How to Enhance Your Brand With Creative Digital PR Campaigns
When it comes to content marketing and link building, you’ve probably heard a lot of content creators talking about digital PR. Wondering exactly what digital PR is and what the benefits are? We’re here to talk you through the entire process, and explain exactly why you should be creating digital PR campaigns to enhance your brand and build high-quality links.
What Is Digital PR?
To put it simply, digital PR consists of creating stories that the media (in particular press) want to link to. The benefits of this, are:
- Grows brand awareness and visibility online
- Increases traffic to your site
- Helps strengthen your site’s authority
- It helps you target your specific audiences
- Allows you to build strong and authoritative links
- It can work alongside a wider social media strategy
The Psychology Behind Digital PR Success
Before you begin your ideation process, there are many different things to consider. What are the objectives of this piece of content? Do you want to reach a certain audience? Do you want to increase sales to a particular product?
Once you have decided this, it is worth thinking about what emotional response you want to achieve with your campaign. Do you want to create something shocking that will generate social media buzz, or are you wanting to draw attention to an important and serious subject in a creative and engaging way?
Research into successful digital PR campaigns has shown that campaigns that evoke certain emotions, tend to have a higher success rate in terms of links and coverage achieved. This clearly indicates how important the message of your campaign is, as well as the way the target audience is likely to respond to it. The top emotions revealed were:
If these emotions tie into your brand’s persona and the message you want to share, it is worth brainstorming for content ideas around this area.
[Research and tweet credit - @abbychinery]
Idea Generation: Where to Look For Inspiration
Coming up with creative ideas can be difficult, especially if your business sits in a specific or niche market. However, there are plenty of ways you can come up with campaign ideas that are relevant to you and your brand, without them being directly related to your products or what service you sell.
For example, if you are a business that sells cars, you don’t have to create content based solely on cars. You can look at transportation, travel, the environment, commuting, the cost of fuel by country - there are many different avenues you can explore that would still remain on-brand and relevant to your business while targeting the right audience.
The less ‘salesy’ a campaign is, and the more creative the story, the more likely a journalist is to cover it, which is why it is often wise to move away from a product or service-specific pitch.
If you think outside the box, not only will you get better results, but you have a higher chance of being featured in the media. This will get people talking about your brand and will create a brand reputation that is memorable. Think about brands that do great advertising and more often than not they don’t tend to just talk about their product with their marketing, they create a persona and build stories that are engaging. That is how digital PR works.
There are many places you can find inspiration online, we’ve listed some useful resources below to get you started.
- Content Curated - an industry newsletter featuring the best creative campaigns
- Digital PR Examples - a Twitter account that shares some great digital PR work for inspiration
- The Weekly PR - a weekly newsletter highlighting inspiring campaigns as well as useful digital PR resources and articles
The Recipe for a Strong Digital PR Campaign
There are certain elements that are consistent in successful digital PR campaigns. The two main things to keep in mind are having a strong, relevant story and being able to execute it effectively at the right time.
In addition to these two factors, you also need to consider the below to ensure your campaign has the highest chance of success:
- Is the idea likely to be featured in your target publications?
- Will it reach your target audience? What are they reading?
- Is the idea easy enough to achieve? Do you have the budget/time/resources and can you easily collect any data required?
- Is the topic evergreen or topical?
- Can you tie in your campaign with an upcoming news event or date?
- Can you utilise any product sales data to sell or support your story?
- What type of content are your competitors creating?
- What are recurring topics within your industry?
Once you have validated your idea, you then need to:
- Put a strategy plan in place of how you are going to execute it
- Next, you need to create the asset or blog piece and create a dedicated landing page or blog post for this
- You need to identify which publications you want to target and build your media list based on this
- Finally, you need to write a strong press release or pitch that is likely to catch the journalist’s attention and sell the story
- Don’t be afraid to think creatively and try something new
- Consume the news and keep up to date with what is topical
- Don’t forget about evergreen topics (these are topics that never date and are always relevant) - but, is there a new angle you can take on an evergreen topic to make it more interesting?
- Follow inspirational brands or digital PR on social media
- Keep up to date with what your competitors are doing
- Utilise sales/product data where possible to create stories
- Dedicate time and effort to digital PR and you’re bound to see some great results - set yourself some link objectives or publications that you would love to be featured in, and work towards achieving this. You will soon get an idea of the kind of content certain sites are interested in, and you can then adapt your campaigns based on this!
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