Lift Your Public Relations with These 3 Content Marketing Tools

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Lift Your Public Relations with These 3 Content Marketing Tools

Today I’m going to help you lift your public relations with three content marketing tools. Hopefully, this will get your work week off to a good start.

Public relations is key for SEO these days. After all, most everything a public relations professional writes end up being online. Why not optimize your press releases, case studies, blog posts, article submissions, and more, for Search Engine Results Pages (SERP)?

Here are my top three content marketing tools to help you lift your public relations. Let me know how they work out.

Identify which content is working well with BuzzSumo

Basically, it is a research and monitoring tool. To break it down even further, the platforms finds content that is most shared on social and identifies influencers related to those topics. You won’t waste time writing to what is popular, but start with keyword phrases to write about that underscore what you’re working on.

Identify which content is working well with BuzzSumo

Improve Your Link Popularity Score with Moz

The “MozRank” is essentially a ranking system derived from SEOmoz’s logarithmically measurement system, based upon a 10-point ranking. The platform compares webpages to others and ranks their popularity. You can get a “Domain Authority” ranking up to 10, but generally speaking most websites are at 3, which is good. That’s how you rank on SERP’s in order of appearance. Find out how your site ranks today for free at this link.

Improve Your Link Popularity Score with Moz

Grow Your Search Traffic with Ahrefs

While you can do a lot with Ahrefs from running a website audit to exploring competitors and researching keywords – my most favorite feature is backlink research. There’s a free version you can check out at this link. As their site states, “Ahrefs has the second most active web crawler after Google, which means we have the best backlink database in the industry.”

Grow Your Search Traffic with Ahrefs

Hopefully these three tools will get you off to a good start.

Are there others you would like to mention too? Leave those in the comments.

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How to Prepare an Executive for an Interview

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How to Prepare an Executive for an Interview

I was recently asked how I would prepare an executive for an interview. Traditional PR pros would create a “Briefing Sheet.” But, to me, that implies that everything and the kitchen sink is relevant to your executive, which it is not. To properly prepare an executive for an interview, try these tips out.

What is the Journalist or Producer Interested in?

You already know the answer to this question. How? They bit on your pitch. They want to speak with your executive about the topic you offered up or they reached out to you independently with a request. Either way, start here. 

Search on the person’s name and the topic to find out what they’ve written about or produced in the past. It may come as no surprise to learn that they’ve written extensively on this subject or related topics. 

What Have They Created in the Past?

Compile a list of links to what they previously created and call out information specific to the interest of your executive and brand. Remember, you’re compiling notes for an executive, they’re busy! Less copy is more, but provide links to more information. Also, try to find videos or reports where their point of view or personality reality shines through.

Identify Their Tone and Style

Just because they may have written on this subject before or may have expressed interest, doesn’t necessarily make them a fan. Find out where they sit in the court of public opinion on the subject your executive will be talking about. Try to lessen the shock value for your executive. You want to provide him/her with information with is both anecdotal and factual. Sometimes, the best place to look is their Twitter Handle, assuming they have one.

Background on the Media Outlet

Don’t make any assumptions about what your executive may or may not know about a media outlet. Just because he/she lives and breathes their news doesn’t necessarily mean that there is an understanding of the nuances of media outlets. Provide more background which includes a link to the publication or broadcast, information on readership, circulation, views, or subscribers, and if the media outlet is part of a larger group.

Those are just a handful of ideas to get your started. Feel free to add more ideas in the comments below.


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Thanks for the PR Strategy, Internet

Thanks for the PR Strategy, Internet

I’m not giving away some deep dark web secret. Your next PR strategy is on the Internet. All you have to do is to know what to look for. Yes, it helps to have over two decades of PR experience under your belt to know how to see it. But, PR is a learned skill. A new approach to how you’ve been reading articles and watching TV news. There is no secret sauce.

What’s your story?

First, you need to identify what your story is. In this case, we’ll use a partnership that start-up X formed with company Y. Not surprisingly, start-up X isn’t the first emerging technology vendor to form a partnership with start-up Y. There are many others. As a matter of fact, Company Y is so popular that the joint press release they allow between their organization and others is straightforward and simple - and available online.

What was announced previously?

You can search on “Company Y” and “for immediate release” to find past press releases that Company Y and vendors have announced. You may also be able to find media outlets that picked up the news from older announcements.

What was written about?

Carefully scan which media outlets picked up the news from other vendors and Company Y before making recommendations on how to pitch your press release. You won’t be able to alter the press release template that Company Y has provided. You will be able to see how the media outlets wrote about the other vendors and pitch your news in the same style and format to improve your chances of getting press coverage.

Good luck!

To hire a public relations consultant to qualify your news and get press coverage, contact us today!