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EP#09 Hana Montgomery on Content Promotion and Digital PR: Maximizing Reach and Impact
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Main Takeaways
- Content promotion involves creating and promoting valuable content that engages readers and enhances brand awareness. Balancing content creation and promotion is essential. While some content may be created for passive discovery, it's important to leverage content for promotion to maximize its reach and impact.
- Digital PR offers benefits beyond acquiring backlinks, including brand awareness, tone of voice development, and reaching new audiences. When starting to build backlinks using digital PR, thorough research is crucial to find the right agency or approach that aligns with the business goals and values.
- Hana recommends three effective digital PR tactics: reactive PR, proactive PR, and content creation for outreach and link building. The combination of these tactics helps spread the risk and ensures results even in unpredictable situations.
- The turnaround time to see initial links varies, but by effectively implementing proactive and reactive strategies together, links can start coming in within the first month.
- During reactive campaigns, competition can arise when many brands are reacting to the same event or announcement. Proactively reaching out to journalists beforehand and having existing relationships can help cut through the noise.
- Preparation for important events starts as soon as predictions become available. Building relationships with journalists and providing support is crucial for successful PR.
- Mass distribution in outreach is not effective; personalization and research are necessary. Tools like automation can be useful if used deliberately and segmented properly.
- Social media, especially Twitter and LinkedIn, are effective channels for outreach.
- Having a strong brand is not essential; a compelling story is more important. Journalists look for new and valuable content that aligns with their readers' interests. Utilize media kits to understand the target publication's audience and tailor pitches accordingly.
- Starting with reactive PR, tracking journalist requests, and reaching out to local press are budget-friendly strategies.
- Metrics for tracking success vary but may include traffic increase, sales growth, keyword ranking, and the number and quality of backlinks.
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