Certain types of content gain more links and shares than others. Yet, striking the golden balance between being link-worthy and shareable can feel like trying to lasso a unicorn while blindfolded.
It’s time to pull off that blindfold. In this article, Theresa Bass, Digital PR Strategist, unmasks the content types that’ll have reputable sites linking back to your pages faster than you can say, “Digital PR.”
What Does Digital PR Involve?
Digital PR might sound like another buzzword to toss in the ever-growing marketing jargon but trust us, it’s far more than that—it’s your secret weapon for brand recognition and SEO.
At its core, Digital PR involves two key steps.
Firstly, it bolsters your SEO strategy and rankings by gaining coverage in online media.
This strategy is magic for your backlink profile. According to a Backlinko study, the number of domains linking to a page correlated with rankings more than any other factor.
The second step is creating valuable content.
You aren’t just selling a product or service here. You’re selling yourself—your values, your mission, and your reason for existing.
And the pay-off? A strong digital PR strategy builds brand authority, trust, and credibility that consumers love.
In a world where customers have many options, your digital authority can be the difference between a one-off purchase and a lifelong customer relationship.
An article from Harvard Business Review supports this, suggesting that businesses with high brand authority have better customer retention.
So when your brand’s perceived as trustworthy, buyers won’t just choose you once—they’ll keep coming back, like moths to a particularly captivating flame.
Plus, by expanding your digital footprint through shared and created content, you’re increasing your online presence and overall audience reach faster than a tweet goes viral.
Decoding Linkable Assets
A digital PR linkable asset is a high-quality piece of content that is crafted to drive engagement and attract backlinks to your website. It’s not just about being ‘out there’; it’s about being desired, so much so that backlinks happen organically, as well as through content promotion.
But what makes a PR asset worth its weight in backlinks?
Firstly, it must amplify your brand’s authority and online presence like a megaphone in a silent room. Secondly, it must be useful to your audience in ways they didn’t know they needed—educational, helpful, thought-provoking, and the list goes on.
Remember, a winning Digital PR linkable asset isn’t a one-hit-wonder.
It’s an evergreen source of information that’s useful enough to make a journalist or blogger want to link to it as a resource.
Now, let’s talk about what a Digital PR asset isn’t. It’s not your promotional soapbox, and it’s certainly not the place to retell your brand or product story ad nauseam. We’re aiming for value here, not an infomercial.
And if you’re thinking about slapping together a quick 200-word article and calling it a day, think again. A Digital PR asset isn’t a sprint; it’s a marathon.
Anything less than 500 words could seriously shortchange your content’s depth and usefulness.
Content Formats That Drive Digital PR
While Digital PR is a varied landscape, certain content formats consistently stand out in their ability to drive engagement, create backlinks, and elevate brand authority.
Let’s take a closer look.
Newsworthy Studies and Surveys: Newsworthy studies and surveys grab attention. They are educational, relevant, and often lean into current events to keep your brand top of mind. Plus, sharing unique data you’ve gathered through surveys or questionnaires positions you as a trusted authority on the topic.
Interactive Data: Interactive data makes your content more engaging and easier to digest, like explaining a complex idea through an interactive slider. For example, think about visually showing how long it takes for a shoe to decompose—talk about making an impact!
Infographics: Infographics are an educational, thought-provoking, and highly shareable type of linkable asset. Plus, they help increase brand awareness by incorporating your logo, positioning you as an expert on the topic. They’re like a visual feast that keeps your audience coming back for seconds.
Whitepapers: Whitepapers can help establish your expertise in your industry. They address consumer needs, generate leads, and can even be shared with journalists as exclusive content. In the world of digital PR assets, a well-researched whitepaper is as valuable as a backstage pass at a sold-out concert.
Podcasts: Podcasts let you engage with your audience on a more personal level. You can discuss industry trends, share expert opinions, and even invite guest speakers to offer unique insights. In a world dominated by visual content, podcasts offer an auditory break that’s as refreshing as it is informative. The common thread weaving through these formats? Their goal is to engage the audience. Remember, Digital PR isn’t about bombarding your audience with information—it’s about fostering a relationship that keeps them coming back for more.
The Dynamic Duo of Digital PR and SEO
So, why should Digital PR and content creation be an integral part of your SEO strategy?
Digital PR and SEO are the Batman and Robin of the online world—they’re both working tirelessly towards the same goal: catapulting your brand’s visibility online.
But they’re not just about being seen; linkable assets are about being respected. When you’ve got strong, authoritative content on your site, you’re not just building links—you’re building credibility.
You’re sending a clear signal to both your audience and search engines that you’re not just another face in the crowd—you’re a trusted authority and a go-to resource.
Want to get the most out of your Digital PR campaigns?
Ignite Visibility has a team of expert digital marketing professionals. We leverage the power of Digital PR to help businesses secure valuable backlinks and achieve their marketing goals. Our expert strategists work closely with clients to understand their unique needs and design customized Digital PR strategies that maximize return on investment. Whether it’s creating linkable assets or securing valuable backlinks, we handle every aspect of Digital PR to ensure our clients receive optimal results.
Want to learn more about our earned media management services?
