If you’re looking for a way to improve your SEO, build an authoritative voice online, or reach more people online then consider adding digital PR to your content marketing strategy.
Digital PR explained
In short, digital PR is built around sharing unique, relevant and quality content, such as news stories, case studies, or report findings, with online publications so that your brand can strengthen its online presence and authority.
The difference between digital PR and traditional PR
What marketers class as traditional PR, generally involves drafting a press release that is then distributed by an in-house PR or marketing person or through a PR agency. The press release is sent to offline media sources like newspapers, magazines, radio, or TV stations.
Digital PR partially follows a similar path in that a press release may be used to gain coverage with online publications – typically websites that have a level of authority in a particular industry.
For example, if a tech business is launching a new product they may try to get coverage with TechRadar. This is because TechRadar is a site that buyers visit before making a purchase to get advice on the best tech products that are available on the market.
In addition to using digital press releases, digital PR can also involve the use of interviews, case studies, product reviews, research findings and partnering with ‘influencers’ to gain coverage online.
Example of traditional PR
Here’s an image which is taken from Tesco’s website to show how a traditional press release is put together:
This will be sent out to PR agencies, PR consultants and news agencies to gain coverage in newspapers, magazines, or for mentions on radio and TV.
Example of digital PR
I was looking online for a digital PR example and then I thought why not include one of my own examples!
This is an article I pitched to IPSE looking at the pros and cons of homeworking v coworking:
At the end of the article, they’ve included links back to my social media handles, so readers can click through to find out more about me and what I do.
Where digital PR sits within content marketing
The premise of content marketing is creating quality content that is relevant and insightful to your audience. Emphasis is strongly placed on the word ‘quality’. Any content that you create should be aimed at your target audience, it should be well-written and structured so it can be read on different devices – a staggering 62% of people only access the internet using their phone.
Of course, you want people to know about the amazing content you’ve created and digital PR is the perfect vehicle for doing so. By distributing your content to online publications and platforms that are closely linked to your product or service, you’re increasing your content’s reach.
Why invest in digital PR
As I’ve mentioned, brands who invest in digital PR do it to increase their online presence and to build their brand awareness amongst their target customer base. Digital PR can help them achieve this because it:
Boosts SEO and web visits
There’s a correlation between digital PR and SEO: the more you invest in digital PR the more your SEO rankings improve. Why?
Well, when you publish content on authoritative websites that contain a link back (known as backlinks) to your own site, search engines like Google see this is an indicator that your site is a trustworthy website. The more backlinks you have to your site, the more Google prioritises it in the search results.
A natural result of your site ranking higher in search results is that more people will visit it.
Builds brand authority
Secretly, I think every brand wants to be known as the leader of their market. Why wouldn’t they, as leaders tend to dominate the market with sales.
Look at Apple for instance, since they launched the first iPhone they’ve been leading the smartphone market.
By consistently producing high-quality content for publication on authoritative sites, people will come to think, ‘this brand knows what they’re talking about’, and they’ll start to build trust in you – which over time could lead them to becoming a customer.
Easier to get coverage
Getting mentions in newspapers, magazines, on radio, or TV largely depends on the relationships you have with journalists or editors. Which, if you choose to do your own PR, could take a while to build.
Through partnering with ‘influencers’ – people with specialist knowledge who have built a large social media following – you can spread the reach of your content more easily and quickly.
Searching through social media to find influencers in your industry will take forever. Luckily, you don’t have to do this as Hubspot has done the hard work for you and put together a list of influencers covering 135 industries.
Has this picqued your interest?
I may be biased in saying this but preparing content for use in digital PR is a skill. So, if you want to get the best results from your digital PR efforts, hire a skilled copywriter, like me to write it for you. Get in touch, for a free consultation to see how we can work together.