Creating content is an important aspect of digital PR in social media strategy because it involves a deliberate action for making news and getting to your target audience.
Public relations is a powerful modern link building tool that is evolving tremendously in content marketing and SEO tactics. People who own website leverage this opportunity to execute their skills to start a campaign.
It is not an easy journey creating high quality links, it can exhaust hours of time with no evidence of domain authority. That is why site owners use link building services to boost their contents through public relations efforts.
Before we explain the importance of Digital PR in modern marketing campaigns let us understand the meaning of public relations and link-building in marketing.
What is Public Relations?
This is a process of building friendly connections between your company and the general public through communication strategies, it is a method that engages stakeholders through creating a public perception of your brand across many social media platforms.
Therefore, you can say that digital PR is primarily emphasis on brand focus through these social media outlets. This can involve content creation, media relations, multimedia, brand journalism, and integrated marketing communications.
What is Link building?
This is a fundamental element of a digital PR which is used to boost authority backlinks from a known website page, and is relevant to search engines result pages like Google. Link building and PR are not the same digital strategies, however, they are used simultaneously in digital marketing.
Content distribution such as blog posts, videos, audio content, infographics, press releases and social media posts all convert backlinks into an integrated coordinated content strategy for search engine rankings.
To get quality links for your web page there are two factors to consider such as:
- Relevant backlinks connected to your business or niche
- Building authoritative backlinks used on your website
Both relevance and authority of a backlink are important in pitching out your brand through digital PR. Most PR professional use media database to bid for the highest journalist or multimedia to sell their products and services in modern link building campaign.
Digital PR Role in SEO
Creating a relevant link to your page builds consistent quality traffic and drives users to your website page. Google detects this backlink from authoritative websites linking to your page to build brand awareness. Incorporating digital PR strategies can further enhance your backlink profile by gaining high-quality links from reputable sources.
This is vital for SEO because backlinks are considered earned depending on the quality of your content and its value for users’ experience.
Public relation industry value is about 107 billion USD. that’s why market data continues to increase.
Why is Digital PR so important?
It Scales Relevant High-Quality Links
Building links is one of the scalable PR strategies any business owner would embark on to increase brand awareness. It can be difficult to start building links, especially when it is done one by one. That is why PR strategy helps you scale relevant and high-quality links.
Quality of links matter in this strategy as broken link can risk your chances of ranking on search engine pages.
Favors Originality and Increases Competitive Edge
Links gotten through PR are valuable and can’t be copied or stolen by competitors unlike the traditional link building strategy. Also, broken links pose a danger to your site, allowing your competitors to take advantage of your success
For example when you add a link to your content from a powerful domain using link building tactics, competitors can monitor your progress and manipulate that to their favor. That is why embarking on the PR strategy reduces the risk of duplication.
It Increases ROI
When you compare your ROI ratio for Digital PR to that of link building, you can measure the performance result and see the impact of PR on your business.
Search engine optimization also adds to this as content displayed with relevant links is able to rank well on Google and drive traffic to your page. Bad links, spam links, or broken links can limit the ranking success of a content on Google page.
Using referral traffic as a PR strategy will capture the attention your audience compel them to take actions. The traffic generated from content guest blogging increases ROI by generating leads along with quality backlinks.
Thought Leadership Driven
Establishing a thought leadership skill is one benefit of PR link building. It increases credibility, captures the minds of stakeholders, and becomes a leading brand for your niche. This can help you contribute to B2B leaders in your industry.
Developing a PR Strategy: Steps to Begin
A company’s name is built on digital PR while link building is for SEO ranking and domain authority. Finding the right balance will enable you to stay relevant in your industry. Let’s see how you can start up a PR link building strategy.
Start with an Objective
Most times brands get it all wrong when they create content that is not beneficial to people. Effective guest blogging helps you identify your purpose or objective to connect to users seamlessly. Utilizing digital PR can further extend the reach of your guest posts by getting them featured on high-authority platforms.
The major aim of PR campaigns in marketing is the ability to provide quality content while publishing on various platforms. This content should align with the pain point of your audience.
Understand the Dynamics of an Editor and Journalist
You can use a free tool in creating content that will pass an editorial view, instead of continually getting rejected for a piece with jargon or fluff. Consider using the right elements to spice up your content, Also taking note of seasonality content as well as article volume will help you better your content over time.
Present Stories with a Content Focus
Your story should relate to your wider audience but composed of different derivative angles. That way they seek more backlinks from your content by staying longer on your website. Since some brands do not have media coverage, a well researched content campaign will boost your chances of getting covered by media publications.
If you streamline your content based on brand preference, you will find it difficult to rank faster for a specific audience.
For example, creating content on “How to Start a Content Marketing Strategy “. You can decide to channel it on the basis of a particular marketing niche or you can diversify it on a general note.
Create a Shareable Content
For a successful digital PR to be accomplished, contents created must be shareable to enable viewers access your content easily as well as driving traffic to your website. Adding images to your content will attract viewers, serve as a reference source and link to your page. Make it easy for editors or journalists to embed visuals or infographics on their articles.
Choose a Perfect Visual Format
The best way to convey information in the digital space is by using visuals presented to suit specific content. Visuals that are appealing will play a vital role in PR publications as they highlight a brand’s identity.
Back your Content with Data Proof
Most times media outlets or journalists use statistics to back up information written for this company. This gives their article credibility and helps users get valid information about a context. Most writers take advantage of third party data resources from the government or research institute.
Align with Trending Subject
You can create a social media PR team to help you strategize on the current headlines across different channels to reach your prospects.
There are three categories to consider in creating contents for your customers:
- Trending hot topics
- Societal shift
- Evergreen subjects
For instance, trending topics are seasonal subject matters that can go away with time, although it’s impact may be effective at that particular season.
For example, the trending Ukraine and Russia controversy is believed to die down with time. On the other hand societal shifts can happen as a result of modernization or revolution in a cultural setting or belief.
Evergreen topics are always broadly discussed and gets a lot of attention in the global settings. Taking advantage of these topics in creating content will capture the minds of your audience paired with the right angel. For example, topics such as blockchain, cyber security, finance, and travels are easily relatable at different periods over time.
Measure your Digital PR Success
You can achieve this by measuring placement numbers, backlinks counts, domain authority link, referral traffic and general impressions. Knowing how many people viewed your content or which content best drives traffic to your web page, will help you measure performance to know where you are lagging.
Digital PR is ultimately measured by increased traffic and links over a long period. The method of tracking performance depends on the campaign setup.
Conclusion
It is easy to tap into the success of modern link building strategies in the marketing space. All you need is a little touch of digital PR to boost your chance of building awareness for your company, while you embark on these PR strategies for lead generation.
Understand clear traditional PR strategy if it applies to your industry then follow up with digital PR strategy by validating your expectations, scale, budget, and trust.
