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James Brockbank - Managing Director & Founder
HOW TO TURN
BRAND MENTIONS INTO LINKS
Have you ever landed coverage from a top-tier
publication only to find there’s no link?
Over the past 12 months, I’ve landed coverage
from publications such as these...
Landing coverage doesn’t always result in a
link...
With the right tactics, even the world’s biggest
publications will add in links...
Link reclamation is a quick win tactic which we
should all be using.
I turned to Twitter to find out how many SEOs
and PRs are actively trying to turn brand
mentions into links and found that...
Less than half of us layer link reclamation onto
every campaign...
Today, we’ll cover... 1.	What makes journalists link.
Today, we’ll cover... 1.	What makes journalists link.
2.	Where to find unlinked
brand mentions.
Today, we’ll cover... 1.	What makes journalists link.
2.	Where to find unlinked
brand mentions.
3.	 When to reach out and
...
Today, we’ll cover... 1.	What makes journalists link.
2.	Where to find unlinked
brand mentions.
3.	 When to reach out and
...
Today, we’ll cover... 1.	What makes journalists link.
2.	Where to find unlinked
brand mentions.
3.	 When to reach out and
...
WHAT MAKES JOURNALISTS LINK?
Last month, I spoke to 50 journalists about
their linking practices...
Only 31% of journalists consistently link out
when they mention a brand in an article...
65% of journalists only link out when it ‘adds
editorial value’...
To journalists, editorial value means
additional data & stories...
We need to be asking ourselves what the
editorial value of our campaigns is...
WHERE TO FIND UNLINKED BRAND
MENTIONS
Our internal data shows that the chance of
success doubles when we reach out on the
same day as publication.
Stop relying on tools; most won’t pick up
mentions quick enough.
Before you begin active outreach on a
campaign, set up a Google Alert...
Use ‘[brand] + [campaign keyword]’...
When coverage only includes a brand mention,
it’s time to reach out and ask for a link...
WHEN TO ASK FOR A LINK
A journalist doesn’t owe you a link, even if
they mention your brand in an article...
You need to know when you should, and
shouldn’t ask for a link...
You might think I’m joking...
If a link wouldn’t add editorial value, you
usually shouldn’t reach out...
We revealed how Kim Kardashian earns the average
UK salary in 6 and a half hours...
And how the world’s richest pet is a dog worth
$375million...
Editorial value is simply whether or not
a reader would find anything interesting or
useful if they clicked the link...
“I’m normally happy to link to a page containing ‘extra value’.
“But not to a general brand homepage.
“Our readers sometim...
WHO TO CONTACT
Consider a 3-tiered approach...
“A PR emailed literally everyone in our company, they used
every email they could find in the company to send the same
ema...
A PROVEN EMAIL FORMAT
You need to make it as little work as possible
for someone to add in your link...
This is the email format that works for us...
This is the email format that works for us...
1
1 A clear intro...
This is the email format that works for us...
1
1
2
2
A clear intro...
A ‘thank you’...
This is the email format that works for us...
1
1
2
2
3
3A clear intro...
A ‘thank you’...
Show the editorial value...
This is the email format that works for us...
1
1
2
2
3
3
4
4
A clear intro...
A ‘thank you’...
Show the editorial value.....
Download the email template here:
http://bit.ly/link-reclamation-template
You need to quickly and simply demonstrate
value at all stages...
THANK YOU!
@BROCKBANKJAMES
JAMES@DIGITALOFT.CO.UK
01539 766244
How To Turn Brand Mentions Into Links [Learn Inbound 2019]
How To Turn Brand Mentions Into Links [Learn Inbound 2019]
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How To Turn Brand Mentions Into Links [Learn Inbound 2019]

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Have your digital PR campaigns landed coverage which contains only an unlinked brand mention, but no link? My session from Learn Inbound 2019 looks, step by step, at how you can use link reclamation with great success!

Published in: Marketing
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How To Turn Brand Mentions Into Links [Learn Inbound 2019]

  1. 1. James Brockbank - Managing Director & Founder HOW TO TURN BRAND MENTIONS INTO LINKS
  2. 2. Have you ever landed coverage from a top-tier publication only to find there’s no link?
  3. 3. Over the past 12 months, I’ve landed coverage from publications such as these...
  4. 4. Landing coverage doesn’t always result in a link...
  5. 5. With the right tactics, even the world’s biggest publications will add in links...
  6. 6. Link reclamation is a quick win tactic which we should all be using.
  7. 7. I turned to Twitter to find out how many SEOs and PRs are actively trying to turn brand mentions into links and found that...
  8. 8. Less than half of us layer link reclamation onto every campaign...
  9. 9. Today, we’ll cover... 1. What makes journalists link.
  10. 10. Today, we’ll cover... 1. What makes journalists link. 2. Where to find unlinked brand mentions.
  11. 11. Today, we’ll cover... 1. What makes journalists link. 2. Where to find unlinked brand mentions. 3. When to reach out and ask for a link.
  12. 12. Today, we’ll cover... 1. What makes journalists link. 2. Where to find unlinked brand mentions. 3. When to reach out and ask for a link. 4. Who to contact.
  13. 13. Today, we’ll cover... 1. What makes journalists link. 2. Where to find unlinked brand mentions. 3. When to reach out and ask for a link. 4. Who to contact. 5. A proven email format
  14. 14. WHAT MAKES JOURNALISTS LINK?
  15. 15. Last month, I spoke to 50 journalists about their linking practices...
  16. 16. Only 31% of journalists consistently link out when they mention a brand in an article...
  17. 17. 65% of journalists only link out when it ‘adds editorial value’...
  18. 18. To journalists, editorial value means additional data & stories...
  19. 19. We need to be asking ourselves what the editorial value of our campaigns is...
  20. 20. WHERE TO FIND UNLINKED BRAND MENTIONS
  21. 21. Our internal data shows that the chance of success doubles when we reach out on the same day as publication.
  22. 22. Stop relying on tools; most won’t pick up mentions quick enough.
  23. 23. Before you begin active outreach on a campaign, set up a Google Alert...
  24. 24. Use ‘[brand] + [campaign keyword]’...
  25. 25. When coverage only includes a brand mention, it’s time to reach out and ask for a link...
  26. 26. WHEN TO ASK FOR A LINK
  27. 27. A journalist doesn’t owe you a link, even if they mention your brand in an article...
  28. 28. You need to know when you should, and shouldn’t ask for a link...
  29. 29. You might think I’m joking...
  30. 30. If a link wouldn’t add editorial value, you usually shouldn’t reach out...
  31. 31. We revealed how Kim Kardashian earns the average UK salary in 6 and a half hours...
  32. 32. And how the world’s richest pet is a dog worth $375million...
  33. 33. Editorial value is simply whether or not a reader would find anything interesting or useful if they clicked the link...
  34. 34. “I’m normally happy to link to a page containing ‘extra value’. “But not to a general brand homepage. “Our readers sometimes think they’re being duped into reading an advertorial in disguise. And links to a homepage strengthen their suspicion.” Travel Editor -
  35. 35. WHO TO CONTACT
  36. 36. Consider a 3-tiered approach...
  37. 37. “A PR emailed literally everyone in our company, they used every email they could find in the company to send the same email saying we had an error. We linked to their homepage, not their campaign page. “All day I got emails sent to me from people in LP in the UK, in the US, in Australia saying there is an error in a story you published. This just means that we will never report anything on their client again.” Online Editor -
  38. 38. A PROVEN EMAIL FORMAT
  39. 39. You need to make it as little work as possible for someone to add in your link...
  40. 40. This is the email format that works for us...
  41. 41. This is the email format that works for us... 1 1 A clear intro...
  42. 42. This is the email format that works for us... 1 1 2 2 A clear intro... A ‘thank you’...
  43. 43. This is the email format that works for us... 1 1 2 2 3 3A clear intro... A ‘thank you’... Show the editorial value...
  44. 44. This is the email format that works for us... 1 1 2 2 3 3 4 4 A clear intro... A ‘thank you’... Show the editorial value... Links for easy reference...
  45. 45. Download the email template here: http://bit.ly/link-reclamation-template
  46. 46. You need to quickly and simply demonstrate value at all stages...
  47. 47. THANK YOU! @BROCKBANKJAMES JAMES@DIGITALOFT.CO.UK 01539 766244

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