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 Links
Root
Domains
Trust Flow
Citation
Flow
External
backlinks
Referring
Domains
Global
Rank
Domain
Rating
Backlinks
Referring
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% 47,850
Competitor 2 Competitor2.com 79 746 166 63 48 317,073 5,243 24,477 63 477,915 5,533 22.4% 36,754
Competitor 3 Competitor3.com 65 100 46 44 38 61,730 2,361 81,789 59 1,447,587 2,559 16.7% 27,442
Competitor 4 Competitor4.com 50 120 23 32 31 65,001 459 709,631 52 45,000 549 10.9% 17,851
Client Client.com 64 147 37 33 44 114,963 2,548 65,245 59 306,670 2,973 5.0% 8,187
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) Nationals
Magazines /
top tier
sites
Regionals Trade Blogs
Promotion Plan
Social seeding
CRM blast

PAID
MEDIA
Facebook
Twitter
Instagram
StumbleUp
on
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
Coverage
Links
Tweets/FB posts
Outcomes:
Increase in sales
Increase in brand
awareness

Focus on Outcomes NOT Outputs
Outputs:
Press Releases
Coverage
Links
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 Principles
1. Importance of Goal Setting and Measurement
2. Measuring the Effect on Outcomes is Preferred to Measuring Outputs
3. The Effect on Business Results Can and Should Be Measured Where Possible
4. Media Measurement Requires Quantity and Quality
5. AVEs are not the Value of Public Relations
6. Social Media Can and Should be Measured
7. Transparency and Replicability are Paramount to Sound Measurement

On-site KPIs
Engagement stats
• Amount of traffic/page views
• Avg time on page
• Bounce rate
• Social shares
SEO stats
• Visibility
• Rankings for core terms

Off-site KPIs
Engagement stats
• # links
• # pieces of coverage
• # influencers engaged

How to find conversions from PR
Click 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

60
Pieces of coverage driving
7,000
Referrals which became
65
Enquiries 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

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