How to Leverage Innovative Content Marketing for Digital PR in 2019
Digital PR can be a bit complex so let’s start off with some simple concepts.
First, what is digital PR and how does it impact your business?
For one, the concept of digital PR is tied to the idea of getting press for your site from authoritative sources that positively impact your rankings on Google.
It impacts your business because if you can rank higher on Google, you can get more traffic for the keywords you care about.
Second, is digital PR difficult?
Yes, extremely. It requires out-of-the-box thinking and intriguing content - in other words, innovative content marketing.
Content marketing that’s innovative appeals to larger number of people. The more people you reach out to, the better the probability of one of those people responding to you.
But digital PR is critical for brands. Because as Phillip Reinhardt for PBJMarketing states, “Unless you’re running a massive brand, most people will start off not knowing who you are or what you do.” Digital PR helps the Internet introduce you to more people; both from a PR standpoint as well as an SEO standpoint.
The Goal of Digital PR
Digital PR shows Google that other sites are talking about you.
If the sites are authoritative, relevant, and credible, Google will think you fit those same characteristics as well.
If the sites aren’t those “quality” measures, then Google will think your site is low-quality as well. It’s kind of like the old adage, “Show me your friends and I’ll tell you who you are.” It’s all psychology at the end of the day.
It’s essentially a web of links.
So, bottom line - you get good sites signaling to you that you’re an authoritative, relevant, and credible resource of a specific topic, the more likely Google will rank your site higher for terms related to that specific topic.
But digital PR is actually very difficult to carry out. It’s not easy to get sites to say “yes” to you reaching out to them for a “link” or a “placement.” It’s also not easy to get sites to talk about you unless you’re famous or an influencer.
This can be said for getting readers to your site as well as getting Facebook followers.
So why is it so difficult?
Why Digital PR is Difficult
People don’t care.
They don’t care about your site. They don’t care about you wanting them to give you press.
They’re busy. They have jobs. They have work to do. Leave them alone.
And that’s where content marketing comes in.
You see, it’s one thing to ask a site for press back to your site. It’s another thing to give that site something useful, something they can be excited about. If they’re excited about the content and feel a connection to it, then they’re more likely to want to
When a company provides content that is original, innovative, and overall interesting to their target demographic, they are making their reputation soar within their audience. When you publish a piece of content that gains you attention, it’s PR that you can use to your advantage.
For example, you may find that a publication leads to speaking engagements due to your stance in the industry as a true professional. It is this reason alone that so many companies need to consider how innovative content marketing is going to make their digital PR plans and goals even easier.
Examples of Innovative Content Marketing
There are several examples of innovative content marketing ideas that can be seen throughout the world. And we have found three examples that are going to showcase just exactly why you should be paying some attention to the content that you are publishing.
Example 1: Zomato: A Restaurant Finding App
Zomato is an app mainly in India that helps users to find restaurants; it’s active in 24 countries. They have 1.3 million followers on Twitter. But, how is a simple app able to do this? It is all about their content!
They utilize humor in their apps…which is a sure way of gaining attention and spreading the word about who you are and what you offer. For example, they posted a spoof of an Oscar-winning film to showcase their brand in a minimalist (and millennial-type) way. It worked, it got them press, and it continues to work for the company over time.
Example 2: Shutterstock: Using What They Have and Building on It
Almost no one can hear the company name “Shutterstock” and not know what they are providing to the world - and the infinite value.
However, in order to gain even more attention, they used what they have: their images. They then built upon this to give people a creative trends report. This innovative content idea worked amazingly well. The 2019 Creative Trends Infographic that they made last year attracted more than 6 billion site visits, along with being shared on social media thousands of times.
Example 3: Aerie: Putting their Customers in the Driver’s Seat
Aerie is a popular clothing brand that many people simply love. And they know this. In order to drive their digital PR, they utilize user-generated content to ensure that their digital PR is always at its best. UGC is becoming a great innovative content method to gain attention since it is your consumers sharing their content to others who are the same type of demographic that you are trying to reach.
Aerie encourages people who wear their clothes to take pictures and then post these onto Instagram with the #aeriereal. It lets those who may not know the brand or who haven’t worn the brand to really see why people love it.
All three of these examples have seen great results when it comes to the goals of the digital PR for that company and increasing organic traffic. What they all have in common is that they are using innovative content marketing ideas to gain attention. Whether it is using humor, expanding upon the knowledge that you have, or inviting real customers to get involved, it is innovative and does work!
For any company, especially those looking for eCommerce development and are struggling with their digital PR this year, it’s understandable as there is a lot of competition out there. The good news is that you can get help with your digital marketing so you know you are making a splash in your industry!
Alex Sal is a startup entrepreneur, business journalist, and managing editor of Side Hustle Business Hacks. His topics range from company culture, leadership, and growth strategies and tactics.