Review: Digital PR for Link Building - Prolific Training
The first Prolific North training session was a great success yesterday with a packed out room keen to learn how to optimise links and campaigns.
With old practices in PR regularly becoming outdated, the session focused on how PR agencies can use a variety of tools to really drive results, by satisfying what media companies are after whilst also working effectively with Google's rules.
Laura Crimmons, Founder of Silverthorn Agency, took the training session which was attended by copywriters, marketers and PR professionals from both in-house staff and agencies.
The day started with a closer look at the most effective way to use links, when it's appropriate to use no-follow tags, and what to do to stay in Google's good books.
Talks moved on to how to guarantee success with a press release by analysing different types of journalists. Laura broke down what sort of content is suitable for attracting national, regional, trade, business and lifestyle publications, regularly using previous campaigns she had been a part of as case study material.
With the focus being on getting links included in media stories, attendees were challenged to come up with campaigns that journalists would want to write about but also that would be likely to draw visitors back to the campaign's own website.
There were a number of challenges included in the day's itinerary, tailored to each of the attendee's needs so that they could go back to their agencies and make use of what they worked on.
Throughout the day, Laura recommended useful online software, such as search listening tools, that she considered crucial to the campaign building process.
The first Prolific Training session covered all of the following:
- State of the industry
- Google and link building
- What do journalists want?
- The planning process
- Effective brainstorming practice
- Do's and Don'ts of press releases
- Seeding: Good and bad outreach
- Keys to building relationships
- Monitoring and reporting