Episode #49: Benchmark Campaign Performance with Hannah Smith
“My last piece generated no linked coverage at all…
Am I terrible at this?
My answer to this question is always:
Unequivocally no.
You are not terrible at this – this is something that everyone experiences; and it happens far more often than you think.”
-Hannah Smith on benchmarking campaign outreach campaign performance
What do 2,000 digital PR pieces created by 11 agencies and in-house teams tell us about campaign success? Our guest shares her findings of this exact analysis with us. From this, you'll walk away with a greater understanding of what performance looks like across the board, and how your own work might fit into this landscape.
In this episode, you’ll learn…
What placement numbers look like from thousands of campaigns
Which factors impact campaign performance
How to set up realistic expectations with stakeholders
Our guest is:
Hannah Smith, Director of Worderist-- a company that offers consultancy, coaching, training & support to help develop and grow Creative, Production, and PR teams, improve processes and deliver results. Smith is an award-winning creative who's been deep in the trenches of content and PR for more than 15 years.
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Show Notes:
:00– Britt introduces our guest.
1:50– Britt talks about Hannah Smith’s analysis, article and lecture about the topic of benchmarking, and invites Hannah to provide more detail.
5:40– Britt asks if Hannah was surprised by agencies sharing their losses.
7:36– Britt asks Hannah to explain non-asset vs. asset-based campaigns and why she separated the two categories within her data.
12:56– Britt asks if there were any large differences between non-asset and asset-based campaigns.
16:54– Hannah asks Britt and Jackie what they think about reactive, non-asset based campaigns.
22:50– Hannah talks about the “hubspot problem” in our industry (clarifying there’s nothing wrong with Hubspot specifically!).
25:40– Britt asks Hannah for tips on how to set up realistic expectations with stakeholders.
29:40– Britt reads an excerpt from Hannah’s article about measuring success over a number of pieces rather than by 1 piece. She asks Hannah to talk about the best metrics and how many pieces to look at.
38:25– Britt asks a technical reporting question about reporting on syndications and invites both Hannah and Jackie to give their thoughts.
49:10– Britt mentions having Hannah back on in the future and thanks her for coming on the show. She also invites Hannah to give a shoutout to a colleague. Hannah gives a shoutout to her friend Surena Chande.
The article we talked about:
Connect with Hannah Smith
Connect with Jackie & Britt
