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

Transcript

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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