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
2. @LaurenElizaPR #BrightonSEO Who even am I?
3. @LaurenElizaPR #BrightonSEO
4. @LaurenElizaPR #BrightonSEO When I started…
5. @LaurenElizaPR #BrightonSEO Vs Now
6. @LaurenElizaPR #BrightonSEO Digital PR in 2023
7. @LaurenElizaPR #BrightonSEO Clients expect a lot more than just PR coverage
8. @LaurenElizaPR #BrightonSEO Digital PRs need to diversify their offering to keep up with competition
9. @LaurenElizaPR #BrightonSEO FINALLY! Digital PR isn’t just about link building
10. @LaurenElizaPR #BrightonSEO
11. @LaurenElizaPR #BrightonSEO Initially it stood for Expertise, Authority, and Trust.
12. @LaurenElizaPR #BrightonSEO Google upgraded the concept of E-A-T with an additional ‘E’ for experience.
13. @LaurenElizaPR #BrightonSEO I know that I’m probably preaching to the choir…
14. @LaurenElizaPR #BrightonSEO How can Digital PR support the wider E-E-A-T Strategy?
15. @LaurenElizaPR #BrightonSEO Experience Expertise Trustworthiness Authoritativeness Digital PR E-E-A-T
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.
17. @LaurenElizaPR #BrightonSEO How do we do it? Experience Proactive PR Expertise Expert Commentary Authority Reactive Trust Campaign
18. @LaurenElizaPR #BrightonSEO Highlight a Brandʼs Experience: Proactive Thought Leadership
19. @LaurenElizaPR #BrightonSEO But why should journalists care?
20. @LaurenElizaPR #BrightonSEO Every day a journalist inbox looks like this…
21. @LaurenElizaPR #BrightonSEO Our clients’ experience and expertise can add value to new or ongoing stories
22. @LaurenElizaPR #BrightonSEO Penfold: Workplace Auto-Enrolment & Private Pension Provider
23. @LaurenElizaPR #BrightonSEO ★ Identify their key press topics Pensions Savings Money Workplace
24. @LaurenElizaPR #BrightonSEO ★ Use tools to create stories on trending topics
25. @LaurenElizaPR #BrightonSEO ★ Create content that utilises expertise
26. @LaurenElizaPR #BrightonSEO Showcase your in-house experts: Expert Commentary
27. @LaurenElizaPR #BrightonSEO Cannaray CBD: A leading wellness brand with a range of premium CBD products for everyday wellbeing
28. @LaurenElizaPR #BrightonSEO ★ Identify Relevant Experts
29. @LaurenElizaPR #BrightonSEO ★ Identify their topics of expertise Anxiety Relationships Stress ADHD Sleep Depression
30. @LaurenElizaPR #BrightonSEO ★ Create a bank of actionable quotes on their specialist subjects
31. @LaurenElizaPR #BrightonSEO ★ Use tools to find press requests relevant to their experience
32. @LaurenElizaPR #BrightonSEO From this… …to this!
33. @LaurenElizaPR #BrightonSEO Position the brand as THE authority in their field: Reactive
34. @LaurenElizaPR #BrightonSEO ★ Create a calendar of key dates
35. @LaurenElizaPR #BrightonSEO ★ Keep an eye out for trending news topics
36. @LaurenElizaPR #BrightonSEO ★ Build out your calendar with press stories that jump on current events and prime news topics
37. @LaurenElizaPR #BrightonSEO ★ Utilise brand expertise with how-tos and actionable quotes
38. @LaurenElizaPR #BrightonSEO Let Google know a brand can be trusted: DPR Campaigns
39. @LaurenElizaPR #BrightonSEO To support the EEAT strategy we need to be looking at the VALUE of our story
40. @LaurenElizaPR #BrightonSEO ★ Brand Relevance ★
41. @LaurenElizaPR #BrightonSEO ★ Consumer Interest ★
42. @LaurenElizaPR #BrightonSEO ★ Accurate Data ★
43. @LaurenElizaPR #BrightonSEO ★ Add to the conversation ★
44. @LaurenElizaPR #BrightonSEO ★ What’s the Hook? ★
45. @LaurenElizaPR #BrightonSEO The Story:
46. @LaurenElizaPR #BrightonSEO The Data:
47. @LaurenElizaPR #BrightonSEO The Hook:
48. @LaurenElizaPR #BrightonSEO No gimmicks. No infographic. Just facts, data and expertise.
49. @LaurenElizaPR #BrightonSEO The Results:
50. @LaurenElizaPR #BrightonSEO What to avoid?
51. @LaurenElizaPR #BrightonSEO 😭 Creating expert quotes that aren’t adding anything to the story
52. @LaurenElizaPR #BrightonSEO 😭 Speaking on topics that aren’t relevant to your client
53. @LaurenElizaPR #BrightonSEO 😭 Pretending to know about stuff that you don’t
54. @LaurenElizaPR #BrightonSEO 😭 Being the last brand to jump on a trend
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…
56. @LaurenElizaPR #BrightonSEO SEOs aren’t so different to PRs… we should be working together!!