selling yourself short: the value youre not reporting on from your digital pr content marketing -...

@lauracrimmons #LearnInbound

Selling yourself short: The value you’re not reporting on from your Digital PR &

Content MarketingLaura Crimmons @lauracrimmons

#LearnInbound


D I S C L A I M E R :

A lot of what I do is working on strategies to acquire links for

clients, but…


C L I E N T :

“And how many links will we get from that?”


C L I E N T :

“So what does the cost per link work out as then?”


C L I E N T :

“Can we make sure all links are above DA 40?”


Got me like…


Why shouldn’t we just focus on links?


Reason #1Google’s trying not to

rely on links


Reason #2Link metrics are bullshit


Reason #3Chasing 00s of links is

unnecessary


Disavowed over half of link profile

Built 20 *good* links


Digital PR & Content

MarketingLinks


Digital PR & Content Marketing =


So what should we focus on,

and where’s the value?


Citations and brand awareness


Satisfies Google’s Search Quality Raters now

Should directly impact rankings in the future


How can we measure brand awareness?


How can we measure ‘good reputation’?


SERP real estate


Our campaign


Appear for long-tail keywords

Steal space from competitors


How do we measure it?


Positions 0 & 4


Write content for questions people are asking


Remarketing campaign traffic


Conversions / Sales


Once a year purchase


The value from content comes 6 months down the

line…


Traffic is good…


Making direct returns is better…


But content is about the assisted conversions…

£25k

£190k

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22

MONTHLY ASSISTED AND DIRECT REVENUE FROM CONTENT


So what’s the value?1. Improved brand awareness

2. Increased brand affinity/loyalty

3. Valuable citations

4. Demonstration of E.A.T

5. Featured snippets/ extra SERP real estate

6. Traffic ripe for remarketing

7. Direct and assisted conversions – remember the time lag


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