Digital Public Relations is a term that refers to the use of public relations strategies to improve digital presence. Digital Public Relations builds backlinks from the media. These backlinks from authoritative and trusted websites act as a vote of confidence and ultimately aid overall SEO efforts. But how do you secure these backlinks? The secret weapon for link building is tangential content, or in other words, an interesting article, report, or study designed to generate credible insights. In this post, we will guide you to build high-quality backlinks and explain why it works.
What is Digital Public Relations?
Digital Public Relations is a marketing technique that uses content, social media, SEO, and influencer marketing to gain media coverage. The goal of Digital Public Relations is to help a brand earn more impressions, impressions, and backlinks online.
Digital Public Relations is similar to traditional PR in that it relies on relationship-building strategies to ensure media is earned. Both involve a form of targeted outreach to reporters, editors, publishers, or other media contacts.
Both also revolve around mutually beneficial relationships, meaning the media agency benefits from the information received while the client benefits from the exposure.
While the two strategies share the same tactics, they differ in their goals and KPIs. A traditional PR campaign might aim to increase event attendance, drive product sales, or encourage engagement.
On the other hand, a Digital Public Relations campaign might focus on strengthening your website, increasing search engine visibility, or driving new users to your website. Both traditional and digital PR share the same goal of increasing brand awareness.
Because of these unique goals, a Digital Public Relations campaign will look very different from a traditional one. By comparison, Digital Public Relations campaigns are often less associated with a company’s brand, products, and services because they focus on an overall digital presence rather than a marketing initiative. specific market.
Before you even consider reaching out to journalists, you must think of something to share with them. No matter how great your outreach is, pitching can only be as good as the content you’ve created, which is what makes this first step in your Digital Public Relations strategy so great. very important. Everyone has their way to spark their creativity. There’s no right or wrong way to brainstorm, but there are some useful things to keep in mind.
First and foremost, always put the end goal first. Ultimately, the purpose is to build backlinks, not to promote your brand or service. You can (and should) brainstorm around topics relevant to your industry while keeping the reach of your content as broad as possible. Ultimately, the more creative freedom you give yourself during the brainstorming process, the easier the next steps of the process will be.
When you start brainstorming, you should be as open-minded as possible. At this stage of the process, there’s no such thing as a bad idea. Avoid discarding concepts because you don’t know how to find the data or because you think it might not be interesting. You will deal with all those details later in the process.
If you have a team, getting others involved in the idea can be extremely helpful. Even if it’s just one idea generator, pitching a potential Digital Public Relations campaign concept can often bring up other inspiring ideas and things you wouldn’t be able to do on your own. I think.
Featured and trending topics are also great places to start. If you can supplement an already popular conversation with a piece of new research, you will have an easier time reporting than if you had to convince a journalist why your research is interesting. taste.
One of the best sources of inspiration can also be your competitors. Keeping up with the campaigns others are using in the world of Digital Public Relations can be incredibly helpful to get your rolling ideas.
Turn ideas into campaign concepts
Once you have a solid list of ideas, you should look and test to find the best one. This is the time to be critical and separate ideas that are truly unique and interesting from those that have remained unchanged. Think about not only what you find interesting, but also what appeals to the most audience.
The more prepared you are at this stage, the easier it will be to execute the campaign. Determine what sources you will use, how you will gather information, and if it is a survey, maybe even draft a few sample questions. You should have a pretty clear vision of the direction of the campaign.
After you’ve thoroughly researched each idea, you may find that your list of dozens of ideas turns into just a handful of potentially viable campaigns. That’s completely normal and one of the reasons you should try to get as much information from your initial brainstorming session as possible.
Once you’ve identified a theme to work on, it’s time to turn your idea into reality!
Data analytics builds on existing data sets to tell a new story or provide additional insights. With data campaigns, there is often an opportunity to analyze a number of factors. Doing this not only allows you to deal with numbers from a different angle but also greatly expands your reach. One important thing to keep in mind when it comes to data is that it is important to provide an extra level of analysis.
In many cases, there may not be an existing data set that matches your ideas, which is where surveys come into play. Once you have your data, you can analyze it by demographics like gender, generation, etc. to find the most interesting insights. Surveys have some limitations beyond your imagination. You can create a campaign around any topic and engage nearly any group of respondents.
Interactive content works well because people love to read about things they can relate to and interact with. Also, a journalist wants to write stories that will resonate with their audience, so the more engagement your content generates, the more likely the reporter will cover it.
Once the research is compiled, put it together in a way that is easy to understand and makes sense to the reader. Graphics are a great way to get a lot of information in an easy-to-understand way. Use creative data visualization techniques beyond traditional charts, such as related images, to make your content stand out. Content can be used to bring things together and fill in any gaps that are missing.
Once all of your campaign’s assets are ready to launch, you can start promoting the asset. Ideally, you’ll have promotional materials ready when the campaign goes live. The sooner you can start approaching your Digital Public Relations campaign, the fresher and more engaging the content will be for your audience.
Building a media list begins with identifying the target media that are most likely to cover the campaign. From there, you can further narrow your reach.
Conduct community outreach
The pitch window will vary for each campaign you run. That allows you plenty of time to experiment with strategies, figure out what’s working, and hone in on your most successful angles.
Like many SEO efforts, link building is a long-term strategy. You probably won’t see results overnight, but persistence can make a big difference in your website’s visibility.
SimpleTexting launched its first Digital Public Relations campaign in August 2016. Since then, they have created more than 30 campaigns earning a total of nearly 1,000 organic links.
Simple Texting’s Digital Public Relations campaign
One of the benefits of Digital Public Relations is that these campaigns are easy to build on your own. With enough traction, they will continue to passively build links over time. Not every campaign is successful, so don’t give up if you don’t get the traction you expected at first. Digital Public Relations also has the most impact when supplemented with additional SEO strategies, so keep implementing optimizations and updates for the best results.