How to structure a digital PR campaign
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The document discusses digital PR strategies for link building, emphasizing the importance of creating shareable and engaging content as well as measuring outcomes rather than outputs. It highlights the evolving landscape where creativity is crucial for standing out, and offers insights on optimal site structure for link authority. Additionally, it outlines the significance of various KPIs, including traffic, social shares, and the impact of PR on business results.
How to structure a digital PR campaign
- 1. @stekenwright / @lauracrimmons Digital PR for Link Building
- 2. @stekenwright / @lauracrimmons Campaign strategy
- 3. @stekenwright / @lauracrimmons YouGov Profiler
- 4. @stekenwright / @lauracrimmons Idea Generation
- 6. @stekenwright / @lauracrimmons 76% of journalists feel more pressure now to think about their story’s potential to get shared on social platforms
- 10. @stekenwright / @lauracrimmons Opportunities Surveys Newsjacking Infographics/ Interactive graphics Data Expert commentary/ insights Client PR/Marketing activity RS Opps Competitions Events FOI
- 11. @stekenwright / @lauracrimmons https://www.branded3.com/annual-event-pr-calendar/
- 16. @stekenwright / @lauracrimmons In a crowded online world, sparks of creativity are more important than ever
- 17. @stekenwright / @lauracrimmons If people wouldn’t talk about your campaign here…
- 18. @stekenwright / @lauracrimmons They won’t talk about it here…
- 19. @stekenwright / @lauracrimmons Or here…
- 20. @stekenwright / @lauracrimmons And money (Ads) won’t change that – paid promotion can help something get seen and talked about but it can’t make it worth talking about
- 21. @stekenwright / @lauracrimmons So do the pub test.
- 22. @stekenwright / @lauracrimmons On-site campaign structure
- 23. @stekenwright / @lauracrimmons Homepage links Homepage Category Category Category Blog Link Spread link authority evenly across the site, impact all landing pages
- 24. @stekenwright / @lauracrimmons Remember You’ll never get links to category (commercial) pages Easier to get brand links Make sure the pages you want to move are linked from the top nav (or at least on the page)
- 25. @stekenwright / @lauracrimmons Blog links Homepage Category Category Category Blog Link 2 steps to for link authority to reach commercial pages, less impact
- 26. @stekenwright / @lauracrimmons Remember If your blog is on a subdomain links to the blog will impact the site even less Make sure blog posts link to relevant products and other internal pages Blog posts with links rank better…update them
- 27. @stekenwright / @lauracrimmons Subpage links Homepage Category ContentLink Greater impact on one particular category, less benefit for site overall Google is good with semantics…links *for* related products can have a significant impact on their keywords
- 28. @stekenwright / @lauracrimmons Remember Anchor text is not OK Don’t make subpages/folders look like commercial pages…you’ll scare link prospects off Breadcrumbs and top nav! Having a large percentage of links pointing to internal pages looks really weird
- 29. @stekenwright / @lauracrimmons Search engines crawl the web Store the individual crawled pages in an index Determine which pages are relevant User enters a search Ranks and displays results
- 30. @stekenwright / @lauracrimmons OSE Data Majestic Fresh Data AHREFS Fresh Data Branded3 Data Brand Domain DA Total Links Root Domains Trust Flow Citation Flow External backlinks Referring Domains Global Rank Domain Rating Backlinks Referring Domains Traffic Share Traffic Index Competitor 1 Competitor1.com 84 1,283 218 74 51 1,423,298 15,040 10,645 65 1,998,379 14,884 29.1% 47,850 Competitor 2 Competitor2.com 79 746 166 63 48 317,073 5,243 24,477 63 477,915 5,533 22.4% 36,754 Competitor 3 Competitor3.com 65 100 46 44 38 61,730 2,361 81,789 59 1,447,587 2,559 16.7% 27,442 Competitor 4 Competitor4.com 50 120 23 32 31 65,001 459 709,631 52 45,000 549 10.9% 17,851 Competitor 5 Competitor5.com 49 76 9 44 35 16,602 556 401,940 54 28,053 695 5.2% 8,464 Client Client.com 64 147 37 33 44 114,963 2,548 65,245 59 306,670 2,973 5.0% 8,187 Competitor 6 Competitor6.com 51 12 5 49 35 301,644 841 288,274 55 68,220 860 4.6% 7,486 Competitor 7 Competitor7.com 65 196 72 52 36 56,923 2,264 81,590 59 61,100 2,144 4.1% 6,722 Competitor 8 Competitor8.com 59 598 209 55 38 13,800 2,322 87,528 59 81,172 2,229 2.4% 3,995 What does your content need to do? In this example the data suggests the client doesn’t need more links to rank – we need more relevant pages. If Competitor 5 was the client then maybe links would be a more relevant KPI. Lead with data
- 31. @stekenwright / @lauracrimmons Linking to a creative asset on its own URL is fine…
- 32. @stekenwright / @lauracrimmons …as long as that page is linked to, and links back
- 33. @stekenwright / @lauracrimmons Don’t ask site owners to add extra links to other pages
- 34. @stekenwright / @lauracrimmons Whatever you link to, that link has to be justified
- 35. @stekenwright / @lauracrimmons Infographics don’t give journos a reason to link
- 43. @stekenwright / @lauracrimmons Off-site campaign structure
- 44. @stekenwright / @lauracrimmons Exclusive(s) Nationals Magazines / top tier sites Regionals Trade Blogs Promotion Plan Social seeding CRM blast
- 45. @stekenwright / @lauracrimmons PAID MEDIA Facebook Twitter Instagram StumbleUp on Reddit Tumblr Native Ads LinkedIn
- 47. @stekenwright / @lauracrimmons Asking for the link • Linkable asset • Shareable for the user • Present it as resource for the user/journo • ‘Credit link’ the client
- 52. @stekenwright / @lauracrimmons Reporting & ROI
- 53. @stekenwright / @lauracrimmons Focus on Outcomes NOT Outputs Outputs: Press Releases Coverage Links Tweets/FB posts Outcomes: Increase in sales Increase in brand awareness
- 54. @stekenwright / @lauracrimmons Focus on Outcomes NOT Outputs Outputs: Press Releases Coverage Links Tweets/FB posts Outcomes: Increase in sales Increase in brand awareness Outcomes have real business impact (on the bottom line), outputs do not.
- 55. @stekenwright / @lauracrimmons The most links ranks 6th for “breakdown cover” Outcomes, not outputs.
- 56. @stekenwright / @lauracrimmons Barcelona Principles 1. Importance of Goal Setting and Measurement 2. Measuring the Effect on Outcomes is Preferred to Measuring Outputs 3. The Effect on Business Results Can and Should Be Measured Where Possible 4. Media Measurement Requires Quantity and Quality 5. AVEs are not the Value of Public Relations 6. Social Media Can and Should be Measured 7. Transparency and Replicability are Paramount to Sound Measurement
- 57. @stekenwright / @lauracrimmons On-site KPIs Engagement stats • Amount of traffic/page views • Avg time on page • Bounce rate • Social shares SEO stats • Visibility • Rankings for core terms
- 58. @stekenwright / @lauracrimmons Off-site KPIs Engagement stats • # links • # pieces of coverage • # influencers engaged
- 59. @stekenwright / @lauracrimmons How to find conversions from PR Click Conversion segments at the top Create new conversion segment REGEX goes here.
- 62. @stekenwright / @lauracrimmons Brits, Boobs & Botox @stekenwright #FigDigSearch
- 63. @stekenwright / @lauracrimmons @stekenwright #FigDigSearch
- 64. @stekenwright / @lauracrimmons @stekenwright #FigDigSearch
- 65. @stekenwright / @lauracrimmons Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sept 2014 2014 2014 2015 2015 2015 2015 2015 2015 2015 2015 2015 @stekenwright #FigDigSearch
- 66. @stekenwright / @lauracrimmons 60 Pieces of coverage driving 7,000 Referrals which became 65 Enquiries from the campaign. 107% Increase in Google organic traffic YOY 71% Increase YOY in conversions from Google organic @stekenwright #FigDigSearch