Editor’s note: Michał Jońca is community manager at Passport Photo Online. Jońca is based in Warsaw, Poland.
Digital public relations is a marketing strategy pivoted around creating and managing relationships with journalists, bloggers and other key online influencers to promote your brand or product and increase your SEO visibility. It involves creating valuable knowledge assets and promoting them to appropriate media contacts.
The person who mastered the digital PR strategy is undoubtedly Brian Dean. The founder of Backlinko pivoted his marketing strategy to digital PR and achieved great results, becoming one of the most recognized bloggers in the world.
As for the digital PR itself, consider three main goals:
Now that we know what digital PR is and what goals it pursues, let's move on and see how research can help you create a successful campaign.
The digital PR process consists of three phases: ideation, research and realization. But before describing each phase, I'd like to underline the key meta-element of a successful process – the area of interest.
1. Define the area of interest. The first step of a good digital PR strategy is identifying the area of interest. Limiting your marketing activities to a specific area allows you to be seen as an expert in that field. As a result, you'll get more opportunities for media coverage and links from high-authority websites. What's crucial is the decision about the scope of your topic coverage should always be compatible with the whole SEO and marketing strategy.
2. Ideation. The ideation phase is all about generating ideas for content that will help you achieve your marketing goals. The most important issue in the case of this phase is to limit it by frameworks.
To provide the appropriate and ordered workflow of an ideation phase, you must choose the initial criteria defining whether the idea is worth your attention or no...