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Selling yourself short: The value youre not reporting on from your digital pr content marketing - Learn Inbound

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Most people when they’re briefing or reporting on their Digital PR/Content Marketing activity still seem to be focussed solely on links generated. This session will cover the other value this activity adds and how you can demonstrate and leverage it for clients.

Published in: Marketing
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Selling yourself short: The value youre not reporting on from your digital pr content marketing - Learn Inbound

  1. 1. @lauracrimmons #LearnInbound Selling yourself short: The value you’re not reporting on from your Digital PR & Content Marketing Laura Crimmons @lauracrimmons #LearnInbound
  2. 2. @lauracrimmons #LearnInbound D I S C L A I M E R : A lot of what I do is working on strategies to acquire links for clients, but…
  3. 3. @lauracrimmons #LearnInbound C L I E N T : “And how many links will we get from that?”
  4. 4. @lauracrimmons #LearnInbound C L I E N T : “So what does the cost per link work out as then?”
  5. 5. @lauracrimmons #LearnInbound C L I E N T : “Can we make sure all links are above DA 40?”
  6. 6. @lauracrimmons #LearnInbound Got me like…
  7. 7. @lauracrimmons #LearnInbound Why shouldn’t we just focus on links?
  8. 8. @lauracrimmons #LearnInbound Reason #1 Google’s trying not to rely on links
  9. 9. @lauracrimmons #LearnInbound
  10. 10. @lauracrimmons #LearnInbound Reason #2 Link metrics are bullshit
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  17. 17. @lauracrimmons #LearnInbound Reason #3 Chasing 00s of links is unnecessary
  18. 18. @lauracrimmons #LearnInbound Disavowed over half of link profile Built 20 *good* links
  19. 19. @lauracrimmons #LearnInbound Digital PR & Content Marketing Links
  20. 20. @lauracrimmons #LearnInbound Digital PR & Content Marketing =
  21. 21. @lauracrimmons #LearnInbound So what should we focus on, and where’s the value?
  22. 22. @lauracrimmons #LearnInbound Citations and brand awareness
  23. 23. @lauracrimmons #LearnInbound
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  27. 27. @lauracrimmons #LearnInbound
  28. 28. @lauracrimmons #LearnInbound Satisfies Google’s Search Quality Raters now Should directly impact rankings in the future
  29. 29. @lauracrimmons #LearnInbound How can we measure brand awareness?
  30. 30. @lauracrimmons #LearnInbound How can we measure ‘good reputation’?
  31. 31. @lauracrimmons #LearnInbound SERP real estate
  32. 32. @lauracrimmons #LearnInbound Our campaign
  33. 33. @lauracrimmons #LearnInbound Appear for long-tail keywords Steal space from competitors
  34. 34. @lauracrimmons #LearnInbound How do we measure it?
  35. 35. @lauracrimmons #LearnInbound Positions 0 & 4
  36. 36. @lauracrimmons #LearnInbound Write content for questions people are asking
  37. 37. @lauracrimmons #LearnInbound Remarketing campaign traffic
  38. 38. @lauracrimmons #LearnInbound
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  41. 41. @lauracrimmons #LearnInbound Conversions / Sales
  42. 42. @lauracrimmons #LearnInbound
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  45. 45. @lauracrimmons #LearnInbound Once a year purchase
  46. 46. @lauracrimmons #LearnInbound The value from content comes 6 months down the line…
  47. 47. @lauracrimmons #LearnInbound Traffic is good…
  48. 48. @lauracrimmons #LearnInbound Making direct returns is better…
  49. 49. @lauracrimmons #LearnInbound But content is about the assisted conversions… £25k £190k 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 MONTHLY ASSISTED AND DIRECT REVENUE FROM CONTENT
  50. 50. @lauracrimmons #LearnInbound So what’s the value? 1. Improved brand awareness 2. Increased brand affinity/loyalty 3. Valuable citations 4. Demonstration of E.A.T 5. Featured snippets/ extra SERP real estate 6. Traffic ripe for remarketing 7. Direct and assisted conversions – remember the time lag
  51. 51. @lauracrimmons #LearnInbound Thanks Laura.Crimmons@branded3.com @lauracrimmons

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