How To Use PR Tactics To Build Better Links - State of Search 2020

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In this session from State of Search 2020, James Brockbank walks through 4 different approaches to ideation to help you to come up with better digital PR ideas that can help you to build better links and supercharge your SEO strategy.

Marketing

How To Use PR Tactics To
Build Better Links.
James Brockbank - Managing Director & Founder, Digitaloft
10/26

One of the biggest challenges that
SEOs face is how to scale link
building.

To gain a competitive advantage,
you need to be building links that
your competitors can’t easily
replicate.

If you’re chasing the
same strategy as
everyone else, how.
can you expect to.
win?

Your competitors are most likely building
links with...
Paid
Placements.
Guest
Posts.
Resource
Links.

These are tactics that your
competitors can easily copy...

Create something awesome &
make sure that everybody knows
about it...

Link building
shouldn’t
take place in
its own silo.
The best
strategies...

● Earn links that are actually
clicked on by people who could
become your next customer.
Link building
shouldn’t
take place in
its own silo.
The best
strategies...

● Earn links that are actually
clicked on by people who could
become your next customer.
● Earn links from sites that your
target audience is visiting.
Link building
shouldn’t
take place in
its own silo.
The best
strategies...

Having great ideas is the hardest
part of digital PR.

A great story makes outreach so
much easier.

There’s a
sweet spot
that your
digital PR
efforts
should sit in...

Everyone has different ways of
coming up with ideas.

Let’s dive deep into the ideas
behind 4 successful campaigns…
(3 Digitaloft campaigns + 1 we love…)

How do we make a noise for a
startup in a competitive space?

Lifestyle publications are driven
by product roundups & style
guides.

Buzzsumo can help you ﬁnd the
best performing content on any
topic.

How could we
take inspiration
and make this our
own without sales
data?

Public data that demonstrates
popularity...

There’s a big difference between
inspiration and imitation.

Multiple stories to maximize
coverage...

Result =
Topically relevant authority links
at scale...

Top Takeaway #1:
Monitor what others are doing &
take inspiration from their
campaigns.

Our ‘Pet Rich List’ went bigger
and better than the articles
already out there.

Content can be FUN and
ENTERTAINING and still build
authority links...

Top Takeaway #2:
Read the publications you want
links from and make article
content bigger and better.

Every follower
is worth
£0.0043 to an
inﬂuencer.

Every
marketer
needs a
Pinterest
swipe ﬁle of
formats...

Calculators are a proven type of
linkable asset.

Create an evergreen asset and
links will still be earned long after
you stop promotion.

Top Takeaway #3:
Build a swipe ﬁle of formats and
pair these with different data
sources.

4. Find a format that works, then
ﬂip it…

1. When you can hook a story
nationally AND to every state,
you’ve hit gold.

2. Refresh the data every year
and pitch out again.

3. Find new factors to analyze
and ﬂip the format.

Top Takeaway #4:
When you ﬁnd something that
works, ﬂip it and double down.

You don’t always need to
reinvent the wheel...

Pixel Mill,
44 Appleby Road,
Kendal,
LA9 6ES
Spaces,
77 Farringdon Rd,
London,
EC1M 3JU
james@digitaloft.co.uk
@BrockbankJames
/in/james-brockbank/
THANK YOU!

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1. How To Use PR Tactics To Build Better Links. James Brockbank - Managing Director & Founder, Digitaloft 10/26

2. One of the biggest challenges that SEOs face is how to scale link building.

3. To gain a competitive advantage, you need to be building links that your competitors can’t easily replicate.

4. If you’re chasing the same strategy as everyone else, how. can you expect to. win?

5. Your competitors are most likely building links with... Paid Placements. Guest Posts. Resource Links.

6. These are tactics that your competitors can easily copy...

10.

11. Create something awesome & make sure that everybody knows about it...

12. Link building shouldn’t take place in its own silo. The best strategies...

13. ● Earn links that are actually clicked on by people who could become your next customer. Link building shouldn’t take place in its own silo. The best strategies...

14. ● Earn links that are actually clicked on by people who could become your next customer. ● Earn links from sites that your target audience is visiting. Link building shouldn’t take place in its own silo. The best strategies...

15. ● Earn links that are actually clicked on by people who could become your next customer. ● Earn links from sites that your target audience is visiting. ● Earn links from within content that positions you as experts in your sector. Link building shouldn’t take place in its own silo. The best strategies...

16. It all starts with a great idea...

17. Having great ideas is the hardest part of digital PR.

18. A great story makes outreach so much easier.

19. There’s a sweet spot that your digital PR efforts should sit in...

20. Everyone has different ways of coming up with ideas.

21. Let’s dive deep into the ideas behind 4 successful campaigns… (3 Digitaloft campaigns + 1 we love…)

22. 1. Inspiration-led ideation…

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24. How do we make a noise for a startup in a competitive space?

25. Lifestyle publications are driven by product roundups & style guides.

26. Buzzsumo can help you ﬁnd the best performing content on any topic.

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28. How could we take inspiration and make this our own without sales data?

29. Public data that demonstrates popularity...

30. And inﬂuence.

31. There’s a big difference between inspiration and imitation.

32. Multiple stories to maximize coverage...

33. Multiple stories to maximize coverage...

34. But how did this land in the press?

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38. Result = Topically relevant authority links at scale...

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40. Top Takeaway #1: Monitor what others are doing & take inspiration from their campaigns.

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43. 2. Launch something bigger and better…

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47. Dogs worth millions?!

48. Forbes Rich List?!

49. Our ‘Pet Rich List’ went bigger and better than the articles already out there.

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52. Content can be FUN and ENTERTAINING and still build authority links...

53. Be reactive to breaking news...

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57. Top Takeaway #2: Read the publications you want links from and make article content bigger and better.

58. 3. Data-led ideation…

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60. A trending topic...

61.

62. Every follower is worth £0.0043 to an inﬂuencer.

63. What could we do with this data?

64. Every marketer needs a Pinterest swipe ﬁle of formats...

65. Calculators are a proven type of linkable asset.

66.

67. What’s your Instworth?

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70. Create an evergreen asset and links will still be earned long after you stop promotion.

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72. Top Takeaway #3: Build a swipe ﬁle of formats and pair these with different data sources.

73. 4. Find a format that works, then ﬂip it…

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78. This is super smart for three reasons…

79. 1. When you can hook a story nationally AND to every state, you’ve hit gold.

80. 2. Refresh the data every year and pitch out again.

81. 3. Find new factors to analyze and ﬂip the format.

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83. Top Takeaway #4: When you ﬁnd something that works, ﬂip it and double down.

84. You don’t always need to reinvent the wheel...

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86. Pixel Mill, 44 Appleby Road, Kendal, LA9 6ES Spaces, 77 Farringdon Rd, London, EC1M 3JU james@digitaloft.co.uk @BrockbankJames /in/james-brockbank/ THANK YOU!

How To Use PR Tactics To Build Better Links - State of Search 2020

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How To Use PR Tactics To Build Better Links - State of Search 2020