Another great presentation at the recent MKGO 2 in Milton Keynes

1. 3 steps to getting high-quality link coverage
Livi Wilkes

2. @LiviWilkesPR
#MKGO
Livi Wilkes
How to use digital PR techniques to secure
high-quality link coverage in 3 steps

3. Digital PR often takes the backseat,
but it shouldn’t

5. Quality content + time + effort =
media coverage with SEO benefits

6. 3 steps to getting high-quality link coverage
in 15 minutes...
Let’s go!

7. Step 1: Creating content

8. Link-worthy content can take
many different forms

13. It’s not about the format, it’s
about the story you’re telling

14. It might work for another brand,
but will it work for yours?

15. Think…
❏ End goal
❏ Industry
❏ Competitors
❏ Budget

16. Use a content creation checklist to
increase your chance of success

17. ❏ Is it relevant to your brand?
The Content Creation Checklist

18. ❏ Is it relevant to your brand?
❏ Is it relevant to current events?
The Content Creation Checklist

19. ❏ Is it relevant to your brand?
❏ Is it relevant to current events?
❏ Are you offering something new?
The Content Creation Checklist

20. ❏ Is it relevant to your brand?
❏ Is it relevant to current events?
❏ Are you offering something new?
❏ Are you trying to simply visualise a blog post or a list
post?
The Content Creation Checklist

21. The Content Creation Checklist
❏ Is it relevant to your brand?
❏ Is it relevant to current events?
❏ Are you offering something new?
❏ Are you trying to simply visualise a blog post or a list
post?
❏ Do people really, truly care? Or just you?

22. There’s a difference between a
good idea and a good idea that
gets links

23. Step 2: Tell a story

24. “When is the last time you went to dinner and said ‘Let
me tell you about this data’? No one does that. They
say ‘Let me tell you a story…’”
- Steve Clayton, Chief Storyteller, Microsoft

25. What has telling a story got to do
with building links?

26. Help the journalist write the story
The pitch….

27. Help the journalist write the story
The fnal article….
The final article….

28. Step 3: Outreach

29. This is what everything that you’ve done so
far has been leading up to…
No pressure!

30. Journalists get a lot of emails…

31. ...so your pitch needs to stand out

32. Here’s how we do it at Aira...

33. Find the most relevant person at each publication

35. Have a bloody good pitch

36. Use emojis
Have a bloody good pitch

37. Personalise your pitch
Use emojis
Have a bloody good pitch

38. Have a bloody good pitch
Start your story
Personalise your pitch
Use emojis

39. Your news hooks
Start your story
Personalise your pitch
Use emojis
Have a bloody good pitch

40. Give them everything they might need
Your news hooks
Start your story
Personalise your pitch
Use emojis
Have a bloody good pitch

41. Don’t be a one pitch wonder
Follow up on every pitch you
send

42. Base how quickly you follow up on the
type of publication you’re pitching to

43. Base how quickly you follow up on the
type of publication you’re pitching to
vs.

44. Some journalists may need a longer time between pitch and follow-up
email...

45. But it’s never a waste of time...

46. https://www.awarenessdays.com/awareness-days-calendar/

48. There isn’t a ‘stop’ point for
outreach

49. Let’s recap...

50. Let’s recap...
1. Choose the right content format for your goals

51. 1. Choose the right content format for your goals
2. Outreach prep should be seen as the foundation for your
link-building strategy
Let’s recap...

52. 1. Choose the right content format for your goals
2. Outreach prep should be seen as the foundation for your
link-building strategy
3. Outreach doesn’t stop - focus on evergreen content and
make sure you follow up
Let’s recap...

53. Link building needs time, not a
massive budget, to be successful
And if you take one thing away from this?

54. Thank you! Any questions?
(Or you’ll be able to find me at the bar afterwards!)