5 PR Approaches That Can Earn Editorial Links
Winning PR coverage and the editorial links they bring are an increasingly important part of SEO. But to get coverage, you have to understand the types of stories that journalists write about.
Winning PR coverage and the editorial links they bring are an increasingly important part of SEO. But to get coverage, you have to understand the types of stories that journalists write about.
Winning PR coverage and the editorial links they bring are an increasingly important part of SEO. But to get coverage, you have to understand the types of stories that journalists write about. There are patterns in these stories and in this article, we describe five taken from mainstream press over the last week – including the story of an SEO who gained major coverage and sold a new site he’d created for $85,000.
There are important PR challenges to overcome. Not least:
But the advantages are real:
There’s a great quote in the first paragraph of the book Alice in Wonderlandby Lewis Carroll: “‘And what is the use of a book,’ thought Alice, ‘without pictures or conversations?'”
It sums up what’s needed in a news story – “pictures” – something visual that adds to the story and “conversations” – first-person quotes from the people in the story. Check that those two elements are in the news stories you create and you’ll increase your chances of getting coverage.
In this article, we’ll look at five news stories from the last week or so. Each example shows a different type of story and should act as a model for your own PR.
The Top Rank Blog had a great story on how customer feedback could be turned into brand storytelling and attract media coverage as a result.
Locally Laid sells eggs from a small, family-run farm in Minnesota. They received a complaint from one of their customers and decided to respond to it via a blog post, “An Open Letter to the Man Offended by Locally Laid.”
The blog post was first picked up by a local journalist when it was published on January 21 and the story quickly spread as this timeline screenshot from Majestic.com shows:
[Disclosure: Majestic is a client]
Questions to ask your client:
News stories are about people, as this article from The New York Times shows: “An Online Jeweler Creates Links With Brick-and-Mortar Shops.”
Note how the article starts off, “Craig Rottenberg worked as an investment banker and started a tech company, but a decade ago he returned to his family’s roots.”
The story then describes an important problem: “The business just wasn’t large enough to support the kind of marketing it would take to compete online…”
And then quickly gets to the solution: “A partnership suggested by one of the business’s long time suppliers, Ritani… it enabled customers from the Boston area who shop on the Ritani site to have their jewelry delivered to Long’s store.”
It’s this model of “background,” “problem,” and “solution” that makes an attractive media story.
Questions to ask your client:
Twenty U.K. businesses got coverage and editorial links from TheGuardian.com in this article: “Guardian small business trade mission: shortlist revealed.”
This contest is sponsored by The Guardian themselves: by publishing a shortlist they involve each shortlisted business in their promotion, and of course also encourage the businesses to promote the fact they’ve made the shortlist.
Questions to ask your client:
In this example, Scottish whisky producer Ballantine’s sought to partner with a graffiti artist, INSA, to create “The world’s largest animated GIF.”
Journalists and bloggers just love stories about “the world’s largest…” and in this story Ballantine’s choose to partner with graffiti artist INSA to create the massive GIF. The gif took a team of 20 people six days to create.
Questions to ask your client:
Ryan Holiday wrote the book on media manipulation, Trust Me, I’m Lying. And in this article, “Exclusive: How This Man Got the Media to Fall for ShipYourEnemiesGlitter Stunt,” he explains how one man used his advice to great effect.
The man in question is Mathew Carpenter, who has an SEO background and created the site, ShipYourEnemiesGlitter.com
He succeeded in getting media coverage and editorial links from Time, FastCompany, the Telegraph, The Huffington Post, TechCrunch, and many others. As a result of all this coverage, he managed to sell the site for $85,000.
According to Holiday, this stunt reveals two things, “how great the demand for weird, funny start-ups actually is and how desperate and derivative the online media is these days.”
Questions to ask your client:
These types of stories may not be strangers to what many link builders do – but it takes it to a different level in targeting mainstream media. The question to ask is of course how can you make that relevant to your clients.