How to structure a digital PR campaign

@stekenwright / @lauracrimmons

Digital PR for Link Building


Campaign strategy


YouGov Profiler


Idea Generation


76% of journalists feel more pressure now to think about their story’s potential to get shared on social platforms


Opportunities

Surveys

Newsjacking

Infographics/ Interactive graphics

Data

Expert commentary/

insights

Client PR/Marketing

activity

RS Opps

Competitions

Events

FOI


https://www.branded3.com/annual-event-pr-calendar/


In a crowded online world, sparks of creativity are more important than ever


If people wouldn’t talk

about your campaign here…


They won’t talk about it here…


Or here…


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


So do the pub test.


On-site campaign structure


Homepage links

Homepage

Category Category Category Blog

Link

Spread link authority evenly across the site, impact all landing pages


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)


Blog links

Homepage

Category Category Category Blog

Link

2 steps to for link authority to reach commercial pages, less impact


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


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


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


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


OSE Data Majestic Fresh Data AHREFS Fresh Data Branded3 Data

Brand Domain DA Total LinksRoot

DomainsTrust Flow

Citation Flow

External backlinks

Referring Domains

Global Rank

Domain Rating

BacklinksReferring 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% 47,850Competitor 2 Competitor2.com 79 746 166 63 48 317,073 5,243 24,477 63 477,915 5,533 22.4% 36,754Competitor 3 Competitor3.com 65 100 46 44 38 61,730 2,361 81,789 59 1,447,587 2,559 16.7% 27,442Competitor 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% 8,464Client 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% 7,486Competitor 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


Linking to a creative asset on its own URL is

fine…


…as long as that page is linked to, and links back


Don’t ask site owners to add extra links to other

pages


Whatever you link to, that link has to be

justified


Infographics don’t give journos a reason to link


Off-site campaign structure


Exclusive(s) NationalsMagazines /

top tier sites

Regionals Trade Blogs

Promotion Plan

Social seeding

CRM blast


PAID MEDIA

Facebook

Twitter

Instagram

StumbleUpon

Reddit

Tumblr

Native Ads

LinkedIn


Asking for the link• Linkable asset

• Shareable for the user

• Present it as resource for the user/journo

• ‘Credit link’ the client


#BBloggers

#LBloggers

#FBloggers

#TBloggers

#BloggerMeet

#BloggerEvent


Reporting & ROI


Focus on Outcomes NOT Outputs

Outputs:Press Releases

CoverageLinks

Tweets/FB posts

Outcomes:Increase in sales

Increase in brand awareness


Focus on Outcomes NOT Outputs

Outputs:Press Releases

CoverageLinks

Tweets/FB posts

Outcomes:Increase in sales

Increase in brand awareness

Outcomes have real business impact (on the bottom line), outputs do not.


The most links ranks 6th

for “breakdown cover”

Outcomes, not outputs.


Barcelona Principles1. Importance of Goal Setting and Measurement2. Measuring the Effect on Outcomes is Preferred to Measuring Outputs3. The Effect on Business Results Can and Should Be Measured Where Possible4. Media Measurement Requires Quantity and Quality5. AVEs are not the Value of Public Relations6. Social Media Can and Should be Measured7. Transparency and Replicability are Paramount to Sound Measurement


On-site KPIsEngagement stats

• Amount of traffic/page views

• Avg time on page

• Bounce rate

• Social shares

SEO stats

• Visibility

• Rankings for core terms


Off-site KPIsEngagement stats

• # links

• # pieces of coverage

• # influencers engaged


How to find conversions from PRClick Conversion segments at the top

Create new conversion segment

REGEX goes here.


REGEX.*^/news/business/take-the-quiz-are-you-among-the-three-in-five-of-uk-drivers-not-roadworthy-1-7293605.*|/sciencetech/article-3483697/How-roadworthy-Highway-Code-quiz-tests-knowledge-obscure-signs-dashboard-lights-s-surprisingly-taxing.html*|/sol/homepage/features/6971932/Take-this-driving-test-to-find-out-if-youre-roadworthy-after-figures-show-a-staggering-61-per-cent-of-UK-motorists-are-NOT.html.*|/west-midlands-drivers-the-most-roadworthy-in-the-uk.html.*|/news/4574.html.*|/news/2016/Mar/UK-drivers-baffled-by-basic-rules-of-the-road-and-car-Halfords-survey-finds/0434024006.*|/uk-drivers-baffled-by-basic-rules-of-the-road-and-car-halfords-survey-finds/.*|/scottish-drivers-how-roadworthy-are-you-1-7936/.*|/news/uk-news/half-of-british-drivers-would-fail-their-tests-if-they-took-them-today-online-quiz-reveals-11364045320107.*|/Test-reveals-South-West-drivers-road-worthy/story-28943918-detail/story.html.*|/2016/03/11/half-of-uk-drivers-would-fail-their-driving-test-if-they-were-to-take-it-again-today-reveals-an-online-quiz.*


Brits, Boobs & Botox

@stekenwright #FigDigSearch


Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sept

2014 2014 2014 2015 2015 2015 2015 2015 2015 2015 2015 2015



60Pieces of coverage driving

7,000Referrals which became

65Enquiries from the campaign.

107%Increase in Google organic traffic YOY

71%Increase YOY in conversions from Google organic


How to structure a digital PR campaign

Business

Transcript of How to structure a digital PR campaign