6. @lauralhampton / @impressiontalk / impression.tips/brighton2019 6
When every link is
a vote, you have to
get creative.
We started
investing more in
content.
15. @lauralhampton / @impressiontalk / impression.tips/brighton2019 15
The closer our
services become,
the more we have
to compete with
SEOs and
traditional PRs
17. @lauralhampton / @impressiontalk / impression.tips/brighton2019 17
Owned Goals
● Number of links
● Quality of links (DR)
● Topical relevance of links (TF)
● Positioning of links (PR)
SEO
19. @lauralhampton / @impressiontalk / impression.tips/brighton2019 19
Takeaway #1
We need to report on shared
goals as well as owned goals -
which means better
integration with SEO
24. @lauralhampton / @impressiontalk / impression.tips/brighton2019 24
The core benefit of
digital is that it’s
measurable and
tangible.
So reliance on these
metrics makes no
sense for us.
26. @lauralhampton / @impressiontalk / impression.tips/brighton2019 26
AWARENESS
Becomes traffic to core pages to
which you’ve been building links, or
volume of branded search traffic via
Google Search Console
27. @lauralhampton / @impressiontalk / impression.tips/brighton2019 27
VISIBILITY
Becomes share of voice via STAT, or
number of ‘news’ results achieved in
the SERPs
28. @lauralhampton / @impressiontalk / impression.tips/brighton2019 28
SENTIMENT
Is often measured using social media
listening tools, though this only really
works when your campaign has a
social aspect...
30. @lauralhampton / @impressiontalk / impression.tips/brighton2019 30
Takeaway #2
In order to differentiate from
traditional PRs, we need to be
willing to report on their
metrics but make it SMART
31. @lauralhampton / @impressiontalk / impression.tips/brighton2019 31
Digital PR isn’t just a
combo of SEO and
PR… it’s a discipline
in its own right and
we need to evolve it
together
32. @lauralhampton / @impressiontalk / impression.tips/brighton2019 32
User Focused
It’s not just about links
that are topically
relevant to us, but also
about what’s relevant
to them
33. @lauralhampton / @impressiontalk / impression.tips/brighton2019 33
Circles of Focus
workshops allow us to
explore topical
focuses with our
clients and to
prioritise accordingly
34. @lauralhampton / @impressiontalk / impression.tips/brighton2019 34
Make the most of
your assets
Asset-less PR is a
growing trend, but
think it through - are
you missing a benefit
without it?
35. @lauralhampton / @impressiontalk / impression.tips/brighton2019 35
Funnel Campaigns
are all about
recognising the
top-of-funnel value
and encouraging
users through
40. @lauralhampton / @impressiontalk / impression.tips/brighton2019 40
Dream Job Spa Seekers
Spas Near Me
Discounted Spa Products
Vouchers for
entrants
41. @lauralhampton / @impressiontalk / impression.tips/brighton2019 41
Tangible KPIs
relating to
audience building
(remarketing),
engagement and
final conversions
42. @lauralhampton / @impressiontalk / impression.tips/brighton2019 42
Takeaway #3
Our discipline is evolving;
together, we get to decide
where we want it to go - be
measurable, tangible, provable
43. @lauralhampton / @impressiontalk / impression.tips/brighton2019 43
How to get more from digital PR
1. Be better SEOs; report on owned goals as well as
shared goals - integration
44. @lauralhampton / @impressiontalk / impression.tips/brighton2019 44
How to get more from digital PR
1. Be better SEOs; report on owned goals as well as
shared goals - integration
2. Be better PRs; report on the benefits beyond links,
but make it measurable
45. @lauralhampton / @impressiontalk / impression.tips/brighton2019 45
How to get more from digital PR
1. Be better SEOs; report on owned goals as well as
shared goals - integration
2. Be better PRs; report on the benefits beyond links,
but make it measurable
3. Be better marketers; think multi-channel, think
integrated, think user first
46. @lauralhampton / @impressiontalk / impression.tips/brighton2019 46
How to get more from digital PR
1. Be better SEOs; report on owned goals as well as
shared goals - integration
2. Be better PRs; report on the benefits beyond links,
but make it measurable
3. Be better marketers; think multi-channel, think
integrated, think user first
Our discipline is still evolving. We get to choose how.