This document outlines strategies for generating linkworthy content that journalists will want to write about in 2021. It discusses identifying a newsworthy hook to capture media attention, creating linkable assets in proven formats like tools/calculators, maps, indexes, and rankings. It also provides tips for following up on unlinked brand mentions from PR efforts, such as justifying the editorial value a link would provide and making the process of adding a link as easy as possible for the publication. The goal is to consistently earn high-quality links that drive traffic and position the company as an expert in its industry.

1. Revealed: The Content
Journalists Want To Link
To In 2021.
James Brockbank - Managing Director & Founder, Digitaloft
11/21

2. Hi, I’m James...
#stateofsearch2021
● Managing director & founder of UK
digital PR agency, Digitaloft.
● 13 year SEO career.
● White hat link builder.
● Spoken at BrightonSEO, Pubcon,
SMX, WordCamp, Learn Inbound,
Ungagged & more.

3. Today, you’ll learn:
● What makes content linkworthy.
#stateofsearch2021

4. Today, you’ll learn:
● What makes content linkworthy.
● How to tell stories that top-tier journalists will actually want to write
about.
#stateofsearch2021

5. Today, you’ll learn:
● What makes content linkworthy.
● How to tell stories that top-tier journalists will actually want to write
about.
● 7 proven content formats that successfully earn links in 2021.
#stateofsearch2021

6. Today, you’ll learn:
● What makes content linkworthy.
● How to tell stories that top-tier journalists will actually want to write
about.
● 7 proven content formats that successfully earn links in 2021.
● How to minimize unlinked brand mentions from your PR efforts.
#stateofsearch2021

7. I regularly earn links and coverage from sites like these:
#stateofsearch2021

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9. #stateofsearch2021

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11. #stateofsearch2021

12. You don’t need to
write guest posts or
pay bloggers to build
links when you learn
to tell standout
stories that the press
can’t ignore.
#stateofsearch2021

13. Link building shouldn’t take place in its own silo. The best strategies can...
● Earn links that are actually clicked on by people who could become
your next customer.
#stateofsearch2021

14. Link building shouldn’t take place in its own silo. The best strategies can...
● 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.
#stateofsearch2021

15. Link building shouldn’t take place in its own silo. The best strategies can...
● 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 (building topical authority).
#stateofsearch2021

16. To get the world’s
most popular
websites to link to
your content, you
need to...
#stateofsearch2021

17. Understand the media landscape.
#stateofsearch2021

18. Create content that adds editorial value.
#stateofsearch2021

19. Stand out in a
journalist’s inbox.
#stateofsearch2021

20. You’ve got to be able to
do this consistently...
#stateofsearch2021

21. You need to be earning links month after month to see real success...
#stateofsearch2021
Digital PR campaign launches

22. You need to be earning links month after month to see real success...
#stateofsearch2021
Digital PR campaign launches
Site launch to 153k monthly organic hits & 17.2k keywords in 10 months.

23. You need to be earning links month after month to see real success...
#stateofsearch2021
Digital PR campaign launches
Site launch to 153k monthly organic hits & 17.2k keywords in 10 months.

24. It takes 3 things to earn links from the press...
● A newsworthy hook.
#stateofsearch2021

25. It takes 3 things to earn links from the press...
● A newsworthy hook.
● A linkworthy asset.
#stateofsearch2021

26. It takes 3 things to earn links from the press...
● A newsworthy hook.
● A linkworthy asset.
● A convincing email pitch sent to the right journalists.
#stateofsearch2021

27. It takes 3 things to earn links from the press...
● A newsworthy hook.
● A linkworthy asset.
● A convincing email pitch sent to the right journalists.
#stateofsearch2021

28. Here’s how to find your
newsworthy hook...
#stateofsearch2021

29. Finding your newsworthy hook...
The “hook” is that critical piece of newsworthy
information that will capture the attention and interest of
both the news media and their audiences.
#stateofsearch2021

30. Generate ideas by asking questions...
● What topics do you want to be known for?
#stateofsearch2021

31. Generate ideas by asking questions...
● What topics do you want to be known for?
● What questions is your audience asking?
#stateofsearch2021

32. Generate ideas by asking questions...
● What topics do you want to be known for?
● What questions is your audience asking?
● What are your 5 dream publications & what do they regularly write
about?
#stateofsearch2021

33. Generate ideas by asking questions...
● What topics do you want to be known for?
● What questions is your audience asking?
● What are your 5 dream publications & what do they regularly write
about?
● Do you have any unique owned data available?
#stateofsearch2021

34. Generate ideas by asking questions...
● What topics do you want to be known for?
● What questions is your audience asking?
● What are your 5 dream publications & what do they regularly write
about?
● Do you have any unique owned data available?
● What are your competitors & similar brands doing to earn links?
#stateofsearch2021

35. There’s a sweet spot that your digital PR efforts should sit in...
#stateofsearch2021

36. Validate your ideas by asking questions...
● Why would anyone care?
#stateofsearch2021

37. Validate your ideas by asking questions...
● Why would anyone care?
● Is it relatable?
#stateofsearch2021

38. Validate your ideas by asking questions...
● Why would anyone care?
● Is it relatable?
● Why now?
#stateofsearch2021

39. Validate your ideas by asking questions...
● Why would anyone care?
● Is it relatable?
● Why now?
● Is this a headline or is it a statement?
#stateofsearch2021

40. Validate your ideas by asking questions...
● Why would anyone care?
● Is it relatable?
● Why now?
● Is this a headline or is it a statement?
○ “Company X does Y” isn’t a story, it’s a statement.
#stateofsearch2021

41. Good vs great PR stories...
A good PR story focuses too much on a company’s
achievement. A great PR story tells this achievement
through how it impacts the customer.
#stateofsearch2021

42. Good vs great PR stories...
A great PR story will catch your attention in 60 seconds,
hits your heart, impacts the community and gets
people talking.
#stateofsearch2021

43. Here’s what you need to
know about creating
linkable assets...
#stateofsearch2021

44. Things to remember when creating content that earns links...
● Journalists cover stories, not content formats.
#stateofsearch2021

45. Things to remember when creating content that earns links...
● Journalists cover stories, not content formats.
○ Who cares if you sunk $$$ into a fancy interactive asset?
#stateofsearch2021

46. Things to remember when creating content that earns links...
● Journalists cover stories, not content formats.
○ Who cares if you sunk $$$ into a fancy interactive asset?
● What’s the right format to tell your story?
#stateofsearch2021

47. Things to remember when creating content that earns links...
● Journalists cover stories, not content formats.
○ Who cares if you sunk $$$ into a fancy interactive asset?
● What’s the right format to tell your story?
● Simplicity usually wins.
#stateofsearch2021

48. Things to remember when creating content that earns links...
● Journalists cover stories, not content formats.
○ Who cares if you sunk $$$ into a fancy interactive asset?
● What’s the right format to tell your story?
● Simplicity usually wins.
● A press release isn’t a campaign format.
#stateofsearch2021

49. You need to make sure you’re creating content that adds editorial value...
#stateofsearch2021

50. Let’s look at 7 proven content formats & talk
about why they consistently deliver...
#stateofsearch2021

51. Warning... format
flipping doesn’t work
unless you’ve got a
strong story and
media hook.
#stateofsearch2021

52. 1. Tools & Calculators.
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56. Here’s why tools & calculators earn links...
● A link becomes an essential part of the story.
● The output is personalised to the input - this makes the format
relatable to each individual user.
● Multiple inputs = multiple stories to pitch out to different segments of
the press.
#stateofsearch2021

57. 2. Maps.
#stateofsearch2021

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61. Here’s why maps earn links...
● A visual format that’s easy to share and understand.
● Multiple stories that are relevant to multiple locations.
● We all love to see how our own country or city compares to others.
#stateofsearch2021

62. 3. Indexes.
#stateofsearch2021

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66. Here’s why indexes earn links...
● Analysing multiple factors means multiple angles - individually and
combined (overall) rank.
● Works just as effectively with locations as it does products, brands,
influencers etc.
● Data heavy stories can be trusted.
● There’s usually way more on the other end of the link.
#stateofsearch2021

67. 4. Rankings & Data-Driven Lists.
#stateofsearch2021

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71. Here’s why rankings & data-driven lists earn links...
● Combining multiple sources of data into a single asset to show a
simple comparison or ranking.
● Making data relatable and easy to understand.
● They evoke opinion - something that drives engagement, shares and
discussion.
● Often simple & effective to produce.
#stateofsearch2021

72. 5. FOI Reveals.
#stateofsearch2021

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76. Here’s why FOI reveals earn links...
● Unique data from official sources. You’ve got something that
journalists don’t.
● Often shocking or revealing. This drives interest from journalists.
● Time consuming to obtain. Those who put the effort in enjoy the
rewards.
#stateofsearch2021

77. 6. Expert Insights.
#stateofsearch2021

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81. Here’s why expert insights earn links...
● Add value to a journalist’s article with expert tips, advice and
comments.
● Position you as a thought leader in your space, building trust and
awareness with your target audience.
● Builds relationships with journalists who often keep coming back for
comment.
#stateofsearch2021

82. 7. Product & Brand PR.
#stateofsearch2021

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86. Here’s why product & brand PR earn links...
● Introduce a journalist’s readers to a brand, product or service that
they’ll want or need.
● You’re the solution to someone’s problem.
● Earn links straight into product, category or service pages.
● Increase awareness & drive sales.
#stateofsearch2021

87. #stateofsearch2021
Turning campaign
brand mentions
into links...

88. 1 in 4 pieces of coverage earned from digital PR activity doesn’t link.
24% of the coverage
Digitaloft earned in
the last 18 months
didn’t link to our
client’s website.
#stateofsearch2021

89. Accept that brand mentions happen...
Unlinked brand mentions happen. How you deal with them is
what matters.
#stateofsearch2021

90. The faster you ask for a link, the higher your chance of success...
Our internal data shows that the chance of successfully
turning a mention into a link doubles when we reach out on
the same day as publication.
#stateofsearch2021

91. Who would this link
benefit?
#stateofsearch2021

92. Make it about your audience.
#stateofsearch2021

93. Turning brand mentions into links is all about justifying why...
You need to reach out and demonstrate the editorial value
that a link would add to an article.
#stateofsearch2021

94. Adopt a three-tiered strategy for reaching out to a publication.
Journalist.
#stateofsearch2021

95. Adopt a three-tiered strategy for reaching out to a publication.
Journalist. Editor.
#stateofsearch2021

96. Adopt a three-tiered strategy for reaching out to a publication.
Journalist. Editor. Corrections.
#stateofsearch2021

97. #stateofsearch2021

98. Don’t make it difficult for a publication to add a link...
Make it as easy as possible for whoever you reach out to to
add the link.
#stateofsearch2021

99. Don’t make it difficult for a publication to add a link...
Your email request should be polite, simple and straight to
the point.
#stateofsearch2021

100. Here’s the email we send to successfully turn mentions into links...
Hi [Name],
I’m getting in touch regarding an article which you published on [publication] with the title of “[article title]”
This article was written based on research conducted by my client, [business].
It was great to see that the research was of interest, and thank you for the coverage. It was appreciated.
I wondered, however, whether it would be possible for a link to the research to be added within the article or to have the research page
linked and cited as a source? This would enable readers to [demonstrate the editorial value], as well as to provide full credit to my client for
their work.
I’ve included the relevant links below:
Article:
[Article URL]
Research:
[Campaign URL]
If I can help with any questions at all, please do not hesitate to get in touch.
#stateofsearch2021

101. Here’s the email we send to successfully turn mentions into links...
Hi [Name],
I’m getting in touch regarding an article which you published on [publication] with the title of “[article title]”
This article was written based on research conducted by my client, [business].
It was great to see that the research was of interest, and thank you for the coverage. It was appreciated.
I wondered, however, whether it would be possible for a link to the research to be added within the article or to have the research page
linked and cited as a source? This would enable readers to [demonstrate the editorial value], as well as to provide full credit to my client for
their work.
I’ve included the relevant links below:
Article:
[Article URL]
Research:
[Campaign URL]
If I can help with any questions at all, please do not hesitate to get in touch.
A clear intro.
1
#stateofsearch2021

102. Here’s the email we send to successfully turn mentions into links...
Hi [Name],
I’m getting in touch regarding an article which you published on [publication] with the title of “[article title]”
This article was written based on research conducted by my client, [business].
It was great to see that the research was of interest, and thank you for the coverage. It was appreciated.
I wondered, however, whether it would be possible for a link to the research to be added within the article or to have the research page
linked and cited as a source? This would enable readers to [demonstrate the editorial value], as well as to provide full credit to my client for
their work.
I’ve included the relevant links below:
Article:
[Article URL]
Research:
[Campaign URL]
If I can help with any questions at all, please do not hesitate to get in touch.
A clear intro.
1
A ‘thank you’.
2
#stateofsearch2021

103. Here’s the email we send to successfully turn mentions into links...
Hi [Name],
I’m getting in touch regarding an article which you published on [publication] with the title of “[article title]”
This article was written based on research conducted by my client, [business].
It was great to see that the research was of interest, and thank you for the coverage. It was appreciated.
I wondered, however, whether it would be possible for a link to the research to be added within the article or to have the research page
linked and cited as a source? This would enable readers to [demonstrate the editorial value], as well as to provide full credit to my client for
their work.
I’ve included the relevant links below:
Article:
[Article URL]
Research:
[Campaign URL]
If I can help with any questions at all, please do not hesitate to get in touch.
A clear intro.
1
A ‘thank you’.
2
Show the editorial value.
3
#stateofsearch2021

104. Here’s the email we send to successfully turn mentions into links...
Hi [Name],
I’m getting in touch regarding an article which you published on [publication] with the title of “[article title]”
This article was written based on research conducted by my client, [business].
It was great to see that the research was of interest, and thank you for the coverage. It was appreciated.
I wondered, however, whether it would be possible for a link to the research to be added within the article or to have the research page
linked and cited as a source? This would enable readers to [demonstrate the editorial value], as well as to provide full credit to my client for
their work.
I’ve included the relevant links below:
Article:
[Article URL]
Research:
[Campaign URL]
If I can help with any questions at all, please do not hesitate to get in touch.
A clear intro.
1
A ‘thank you’.
2
Show the editorial value.
3
Links for easy reference.
4
#stateofsearch2021

105. Top tips for earning
links from the press...
#stateofsearch2021

106. Top tips for earning links from the press:...
● Learn by doing. Try, fail, analyse, improve.
#stateofsearch2021

107. Top tips for earning links from the press:...
● Learn by doing. Try, fail, analyse, improve.
● Spend time figuring out why other people’s campaigns did or didn’t
work.
#stateofsearch2021

108. Top tips for earning links from the press:...
● Learn by doing. Try, fail, analyse, improve.
● Spend time figuring out why other people’s campaigns did or didn’t
work.
● Remember that it all starts with a great idea.
#stateofsearch2021

109. Top tips for earning links from the press:...
● Learn by doing. Try, fail, analyse, improve.
● Spend time figuring out why other people’s campaigns did or didn’t
work.
● Remember that it all starts with a great idea.
● Think big and don’t be afraid to do something different to everyone
else.
#stateofsearch2021

110. As PRs, we need to work
with journalists and
understand their ways of
working and own
challenges.
#stateofsearch2021

111. 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!