Unlike paid performance marketing, PR content is unpaid and unbiased and therefore more trusted. Digital PR leverages online channels like search engines, social media, blogs, and news media websites. It has the profound power to enhance a brand’s online presence and visibility, and make it stand out among competitors.
In addition to building trust, the aim is to secure quality backlinks on high-DA sites. Think New York Times, Forbes, CNBC, and top trade publications relevant to your niche.
Earned media, also known as press coverage, or more directly ‘getting into the headlines’, raises brand awareness, and improves search engine rankings.
However, when your company is featured positively in the news, it also builds credibility among your target audience because the information in the article is vetted by a respected third party aka, a journalist.
By combining SEO strategies with earned media content, businesses can effectively convey their brand story in a way advertising cannot, attract potential customers, and establish a digital footprint.
Here’s 5 reasons why to consider hiring a PR agency with a solid background in storytelling and earned media, and media relations to help round out your content plan:
Increased Online Visibility: Whether it be a brand or product launch, company news or funding announcement, guest blogging, or integrated PR campaign with a celebrity, Digital PR efforts equate to increased visibility that drives traffic to your website and expands your reach.
Enhanced Credibility and Authority: By securing articles in online publications, your brand can build credibility and authority in your niche and stand out from competitors. Positive press coverage from trusted media outlets can help establish your brand as a thought leader and a go-to resource for press in your industry.
Improved SEO Performance: Digital PR is like a treasure map for your website, leading to valuable backlinks from top-notch third-party digital media sources. These backlinks are SEO gold, signaling to search engines that your site is authentic and boosting your Google rankings. Tip: don’t forget to include keywords into your PR communications!
Brand Reputation Management: Digital media relations also puts you in the driver’s seat to managing your brand’s online reputation. Don’t worry. Not every PR activity has to be a full-blown multi-faceted integrated communications campaign. When packaged up by a PR pro, sharing news of new talent, new employee programs, or awards, are also good ways to keep your brand relevant, while shaping public perception.
Data-Driven Insights: Your efforts are measurable. There are plenty of metrics to indicate if PR is working in your favour such as website traffic, social media engagement, and referral sources.
Overall, integrating PR into your content strategy can supercharge reach and crystallize your brand positioning and messaging, boost online visibility and credibility, and contribute to long-term business success.
