digital pr: are you doing it right?
TRANSCRIPT
Digital PR: Are you doing it right? Presented by Ed Russell-Johnson & Luke Cope
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Ed Russell-JohnsonAccount Manager @EdRuJo
Luke CopeContent Marketing Manager @Copozade
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WebinarWhat are we going to cover?
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Agenda
● How research can increase your chances of getting published
● How to create eye-catching content that publishers will love
● How to craft an outreach approach that appeals to journalists
● How to show the value of your Digital PR campaigns
● Digital PR vs. traditional PR #qubawebinar
The right ideaHow research can increase your chances of getting published
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Where does your audience hang out?
Exploring content subjects
Exploring publishers & influencers
Form an educated idea.
Making it happenHow to create eye-catching content that publishers will love
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Does your content have enough layers?
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Expand on a concept
Make it better
Do the hard work for the publishers
Use data to make your content unique
Making contactHow to craft an outreach approach that appeals to journalists
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Journalists are time-poor.Make it easy for them.
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According to research data from Muckrack, 76% of journalists feel pressure to share their work on social media in order to expand their audience and increase the level of exposure that their work receives.
What makes them tick?
Sell the idea.
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Proof of concept: search volumes
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Proof of concept: social engagement
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Give them an Angle…
Measuring your coverageHow to demonstrate the value of your digital PR campaigns
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What impact does a good campaign have?
● Relevant traffic from referral and social● Inbound links (SEO benefit)● Brand endorsement● Brings people into the buyer funnel and
you can interact with them continuously
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Measurement
● Google Analytics● Over 40,000 referral hits via relevant publishers
and sites● 97% of which were new users● Average time on page over 2 minutes● Social shares from viral automotive sites & Money
Supermarket
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Measurement
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Also use Buzzsumo to track inbound links.
You may pick up coverage from sites that you haven't contacted
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Facebook Insights
Digital vs. TraditionalHow the new PR stacks up against the old
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Digital vs Traditional
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Can track, adapt and stay front of mind within same audience that exposed to initial piece of content using retargeting
Digital vs Traditional
Traditional approach to PR doesn't compliment digital channels
The ‘we did this’ approach doesn't work as well on digital
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Key Takeaways
● Consider how you will achieve coverage at every stage of your campaign
● Create robust, well-researched content that journalists can use to create a story
● Prove the concept and do the hard work for them● Take advantage of digital measurement to prove
ROI and ensure budget
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