{"id":11190,"date":"2023-12-15T11:39:00","date_gmt":"2023-12-15T11:39:00","guid":{"rendered":"https:\/\/prowly.com\/magazine\/?p=11190"},"modified":"2025-01-14T16:37:51","modified_gmt":"2025-01-14T16:37:51","slug":"digital-pr-in-2020-how-to-incorporate-seo-content-marketing-into-your-pr-strategy","status":"publish","type":"post","link":"https:\/\/prowly.com\/magazine\/digital-pr-in-2020-how-to-incorporate-seo-content-marketing-into-your-pr-strategy\/","title":{"rendered":"Digital PR in 2021: How to Incorporate SEO &#038; Content Marketing into Your PR Strategy"},"content":{"rendered":"\n<p>The world of digital PR is\nconstantly evolving, especially when you consider that new trends emerge,\nimpacting the way communications teams plan their strategies.<\/p>\n\n\n\n<p>Content marketing, in\nparticular, is an important part of any digital PR strategy. Why should you\nspend time on content marketing?<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Content marketing strategies generate over 400% more leads per $1,000<br>(in 36 months) in comparison to paid search campaigns. (Source: <a href=\"https:\/\/www.oracle.com\/webfolder\/mediaeloqua\/documents\/Content+Marketing+Kapost+Eloqua+ebook.pdf\">Kapost &amp; Eloqua<\/a>)<\/li>\n\n\n\n<li>71% of B2B buyers consume blog content during the buyer\u2019s journey.<br>(Source: <a href=\"http:\/\/e61c88871f1fbaa6388d-c1e3bb10b0333d7ff7aa972d61f8c669.r29.cf1.rackcdn.com\/DGR_DG076_SURV_ContentPref_March_2018_Final.pdf\">Demand Gen Report<\/a>)<\/li>\n\n\n\n<li>74% of B2B buyers conduct extensive research before making a purchase.<br>(Source: <a href=\"https:\/\/www.forrester.com\/report\/Make+Your+B2B+Business+A+Digital+Business\/-\/E-RES89642\">Forrester<\/a>)<\/li>\n<\/ul>\n\n\n\n<p>For your brand messaging\nand PR efforts to make an impact on your audience, you need to produce\nhigh-quality content that meets specific standards to support it.<\/p>\n\n\n\n<p>What are these standards?\nTrends often dictate how your content will perform.<\/p>\n\n\n\n<p>Plus, there is the cause\nbehind the effect: organic search is easily the biggest and <a href=\"https:\/\/contentmarketinginstitute.com\/2019\/10\/organic-search\/\">most effective digital channel<\/a> that brings traffic to\nyour website. It is an essential and core aspect of your content marketing\nefforts. Therefore, you want your content to rank high in search results and be\noptimized for visibility on search engines.<\/p>\n\n\n\n<p>Bearing this in mind, take a look at these content marketing trends to inspire your digital PR strategy for 2021.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Artificial\nIntelligence (AI)<\/h2>\n\n\n\n<p>You might be wondering what artificial intelligence and\ncontent marketing have in common.<\/p>\n\n\n\n<p>Well, Google uses artificial intelligence to enhance user\nsearch results. When implementing your content marketing plan, it\u2019s important\nto understand how AI works to optimize your content for maximum impact, not\nonly for the reader but also for search engines.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.wired.com\/2016\/02\/ai-is-changing-the-technology-behind-google-searches\/\">Google has\nbeen using AI<\/a> for over four years now to determine\nif your content is valuable to readers or not. If your content is considered\nmore valuable, it will rank higher in search results, helping to drive organic\ntraffic to your website. Not only that, it is using AI to provide an integrated\nexperience to users and marketers across its products like search, Google Ads,\nGoogle Assistant, YouTube, and so on.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"937\" height=\"650\" src=\"http:\/\/prowly.com\/magazine\/wp-content\/uploads\/2019\/11\/AI-1.png\" alt=\"\" class=\"wp-image-11191\" srcset=\"https:\/\/prowly.com\/magazine\/wp-content\/uploads\/2019\/11\/AI-1.png 937w, https:\/\/prowly.com\/magazine\/wp-content\/uploads\/2019\/11\/AI-1-300x208.png 300w, https:\/\/prowly.com\/magazine\/wp-content\/uploads\/2019\/11\/AI-1-768x533.png 768w\" sizes=\"auto, (max-width: 937px) 100vw, 937px\" \/><\/figure>\n\n\n\n<p><em>Image\ncredit: https:\/\/blog.aimultiple.com\/ai-is-already-at-the-heart-of-google\/<\/em><\/p>\n\n\n\n<p>AI can be used in more ways than simply for search\nengines. Many businesses are using AI to capture customer data, helping them to\nstrategically pinpoint who their ideal customer is. This data can then be used\nto assist with their digital PR strategy, including marketing.<\/p>\n\n\n\n<p>In a study by <a href=\"https:\/\/www.meltwater.com\/uk\/insight\/report-artificial-intelligence-in-marketing\/\">Forrester<\/a>, 78% of the 700 business leaders surveyed planned to spend at least 5% on <a href=\"https:\/\/prowly.com\/magazine\/ai-in-public-relations\/\" data-type=\"URL\" data-id=\"https:\/\/prowly.com\/magazine\/ai-in-public-relations\/\" target=\"_blank\" rel=\"noreferrer noopener\">AI technology<\/a> in the following 12 months, signifying the growth of AI in business.<\/p>\n\n\n\n<p>When intent-based digital channels such as organic search are leveraged for PR, AI is crucial in helping marketers identify and target a niche audience that is receptive to their brand messaging and content.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Voice\nSearch<\/h2>\n\n\n\n<p>With the growth of mobile devices and home voice\nassistants, such as Google Home and Amazon Echo, voice search is growing in\npopularity. Optimizing your content for voice search can drive more organic\ntraffic to your website since it has an effect on SEO.<\/p>\n\n\n\n<p>When people use voice search, they tend to ask specific\nquestions. This means that search engines have to work harder to find relevant\ninformation. By next year, <a href=\"https:\/\/econsultancy.com\/the-future-of-voice-search-2020-and-beyond\/\">more\nthan 50%<\/a> of all online searches are\nexpected to be voice initiated.<\/p>\n\n\n\n<p>So, how can you optimize your content for voice search?\nShort keywords are less relevant for voice search results, meaning you should\nfocus instead on using long-tail keywords or sentences which users may be\nsearching for.<\/p>\n\n\n\n<p>Consider specific queries, such as, \u201cIs there a taxi\nservice in London that uses electric cars?\u201d Optimize content for natural but\nconversational queries\u2014you could use keywords in your blog posts or use a FAQ\npage to target certain queries. Research questions your audience are looking\nfor. You could even use these questions as blog titles! A tool like <a href=\"https:\/\/answerthepublic.com\/\">Answer The Public<\/a> can help you do this\u2014it generates questions that people ask on\nGoogle, provides comparisons, and filters queries by certain kinds of words\nlike prepositions.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"939\" height=\"764\" src=\"http:\/\/prowly.com\/magazine\/wp-content\/uploads\/2019\/11\/Answer-The-public-1.png\" alt=\"\" class=\"wp-image-11192\" srcset=\"https:\/\/prowly.com\/magazine\/wp-content\/uploads\/2019\/11\/Answer-The-public-1.png 939w, https:\/\/prowly.com\/magazine\/wp-content\/uploads\/2019\/11\/Answer-The-public-1-300x244.png 300w, https:\/\/prowly.com\/magazine\/wp-content\/uploads\/2019\/11\/Answer-The-public-1-768x625.png 768w\" sizes=\"auto, (max-width: 939px) 100vw, 939px\" \/><\/figure>\n\n\n\n<p><em>Image\ncredit: https:\/\/answerthepublic.com\/<\/em><\/p>\n\n\n\n<p>Additionally, optimize your content for local SEO. For\ninstance, many voice search users may be asking for local content, such as, \u201cWhich\nis the absolute best coffee shop in Orlando?\u201d Ensure information about your\nbusiness (including opening times, contact numbers, and location) that appears\non search results, social media, industry listing sites, and review platforms is\naccurate. This will also help optimize your content for voice search, directly\nor indirectly.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">User\nExperience<\/h3>\n\n\n\n<p>So you\u2019ve put in place an integrated <a rel=\"noreferrer noopener\" href=\"https:\/\/www.semrush.com\/blog\/pr-content-marketing-strategy\/\" data-type=\"URL\" data-id=\"https:\/\/www.semrush.com\/blog\/pr-content-marketing-strategy\/\" target=\"_blank\">PR and content marketing<\/a> strategy that brings in your audience in droves to your owned (your website and social properties), <a href=\"https:\/\/prowly.com\/magazine\/earned-media-strategy\/\" data-type=\"URL\" data-id=\"https:\/\/prowly.com\/magazine\/earned-media-strategy\/\">earned<\/a> (third-party sites and platforms over which you don\u2019t have administrative control), and paid media. But are these visitors staying long enough on these websites or digital platforms for your message to be absorbed?<\/p>\n\n\n\n<p>User experience plays a huge role in keeping readers on\nyour site for longer\u2014you want them to read <em>all<\/em>\nyour PR stuff, don\u2019t you? On the other hand, bad UX kills good content like\nlocust swarms devouring a field of crops. If your website doesn\u2019t load quickly\nenough, or if information is hard to read (especially on mobile devices) or\nnavigate, readers will leave with a poor impression of your brand in their\nminds, perhaps never to return.<\/p>\n\n\n\n<p>Further, speed is one of the most important factors\ninfluencing the UX for today\u2019s impatient and information-overloaded audience. It\nleads to more time spent on your page, <a href=\"https:\/\/www.digitalistmag.com\/customer-experience\/2017\/03\/22\/3-quick-n-easy-ways-shrink-bounce-rate-04985491\">lower\nbounce rate<\/a>, and higher content engagement. Page\nloading speed is one of Google\u2019s few acknowledged (and emphasized) ranking\nfactors, especially on mobile devices, which search engines are now giving\npriority to while indexing your content. In fact, Google has recently\nincorporated speed data into its Search Console reports alongside the mobile\nusability stats:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/prowly.com\/magazine\/app\/uploads\/2019\/11\/Google-Search-Control.png\" alt=\"\" class=\"wp-image-11193\"\/><\/figure>\n\n\n\n<p><em>Image\ncredit:\nhttps:\/\/searchengineland.com\/a-deeper-look-at-google-search-console-speed-reports-323714<\/em><\/p>\n\n\n\n<p>Again, there\u2019s a tool to do this! As far as <a href=\"https:\/\/prowly.com\/magazine\/owned-media\/\" target=\"_blank\" rel=\"noreferrer noopener\">owned media<\/a> are concerned, a web builder platform like <a href=\"https:\/\/www.duda.co\/\">Duda<\/a> comes in handy, especially when your content has to conform to Google\u2019s new <a href=\"https:\/\/www.duda.co\/blog\/updates-to-dudas-websites-for-googles-new-lighthouse-test\/\">Lighthouse<br>testing standard<\/a> for page speed. This takes into account optimization of code, new image formats, loading and rendering of content on the screen, browser-server communication, and so on. It also provides other options to customize your content to improve targeting and increase engagement:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"939\" height=\"468\" src=\"http:\/\/prowly.com\/magazine\/wp-content\/uploads\/2019\/11\/Duda-1.png\" alt=\"\" class=\"wp-image-11194\" srcset=\"https:\/\/prowly.com\/magazine\/wp-content\/uploads\/2019\/11\/Duda-1.png 939w, https:\/\/prowly.com\/magazine\/wp-content\/uploads\/2019\/11\/Duda-1-300x150.png 300w, https:\/\/prowly.com\/magazine\/wp-content\/uploads\/2019\/11\/Duda-1-768x383.png 768w\" sizes=\"auto, (max-width: 939px) 100vw, 939px\" \/><\/figure>\n\n\n\n<p><em>Image\ncredit: https:\/\/www.duda.co\/<\/em><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Influencer\nMarketing<\/h3>\n\n\n\n<p>Finally, the one topic PR folks just can\u2019t stop talking\nabout. Influencer marketing has come a long way in the last few years. It is\nexpected to become <a href=\"https:\/\/www.forbes.com\/sites\/forbestechcouncil\/2019\/02\/13\/calculating-the-true-size-of-the-influencer-marketing-industry\/\">a $10\nbillion industry by 2020<\/a>, so there has\nnever been a better time to integrate influencer marketing into your digital PR\nand content strategy.<\/p>\n\n\n\n<p><a href=\"https:\/\/prowly.com\/magazine\/how-influencers-can-help-you-build-a-community-around-your-brand\/\">The right<br>influencer-generated content<\/a> can drive traffic to your website, <a href=\"https:\/\/prowly.com\/magazine\/brand-awareness-strategies\/\" target=\"_blank\" rel=\"noreferrer noopener\">increase brand awareness<\/a>, and create a sense of trust\u2014after all, if a trustworthy, authoritative, real person is using your product, then it must be good enough, right?<\/p>\n\n\n\n<p>Celebrity influencers are also highly effective in\npromoting your brand <a href=\"https:\/\/blog.hubspot.com\/marketing\/examples-of-influencer-marketing-campaigns\">in various\nways<\/a>, towards different <a href=\"https:\/\/www.oberlo.com\/blog\/influencer-marketing-examples\">campaign-specific\ngoals<\/a>. Airbnb has used celebrities\nincluding Mariah Carey to increase their reach.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"939\" height=\"714\" src=\"http:\/\/prowly.com\/magazine\/wp-content\/uploads\/2019\/11\/Influence-Marketing-1.png\" alt=\"\" class=\"wp-image-11195\" srcset=\"https:\/\/prowly.com\/magazine\/wp-content\/uploads\/2019\/11\/Influence-Marketing-1.png 939w, https:\/\/prowly.com\/magazine\/wp-content\/uploads\/2019\/11\/Influence-Marketing-1-300x228.png 300w, https:\/\/prowly.com\/magazine\/wp-content\/uploads\/2019\/11\/Influence-Marketing-1-768x584.png 768w\" sizes=\"auto, (max-width: 939px) 100vw, 939px\" \/><\/figure>\n\n\n\n<p>Embed post: <a href=\"https:\/\/www.instagram.com\/p\/5w29mVLeK7\/\">https:\/\/www.instagram.com\/p\/5w29mVLeK7\/<\/a><\/p>\n\n\n\n<p>Using the right <a href=\"https:\/\/grin.co\/blog\/8-influencer-marketing-case-studies-with-unbelievable-results\/\">mix\nof influencer and sponsored posts<\/a>,\nAirbnb has achieved an engagement rate of 4% on Instagram, with over 18 million\nlikes and over 500,000 comments.<\/p>\n\n\n\n<p>Keep in mind the beliefs, values, and preferences of your audience when selecting the influencers you work with. You can then determine whether to work with them for just a campaign or two, bring them on board for the long term as a brand ambassador, or in a product-specific capacity as part of an <a href=\"https:\/\/prowly.com\/magazine\/pr-affiliate-program\/\">affiliate-like program<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"over-to-you\">Over to you<\/h2>\n\n\n\n<p>Content marketing is a highly effective strategy, especially when combined with SEO and PR. Educating and informing your prospects, building trust with your audience, enhancing <a href=\"https:\/\/prowly.com\/magazine\/brand-awareness-campaigns\/\" target=\"_blank\" rel=\"noreferrer noopener\">brand awareness<\/a>, and standing out from the competition are just some of the goals that an integrated digital strategy can help you achieve. Sustained efforts in digital PR help drive ROI via content and gives you the potential to keep growing by connecting with new audiences.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-a89b3969 wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/prowly.com\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>TRY PROWLY FOR 7 DAYS FREE<\/strong><\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>For your brand messaging and PR efforts to make an impact on your audience, you need to produce high-quality content that meets specific standards to support it.<\/p>\n","protected":false},"author":270,"featured_media":11196,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[352],"tags":[36,111],"class_list":["post-11190","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-pr-strategy-and-planning","tag-content-marketing","tag-seo"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How to Incorporate SEO &amp; 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