How to drive national, state, and city specific coverage from your US digital PR campaigns

Transcript

1. How to drive national,
   state, and city specific
   coverage from your US
   digital PR campaigns
   Eirini Theodoridou
   connective3
   https://speakerdeck.com/eirinelo
   @eirinelo
   

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2. @eirinelo #brightonSEO
   

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3. Revenue of the e-commerce industry in the U.S. 2017-2027 (in billion U.S. dollars)
   Revenue of the e-commerce industry in the U.S. 2017-2027
   Note(s): United States; 2017 to 2027
   Further information regarding this statistic can be found on page 8.
   Source(s): Statista Digital Market Insights; Statista; ID 272391
   0
   200
   400
   600
   800
   1,000
   1,200
   1,400
   1,600
   2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027
   Revenue in billion U.S. dollars
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4. L I N K B U I L D I N G
   68% of online experiences begin
   with a search engine.
   (BrightEdge)
   BrightonSEO |
   

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5. L I N K B U I L D I N G
   53% of all website traffic comes from
   organic search.
   (BrightEdge)
   @eirinelo #brightonSEO
   

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6. @eirinelo #brightonSEO
   

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7. D I G I T A L
   Building links is like acquiring
   social proof.
   When Google looks at your
   website, having strong,
   authoritative links pointing back
   to your content signals that you
   are trustworthy and informative.
   BrightonSEO |
   

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8. L I N K B U I L D I N G
   Google’s page ranking algorithm regards
   links as one of the top two criteria
   considered.
   (Search Engine Land)
   BrightonSEO |
   

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9. L I N K B U I L D I N G
   The first ranking page on Google has an
   average of 3.8x more backlinks than
   positions 2-10.
   BrightonSEO |
   

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10. L I N K B U I L D I N G
    The more backlinks a page has, the more
    organic traffic it gets from Google.
    (Ahrefs)
    @eirinelo #brightonSEO
    

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11. @eirinelo #brightonSEO
    

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13. @eirinelo #brightonSEO
    

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15. BrightonSEO |
    

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16. BrightonSEO |
    

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17. TV & NATIONAL
    NEWS
    HYPERLOCAL
    BrightonSEO |
    

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18. BrightonSEO |
    

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19. @eirinelo #brightonSEO
    BrightonSEO |
    

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20. NATIONAL STATE HYPERLOCAL
    BrightonSEO |
    

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21. BrightonSEO |
    

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22. BrightonSEO |
    

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23. These are typically widely recognized publications with broad audiences and significant domain authority.
    Crafting compelling and newsworthy stories relevant to brands can work to get the attention of these media
    giants.
    BrightonSEO |
    

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24. Tailored PR campaigns work better within individual states and their respective media outlets. While nationals
    provide broad exposure, state-by-state campaigns allow you to home in on local audiences, addressing their
    specific interests and concerns.
    BrightonSEO |
    

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25. Syndication is unavoidable in the US
    BrightonSEO |
    

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26. @eirinelo #brightonSEO
    

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27. The brief was simple - deliver high-
    quality links through a nationally
    run PR campaign around travel.
    Through Google Search data, we
    analyzed each state’s most
    searched-for destinations around
    the world – to reveal the countries
    each state was dreaming of visiting
    in 2023.
    BrightonSEO |
    

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28. B U I L T I N N A T I O N A L A N D
    S T A T E P U B L I C A T I O N S I N :
    - N e w Y o r k
    - N e w J e r s e y
    - N o r t h C a r o l i n a
    - M i n n e s o t a
    ( D O M A I N A U T H O R I T Y )
    

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29. We revealed which state and city
    you are most likely to experience
    the supernatural in.
    We analyzed all reported UFO and
    ghost sightings across America to
    reveal which states and cities are
    hotbeds for supernatural activity.
    T H E R E S U L T S
    T H E R E S U L T S
    O V E R T H E C A M P A I G N
    

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30. @eirinelo #brightonSEO
    

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31. @eirinelo #brightonSEO
    

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32. WHAT HAVE WE DONE
    BEFORE, WHAT ARE WE
    TRYING TO ACHIEVE,
    WHO IS OUR AUDIENCE?
    WHAT IS THE SEO
    OBJECTIVE?
    WHAT CAMPAIGNS
    CAN WE RUN BASED
    ON THE AREAS WE’LL
    TARGET?
    GETTING RESULTS!
    WHERE TO FIND DATA SOURCES
    THAT OFFER
    NATIONAL/STATE/CITY
    DATASETS IN THE US
    1 3 5
    2 4
    BrightonSEO |
    

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33. @eirinelo #brightonSEO
    

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34. PROACTIVE
    BrightonSEO |
    

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35. @eirinelo #brightonSEO
    

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36. BrightonSEO |
    

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37. @eirinelo #brightonSEO
    

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38. @eirinelo #brightonSEO
    

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39. BrightonSEO |
    

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40. @eirinelo #brightonSEO
    

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41. @eirinelo #brightonSEO
    

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42. • Yelp
    • Google Dataset Search
    • Reddit
    • State data portals
    • Google Search Trends
    • Statista
    • Property portals
    • US Census Bureau
    • Social listening tools
    BrightonSEO |
    

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43. @eirinelo #brightonSEO
    

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44. BrightonSEO |
    

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45. @eirinelo #brightonSEO
    

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46. What journalists
    are writing about
    What’s relevant to
    your business
    Ideal
    campaign
    What your audience
    is interested in
    BrightonSEO |
    

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47. @eirinelo #brightonSEO
    

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48. @eirinelo #brightonSEO
    

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