6 questions to ask to keep your Digital PR campaigns hyper-relevant
If you’re solely focused on link numbers, it can be tempting to create broad-reaching digital PR campaigns that have mass appeal but little relevance to your brand. Blanket-targeting any publications that could possibly pick up your content is a wasted opportunity. You will see a greater return on investment if you focus on creating hyper-relevant digital PR campaigns, in the right places.
The importance of relevancy in Digital PR
Google uses link and content relevancy as one of many factors in understanding your brand and website. Relevancy plays a key role in how your site ranks in Google, so it’s crucial to outreach to the right publishers with the right content. This means you are more likely to get In front of the right audience, at the right time, with the right message – which ultimately results in a greater chance of impacting the bottom line.
We’ve compiled the top 6 questions to ensure your digital PR campaigns are hyper-relevant.
- Is the publisher relevant to your audience?
Digital PR ideation should always start with the target publishers in mind. Consider whether the publication you are approaching is relevant to your audience. A food publisher that focuses on budget meal prep isn’t going to be relevant for a kitchenware brand whose products start at £250+. Choosing publishers where your audience is active not only results in a relevant link back to your site, but also ensures your content and brand gets in front of people that would want to purchase your product or services.
- Is the content relevant to your audience?
The content itself also needs to be relevant to your audience. Sometimes what you feel is relevant to your brand, won’t always be relevant to your target audience. Talking about a shortage in stainless steel isn’t necessarily something buyers of your cutlery sets will care about. Tenuous content builds tenuous links. Sticking to topics that are relevant to your target demographic will naturally help you target more relevant publishers, and therefore traffic.
- Is it relevant for your brand to be talking about this?
Consider whether it is natural for your brand to be talking about a particular topic. If you are a trusted authority on a subject, you will have a greater chance of newsjacking trending issues or being picked up in the press for comments and industry opinion. Shoehorning irrelevant campaigns into the mix will only gain irrelevant links and irrelevant traffic.
- Is it relevant to the current media landscape?
Just because it’s a relevant topic for your brand to talk about, doesn’t necessarily mean it’s a relevant time to talk about it. Content from energy provider, OVO, sparked backlash after encouraging people to save on rising energy costs by simply wearing more jumpers. Be aware of creating tone-deaf content that is not appropriate or timely given the current news agenda. If the media or industry landscape is in flux, immediately review your brand’s message house to see whether what your brand wants to communicate is still relevant.
- Is the topic relevant to the target publisher?
As well as considering your own audience, you should consider the audience of your target publications. You may know that your target demographic reads the Daily Mail, but their readership demographics will naturally be much broader than this. You must consider how relevant the content topic is to the publisher’s audience.
- Is the content relevant to your overall objective?
Always consider your underlying message or objectives. What action do you want your audience to take after reading your content? Do you want them to visit further content on your site to help move them through the sales funnel? Do you want to encourage them to purchase a particular product? If so, you may wish to build links back to deeper product pages if they are relevant to your story.
If you are looking to create more relevant Digital PR campaigns that impact more than just link metrics, get in touch with our team today.
About the author:
Kira is Head of Digital PR at CreativeRace. She specialises in digital PR and content marketing strategy to drive powerful media coverage, high authority link acquisition, relevant traffic and engagement. Kira is a previous winner of Best Website at the BBC Journalism Awards.