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How Digital PR Plays into Your E-E-A-T Strategy and Why It’s Important

How Digital PR Plays into Your E-E-A-T Strategy and Why It’s Important

Lauren Hewitt-Crabb

August 09, 2023
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  1. How Digital PR Plays into
    Your E-E-A-T Strategy and
    Why It’s Important
    Lauren Hewitt-Crabb
    Blue Array
    Speakerdeck.com/LaurenElizaPR
    @LaurenElizaPR

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  2. @LaurenElizaPR #BrightonSEO
    Who even
    am I?

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  3. @LaurenElizaPR #BrightonSEO

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  4. @LaurenElizaPR #BrightonSEO
    When I
    started…

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  5. @LaurenElizaPR #BrightonSEO
    Vs Now

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  6. @LaurenElizaPR #BrightonSEO
    Digital PR in 2023

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  7. @LaurenElizaPR #BrightonSEO
    Clients expect
    a lot more
    than just PR
    coverage

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  8. @LaurenElizaPR #BrightonSEO
    Digital PRs
    need to
    diversify their
    offering to
    keep up with
    competition

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  9. @LaurenElizaPR #BrightonSEO
    FINALLY!
    Digital PR isn’t
    just about link
    building

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  10. @LaurenElizaPR #BrightonSEO

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  11. @LaurenElizaPR #BrightonSEO
    Initially it stood
    for Expertise,
    Authority, and
    Trust.

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  12. @LaurenElizaPR #BrightonSEO
    Google
    upgraded the
    concept of
    E-A-T with an
    additional ‘E’ for
    experience.

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  13. @LaurenElizaPR #BrightonSEO
    I know that I’m
    probably
    preaching to the
    choir…

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  14. @LaurenElizaPR #BrightonSEO
    How can Digital PR
    support the wider
    E-E-A-T Strategy?

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  15. @LaurenElizaPR #BrightonSEO
    Experience Expertise Trustworthiness Authoritativeness
    Digital PR
    E-E-A-T

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  16. @LaurenElizaPR #BrightonSEO
    Digital PR is all about
    creating that external
    credibility, using their
    expertise and
    experience to create
    trustworthy PR stories
    that position brands as
    authorities in their
    sector.

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  17. @LaurenElizaPR #BrightonSEO
    How do we do it?
    Experience Proactive PR
    Expertise Expert Commentary
    Authority Reactive
    Trust Campaign

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  18. @LaurenElizaPR #BrightonSEO
    Highlight a
    Brandʼs
    Experience:
    Proactive Thought
    Leadership

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  19. @LaurenElizaPR #BrightonSEO
    But why
    should
    journalists
    care?

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  20. @LaurenElizaPR #BrightonSEO
    Every day a
    journalist inbox
    looks like this…

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  21. @LaurenElizaPR #BrightonSEO
    Our clients’
    experience and
    expertise can
    add value to new
    or ongoing
    stories

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  22. @LaurenElizaPR #BrightonSEO
    Penfold:
    Workplace
    Auto-Enrolment
    & Private Pension
    Provider

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  23. @LaurenElizaPR #BrightonSEO
    ★ Identify their key press topics
    Pensions
    Savings
    Money
    Workplace

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  24. @LaurenElizaPR #BrightonSEO
    ★ Use tools to create stories on
    trending topics

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  25. @LaurenElizaPR #BrightonSEO
    ★ Create content that utilises
    expertise

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  26. @LaurenElizaPR #BrightonSEO
    Showcase your
    in-house experts:
    Expert
    Commentary

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  27. @LaurenElizaPR #BrightonSEO
    Cannaray CBD:
    A leading wellness
    brand with a range
    of premium CBD
    products for
    everyday wellbeing

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  28. @LaurenElizaPR #BrightonSEO
    ★ Identify Relevant Experts

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  29. @LaurenElizaPR #BrightonSEO
    ★ Identify their topics of expertise
    Anxiety
    Relationships
    Stress
    ADHD Sleep
    Depression

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  30. @LaurenElizaPR #BrightonSEO
    ★ Create a bank
    of actionable
    quotes on their
    specialist
    subjects

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  31. @LaurenElizaPR #BrightonSEO
    ★ Use tools to find press requests
    relevant to their experience

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  32. @LaurenElizaPR #BrightonSEO
    From this…
    …to this!

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  33. @LaurenElizaPR #BrightonSEO
    Position the
    brand as THE
    authority in
    their field:
    Reactive

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  34. @LaurenElizaPR #BrightonSEO
    ★ Create a calendar of key dates

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  35. @LaurenElizaPR #BrightonSEO
    ★ Keep an eye out for trending
    news topics

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  36. @LaurenElizaPR #BrightonSEO
    ★ Build out your calendar with press
    stories that jump on current events
    and prime news topics

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  37. @LaurenElizaPR #BrightonSEO
    ★ Utilise brand
    expertise with
    how-tos and
    actionable quotes

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  38. @LaurenElizaPR #BrightonSEO
    Let Google
    know a brand
    can be trusted:
    DPR
    Campaigns

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  39. @LaurenElizaPR #BrightonSEO
    To support the
    EEAT strategy
    we need to be
    looking at the
    VALUE of our
    story

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  40. @LaurenElizaPR #BrightonSEO
    ★ Brand Relevance ★

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  41. @LaurenElizaPR #BrightonSEO
    ★ Consumer Interest ★

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  42. @LaurenElizaPR #BrightonSEO
    ★ Accurate Data ★

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  43. @LaurenElizaPR #BrightonSEO
    ★ Add to the conversation ★

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  44. @LaurenElizaPR #BrightonSEO
    ★ What’s the Hook? ★

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  45. @LaurenElizaPR #BrightonSEO
    The Story:

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  46. @LaurenElizaPR #BrightonSEO
    The Data:

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  47. @LaurenElizaPR #BrightonSEO
    The Hook:

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  48. @LaurenElizaPR #BrightonSEO
    No gimmicks. No
    infographic. Just
    facts, data and
    expertise.

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  49. @LaurenElizaPR #BrightonSEO
    The Results:

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  50. @LaurenElizaPR #BrightonSEO
    What to avoid?

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  51. @LaurenElizaPR #BrightonSEO
    😭 Creating
    expert quotes
    that aren’t
    adding
    anything to the
    story

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  52. @LaurenElizaPR #BrightonSEO
    😭 Speaking
    on topics that
    aren’t relevant
    to your client

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  53. @LaurenElizaPR #BrightonSEO
    😭 Pretending
    to know about
    stuff that you
    don’t

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  54. @LaurenElizaPR #BrightonSEO
    😭 Being the
    last brand to
    jump on a
    trend

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  55. @LaurenElizaPR #BrightonSEO
    Key Takeaways
    ★ Make use of your clients Expertise and Experience
    ★ Be prepared with Editorial calendars and Quote banks
    ★ A great PR campaign doesn’t need to be flashy or gimmicky
    ★ Value and Relevancy should be a priority
    ★ Trust your instincts
    ★ And finally…

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  56. @LaurenElizaPR #BrightonSEO
    SEOs aren’t so different to PRs… we
    should be working together!!

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