When we talk about Digital PR online, it is generally about creating content (articles, blog posts, press releases, web) and effectively spreading your visibility online through a conscious relationships with journalists and bloggers. When I do Digital PR, my goal is often also thinking about the S.E.O advantages as well: publishing content on portals, online magazines, blogs that are authoritative with Google and for the user.
How to carry the task?
The first thing to do is to contact bloggers related to your industry to ask their willingness to write one or more articles about a product or service that I would like to increase the visibility of, when taking into consideration of S.E.O best practices after the Google penguin update, make sure to only ask the blogger if they want to add a link to your site to only add natural links with anchor text like “click here”,”more info” or the name of the domain.
Here are the steps that to follow:
a) Look out for influential blogs.
You could start off by checking out the many blog directory sites like http://www.blogtopsites.com or specific niche ones like http://www.modestmoney.com/top-finance-blogs/
To search for blogs try this:
Google & Bing – search for: inurl:blog your industry keyword (e.g.. inurl:blog seo)
Facebook groups and pages
Google Plus Community profiles
To assess the quality of the blogs, here are some parameters to check (go to https://moz.com/researchtools/ose/ ):
Domain Authority (more than 25 is usually a good sign)
The engagement that the blog is achieving on the major Social networks
The quality of the writing (grammar, syntax, punctuation)
The level of Personal Branding of blogger
b) Create a list in excel highlighting this data:
URL Link to blog/website
Blogger full name (where available)
E-mail send date
Date of reminder email
Notes (for example if the blogger is already a friend on Facebook)
c) Prepare an email to send to the bloggers with a collaboration proposal
Attention should be made to the following points:
The e-mail subject must be eye-catching, immediately notify the topic and draw the reader’s attention
Enter the recipient’s email address or full name, instead of using the standard “info @” or “editor@”
Good use of font, spaces and paragraphs to make the email easy to read
d) Data Entry
After you have sent an email enter the details into your excel file with the date sent, this allows you to order all the entries in date order to see which have not replied. If there is going to be more than 1 person updating this file, then why not consider using a cloud based system like Zoho
e) No reply?
If I don’t get e-mail response after a few days, try contacting the blogger again in via Social media. Remember Digital Pr are not easy, it requires a lot of patience, perseverance, interpersonal skills and the ability to empathize with influencers.