The document discusses building international links and link building campaigns. It provides tips on listening to different markets to understand what content gains links, building media lists and pitching relevant stories to international press, while respecting their time and helping them look good. Social listening tools can find influencers and campaign ideas. The main points are to only build international links if the story is relevant, and not to make gaining international links the main aim.

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International Link building
@david_white90

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Who am I?
Wh o a m I ?

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What am I here to talk about?
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Should we be
building
international links ?
2
How to create
international
campaigns

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@david_white90
Why are we talking about this?

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I MO:
I f it s re l e v ant go for it , bu t don’ t m ake it you r m ain aim !

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I wil l l e t you int o a l it t le se cre t ….

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We are already reporting on international links

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I s it good for SE O?

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Survey results

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I s it good for u se rs?

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Survey results

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My thoughts
• If your aim is to build links and the story is relevant do it!
• If your aim is to increase brand awareness, conversions or social do not.
• Don’t do it for the sake of links, only if the story allows it
• Don’t make it your main aim!

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A good example
https://travelbird.nl/most-welcoming-cities/

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How do we bu il d int e rnat ional l inks, on a nat ional
l e v e l?

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We need to understand every market is different
Trust in the news overall
UK
42%
Finland
62%
Norway
47%
Spain
44%

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A great way to find this information
https://reutersinstitute.p
olitics.ox.ac.uk/sites/def
ault/files/digital-news-
report-2018.pdf

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Then we need to find out what content gains links!

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Then we need to find out what content gains links!
Export results into
an excel
Remove URL’s with
no links
Create a pivot
table
Find the values of
each content type

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Number of links
How to guides General articles Lists Videos

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Howe v e r, re m e m be r not e v e ry m arket is t he sam e !

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Poland
How to guides General articles Lists Videos
UK
General Article How to article List Video Why post

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I n o r d e r t o b e h e a r d , w e m u s t f i r s t l i s t e n

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Listen to your competitors or sites talking about similar subjects

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Social listening thinks of the campaign ideas for us!

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We find out the likes, dislikes of our audience whilst also finding influencers
who will help our campaigns

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Social listening offers local data which can be outreached to the media
https://www.swinton.co.uk/spotlight/your-home/social-media-
crime-map/#national

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There are free social tools (but they are not as
detailed)

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Aim high

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Quick tip
Check every article for links!

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Outreach to international press

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Outreach to international press
Run A/B testing on
emails

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Build detailed media lists
Check similar campaigns and see
where they got links
See who is influential within that
topic
Find the contacts details

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Only go w ith relev ant information

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Re spe ct t he ir t im e

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St op t he harassm e nt !
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Mak e t h e m l ook good

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Thank you
#DigitalPRLinkUp
@david_white90