1.
I build links through digital PR at Propellernet
(creating content and stories that the media will
cover and link to)
Hello!

2.
Media
upheaval
The last few months have
been….interesting.
Cut
budgets
Nervous
clients

3.
But despite the ~unprecedented~ times,
we’ve built 100s of links

4.
Three things in common
1 Quick turn-around
No fancy assets
Low cost
2
3

5.
When you think ‘PR’ you
might think celebrities,
videos, events expensive
surveys…

6.
When you think ‘digital PR’
you might think huge data
sets, developers,
interactive pages and
designs…

7.
When you think ‘PR’ you
might think celebrities,
videos, events expensive
surveys…

8.
But the last couple
of months it’s all
been about the
humble blog post
Some text
Few images
Couple of
tables of data

9.
It’s all about having a
killer story media want to
cover
(and content they’re happy to link to)

10.
What journalist has ever been
excited to link to something?
They’re
excited/intrigued/interested by
the story

11.
And you can find a great story in lots of
places, and it can cost (nearly) nothing

12.
1. Find your
resource…

13.
Do you
have a
brand
expert?

14.
It helps if you’re saying
something surprising,
shocking or unusual
…but being timely also
works

15.
(the expert can be you)

16.
Has your brand
seen any
spikes in sales?

17.
Again, has to be surprising and/or
tied to recent news or pop culture
(more on that later)

18.
Use search
data that ties to
your brand

19.
Search data is basically the
best free survey out there –
it reflects people’s
preferences and
current trends

20.
“Most searched for [something
connected to your brand]”
“Every countries’ most popular
[something connected to your
brand]”
“Increase in searches for
[something connected to your
brand]”

21.
Analyse
social media
data

22.
Social Blade: views, subscribers and earnings
stats for YouTube, Twitch, Instagram, TikTok
etc
Google for latest earning data
Instagram: use number of hashtags for ‘most
photographed’
Instagram: look at a good sample of images to
discover trends

23.
Run a free
survey

24.
(it doesn’t have
to be +1,000
respondents)

25.
FOIs take ages,
use someone
else’s

26.
Exam boards
Local councils
Ofcom
Transport for London

27.
Use any free
published data

28.
DVLA NumbeoWaste Flow

29.
(ctrl + F ‘methodology’ on
your fav digital PR
campaigns)

30.
2. Pick a ‘safe’ topic

31.
Topical

32.
Evergreen

33.
3. Go global

34.
Nationals
Regionals
Lifestyle
Celebrity
Music
America
Canada
South Africa
Kenya
Nigeria
Australia
Middle East
New Zealand
India
“Most
listened to
songs
during sex”

35.
4. Make a link-able
blog post

36.
Simply write up your story with
a little extra info

37.
Expert tips
More assets
Further data
<snappy title>
nice image nice image
<full results>
<bonus assets>
<extra trips>

38.
“Please include a credit the
original research”
“More information can be
found here…”

39.
Free resource
Topical or
evergree
n topic
International
appeal
Blog post
with
further
info
Link Gold

40.
Ability to be reactive
Bonus benefits
Allows for consistency
More adventurous
Less pressure

41.
Happy link
building!
I’m on Twitter @louisevparker
(and Tik Tok @louise_digitalpr)