[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Foutreach-conference-key-takeaways":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":12,"coauthors":17,"class_list":19,"acf":30,"head_links":493,"breadcrumbs":494,"reading_minutes":134,"category":501,"head":504},"2017-06-10T17:48:21",{"rendered":6},"\u003Cp>\u003Cspan style=\"font-weight: 400;\">Our digital PR team recently attended the inaugural outREACH Conference in London, hosted by Verve Search. The line up was impressive and certainly delivered, with keynote speaker \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fwww.jimlawless.com\u002F\">Jim Lawless \u003C\u002Fa>taking the audience on a journey of how to ‘tame their tigers’ in the office, in the meeting room and on the track. Here are a few of our key takeaways; we’d love to hear what you took away from the day, leave us a comment below.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch2 id=\"all-that-is-gold-does-not-glitter-not-all-those-who-wander-are-lost\">\u003Cspan style=\"font-weight: 400;\">“All that is gold does not glitter; not all those who wander are lost”\u003C\u002Fspan>\u003C\u002Fh2>\n\u003Cp>The first talk of the day referenced J. R. R. Tolkien and his fantastic wisdom as \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002Fepic_content\">\u003Cspan style=\"font-weight: 400;\">Mark Johnstone\u003C\u002Fspan>\u003C\u002Fa> reminded us all that it’s okay to take a while to find inspiration.\u003C\u002Fp>\n\u003Cp>In fact, he recommended this ‘wandering’ or getting lost in the rabbit warren that is the internet, only to surface a few hours later with a few articles, videos, and content pieces saved to your ‘swipe file’ to provide inspiration at a later date.\u003C\u002Fp>\n\u003Cp>A swipe file is defined as a collection of content that’s caught your eye as a marketer and could one day be the catalyst for a piece of content marketing or copywriting. It’s not the first time that swipe files have been mentioned in the industry – in fact, it was referenced in \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fcopyhackers.com\u002Ftutorial-tuesdays\">\u003Cspan style=\"font-weight: 400;\">CopyHacker’s Tuesday Tutorial \u003C\u002Fspan>\u003C\u002Fa> only this week as a way to generate headlines that convert.\u003C\u002Fp>\n\u003Ch2 id=\"find-something-that-nearly-worked-and-make-it-better\">\u003Cspan style=\"font-weight: 400;\">Find something that \u003Cem>nearly\u003C\u002Fem> worked and make it better \u003C\u002Fspan>\u003C\u002Fh2>\n\u003Cp>James Finlayson of \u003Cspan style=\"font-weight: 400;\">Verve Search\u003C\u002Fspan> opened his talk, Creative Campaigns – Innovation Doesn’t Have To Be Complicated, by saying that a lot of things we see that are marked as ‘creative’ is actually people being ‘innovative’ – someone has taken something and made it better (he gave an example of Deliveroo and how this platform is essentially Uber for food.)\u003C\u002Fp>\n\u003Cp>But the problem with finding something and making it better is that you may only be able to improve a piece of content by, say, 5% – is that really worth it?\u003C\u002Fp>\n\u003Cp>The trick, he said, is to find something that \u003Cem>nearly\u003C\u002Fem> worked and make that better. James gave an example of where his team found a chart listing the top 100 deadliest films (in terms of the film’s death count) in which Lord of the Rings was number one. This gained ONE piece of coverage.\u003C\u002Fp>\n\u003Cp>Verve saw an opportunity to update this list and to present it in a better, more engaging way than its current format. The new data showed that Guardians of the Galaxy – a Disney PG film – was at the top with over 80,000 onscreen deaths. The director of the film tweeted about the content, which then sparked a two-hour debate on Twitter about whether Star Wars actually had more on-screen deaths.\u003C\u002Fp>\n\u003Cp>The content got people talking and this was key. The result? 620 pieces of coverage.\u003C\u002Fp>\n\u003Ch2 id=\"build-a-library-of-content-which-you-can-reformat-over-and-over\">\u003Cspan style=\"font-weight: 400;\">Build a “library” of content which you can reformat over and over\u003C\u002Fspan>\u003C\u002Fh2>\n\u003Cp>James went on to talk about how you can capitalise on your successes in the long term by building a “library” of content pieces that you can reformat and use over and over. As the famous saying goes, ‘if it ain’t broke, don’t fix it’.\u003C\u002Fp>\n\u003Cp>In the past couple of years, Verve Search has created three content pieces that are based on the idea of an interactive virtual tour: one on a railway, one in a museum and one in a prison (also a museum!) All of these pieces gained significant international coverage and are evergreen in nature, so that can be used, referred and linked to time and time again.\u003C\u002Fp>\n\u003Ch2 id=\"dont-be-afraid-of-failure-you-cant-succeed-without-making-mistakes\">\u003Cspan style=\"font-weight: 400;\">Don’t be afraid of failure: you can’t succeed without making mistakes \u003C\u002Fspan>\u003C\u002Fh2>\n\u003Cp>Lisa Myers, founder and director of \u003Cspan style=\"font-weight: 400;\">Verve Search\u003C\u002Fspan>, spoke about how a big part of outreach success is down to mindset. She told the audience that over the last 12 months Verve Search has created 62 campaigns, on the back of 350 ideas and openly admitted that some of these would never come to fruition. She said you have to come up with rubbish ideas, in order to find the gems, and don’t be afraid to fail.\u003C\u002Fp>\n\u003Cp>When Lisa looks for people to join her own team, she looks for those that have ‘GRIT’ (passion + perseverance). People who have GRIT are less likely to be demotivated by a lack of replies and will think of different ways to pitch the same campaign. This is something Lisa has spoken about in a previous webinar, for LinkdEx, which we blogged about \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fverve-search-webinar-landing-big-links-outreach\u002F\">\u003Cspan style=\"font-weight: 400;\">here\u003C\u002Fspan>\u003C\u002Fa>\u003C\u002Fp>\n\u003Cp>Speaking of failure, one thing that was striking about the outREACH conference was that all of the guest speakers were willing to open up and share things that had gone wrong, as well as things that had gone right, which was really refreshing. It was something that other audience members commented on too, see #outREACH (which was trending on Twitter for the whole day!). Some of the speakers were even brave enough to display failed outreach emails and self-critique in front of an audience of hundreds. People nodded, people laughed and people understood – because it’s happened to us all!\u003C\u002Fp>\n",false,"standard",[10,11],39,45,[13],{"id":14,"name":15,"path":16},132,"OutREACH Conference","\u002Fblog\u002Fcollection\u002Foutreach-conference\u002F",[18],135,[20,21,22,23,24,25,26,27,28,29],"post-3165","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing","category-digital-pr","collections-outreach-conference",{"page_content_modules":31,"hero":143},[32,98],{"acf_fc_layout":33,"reduced":34,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":34,"title":35,"content":6,"authors":36},"blog_post_content",true,"OutREACH Conference: Our Key Takeaways",[37],{"id":38,"path":39,"display_name":40,"job_title":41,"description":42,"avatar_url":43,"acf":44},33,"\u002Fabout\u002Four-team\u002Fimpression-team\u002F","Team Impression","","This post may have been written by a past member of the Impression team, or be a collaboration of us all. We hope you like it!","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":41,"full_bio":41,"specialist_service_links":7,"photo":45},{"ID":46,"id":46,"title":47,"filename":48,"filesize":49,"url":50,"link":51,"alt":41,"author":52,"description":41,"caption":41,"name":53,"status":54,"uploaded_to":49,"date":55,"modified":55,"menu_order":49,"mime_type":56,"type":57,"subtype":58,"icon":59,"width":60,"height":60,"sizes":61},12476,"Impression-Icon","Impression-Icon.jpg",0,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&q=90","\u002Fimpression-icon\u002F","12","impression-icon","inherit","2021-11-02 16:49:21","image\u002Fjpeg","image","jpeg","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",500,{"thumbnail":62,"thumbnail-width":63,"thumbnail-height":63,"medium":64,"medium-width":65,"medium-height":65,"medium_large":66,"medium_large-width":67,"medium_large-height":67,"large":68,"large-width":69,"large-height":70,"1536x1536":71,"1536x1536-width":72,"1536x1536-height":72,"2048x2048":73,"2048x2048-width":74,"2048x2048-height":74,"post-thumbnail":75,"post-thumbnail-width":76,"post-thumbnail-height":77,"12_col":78,"12_col-width":79,"12_col-height":80,"default_landscape":81,"default_landscape-width":82,"default_landscape-height":83,"default_portrait":84,"default_portrait-width":83,"default_portrait-height":82,"6_col_and_margin_short":85,"6_col_and_margin_short-width":76,"6_col_and_margin_short-height":80,"11_col_and_margin":86,"11_col_and_margin-width":87,"11_col_and_margin-height":80,"9_col_rectangle":88,"9_col_rectangle-width":89,"9_col_rectangle-height":90,"11_col":91,"11_col-width":92,"11_col-height":80,"staff_image_696_600":93,"staff_image_696_600-width":94,"staff_image_696_600-height":83,"rectangular_thumbnail":95,"rectangular_thumbnail-width":96,"rectangular_thumbnail-height":97},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=200&q=90&w=200",200,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=768&q=90&w=768",768,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=1536&q=90&w=1536",1536,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=2048&q=90&w=2048",2048,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,600,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",696,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":99,"reduced":34,"top_overlap":100,"bottom_underlap":100,"disable_observer":-1,"heading":101,"cta_text":102,"cta_link":103,"items":104},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[105,119,129],{"type_key":21,"title":106,"excerpt":107,"to":108,"postedAt":109,"readingTime":110,"image":111,"authors":112,"category":116},"A guide to WebMCP for marketing leaders","\u003Cp>The structure of web traffic is undergoing a fundamental structural transition. We’re certainly seeing the impacts of these changes en masse. Whilst SEO visibility is driving, in part, Generative Engine Optimisation (“GEO”) visibility, clicks in traditional SEO rankings are harder to come by, and customer behaviour is fragmented as users are using new places to […]\u003C\u002Fp>\n","\u002Fblog\u002Fa-guide-to-webmcp-for-marketing-leaders\u002F","2026-08-27T13:51:35",13,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Fyasa-design-studio-Ot2wQ8jF43s-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[113],{"name":114,"image":115},"Aaron Dicks","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":117,"name":118},"\u002Fblog\u002Fcategory\u002Fdigital-marketing\u002F","Digital Marketing",{"type_key":21,"title":120,"excerpt":121,"to":122,"postedAt":123,"readingTime":124,"image":125,"authors":126,"category":128},"Navigating Agentic Commerce with Universal Commerce Protocol","\u003Cp>As artificial intelligence transitions from information retrieval to autonomous task execution, the underlying infrastructure supporting ecommerce is undergoing a fundamental architectural shift.  The Universal Commerce Protocol (“UCP”) provides the unified communication layer required for AI agents to browse, negotiate, and execute transactions directly across merchant back-ends such as payment gateways. It’s an open-source standard co-developed […]\u003C\u002Fp>\n","\u002Fblog\u002Fnavigating-agentic-commerce-with-universal-commerce-protocol\u002F","2026-08-27T13:51:17",9,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Fa-c-dqg4QeDNUi8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[127],{"name":114,"image":115},{"to":117,"name":118},{"type_key":21,"title":130,"excerpt":131,"to":132,"postedAt":133,"readingTime":134,"image":135,"authors":136,"category":140},"How AI Search turned brand mentions into the new backlink","\u003Cp>Earlier this year, the Impression PR team attended the Digital PR Summit and had the opportunity to learn from some of the industry’s brightest minds, including Ryan Law, Director of Content Marketing at Ahrefs. His talk illustrated exactly why Digital PR and SEO are no longer just complementary disciplines. In the age of AI, they […]\u003C\u002Fp>\n","\u002Fblog\u002Fbrand-mentions-ai-search\u002F","2026-08-24T15:20:39",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F06\u002Fsolen-feyissa-ECTqHPd7Afg-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[137],{"name":138,"image":139},"Hannah Memmott","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002FHannah-Memmott.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":141,"name":142},"\u002Fblog\u002Fcategory\u002Fdigital-pr\u002F","Digital PR",{"type":144,"style":145,"heading":35,"date":4,"updatedAt":146,"reading_minutes":134,"image":147,"imageAlt":35,"categories":148,"collections":412},"blog-post","light","2022-02-07T16:48:37","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FS41oIkR9-050720211625523814_20170609_093619-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[149,329],{"id":10,"count":150,"description":151,"link":117,"name":118,"slug":152,"taxonomy":153,"parent":49,"meta":154,"acf":155,"head_links":156,"resource_count":157,"yoast_title":158,"yoast_meta":159,"yoast_json_ld":203,"_links":301,"path":117},282,"\u003Cp class=\"p1\">Keeping up to date with the latest digital trends, strategies, and announcements can be difficult. Our experts regularly blog about the digital marketing news that’s stirring up the industry, so check back regularly or \u003Ca href=\"\u002Fnewsletter\u002F\">sign up to our newsletter\u003C\u002Fa> to stay informed!\u003C\u002Fp>\r\n\u003Cp class=\"p1\">\u003Cspan style=\"font-weight: 400\">Impression is a multi-award-winning \u003C\u002Fspan>\u003Ca href=\"\u002Fdigital-marketing\u002F\">\u003Cspan style=\"font-weight: 400\">digital marketing agency\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400\"> that provides services\u003C\u002Fspan> that provides services including \u003Ca href=\"\u002Fdigital-marketing\u002Fstrategy\u002F\">Strategy\u003C\u002Fa>, \u003Ca href=\"\u002Fseo\u002F\">SEO\u003C\u002Fa>, \u003Ca href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC\u003C\u002Fa>, \u003Ca href=\"\u002Fdigital-experience\u002Fcro\u002F\">CRO\u003C\u002Fa>, \u003Ca href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">PR\u003C\u002Fa>, \u003Ca href=\"\u002Fanalytics\u002F\">Analytics\u003C\u002Fa> and \u003Ca href=\"\u002Fmedia-solutions\u002Fmedia-effectiveness\u002F\">Media Effectiveness\u003C\u002Fa> to its wide range of clients. Browse our latest thinking around digital marketing below, or \u003Ca href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa> to discuss how we can help you.\u003C\u002Fp>","digital-marketing","category",[],{"sub_title_override":41,"title_override":41,"hidden":7},[],96,"Digital Marketing Blog | Tips, Advice & Guides | Impression",[160,162,165,168,171,174,177,179,181,183,186,189,192,195,197,200],{"property":161,"content":158},"title",{"property":163,"content":164},"description","Keeping up to date with the latest digital marketing trends, strategies, and announcements can be difficult. 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