully for a B2B client of ours. You start by using a tool such as SEMRush to identify all the keywords that have featured snippets in a certain industry. We then build out content optimised for these terms. I outline this in much greater/practical detail over on this deck, check out slide 39 onwards - https://www.slideshare.net/kaizensearch/optimising-content-for-voice-search-virtual-assistants

  • KW

    Katheryn Watson

    9 months ago #

    How do you think we can improve the relationship between PRs and SEOs?
    As content marketing becomes a more crowded arena - what can we do to stand out amongst the masses?

    • PC

      Pete Campbell

      9 months ago #

      At this point, I think more brands need to blend there in-house SEO/Content and PR teams together so that there is the right cultural approach to the work.

      Hire one agency to service all three channels so that every element of the work provided is delivering value. We work with a lot of PR agencies, very productively, but there are huge knowledge gaps on both sides - and often we are tasked with different goals.

      PR teams get the value of quality over quantity. SEO teams haven't quite yet, some have :)

      2 Share
  • TS

    Tales Sampaio

    9 months ago #

    Hello Pete, thank you for sharing your knowledge with us.

    As you're a SEO specialist I'd like to know:

    1. In your opinion, wich are the most efficient strategies for acquiring backlinks? Having a PBN is something that you would recommend for a company?

    2. What tools and applications do you use for tracking SEO metrics?

    3. What tips would you give to a website that is starting now - from scratch - and want to be competitive in SEO terms?

    • PC

      Pete Campbell

      9 months ago #

      3) I think the best approach when you launch is to pick a less competitive, but high margin part of your business and zoom in on ranking for that first. Build a list of keywords around that, and then shorten the list to be focused on terms which are the most likely to convert immediately - the money terms.

      a) keyword research on niche, low competition terms that are most likely to convert
      b) create landing pages for them, audit your competitors that rank already to get a sense of the benchmark you need to reach
      c) think about how you can go a step further - it's astounding to me the lack of SMEs still that don't offer online booking, pricing upfront or are transparent. Build features or content that answers the most common customer enquiries.

      It's a big question!

      3 Share
    • PC

      Pete Campbell

      9 months ago #

      1) My preferred approach is the least efficient, but the highest quality way - Digital PR! I've spent the past 5 years launching 800+ pieces of data and research we'll do in-house about a certain buzzworthy topic, creating assets to showcase it (such as an infographic or video) and then pitching it to Journalists. This presentation outlines the most basic process to follow: https://www.slideshare.net/kaizensearch/how-learning-pr-tactics-made-me-awesome-at-content-marketing-47228608.

      Before getting into Digital PR, like most people in the industry I was taught that purchasing links is the only way but you're just creating poor quality content for the web that runs the risk of damaging somebodies business for short-term results. Techniques like PBN's do work, I don't deny it - but I'm the business of creating and growing brands.

      2 Share
    • PC

      Pete Campbell

      9 months ago #

      2) I answered this in another Q but for reporting metrics we use AWRCloud (rank tracking), AHREFS (backlink tracking, content discovery, keyword research) and anything with the word 'Google'.

  • MK

    Mariana Klober

    9 months ago #

    Hey Pete!

    Thanks for doing this AMA :)

    How do you see the future of IA integrated with Inbound/Content Marketing?

    • PC

      Pete Campbell

      9 months ago #

      So I think the big AI opportunity for content marketers that exists at the moment is to invest in creating Google Home or Alexa-based skills.

      I studied 1,000 regular users of Voice AI tech earlier this year and there are still huge gaps in each major industry in terms of giving users the opportunity use your service in a conversational manner as opposed to interacting with your app or website.

      For example, there is very little in the way of flight comparison skills or even checking your bank balance. I'd love to just find out by asking my Alexa how poor I still am due to purchasing too many video games.

      2 Share
    • PC

      Pete Campbell

      9 months ago #

      Hey Mariana. No problem - do you mean information architecture or artificial intelligence?

  • BI

    Benjelloun Ibrahim

    9 months ago #

    Hey pete,
    What a post that you have read that you qualify as a very valuable stuff? If you can link to .

    Thanks in advance

  • JL

    Jessica Lang

    9 months ago #

    Why did you start a content marketing agency and what is the main contributing factor to the pace of Kaizen's growth?

    • PC

      Pete Campbell

      9 months ago #

      I started Kaizen for personal reasons, I wanted to prove to
      myself that my creative and marketing skills could be taken to that next level and result in a business that is respected, has awesome employees and excellent creative output.

      Content marketing was a fascinating way to explore all of that - challenging the status quo that advertising can’t be meaningful.

      The biggest secret to our growth is putting in processes that let you scale creative work while maintaining quality.

  • JF

    James Finlayson

    9 months ago #

    Can we have a free ticket to your Outreach Workshop for James Congdon? He is ready to become an outreach expert.

  • RF

    Ricardo Françoso

    9 months ago #

    Hey, Pete!

    1) What do you think about a Topic Cluster strategy?
    2) What are the main challenges of digital agencies with content marketing? (Tools? Process? Customer engagement?)

  • MC

    Manoel Cirilo

    9 months ago #

    Hi Pete!

    Thank you for your time to be here with us (:

    One of the things that most interested me in your profile was the earned backlinks from names such as Marie Clare and Daily Mail, congrats on the job, by the way! Concerning this, I have two questions to ask:

    1) What path/strategy did you use to acquire those links? Can you walk me through that I can have a better understanding of how to create my own strong backlink strategy? What are your main tips for that?

    2) What advice would you give, in terms of SEO, for a news website that specialises in electronic music to earn more traffic?

    Thanks for sharing!

  • PC

    Pete Campbell

    9 months ago #

    That’s all from me for now but feel free to reach out to me on Twitter - @petecampbell. Thanks everyone for the awesome questions!

  • YQ

    YourSelf Quotes

    3 months ago #

    The information you have posted is very useful. Thank you for nice and wonderful Information.

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