Firstly, it is no secret that we live in a digital world. It is evident that PR has been using social media to promote content online. And this is just the tip of the iceberg.
As communicators evolve with this digital era, PR agencies are adding social media to their list of services – they call it digital PR.
SEO and marketing companies have seen the same opportunity to package their link-building efforts. This is a both a bonus as well as a grey area for marketing and PR companies.
Digital Tools for Opportunities
It would be narrow minded to ignore that digital marketing can be seen as a PR tool. When it comes to seeking relevant feature opportunities, contacts and publications databases, it is clear to see that PR tools are predominant.
Tools that analyse domain authority and social metrics can assist you in getting coverage on relevant sites and platforms. These tools are also known to refine your targets.
Ultimately, these tools gives you a better platform to share news and tell stories, as it provides the right audience and improves your search positions.
Digital used to Determine How We Write
Digital tools can help instruct the way we write. Heat-mapping can educate us about the way our audience consumes content. This allows us to adjust the format accordingly. Split testing then gives us the opportunity to experiment with sub-headings, bullets points and titles.
Digital Tools for Find Content Themes
It’s important to think about your audience. Research what they want to read or what they’ll be searching for or sharing. Apart from what the outlet may favour, it is key to put your audience first. If you make your audience a priority, they’ll stick around.
The joy of digital is determined by a quick turnaround, allowing you to capitalise on opportunities. Opportunities that are focused on finding content gaps and approaching them by targeting the best publications to put you in the position to reach the right people with the right message.
These gaps are useful when generating social or other content, from guides to editorials, infographics and even social media.
As we know, digital tools spot trending social topics and gaps. Sadly, there’s still a propensity to use social media to boost news or coverage only, but it’s important to remember that there’s much more to it. Think laterally and out of the box.
In conclusion, whether digital PR is a primary focus or not, it’s a digital strategy gets you in front of audiences who would someday, potentially advocate your brand.
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