The London Speaker Bureau
London Speaker Bureau is a global resource for corporations and governments, providing keynote speakers, executive learning masterclasses and boardroom advisers.
They represent some of the most influential business leaders and politicians in the world.
They are currently 92 colleagues in 18 countries across Europe, the Middle East, Africa, Asia and North America.
The London Speaker Bureau wanted to produce and outreach some content that would address multiple objectives.
- It should be able to be repurposed across their social media channels
- It should engage the business press
- It should win links and authority placements
- It should represent them as an authority for public speaking
- They wanted to focus on evergreen content, that could be repurposed and reused over time
We started by researching some of the common topics that frequently came up and seemed to resonate with people when it came to public speaking
We listed all the common public speaking issues, and set about forming an infographic which offers a solution.
When considering whether a site is worthwhile in terms of providing backlinks for SEO purposes, there are a number of metrics one could use (Page Rank, Domain Authority etc.) but the one I trust the most (as it is most frequently updated) is Majestic’s Trust Flow. (Majestic is a backlink intelligence tool widely used by SEOs).
The concept seems really simple, but perhaps that’s why this particular piece of content has been so effective as it connects with people on so many fundamental levels.
This is important when it comes to outreach as we were able to highlight different areas of the research to pitch the story into to different verticals and levels of familiarity of the subject matter.
The infographic has gained placements, links and brand mentions month-on-month for the past year. Including placements in Business Insider, Alltop, Entrepreneur and Fox News.
After the initial launch surge, the pick-up rate lulled heading into Christmas, and then picked up to a much steadier stream throughout the following 3 quarters. The average is around 6.8 placements per month.
But were the placements worthwhile?
We ran the placement sites through Majestic and found out that although the average number of placements was fluctuated and had a slight tendency downward, the average Trust Flow of sites featuring the infographic undoubtedly increased over the months: NB. The vast majority of websites on the internet have a trust flow of under 20. Very few are over 50. The highest placement this content received came from Fox News with a Trust Flow of 85, but the Trust Flow of linking sites steadily increased.
This means that it wasn’t just have-a-go-hero bloggers repurposing the content, but genuinely interested, well-trafficked, high authority websites were using the content in their editorial.
Placements included Fox News, Business Insider (on 4 occasions), Hubspot, Lifehacker, The Muse, Dummies.com, PR Daily, Entrepreneur.com, AllTop.
How about the ROI?
The value of placements and links is estimated to have been between £30,000 and £50,000. With some, (such as Fox News) being nearly impossible to get without a corporate advertising budget.
Valuable infographics like the one discussed here are an ingenious way to bypass such advertising costs, to give journalists, bloggers and influencers an incredibly good reason to talk about your business – and more than that – to want to talk about your business.