Nicole's thoughts
A winning PR strategy: why online coverage is about more than just quality content
This week I’ve seen an interesting mixture of articles regarding the role SEO will play in 2013, and the progression of the concept of content marketing.
Like all heated topics that are written by both new and seasoned experts, these articles stir up a lot of emotions. Why? Because believe it or not, SEO affects everyone!
The evolution of search marketing – and the relevant content produced to support it – will always be questioned and evaluated as we continue to move away from traditional SEO and look more toward tailoring content for users and not search engines.
It is therefore vital that every campaign contains a winning PR strategy, which many overlook. While quality content is a major contributor to the success of a project, the strategy will ensure there is natural pickup.
Here are my tips for a winning strategy:
1. Have you identified the overall goal of the campaign?
We all want our content to appear on the front page of Mashable but realistically, this is probably unlikely. However, by evaluating the goals of the campaign at the beginning, which should be set forth by all involved, you have a better chance of seeing them through.
Keep in mind that what works for one campaign will not necessarily work for others. Obviously the ultimate goal is to see a significant increase in rankings and bring your client up on the SERPs, but remember that this takes time. Rome was not built in a day!
2. Find relevant online communities and build an idea around them!
I’ve had the privilege of being part of some very successful campaigns and any time someone asks how we did it, I always recommend the above tip. The online world is volatile at the best of times so it is extremely important to search for the communities that will support your idea and the coverage you desire.
Create a list of blogs, publications and specialist sites that are not only relevant to your client’s brand but to their industry. You should be as well versed with competitors, communities and online mentions as your client is.
3. The best defence is a good offence
I am a huge proponent of a strong offence, which in this case should be your outreach. Before you approach any publication or site you should have rehearsed what and how you are going to pitch your idea. Keep in mind that journalists, especially in the national press, receive hundreds of emails a day, so a phone call is usually the best way to reach them first.
Otherwise your email just gets pushed down to the bottom of the stack. It is also useful to introduce yourself to build up a rapport – you will probably be contacting them again at some point. Therefore, a phone call, even if it is only for 30 seconds, is beneficial. In the event that you do not receive coverage, asking for feedback (your defence) will help you when you sit down to evaluate the campaign.
Hopefully these tips will prove useful for your next campaign. Whether this is your first or 50th campaign, a strong PR strategy will always work in your favour.
