Tower of London Poppies

Mozcon 2015: Lexi Mills

DISCLAIMER: This post is written as a live blog from Mozcon. There may be typos and grammar to make my high school English teachers weep. Please excuse those … it’s a fast=paced conference with back-to-back sessions and no time for proofing or even proper writing.

Lexi Mills at Mozcon 2015.

The day starts off with a great breakfast followed by Lexi Mills discussing content strategies.

She begins by noting that we’re in a totally new world.  Where once a Kickstarter campaign (for example) would get a couple articles and tons of traffic, it’s taking 7 or 8 articles to be synchronized post launch for the same traffic.  This is because publishers are focusing more and more on keeping their traffic.

She gives a great notice: get your Christmas content in order now.  It needs to be ready by August at the latest.

She moves on to discussing news agencies.  News agencies are where to make friends as they produce the contnt the papers buy.  Also they tend to stay longer.


She talks now about the importance of storytelling but thinking about stories hat have already been told rather than having to start from scratch.  Building on that she got a poppy display at the tower some major press based only on the Tower’s current existence on lists of top locations.

Building on that they promoted selfies with all the poppies.  Their Instagram traffic skyrocketed.

Poppies at the Tower of London.

Now she’s discussing looking to magazines from a few months ago.  Reviewing these will let you know what trends are here to stay.  I’d never thought of that – good strategy.

Her next subject is a brilliant grasp of the obvious that we too often forget.  Use strong images.  And get others to proof them.

Another subject that’s important is warnign clients about effect.  For exemple, in a campaign for Butler’s In The Buff she wen with a risque ad campaign.  She had warned the client about backlash and so when a negative article came out on METRO all the client saw was the link.

Other than being unique she talks on the importance of providing everything the press will need to cover you.  I actually just mentioned this to a client in an audit.  Including all the digital media, images, etc. they may need for a story will vastly increase it’s success.  Remember – reporters and editors are busy people.

You also need to paint them a picture.  A unique story.  A reason to cover you.

She’s winding down by reminding us that it’s getting harder.  She reminds us that we need to focus on strong imagery, strong well-scheduled messaging and a focused strategy with measurable goals.

You can hang your hat on that.

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