You may think that Digital PR is just SEO or Content Marketing mixed with PR tactics, however the truth is it’s so much more. At Jam & Spoon we have a number of experts each with their own special set of skills including Design, SEO, PR and even Big Data, Analytics and Statistics.
Digital PR – good Digital PR that is – blends all of these disciplines together to create something that I believe in a few year’s time will be commonplace in the marketing industry – both online and offline.
1) Digital PR has its roots in both technology and creativity
Most people who have worked in, or even know something about marketing will have heard of the term ‘readership’, especially when it comes to newspapers and other print publications. ‘Readership’ is the amount of people who read a certain publication, however these figures are often estimates as even though someone may buy your paper that doesn’t mean they actually read it. Furthermore, it’s hard to tell which parts they read as well as how engaging each article was for the reader.
This is where online marketing comes in handy: by using a number of tools such as Google Analytics, we can tell how many people visited your website, what they read, how long they spent on each page, and which pages they visited subsequently to name a few.
Valuable data such as this not only means Digital PR can provide more accurate reporting capabilities, but also informs future campaigns by knowing what worked, what didn’t and why.
2) Digital PR is becoming well-known amongst journalists
Journalism is one of the oldest professions in theworld, as throughout time there have been people documenting events for others to read both then and now. This means that there are certain skills that journalists have that have spanned hundreds of years, skills that you need to understand in order to create a successful Digital PR campaign.
Saying that, journalists are also great at picking up new technology, especially if it makes their lives easier. Digital PR respects both the ways that journalists have worked for years as well as new tactics that provide benefits for all.
Getting to know journalists is a large part of Public Relations, however with Digital PR there are usually more options as campaigns span both online and offline outlets. Digital PR therefore requires a slightly different approach to traditional PR, as the goals and methodology need to be adapted accordingly for each campaign.
Luckily, we have built strong relationships with a number of journalists who work for some of the largest publications in the country and are at the forefront of their industry. They’re expertise is essential when it comes to ensuring our vision is presented in the best way possible.
3) Digital PR can positively affect your SEO campaign
One thing that Jam & Spoon will never, ever do is what is commonly known in SEO-circles as “link-building”. Even SEO specialists don’t like to use this term anymore as even though links to your website can have a positive affect on your SEO campaign, Google’s guidelines stipulate that links should be earned and not ill-gained, which is why most prefer to use the term “link-earning”.
Digital PR is not just about link earning, it’s about promoting your brand online in a way that benefits your reputation and encourages users and those in your industry to see you as an expert in your field. Yes, if a reputable publication chooses to link to your campaign then this is an added benefit, however it is not the ultimate goal.
At the same time you should be wary of Digital PR companies who splatter-gun your content around the web in the hopes of coverage or a link as this could ultimately have a detrimental affect on your SEO campaign due to poor link quality and duplicate content issues.
This is where Jam & Spoon can help: as we are experts in both PR and SEO we can tailor your campaign to not only achieve coverage (thus satisfying brand awareness KPIs) but also ensure that your SEO campaign is protected at all times.
If anything, this is one of the most important things about Digital PR: it takes into account your entire marketing campaign including all online and offline aspects, creating a holistic strategy with multiple KPIs.
4) What results can Digital PR provide?
As previously mentioned, Digital PR combines the best practices of SEO, Content Marketing and PR, meaning you can benefit from the results of all three. Digital PR has a number of benefits, including:
- Improved Brand Awareness – Reach target customers and industry professionals in the right publications at the right time to achieve better brand authority.
- Professional Website Design – Hosting your campaign content, or even referring to it on your website, ensures visitors will see your company as professional and a leading authority in your industry.
- SEO Benefits – Stay on the right side of Google at all times and be rewarded by a well-rounded strategy with solid foundations.
- Tangible, Accurate Data – By utilising a range of tools we are able to determine how many users saw your campaign as well as how they interacted with it. This data provides a great basis for future campaigns and provides empirical evidence on each campaign’s successes.
Determining the term “Digital PR” is not always easy as it encompasses numerous practices from industries across the marketing and advertising spectrums. However, we believe it is the future of both online and offline marketing, combining the best of both and delivering results from numerous, varied channels.