The document discusses strategies for digital PR and content marketing. It suggests explaining this work to clients by relating it to the types of stories and content that would appeal to their target audiences in magazines and blogs. The document also emphasizes the importance of understanding audiences' demographics, attitudes, behaviors and life scenarios to create relevant content that journalists will want to write about, in order to gain backlinks. Case studies are presented showing how targeting specific audience segments with customized content led to increased link building results.

2. I have been working in
the industry for over a
year now

3. I want to take away the
complexity of explaining
Digital PR to an adverse
client

4. It’s creating content,
stories, and campaigns
that journalists want to
talk about…

5. …and will hopefully link
back to!

6. 1
The best way to
explain content
marketing to a
client

7. 2
How this will win links
from niche
publications and
widen your client’s
target audience

8. You and your team may
have the best ideas
sessions ever

9. What to do
if they just
don’t get
it…

10. Tell them to imagine
your stories in their
lifestyle magazine or
their blog

11. Company News: Sales
update, new hires,
policy updates, award
wins, exclusive offers
etc

12. Company Blog/Lifestyle
Magazine: News relating
to their industry, trending
social stories, celebrity
news etc.

13. Pentagon
Motor
Group
Sells new,
nearly-new
and used cars

14. Target audience: 18-34-
year-olds looking for a first
car AND 35-55-year-olds
looking for a new/nearly-
new second car

15. Turn these target
audiences into more
than just ‘future car
buyers’

16. DEMOGRAPHI
CS
SCENARIOS ATTITUDES BEHAVIOURS
e.g.
Household
Location
Income
e.g.
Retirement
Honeymoon
Learning to drive
e.g.
Ethical shopper
Bargain hunter
Image-focused
e.g.
Watches reality
TV
Does DIY
Plays football

17. DEMOGRAPHI
CS
e.g. Household.
Location.
Income

18. SCENARIO
S
e.g. Retirement.
Honeymoon.
Learning to drive

19. ATTITUDE
S
e.g. Ethical
shopper. Bargain
hunter. Image-
focused

20. BEHAVIOU
RS
e.g. Watches
reality TV. Does
DIY. Plays
football

21. RELEVANCY is still
important

22. “It’s no longer
enough to be
popular; you also
need to be relevant.”
Beth Nunnington, Journey Further
Source: 'For PR, link quantity doesn't matter; link
relevancy does.’ Feb 2022. The Drum.

23. It’s not just Google
that looks for
relevancy

24. Pentagon Motor
Group started
targeting travel-
enthusiasts of ALL
AGES

25. Using
your car
as part
of your
dream
holiday

26. Remind the
client of
‘WHY?’

27. 120 links (target of 30)
Average DA of 62
64% new linking domains

28. Travel & Leisure
CNN
Drive Tribe
The Irish News

29. Pour
Moi
Creating a
story that links
to the sports
and
leisurewear

30. Pour Moi’s customers are:
social-media-savvy, likely to
engage with celebrity news
and follow the latest trends, TV
shows and music

31. The
musicians
that make
you run
faster
(and

33. 176 links
Average DA of 52
50% new linking domains
Increased USA DA from 16 to 39
73% followed links

34. Achieved by finding scenarios
and attitudes that our key
target audiences associate
with

35. Remember: Explain our
work as something that
would live in their lifestyle
magazine or online blog

36. Remember: Transform
audiences into more than just
customers to get valuable
(and relevant) links

37. Thank you for listening
Feel free to reach out on Twitter
with any questions:
@MaddieDaviesPR