What are the Benefits of Digital PR?
When you begin a digital PR campaign, you’re striving to improve brand awareness and online presence.
A focused campaign can make a big difference in establishing your online identity and what makes your brand unique.Here are some of the ways digital PR can benefit your brand:
- Boost website traffic – Once your brand gets mentioned online more frequently, more people will start to visit your website.
- Improve SEO and search ranking score – When your content is published on high-authority sites that link to your website, your SEO ranking will improve for your target keywords.
- Establish a company as an authority – Publishing high-quality articles on authority sites will improve your reputation as a credible source of information and improve trust.
- Generate earned links – By using digital PR you can get mentions online that are high-quality and earned rather than paid.
- Generate leads and sales – Once your brand is mentioned more frequently, you will generate leads from people who visit your website leading to more sales.
- Improve your brand image and increase trust – Your target audience will begin to hear more good things about your brand and see an increased number of positive customer reviews.
- Easily track success – Unlike traditional PR which was often aimed at a broad audience and hard to measure, using UTMs or tracking parameters you can see how your PR campaign is performing.
- Be cost-effective – The benefit of PR is that it doesn’t need to cost the earth. A simple press release or reach out to an established journalist or blogger could get traction.
How to repurpose your content for PR
Content marketing is an important part of a digital PR campaign. The more your content is shared and found, the more your reputation and status as an authority begin to grow.
Content you have already written can be transformed into different content formats and shared or published on a different platform by repurposing.
For example, a single blog post can be repurposed into several other types of content such as:
- Infographic
- Expanded guest blog
- An article in the local newspaper
- Article in a trade publication
- LinkedIn article
- Social media post
- Short video
In this way, one piece of content can be transformed to serve multiple sources that can be shared to help promote and grow your reputation. It’s not simply rewriting the content, but continue adding value and reinforcing your voice as an authority.
Top tip: Consider other ways to help boost your content such as using local SEO or turning it into a podcast. You can also use Google’s AI-powered Notebook LM tool to create a podcast from existing content – watch this walktrhough to see how.
How to use social media for PR
Few tools are more powerful in a digital PR campaign than social media.
Through social media, you can connect with customers and influencers, study the strategy of your competitors and continually engage in conversations about your niche.
As you continue to write and publish additional quality content, continue to promote it on social media channels and encourage others to share and promote it. Offer value and information that is worth sharing and worth discussing.
Top tips for using social media for PR
Remember, PR is focused on improving your business’s reputation and building trust. The top tips for PR on social media are:
- Integrate PR into other activities: Make sure your PR strategy is integrated with all your social media activity, including keywords and hashtags.
- Integrate offline and online events: Use social media to promote offline and online events before, during, and after the event. Follow-up posts after the event can summarize key points and be shared and commented on.
- Use live tweeting: This can provide commentary and spark interaction around both online and offline events.
- Livestream events: Use social media channels like Instagram Live and LinkedIn Live to host real-time events and create content for future marketing and PR activity.
- Vary the events: Mix the types of events you offer to add value and interest e.g. webinars, podcasts, live streams, etc.
- Co-host: Consider co-hosting events with other businesses or taking part in events specific to your sector to increase reach and impact.
- Connect with others: Make sure you connect with and follow relevant businesses and individuals from events and other PR activities.
- Coordinate with others: Coordinate your social media activity with journalists and partners for all PR campaigns.
- Prepare for a social media crisis: Consider the potential negative impacts of a PR campaign by having a social media crisis management framework in place.
