The modern press release writing process has undergone many changes as companies to try to increase their brand awareness online. Some online tactics which brands have adopted include search engine optimization, content marketing, influencer outreach, and social media.
In order for a company to develop a successful media outreach strategy, they should combine traditional PR (including organic content like press releases, email pitches, etc.) with digital PR strategies that focus on new trends.
In this article, we will look at:
- What is Digital PR & press release link building?
- How to do press release link building
What is Digital PR & press release link building?
Digital PR is a company’s use of online platforms to manage and grow its reputation and brand awareness. PR professionals now focus on a combined approach that includes traditional PR and digital PR to achieve higher readership on online content.
There are many benefits to digital PR. It allows a company to build exposure among their target audience, establish themselves as an authority within their niche, increase referral traffic, boost their SEO, grow their digital footprint, and improve their brand image. By getting quality content published on high authority websites, a company can establish itself as a thought-leader. Being recognized by quality sites also boosts their SEO, which is one of the most fundamental ranking factors for Google.
Ultimately, link building and backlinks play a significant role in a company’s ability to earn media coverage.
How to do press release link building
Link building can be both external and internal with a company’s content. It can be the process of acquiring hyperlinks from other websites and content. Likewise, it can include inbound links when distributing owned media. Press release link building is an effective way to repurpose content that a company has already created for traditional PR and distribute it digitally.
For companies and individuals with experience in link building and SEO, the most challenging part of press release link building is creating engaging PR content that will be liked and read by their target audience. Understanding the digital trends is important, but it all boils down to content. A company needs to start with quality content that is newsworthy. It needs to be fresh and new to generate interest among journalists, media outlets, and their target audience.
Some companies already have someone to do their press releases in-house. However, those that do not can hire PR professionals to do it for them. PR agencies, like Pressfarm, not have experience in link building and SEO, but they will also help companies create the content necessary for an effective PR strategy. The team of experts at Pressfarm craft everything including an email pitch, a press release, and a press kit with the company’s information. With this content, they help companies optimize their content for SEO. Finally, they provide access to a PR database of over 75,000 journalists from different industries to find their perfect media match.
Once a company has gone through the process of creating a press release, it is time to optimize it for the web. When going through this process, some things that a company should do are:
1) Make sure there are headings and sub-headings
2) Use bullet points to make information clear
3) Always include contact information and links to owned media
4) Use popular keywords which people use
The next step would be to launch and distribute the press release. They should distribute their press release to other media outlets, websites, and networks that already have similar content about their industry. Distributing a press release to media outlets needs to be be the first step for startups and entrepreneurs because they have little to no media exposure yet. If a company already has a decent amount of exposure, they can launch their press release on their owned media first, whether on their website, social media platforms, or newsletters.
To distribute effectively, companies need to find journalists and media outlets that fit their industry and topic. This means that they need to put in the time and effort to compile a media list of target journalists. Companies that decide to outsource this task databases that PR agencies such as Pressfarm provide. These databases are a source of contact information for reporters, journalists, and other publishers that would be interested in a brand’s story. Once they have built a media list, companies should begin their relationship with the journalist by sending an initial email pitch that is concise, but also contains essential details and information.
Another way to distribute news content is through social media sites. It is essential that the news being shared offers distinct value. Distributing on these platforms can work well. However, companies will need to tailor it to the social community. This is because this audience is usually suspicious of formal marketing communications. On the other hand, these people respond well to creative, alternative ways of communicating.
This part of the process is essential to earn links back to a company’s website and content. If a journalist or media outlet chooses to take on the story, they will either copy the press release to their website or create their content with the information provided. Every website, publication, and other media that publish content about the company gives them a higher chance of ranking high in search engines.
Some mainstream news publications do not accept outbound links, but some do. It doesn’t hurt to ask. If a journalist uses a company’s story, then the company should ask if the journalist would link back to their website.
Another step that needs to be taken with link building is analyzing its metrics. The metrics help a company judge the value of a potential link, assess whether they should continue with it or use different keywords, and how many resources they should put in. Online press releases can be hard to track effectively, but as long as a company is consistent in how they report, they will have a better idea of their performance.
The main Key Performance Indicators (KPIs) are; inbound links from quality sites, social bookmark links, and visits/sign-ups and sales. Some metrics to analyze should be; domain strength, page strength, anchor text, number of links, linking roots domains, the relevance of the linking page, and position of links on the page.
It’s important to remember that even a well-written press release may get little to no coverage. That is not the company’s fault. Instead of losing hope, the company can find ways to adapt their press release to get media attention. Companies can carry on this process multiple times in different ways until they can achieve great results.
Digital PR has changed the way that PR professionals and companies attempt to obtain media attention. While original content may remain the same, the distributed platforms have switched from traditional media like television, newspaper, and magazines to blogs, websites, and other online platforms. Link building is a chance for companies to optimize their existing content to boost their search engine optimization (SEO) and reach a larger target audience.
Companies may know how to do link building for SEO but find it time-consuming to compile all the necessary information to create an effective press release. For that reason, PR agencies like Pressfarm are there to help with all aspects of traditional and digital PR. They will create the content necessary to get the word out there, they will help optimize this content for SEO, and they will provide a PR database for companies to find their perfect media match.