Issue 33

COMMENT

Creative diversification, emotions that gain better coverage, building links to stats pages, and how to tell your PR data success story in 2020

Morning,

Got some great stuff for you this week, and we're choc full of insights! Some great people sharing their secrets on creative diversification, emotions that land the most coverage, outreach tips from Rand Fishkin himself, and using data to tell your PR success story in 2020.

Have a great week,

CAMPAIGNS

Recruiters reveal the buzzwords interviewers hate – and what you can say instead

Australian careers site Seek says there are five things you should stop saying when meeting with the person who might employ you. A great simple campaign using an expert for credibility.

BrewDog responds to Aldi's uncanny 'anti-establishment' beer with 'Yaldi IPA'

More genius from Brewdog. After Aldi's own-brand beer became the talk of social media for bearing more than a passing resemblance to the brewer's Punk IPA range, BrewDog has struck back by introducing a new line dubbed 'Yaldi IPA'.

EVENTS

How to tell your PR data success story in 2020

Join Stella Bayles in this 60-minute interactive webinar tomorrow(!) to learn how to best sell your PR results in 2020.

INSIGHTS

Abby Chinery on Twitter: "I just finished analysing 200 of our #digitalPR campaigns to find out which emotion yields better coverage.

Abbey Chinery shares some data on the emotion that has earned them the most coverage. Really interesting insight!

Link Building Case Study: How We Built Backlinks With a 'Stats' Page (And Ranked #1)

Link building to statistics pages by Joshua Hardwick. You’ve probably heard of the Skyscraper Technique. It’s a link building tactic where you find a page with lots of links, create something “better,” then pitch your new and improved resource to those linking to the now inferior page.

Creating Stories That Appeal To Your Audience & Earn Great Links - Louise Parker - Digital PR Summit - YouTube

The relevancy of your brand to your digital PR story is something that is being discussed more on social media recently – but striking the right balance between aligning with your brand audience and still hitting your link KPIs is not always easy. Louise Parker explains this more in this replay from Digital PR Summit.

Outreach Tips (that are better than anything you'll find searching Google)

The tips in this post are unorthodox. Almost none can be found on any other page currently ranking in Google’s top few pages of results for outreach tips. More greatness from Rand Fishkin and a must-read!

Creative Diversification — More Hooks and Less Risk for Link Building - Moz

To give your link building campaigns the best chance in the outreach stage, you need to make sure there is enough creative diversification during the production process, especially for data-led pieces and surveys. George Driscoll gives insight into how he does this in this FAB piece.