With over 12 years of digital PR experience and 7,500 relationships with clients like Adidas, Norton and Quicken Loans, Siege Media knows a thing or two about digital PR strategies. Digital PR, at its heart, is the art of cultivating a positive brand image online and driving website traffic through engaging content and outreach.
Brands are no longer distant figures shouting their latest news through press releases. Instead, they do a strategic dance with their online communities — it’s a back-and-forth that builds relationships and fosters brand loyalty.
As all of the best digital PR services will tell you, achieving digital PR mastery isn’t just about catchy slogans and viral dances (although those can’t hurt). It requires a well-crafted strategy built on the foundation of valuable content and strategic outreach.
But exactly which digital PR strategies are right for your business? Our team of digital PR and content marketing experts at Siege Media put together a roundup of nine key digital PR strategies. This post will help break them down, offer actionable tips, and equip you to transform your brand from a passive onlooker to a genuine online authority.
After all, in digital PR, quality content and strategic outreach speak volumes.
Table of Contents
- Why Use Digital PR Strategies?
- Digital PR Strategies in Action
- How To Run a Successful Digital PR Campaign
- Amplify Your Brand Through Digital PR
Why Use Digital PR Strategies?
Here’s why digital PR is more important than ever: People are glued to their devices. A recent Pew Research Center study found that a whopping 86% of American adults get their news through a digital device. That’s a massive audience with a growing wealth of information at their fingertips and ever-shrinking attention spans. Capturing their fleeting interest requires strategic online storytelling and engagement.
Effective digital PR strategies can:
- Increase brand authority and trust: When respected publications and industry influencers talk about you, it screams credibility and positions you as a trusted thought leader.
- Boost your SEO: High-quality backlinks earned through media placements and influencer marketing are like SEO rocket fuel, propelling your website to the top of search engine rankings.
- Lead to more conversions: Customers are more likely to support and buy from a brand they perceive as reliable and authoritative.
Digital PR is a cornerstone of modern brand building and marketing performance. In fact, 67% of SEO professionals recently identified digital PR as the most effective link building method.
You just need to understand how to secure backlinks. We can help! Here at Siege, we’ve used digital PR to generate over 6,000 pieces of coverage per month for clients like Shutterfly, Credit Karma, Chime, HubSpot, and more.
Digital PR Strategies in Action
Consider this section your digital PR playbook with ideas from some of the best digital PR services. We’ve compiled nine battle-tested strategies that will transform your brand from a timid wallflower to the belle of the online ball (and yes, that was a Bridgerton reference).
These strategies and digital PR examples combine the power of data, creativity, and key partnerships to propel your brand to the forefront of your audience’s minds.
1. Data-Driven Storytelling
As someone who thrives on uncovering unique insights from spreadsheets and statistical studies, I can’t stress enough the importance of data-driven storytelling in your digital PR arsenal.
The truth is journalists crave data. I should know — I used to be one! However, a study from Cision backs me up, revealing that 68% of journalists are looking for original research and trend data in the pitches they receive.
There are various ways to transform data into captivating narratives, but where do you find these statistics?
Proprietary data holds immense value and potential for revealing unique data-based stories about your audience and/or industry. These insights are exclusive to your business and can be a goldmine for media attention.
- Real-world use case: Zendesk’s 51 customer service statistics you need to know
Surveys of the general public or key members of your target audience create fresh data that you can tailor to your chosen topic. You can control the data by crafting the survey questions to address the exact topics you’re interested in.
- Real-world use case: Top10’s 40% of People Would Consider Dating an AI Partner, Survey Says
City and state studies allow you to create unique listicles that rank locations across the country based on existing information from outside data sources that you will then measure by criteria you set. The local and regional results often appeal to reporters in those areas who are always hunting for data relating to their specific audiences.
- Real-world use case: Choice Mutual’s The 13 Best States To Retire In 2024 (And The 7 Worst)
- Added bonus: Choice Mutual Case Study
Siege Media’s Strategy Tips:
- Tell a story: Data is the foundation, but storytelling and emotional tie-ins are the keys to engagement. Use your data to paint a picture, highlight challenges, and propose solutions.
- Visualize your data: Charts and graphs are your friends! They make complex data digestible and visually appealing.
2. Do More with First-Party Data
If you have proprietary data — from an original survey, an industry trends report, customer performance metrics, etc. — you should strategize to make the most of this exclusive asset.
Position your data at the top of the posts it’s featured in, making the information almost like a second search result. If the data is hosted at the top of those posts, it can also drive product page links.
One great way to do this is to incorporate your data into a robust statistics post featuring third-party data. By including your proprietary data alongside statistics from multiple industry authorities, readers will view your unique data as coming from legitimized industry experts.
- Real-world use case: Vena’s 80 AI Statistics Shaping Business in 2024
We also recommend adding your first-party data across all of your SEO content to stand out and differentiate it for long-term results in the world of AI. This creates a data-first content ecosystem.
Pulling one or two statistics into multiple pieces of content provides more opportunities for internal linking and reiterates the authoritativeness of your information.
- Real-world use case: Zendesk’s Customer experience: A comprehensive guide for 2024 incorporates first-party data from their CX Trends Report
Siege Media’s Strategy Tips:
- Strengthen your E-E-A-T: Google’s Experience, Expertise, Authoritativeness, and Trust (E-E-A-T) prioritizes authentic, user-focused content in a sea of mass-produced information. There’s value in showing your expertise.
- Drive page links: Adding proprietary data/insights at the top of statistics posts increases the chances of direct links to those pages. It’s a great way to drive hundreds of links to various pages you want to promote.
3. Attention-Grabbing Tactics and Creativity
How do you make your brand stand out from the crowd? Enter attention-grabbing tactics and creativity — the dynamic duo that cuts through the noise and gets people talking.
Packaging your newest insights in a visually appealing and informative manner may make audiences and media prospects more likely to click on your story. Creative and engaging interactive content might include an easy-to-use calculator, a white paper, a quiz, or a clever video.
Digital PR campaigns like these can turn heads, generate buzz, and ultimately lead to media mentions and citations as a reliable industry resource.
- Real-world use case: The Zebra’s Car Affordability Calculator
Siege Media’s Strategy Tips:
- Embrace the unexpected: Don’t be afraid to experiment with different formats — interactive quizzes, data-driven games, or even quirky social media challenges can all grab attention.
- Think visually: Human brains crave visuals. Eye-catching infographics, creative videos, and interactive elements can increase engagement and memorability.
- Partner with creatives: Consider collaborating with designers, illustrators, or animators to bring your ideas to life. A fresh perspective can lead to truly unique and attention-grabbing content.
4. Make Content Easy to Find with Categories
If you’re going to the trouble of creating these in-depth data studies, you deserve to show them off. Adding a unique category or section for industry research into your site’s menu structure is valuable for several reasons.
You will make it much easier for people (and Google!) to discover the content featuring your proprietary data and industry perspectives. It also increases the probability of organic coverage over time.
Displaying all of your content featuring data analysis in one place also further illustrates your company’s authority and expertise in your industry.
- Real-world use case: Owner.com’s Industry Trends & Data section
Siege Media’s Strategy Tips:
- Improve discoverability of data: Making the collection of DPR assets you’ve created easy to find will improve the likelihood of ongoing organic coverage.
- Concentrate your expertise: Guests to your site will quickly see that your content reflects your team’s understanding of industry trends and metrics, gaining their trust from the get-go.
5. Newsjacking and Trending Topics
Sometimes, the key to a successful digital PR campaign lies in capitalizing on existing momentum. A great way to do that is through newsjacking. It’s the art of injecting your brand into trending newsworthy conversations and reporting in a timely and relevant way. And it’s a powerful link building strategy when the timing is right.
But here’s the thing: newsjacking isn’t about shameless self-promotion. Think of it as an opportunity to position yourself as a thought leader within your industry.
It’s about offering a unique and valuable perspective or data point on a trending topic. By reaching out to relevant journalists covering the story and explaining how your unique information can help their coverage, you can create an opening for authoritative backlinks.
- Real-world use case: Asbestos.com’s The Caregiver Shortage: Which States Are Doing Best?
Siege Media’s Strategy Tips:
- Stay in the know: Set up alerts for relevant industry news and trending topics on social media platforms like X and media monitoring tools Google Trends and Google Alerts.
- Identify the angle: Look for trends where your brand’s expertise can add a fresh perspective. Can you offer industry insights, data-driven analysis, or a creative solution related to the topic?
- Be timely: Newsjacking thrives on immediacy. The sooner you react to a trending topic, the greater the impact. However, prioritize quality over speed. Ensure your content is well-researched and insightful before hitting publish.
6. Partnering With Industry Experts
In the digital age, collaboration is king. Partnering with industry experts — not just social media influencers but thought leaders and respected figures in your field — can be a game-changer for your digital PR strategy.
Influencers can amplify your brand message, reaching a wider target audience and igniting conversations on social media. However, there is also power in collaborating with industry experts who can contribute valuable insights and anecdotes to your content.
This expertise elevates your content creation, positions you as an authority, and fosters trust with your audience.
Effective influencer marketing isn’t just about vanity metrics. The right collaborations can drive targeted website traffic from potential customers who are already interested in your niche. This translates to higher conversion rates, as these visitors are more likely to be receptive to your message and offerings.
- Real-world use case: Drugwatch’s Permanent Hair Straightening: Health Risks, Side Effects & Alternatives
Siege Media’s Strategy Tips:
- Finding the one(s): Look for knowledgeable experts who align with your brand values and target audience. Industry publications, award winners, and conference speakers are great places to start your search.
- Offer mutual value: Don’t be all about the “ask.” What value can you offer the expert in exchange for their insights? Whether it’s a backlink to their site, exposure to a new audience, or even the chance to contribute to a thought leadership piece.
- Build relationships: Building trust and genuine connections is key. Engage with industry experts regularly, share their content, and participate in relevant conversations. This fosters a strong foundation for future collaborations.
7. Online Events & Webinars
Creating opportunities for direct interaction with your target audience is more valuable than ever. Online events and webinars offer a powerful platform to connect, educate, and generate leads that translate directly to sales.
Webinars aren’t just about sharing information; they’re magnets for sales leads. By offering valuable content and insights, you incentivize audience registration, creating a bounty of high-quality leads who have already demonstrated interest in your expertise.
These online events are also a stage to showcase your brand’s expertise and establish yourself as an industry thought leader. By delivering insightful presentations packed with valuable data and actionable takeaways, you position yourself as a trusted resource within your niche.
The power of a webinar doesn’t end after the final slide of a presentation. By following up with registrants through templated outreach email campaigns and providing additional content related to the webinar topic, you nurture those leads, keeping your brand top of mind throughout their customer journey.
- Real-world use case: Siege Media on LinkedIn
Siege Media’s Strategy Tips:
- Target your audience: Identify your ideal customer profile and tailor your webinar topic to their specific challenges and interests. This will ensure you attract highly qualified leads who are more likely to convert down the line.
- Promote, promote, promote: Leverage your social media channels, email marketing campaigns, and even influencer partnerships to promote your online event. Create a sense of urgency and highlight the valuable insights attendees will gain.
- Make it interactive: Don’t just lecture your audience. Integrate polls, Q&A sessions, and live chat features to encourage audience participation. This interactive format keeps attendees engaged and fosters a sense of community.
8. Thought Leadership Features
Thought leadership features offer a powerful weapon in your digital PR arsenal. Imagine your brand becoming synonymous with industry expertise — a trusted source that journalists and bloggers turn to for insightful commentary.
You won’t achieve this coveted position through self-serving boasts but instead by consistently delivering valuable insights that elevate industry conversations.
Increasing the public’s perception of your E-E-A-T is a smart strategy for any business. As we noted previously, Google uses these factors to vet the authenticity and veracity of your website.
Collaborations may occur with journalists, bloggers, and/or influencers who agree to create content featuring your team’s expert perspectives. These pieces create a trifecta of digital PR success:
- Establishing brand thought leadership
- Boosting brand awareness
- Securing valuable backlinks
These backlinks help your business’s digital footprint grow, boosting your website’s SEO ranking and driving more qualified traffic your way.
- Real-world use case: Hippo Homeowner Preparedness Pulse Report
- Added bonus: Hippo Case Study
Siege Media’s Strategy Tips:
- Target the right publications: Identify industry publications and bloggers who create “roundup” content — articles that compile expert perspectives on a specific topic. These are goldmines for showcasing your thought leadership.
- Craft compelling contributions: Avoid being too generic. Develop unique and insightful perspectives your team can contribute. Is there a fresh angle on a current industry trend? Can you provide data-driven analysis to support your claims?
- Proactive outreach is key: Don’t wait for journalists to come knocking. Research the publications you target, identify relevant journalists or editors, and proactively reach out with your thought leadership contribution ideas.
9. Social Media Advocacy
Social media allows you to connect with your audience on a deeper level, fostering genuine connections that translate to brand loyalty.
By providing engaging content and responding to comments and messages promptly, you create a sense of community where customers feel valued and heard. This loyal following becomes your biggest cheerleader, organically promoting your brand through positive word of mouth.
These platforms act as a megaphone for your brand’s unique voice. By injecting your brand personality into your content, you can create a sense of connection that resonates with your target audience.
Think humorous tweets, insightful industry discussions, behind-the-scenes glimpses of your staff at work or play, or visually captivating graphics. This authentic approach allows you to stand out from the crowd and build trust with your customer base.
- Real-world use case: Siege Media on Instagram
Siege Media’s Strategy Tips:
- Find your social niche: Identify the social media platforms where your target audience is most active and tailor your content strategy accordingly. Focus on these platforms to maximize engagement.
- Content is king (and queen): Think beyond self-promotion on your social channels and focus on sharing content that educates, entertains, or inspires your audience. You could try a recap of industry insights, bite-sized tutorials, or even a peek behind the curtain at your company.
- Engage in conversations: Social media thrives on interaction. Don’t just post and disappear. Respond to comments, answer questions, and actively participate in relevant conversations. A two-way dialogue builds a sense of community.
How To Run a Successful Digital PR Campaign
Starting with solid groundwork is crucial for a successful digital PR campaign. Let’s look at the essential first steps for crafting a data-driven digital PR campaign. We’ll explore how to identify your ideal audience, set achievable goals, and create content that resonates with both your target market and journalists.
Understand Your Audience
Before creating any digital PR strategy, you need a deep understanding of your target audience. Audience research helps you tailor your message to resonate with the right people. To identify commonalities, I take a close look at:
- Demographics
- Online behavior patterns
- Industry pain points
You can translate these thoughts into detailed buyer personas — fictional representations of your ideal customers. Buyer personas become your guiding light, ensuring your content and outreach efforts target the most receptive audience, which can maximize the impact of your campaign.
Set S.M.A.R.T. Goals
Embrace Specific, Measurable, Achievable, Relevant, and Time-Bound (S.M.A.R.T.) objectives. A SMART goal could be “increase website traffic from organic search by 20% within the next quarter” or “secure 8+ links each month.”
These clearly defined objectives allow you to track progress, celebrate milestones, and adapt your strategies. Without SMART goals, it’s like driving without a destination — you might be busy, but achieving any measurable results becomes a challenge.
Create Newsworthy Content
You may be wondering how to create content that resonates with both your target audience and journalists. The answer: Make it newsworthy! Start by brainstorming a fresh angle on an industry trend you can explore. Can you offer data-driven analysis to support your claims?
Journalists are hungry for stories that inform, educate, or surprise their readers. Compelling content formats for digital PR include survey findings packed with valuable insights or city studies that present localized information in an easy-to-consume format.
Build Relationships with Journalists
Securing media coverage is a key objective in digital PR, and that’s where journalists and influencers come in. Building genuine relationships with media professionals can allow you to build a rapport and establish yourself as a reliable source.
Media outreach isn’t a one-time email blast. Follow journalists on social media, engage with their content, and demonstrate your expertise by offering insightful commentary. This approach positions you as both a trustworthy and valuable source of information.
Identify relevant journalists who cover your industry and tailor your pitches to their specific beat. Focus on the newsworthy angle of your content and highlight how it benefits their audience. Keep your pitch concise, compelling, and data-driven to increase your chances of landing coverage.
Monitor & Measure Results
Tracking your progress is essential for any successful digital PR campaign. Identify key performance indicators (KPIs) that align with your SMART goals. These KPIs could be website traffic, backlinks earned, conversions, or social media engagement metrics.
Numerous tools are available to help you monitor campaign performance. Google Analytics provides valuable insights into website traffic sources and user behavior. Ahrefs features tools to help you track backlinks and keyword rankings, helping you gauge the impact of your PR efforts.
By consistently monitoring your KPIs and adapting your strategies as needed, you can ensure your digital PR campaign stays on track to achieve its goals.
Amplify Your Brand Through Digital PR
Now, you have a roadmap for implementing data-driven digital PR strategies. Remember, achieving long-term success requires ongoing strategy refinement and a commitment to consistent, high-quality content creation.
If you’re looking for a partner to navigate the ever-evolving digital PR landscape, Siege Media can help. Our team of SEO and digital PR experts can assist you in developing a comprehensive digital PR strategy that aligns with your goals. Explore the digital PR services we offer and try our free ROI assessment tool.
