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SEO + Content Case Study

Seasonal Digital PR Campaign Earns 175+ Links

A timely digital PR campaign about holiday shopping trends increased our client’s digital visibility by earning brand mentions in top-tier publications and more than 175 links.

  • 175+

    total links

  • 43

    average domain authority

  • 25

    links with domain authority of 70+

The Client

The Client is an online B2B trade printing company. They provide services for printing, packaging and shipping.


The Objective

When our engagement began, the Client wanted a comprehensive digital marketing strategy across the paid media, search engine optimization (SEO) and digital PR services of our agency. From a digital PR perspective, the Client sought to strengthen their website visibility by building a strong backlink profile of quality and quantity earned media coverage linking to their site.

Digital PR Strategy

  •  

    The problem

  • The Client had not earned any media coverage or backlinks prior to working with us. They wanted to strengthen their digital presence and build brand awareness but didn’t have the expertise to execute an outbound link building strategy on their own.

  •  

    The solution

  • For this campaign we wanted to find a campaign topic that both local and national outlets would be interested in covering. Early conversations about inflation dominated the headlines for much of 2022, so we created a timely campaign about how inflation and supply chain issues could impact the 2022 holiday season.

  •  

    Why it matters

  • It can be tough to break into the news cycle and earn coverage. Our team worked to create a campaign that would be timely and provide new data for journalists. The holidays are a great way to penetrate the news cycle, and tend to be a reliable and predictable avenue to earn media coverage and find newsworthy hooks seasonally.

    In order to create this digital PR campaign we surveyed more than 1,000 Americans to find out how they were preparing for the holiday season when it comes to shipping, saving, and shopping. This topic was not only newsworthy, but relevant to the client’s business and expertise.



We earned a wide array of media coverage from national outlets like CNBC and Daily Mail to high-authority local publications like KRMG-FM in Tulsa, Oklahoma and ABC in Atlanta, Georgia.

Results

Successful digital PR earns media coverage that balances quality and quantity. We focused our efforts on earning media coverage and links from high-DA websites like CNBC and Benzinga. These authoritative sites send a signal to Google that any sources they link to are reputable and trustworthy citations. Additionally, coverage in marquee publications can amplify the total coverage earned through widespread syndication across valuable, albeit lower authority websites. We focus on not just the quantity of links we earn, but the quality of those key placements when judging the success of the campaign.

43

Average domain authority of backlinks

Over the course of 8 weeks of media outreach we secured more than 175 media placements across the U.S. The average domain authority (DA) of those placements was 43, and 25 of the placements landed in publications with DAs above 70. This type of high-authority and high-volume link building link building can have tremendous impact on a website’s organic visibility.

Identifying the right theme for a business’s digital PR campaign can be tricky. There has to be adequate relevance to the company’s services to make that business a logical thought leader on the topic, while providing journalists with relevant, new data that they’re excited to share with their audiences. Our choice in a seasonally-focused campaign about a relevant topic of holiday shopping was strategically timed for production and media outreach for the fall when holiday topics start popping up in the news cycle. Our efforts saw linking as early as September and those numbers picked up the closer we got to Thanksgiving and the winter holiday season.

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Lyndsey Maddox

Director of Business Development
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