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Selling yourself short: The value youre not reporting on from your digital pr content marketing - Learn Inbound
The document discusses the limitations of focusing solely on link acquisition in digital PR and content marketing, emphasizing that Google is shifting away from relying on links. It highlights the importance of measuring brand awareness, citations, and overall reputation, as well as the long-term value of content in generating assisted conversions. Key takeaways include improved brand awareness, increased loyalty, valuable citations, and the potential for direct and assisted revenue through effective content strategies.
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Selling yourself short: The value youre not reporting on from your digital pr content marketing - Learn Inbound
- 1. @lauracrimmons #LearnInbound Selling yourselfshort: The value you’re not reporting on from your Digital PR & Content Marketing Laura Crimmons @lauracrimmons #LearnInbound
- 2. @lauracrimmons #LearnInbound D IS C L A I M E R : A lot of what I do is working on strategies to acquire links for clients, but…
- 3. @lauracrimmons #LearnInbound C LI E N T : “And how many links will we get from that?”
- 4. @lauracrimmons #LearnInbound C LI E N T : “So what does the cost per link work out as then?”
- 5. @lauracrimmons #LearnInbound C LI E N T : “Can we make sure all links are above DA 40?”
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- 7. @lauracrimmons #LearnInbound Why shouldn’twe just focus on links?
- 8. @lauracrimmons #LearnInbound Reason #1 Google’strying not to rely on links
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- 10. @lauracrimmons #LearnInbound Reason #2 Linkmetrics are bullshit
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- 17. @lauracrimmons #LearnInbound Reason #3 Chasing00s of links is unnecessary
- 18. @lauracrimmons #LearnInbound Disavowed over halfof link profile Built 20 *good* links
- 19. @lauracrimmons #LearnInbound Digital PR& Content Marketing Links
- 20. @lauracrimmons #LearnInbound Digital PR& Content Marketing =
- 21. @lauracrimmons #LearnInbound So whatshould we focus on, and where’s the value?
- 22. @lauracrimmons #LearnInbound Citations andbrand awareness
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- 28. @lauracrimmons #LearnInbound Satisfies Google’sSearch Quality Raters now Should directly impact rankings in the future
- 29. @lauracrimmons #LearnInbound How canwe measure brand awareness?
- 30. @lauracrimmons #LearnInbound How canwe measure ‘good reputation’?
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- 33. @lauracrimmons #LearnInbound Appear forlong-tail keywords Steal space from competitors
- 34. @lauracrimmons #LearnInbound How dowe measure it?
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- 36. @lauracrimmons #LearnInbound Write contentfor questions people are asking
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- 45. @lauracrimmons #LearnInbound Once ayear purchase
- 46. @lauracrimmons #LearnInbound The valuefrom content comes 6 months down the line…
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- 48. @lauracrimmons #LearnInbound Making directreturns is better…
- 49. @lauracrimmons #LearnInbound But contentis 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. @lauracrimmons #LearnInbound So what’sthe 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
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