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@purelinq | @_kevinrowe
www.purelinq.com @_kevinrowe | @purelinq
krowe@purelinq.com
Digital PR Link Building:
How to Build 100s of Digital PR Links
Kevin Rowe, Founder & CEO
#SEJWebinar
@purelinq | @_kevinrowe
www.purelinq.com @_kevinrowe | @purelinq
krowe@purelinq.com
- Founder 10+ companies, 3 in SEO & PR
- Founder & Head of Strategy: PureLinq
- Integrated marketing communications
- Enterprise SEO, PR, analytics since 2009
- Built & scaled SEO teams of over 100 marketers
Kevin Rowe
LinkedIn
#SEJWebinar
@purelinq | @_kevinrowe
www.purelinq.com @_kevinrowe | @purelinq
krowe@purelinq.com
What is PureLinq
Digital PR for SEO
How we do digital PR
Expert commentary: Comment on trending
topics in the media.
Data campaigns: Create unique research
that can enhance journalist stories.
● Public data sets:
● Crawls:
● Surveys:
#SEJWebinar
@purelinq | @_kevinrowe
www.purelinq.com @_kevinrowe | @purelinq
krowe@purelinq.com
Techniques
The Digital PR for SEO Strategy
Data Campaigns
Unique research and
data visualization
Thought Leadership
Expert commentary and
guest contributions
Reactive PR
Trend monitoring and
topic pitching
Secure links and brand mentions from press, blogs, and podcasts
Inbound PR
On-page content optimize
for journalists
#SEJWebinar
@purelinq | @_kevinrowe
www.purelinq.com @_kevinrowe | @purelinq
krowe@purelinq.com
How we got here
B2B SaaS
Cyber security
CPG
Travel & Hospitality
Universities
Online training
Insurance
Banking
B2B services
Payday loans
Gambling
eCommerce
Real estate
Much more…
Some niches
Our Experience
#SEJWebinar
@purelinq | @_kevinrowe
www.purelinq.com @_kevinrowe | @purelinq
krowe@purelinq.com
● A 30-day roadmap to get your first digital PR
link & mention
● How to create a data campaign that
journalists can’t resist
● How to use ChatGPT for ideation
What We’ll Discus
#SEJWebinar
@purelinq | @_kevinrowe
www.purelinq.com @_kevinrowe | @purelinq
krowe@purelinq.com
Why PR for SEO?
https://www.cnbc.com/2015/01/13/facebook-knows-you-better-than-your-f
amily.html
Facebook Likes Analysis (2015)
10 likes more accurately predict a person’s
personality than a work colleague.
70 likes, it could know more about someone
than their friends,
150 likes it would be more knowledgeable than
a family member.
300 likes it could determine your personality
better than a spouse,
#SEJWebinar
@purelinq | @_kevinrowe
www.purelinq.com @_kevinrowe | @purelinq
krowe@purelinq.com
Why PR for SEO?
#SEJWebinar
@purelinq | @_kevinrowe
www.purelinq.com @_kevinrowe | @purelinq
krowe@purelinq.com
Training: Integrated PR & SEO
Buyer journey map: How to create a map of
customers UVPs and touchpoints to take action.
PR & SEO Funnels: Media to search engine to
website funneling.
Driving brand search: How to get an audience to
search for your company.
PR topic tours: Identify topical categories to earn
links and mentions.
PR-SEO Enablement: Creating assets for an
integrated team.
New measurement: Integrated measurement not
channel performance.
101 Introduction:
4 week email course
Mini MBA for
Marketing Leaders:
Weekly email +
webinars
#SEJWebinar
@purelinq | @_kevinrowe
www.purelinq.com @_kevinrowe | @purelinq
krowe@purelinq.com 11
How it works
#SEJWebinar
@purelinq | @_kevinrowe
www.purelinq.com @_kevinrowe | @purelinq
krowe@purelinq.com
Market research reports:
Public data:
Crawlers:
Examples
#SEJWebinar
@purelinq | @_kevinrowe
www.purelinq.com @_kevinrowe | @purelinq
krowe@purelinq.com
Examples
#SEJWebinar
@purelinq | @_kevinrowe
www.purelinq.com @_kevinrowe | @purelinq
krowe@purelinq.com
2019 2020 2021 2022 2023
Data Storyline
US outsourcing to mexico
#SEJWebinar
@purelinq | @_kevinrowe
www.purelinq.com @_kevinrowe | @purelinq
krowe@purelinq.com
Unique research: Primary or secondary
data that tells a unique story.
Expertise: Individual or company
expertise. People, process, technology.
Trending: Long-term or short-term
trending events, people, topics.
Overview
#SEJWebinar
@purelinq | @_kevinrowe
www.purelinq.com @_kevinrowe | @purelinq
krowe@purelinq.com
Importance of Research
#SEJWebinar
@purelinq | @_kevinrowe
www.purelinq.com @_kevinrowe | @purelinq
krowe@purelinq.com
Importance of Expertise
#SEJWebinar
@purelinq | @_kevinrowe
www.purelinq.com @_kevinrowe | @purelinq
krowe@purelinq.com
– Cision 2023 State of the Media Report.
Importance of Trends
#SEJWebinar
@purelinq | @_kevinrowe
www.purelinq.com @_kevinrowe | @purelinq
krowe@purelinq.com
How it Works: Concept
Trends
& Story
Unique
Research
List &
Pitch
Topical
Expertise
Identify your
topical areas
of expertise
Monitor and
analyze media
trends
Conduct unique
research
Pitch unique
hooks to media,
blogs, podcasts
Customer
Journey
Map the
buyer’s journey
Design Thinking
#SEJWebinar
@purelinq | @_kevinrowe
www.purelinq.com @_kevinrowe | @purelinq
krowe@purelinq.com
PR Topic Tour
#SEJWebinar
@purelinq | @_kevinrowe
www.purelinq.com @_kevinrowe | @purelinq
krowe@purelinq.com 21
30 Day Roadmap
#SEJWebinar
@purelinq | @_kevinrowe
www.purelinq.com @_kevinrowe | @purelinq
krowe@purelinq.com
Week 1 Week 2 Week 3 Week 4
Trends & Story
Research
List building
Pilot & Scale
Expertise &
Customer journey
1 Month Roadmap
#SEJWebinar
@purelinq | @_kevinrowe
www.purelinq.com @_kevinrowe | @purelinq
krowe@purelinq.com
Test & Scale
05
● Storylines
● Sources
● Techniques
04
● Thought leadership
● Journalists & editors
● Podcasts
Unique Research
03
● Public data
● Crawl
● Survey
Trends & Story
02 ● Long-term or short-term media trends
● Storyline related to trends & expertise
Expertise & Customer Journey
01
● Individual or company expertise
● Pains, gains, taks, questions, and touchpoints
● Awareness, consideration, buy
List & Pitch
Digital PR Workflow
#SEJWebinar
@purelinq | @_kevinrowe
www.purelinq.com @_kevinrowe | @purelinq
krowe@purelinq.com 24
Expertise &
Customer Journey
01
Individual expertise: What are the areas of expertise for internal
experts?
● C-suite
● Engineers
● Sales and marketing
Company expertise: What products, technologies, processes does the
company have?
● Your own product/services.
● Special technologies that solve problems
● Processes that help a specific audience
#SEJWebinar
@purelinq | @_kevinrowe
www.purelinq.com @_kevinrowe | @purelinq
krowe@purelinq.com 25
Expertise &
Customer Journey
01
Stages of the Buyer’s Journey: Awareness, Consideration, Decision… (optional: Retention, and
Advocacy)
Pains, Gains, Workflows:: Highlights challenges or problems customers face along the journey,
as well as the workflows that they experience these pains or gains around.
Questions: Captures the questions and motivations of the customer at each stage, providing
insights into what content they need.
Customer Touchpoints: Identifies the various points customers go to learn about the topic,
such as blogs search engine keywords, podcast, or press.
Customer Actions: Describes what the customer is doing at each stage, like researching
products online, discussing options with friends, or writing a product review.
#SEJWebinar
@purelinq | @_kevinrowe
www.purelinq.com @_kevinrowe | @purelinq
krowe@purelinq.com
Story-worthy trends: What are specific events that have
happened over the past 3, 6 or 12 months
● Regulatory or industry wide
● Topical trends
● Specific people or company events
Available research: Identify available industry trend reports,
data in press, ranking studies, or other data related to the
events.
Storylines: Identify available industry trend reports, data in
press, ranking studies, or other data related to the events.
● Experts for the events
● Story-based topics
● Additional research
● Case studies
Trends & Story
02
Tools
- Buzzsumo
- Google trends
- Google news
- Social media
(LinkedIn/Twitter)
- Competitor support
forums for
unresolved problems.
#SEJWebinar
@purelinq | @_kevinrowe
www.purelinq.com @_kevinrowe | @purelinq
krowe@purelinq.com
Trends & Story
02
#SEJWebinar
@purelinq | @_kevinrowe
www.purelinq.com @_kevinrowe | @purelinq
krowe@purelinq.com
Unique Research
03
Questions: What questions does the audience have about the trends?
Research data: Identify data that can provide insights.
Public Data
● USA.gov
● Data.goc
● CDC
● Pew research
● FBI crime data
explorer
Crawl
● Python
● Cralwer
● Crawler API
Survey
● Network
● Social
● Email list
#SEJWebinar
@purelinq | @_kevinrowe
www.purelinq.com @_kevinrowe | @purelinq
krowe@purelinq.com
Unique Research
03
Data Visualization: Turn data into visual insights.
Tools:
● Flourish
● Piktochart
#SEJWebinar
@purelinq | @_kevinrowe
www.purelinq.com @_kevinrowe | @purelinq
krowe@purelinq.com
Tools
MuckRack or Prowley: Media list
building tools.
Onepitch: AI tool for build lists.
04 List & Pitch
List & Categorize
Journalist: What questions does the
audience have about the trends?
Publishers: Identify data that can
provide insights
Podcasts: Identify data that can provide
insights
Blogs: Identify data that can provide
insights
Social: Clients, partners
Pitch
Custom pitch by category: Create pitch
based on journalist content, podcast,
media,
Asset
Outsourcing to Mexico for raising labor costs
Contact Focus Publication(s) Examples Pitch Angle
Jill journalist Labor shortage +
automation saving lives
NY Times /labor-cost-raising US jobs going borders
not overseas. Can
automation save jobs?
Jill journalist Labor shortage +
automation saving lives
NY Times /labor-cost-raising Impact of raising labor
on
John Manufacturer Manufacturing industry
news
ManufactingCEO.com /manufacturing-labor-co
st
Are manufacturing jobs
going to Mexico?
- - - - - - - - - - - - - - -
#SEJWebinar
@purelinq | @_kevinrowe
www.purelinq.com @_kevinrowe | @purelinq
krowe@purelinq.com
Test & Scale
05
Asset
Labor journalist or industrial websites
Media segment Storyline Measure Results
Labor journalists Labor shortage Reshares of byline links X direct pickups + X earned
links
Manufacturing publications Manufacturing labor shortage Count of placements
referencing study that are
inbound
The ranked article is earning
links from major media outlets
- - - - - - - - -
#SEJWebinar
@purelinq | @_kevinrowe
www.purelinq.com @_kevinrowe | @purelinq
krowe@purelinq.com
Test & Scale
05
Campaign
Unique research asset
Technique Measure Hypothesis Results
Expert bylines to discuss
solution to trending pains
Reshares of byline links, and
unique solution
Audience will share the
research study and our unique
ideas
Concepts shared X times
Funded study shared with geo
market ranked to earn links
Count of placements
referencing study that are
inbound
Shared content will earn links 50 links earned
- - - - - - - - - - - -
#SEJWebinar
@purelinq | @_kevinrowe
www.purelinq.com @_kevinrowe | @purelinq
krowe@purelinq.com
Test & Scale
05
MERS Grid
Technique Maintain Eliminate Reduce Scale
Transformational Op-ed X
Reactive PR + public data X
Quarterly branded research
report topic tour
X
Expert commentary + trends X
- - - X
- - - X
Technique testing
Did the technique:
● Links and mentions
● Conversations
● Grow authority
● Drive action
#SEJWebinar
@purelinq | @_kevinrowe
www.purelinq.com @_kevinrowe | @purelinq
krowe@purelinq.com
Connect
/in/kevin-rowe info@purelinq.com
@_kevinrowe
#SEJWebinar
@purelinq | @_kevinrowe
www.purelinq.com @_kevinrowe | @purelinq
krowe@purelinq.com

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How An Enterprise Digital PR Firm Earns 100’s Of Links In 30 Days

  • 1.
  • 2. #SEJWebinar @purelinq | @_kevinrowe www.purelinq.com @_kevinrowe | @purelinq krowe@purelinq.com Digital PR Link Building: How to Build 100s of Digital PR Links Kevin Rowe, Founder & CEO
  • 3. #SEJWebinar @purelinq | @_kevinrowe www.purelinq.com @_kevinrowe | @purelinq krowe@purelinq.com - Founder 10+ companies, 3 in SEO & PR - Founder & Head of Strategy: PureLinq - Integrated marketing communications - Enterprise SEO, PR, analytics since 2009 - Built & scaled SEO teams of over 100 marketers Kevin Rowe LinkedIn
  • 4. #SEJWebinar @purelinq | @_kevinrowe www.purelinq.com @_kevinrowe | @purelinq krowe@purelinq.com What is PureLinq Digital PR for SEO How we do digital PR Expert commentary: Comment on trending topics in the media. Data campaigns: Create unique research that can enhance journalist stories. ● Public data sets: ● Crawls: ● Surveys:
  • 5. #SEJWebinar @purelinq | @_kevinrowe www.purelinq.com @_kevinrowe | @purelinq krowe@purelinq.com Techniques The Digital PR for SEO Strategy Data Campaigns Unique research and data visualization Thought Leadership Expert commentary and guest contributions Reactive PR Trend monitoring and topic pitching Secure links and brand mentions from press, blogs, and podcasts Inbound PR On-page content optimize for journalists
  • 6. #SEJWebinar @purelinq | @_kevinrowe www.purelinq.com @_kevinrowe | @purelinq krowe@purelinq.com How we got here B2B SaaS Cyber security CPG Travel & Hospitality Universities Online training Insurance Banking B2B services Payday loans Gambling eCommerce Real estate Much more… Some niches Our Experience
  • 7. #SEJWebinar @purelinq | @_kevinrowe www.purelinq.com @_kevinrowe | @purelinq krowe@purelinq.com ● A 30-day roadmap to get your first digital PR link & mention ● How to create a data campaign that journalists can’t resist ● How to use ChatGPT for ideation What We’ll Discus
  • 8. #SEJWebinar @purelinq | @_kevinrowe www.purelinq.com @_kevinrowe | @purelinq krowe@purelinq.com Why PR for SEO? https://www.cnbc.com/2015/01/13/facebook-knows-you-better-than-your-f amily.html Facebook Likes Analysis (2015) 10 likes more accurately predict a person’s personality than a work colleague. 70 likes, it could know more about someone than their friends, 150 likes it would be more knowledgeable than a family member. 300 likes it could determine your personality better than a spouse,
  • 9. #SEJWebinar @purelinq | @_kevinrowe www.purelinq.com @_kevinrowe | @purelinq krowe@purelinq.com Why PR for SEO?
  • 10. #SEJWebinar @purelinq | @_kevinrowe www.purelinq.com @_kevinrowe | @purelinq krowe@purelinq.com Training: Integrated PR & SEO Buyer journey map: How to create a map of customers UVPs and touchpoints to take action. PR & SEO Funnels: Media to search engine to website funneling. Driving brand search: How to get an audience to search for your company. PR topic tours: Identify topical categories to earn links and mentions. PR-SEO Enablement: Creating assets for an integrated team. New measurement: Integrated measurement not channel performance. 101 Introduction: 4 week email course Mini MBA for Marketing Leaders: Weekly email + webinars
  • 11. #SEJWebinar @purelinq | @_kevinrowe www.purelinq.com @_kevinrowe | @purelinq krowe@purelinq.com 11 How it works
  • 12. #SEJWebinar @purelinq | @_kevinrowe www.purelinq.com @_kevinrowe | @purelinq krowe@purelinq.com Market research reports: Public data: Crawlers: Examples
  • 13. #SEJWebinar @purelinq | @_kevinrowe www.purelinq.com @_kevinrowe | @purelinq krowe@purelinq.com Examples
  • 14. #SEJWebinar @purelinq | @_kevinrowe www.purelinq.com @_kevinrowe | @purelinq krowe@purelinq.com 2019 2020 2021 2022 2023 Data Storyline US outsourcing to mexico
  • 15. #SEJWebinar @purelinq | @_kevinrowe www.purelinq.com @_kevinrowe | @purelinq krowe@purelinq.com Unique research: Primary or secondary data that tells a unique story. Expertise: Individual or company expertise. People, process, technology. Trending: Long-term or short-term trending events, people, topics. Overview
  • 16. #SEJWebinar @purelinq | @_kevinrowe www.purelinq.com @_kevinrowe | @purelinq krowe@purelinq.com Importance of Research
  • 17. #SEJWebinar @purelinq | @_kevinrowe www.purelinq.com @_kevinrowe | @purelinq krowe@purelinq.com Importance of Expertise
  • 18. #SEJWebinar @purelinq | @_kevinrowe www.purelinq.com @_kevinrowe | @purelinq krowe@purelinq.com – Cision 2023 State of the Media Report. Importance of Trends
  • 19. #SEJWebinar @purelinq | @_kevinrowe www.purelinq.com @_kevinrowe | @purelinq krowe@purelinq.com How it Works: Concept Trends & Story Unique Research List & Pitch Topical Expertise Identify your topical areas of expertise Monitor and analyze media trends Conduct unique research Pitch unique hooks to media, blogs, podcasts Customer Journey Map the buyer’s journey Design Thinking
  • 20. #SEJWebinar @purelinq | @_kevinrowe www.purelinq.com @_kevinrowe | @purelinq krowe@purelinq.com PR Topic Tour
  • 21. #SEJWebinar @purelinq | @_kevinrowe www.purelinq.com @_kevinrowe | @purelinq krowe@purelinq.com 21 30 Day Roadmap
  • 22. #SEJWebinar @purelinq | @_kevinrowe www.purelinq.com @_kevinrowe | @purelinq krowe@purelinq.com Week 1 Week 2 Week 3 Week 4 Trends & Story Research List building Pilot & Scale Expertise & Customer journey 1 Month Roadmap
  • 23. #SEJWebinar @purelinq | @_kevinrowe www.purelinq.com @_kevinrowe | @purelinq krowe@purelinq.com Test & Scale 05 ● Storylines ● Sources ● Techniques 04 ● Thought leadership ● Journalists & editors ● Podcasts Unique Research 03 ● Public data ● Crawl ● Survey Trends & Story 02 ● Long-term or short-term media trends ● Storyline related to trends & expertise Expertise & Customer Journey 01 ● Individual or company expertise ● Pains, gains, taks, questions, and touchpoints ● Awareness, consideration, buy List & Pitch Digital PR Workflow
  • 24. #SEJWebinar @purelinq | @_kevinrowe www.purelinq.com @_kevinrowe | @purelinq krowe@purelinq.com 24 Expertise & Customer Journey 01 Individual expertise: What are the areas of expertise for internal experts? ● C-suite ● Engineers ● Sales and marketing Company expertise: What products, technologies, processes does the company have? ● Your own product/services. ● Special technologies that solve problems ● Processes that help a specific audience
  • 25. #SEJWebinar @purelinq | @_kevinrowe www.purelinq.com @_kevinrowe | @purelinq krowe@purelinq.com 25 Expertise & Customer Journey 01 Stages of the Buyer’s Journey: Awareness, Consideration, Decision… (optional: Retention, and Advocacy) Pains, Gains, Workflows:: Highlights challenges or problems customers face along the journey, as well as the workflows that they experience these pains or gains around. Questions: Captures the questions and motivations of the customer at each stage, providing insights into what content they need. Customer Touchpoints: Identifies the various points customers go to learn about the topic, such as blogs search engine keywords, podcast, or press. Customer Actions: Describes what the customer is doing at each stage, like researching products online, discussing options with friends, or writing a product review.
  • 26. #SEJWebinar @purelinq | @_kevinrowe www.purelinq.com @_kevinrowe | @purelinq krowe@purelinq.com Story-worthy trends: What are specific events that have happened over the past 3, 6 or 12 months ● Regulatory or industry wide ● Topical trends ● Specific people or company events Available research: Identify available industry trend reports, data in press, ranking studies, or other data related to the events. Storylines: Identify available industry trend reports, data in press, ranking studies, or other data related to the events. ● Experts for the events ● Story-based topics ● Additional research ● Case studies Trends & Story 02 Tools - Buzzsumo - Google trends - Google news - Social media (LinkedIn/Twitter) - Competitor support forums for unresolved problems.
  • 27. #SEJWebinar @purelinq | @_kevinrowe www.purelinq.com @_kevinrowe | @purelinq krowe@purelinq.com Trends & Story 02
  • 28. #SEJWebinar @purelinq | @_kevinrowe www.purelinq.com @_kevinrowe | @purelinq krowe@purelinq.com Unique Research 03 Questions: What questions does the audience have about the trends? Research data: Identify data that can provide insights. Public Data ● USA.gov ● Data.goc ● CDC ● Pew research ● FBI crime data explorer Crawl ● Python ● Cralwer ● Crawler API Survey ● Network ● Social ● Email list
  • 29. #SEJWebinar @purelinq | @_kevinrowe www.purelinq.com @_kevinrowe | @purelinq krowe@purelinq.com Unique Research 03 Data Visualization: Turn data into visual insights. Tools: ● Flourish ● Piktochart
  • 30. #SEJWebinar @purelinq | @_kevinrowe www.purelinq.com @_kevinrowe | @purelinq krowe@purelinq.com Tools MuckRack or Prowley: Media list building tools. Onepitch: AI tool for build lists. 04 List & Pitch List & Categorize Journalist: What questions does the audience have about the trends? Publishers: Identify data that can provide insights Podcasts: Identify data that can provide insights Blogs: Identify data that can provide insights Social: Clients, partners Pitch Custom pitch by category: Create pitch based on journalist content, podcast, media, Asset Outsourcing to Mexico for raising labor costs Contact Focus Publication(s) Examples Pitch Angle Jill journalist Labor shortage + automation saving lives NY Times /labor-cost-raising US jobs going borders not overseas. Can automation save jobs? Jill journalist Labor shortage + automation saving lives NY Times /labor-cost-raising Impact of raising labor on John Manufacturer Manufacturing industry news ManufactingCEO.com /manufacturing-labor-co st Are manufacturing jobs going to Mexico? - - - - - - - - - - - - - - -
  • 31. #SEJWebinar @purelinq | @_kevinrowe www.purelinq.com @_kevinrowe | @purelinq krowe@purelinq.com Test & Scale 05 Asset Labor journalist or industrial websites Media segment Storyline Measure Results Labor journalists Labor shortage Reshares of byline links X direct pickups + X earned links Manufacturing publications Manufacturing labor shortage Count of placements referencing study that are inbound The ranked article is earning links from major media outlets - - - - - - - - -
  • 32. #SEJWebinar @purelinq | @_kevinrowe www.purelinq.com @_kevinrowe | @purelinq krowe@purelinq.com Test & Scale 05 Campaign Unique research asset Technique Measure Hypothesis Results Expert bylines to discuss solution to trending pains Reshares of byline links, and unique solution Audience will share the research study and our unique ideas Concepts shared X times Funded study shared with geo market ranked to earn links Count of placements referencing study that are inbound Shared content will earn links 50 links earned - - - - - - - - - - - -
  • 33. #SEJWebinar @purelinq | @_kevinrowe www.purelinq.com @_kevinrowe | @purelinq krowe@purelinq.com Test & Scale 05 MERS Grid Technique Maintain Eliminate Reduce Scale Transformational Op-ed X Reactive PR + public data X Quarterly branded research report topic tour X Expert commentary + trends X - - - X - - - X Technique testing Did the technique: ● Links and mentions ● Conversations ● Grow authority ● Drive action
  • 34. #SEJWebinar @purelinq | @_kevinrowe www.purelinq.com @_kevinrowe | @purelinq krowe@purelinq.com Connect /in/kevin-rowe info@purelinq.com @_kevinrowe
  • 35. #SEJWebinar @purelinq | @_kevinrowe www.purelinq.com @_kevinrowe | @purelinq krowe@purelinq.com