Content that gets coverage: How a PR mind-set can help you achieve inbound links


We've been working with one of the UK's biggest personalised number plate companies, National Numbers, on a content marketing campaign. Find out more about the content we've produced, and the results we've got... 
 

This article is about how we use PR strategies to generate maximum impact from our Content Marketing campaigns and focuses on our work with National Numbers, one of the UK’s biggest personalised number plate companies.

The Primary goal for this content marketing campaign was to achieve high quality inbound links from authoritative and relevant sites across, news, lifestyle and car related niches. These links can work in conjunction with on-site SEO to help improve rankings for key terms.

Research & idea generation

All the promotion in the world won’t help an uneducated content idea achieve its goals. A good idea based on solid research is a necessity for a winning campaign. With this campaign we were looking for links for SEO purposes, this meant we had to think like a digital PR person. With every campaign like this we ask ourselves the following questions:

  • What subject areas are talked about by our target publishers and sites?
  • Is there enough evidence that publishers care about our client’s specific product or service range? Are there any complimenting subject areas that are more popular subjects?
  • Are there enough potential linkers within this area?
  • Are there any particular content types that perform better?
  • Is there enough depth to this concept? Can we put an interesting twist on it that will get people talking?

If ideas don’t satisfy the above questions then they are canned.

In this case the client’s product offering is personalised number plates. There wasn’t enough evidence that this particular area would grab our target publisher’s attention. However they are in the automotive industry and they have a product offering that overlaps with an aspirational lifestyle.

The subject area of ‘celebrity car collections’ and in particular, ‘footballer’s cars’ was often talked about amongst our target publishers. It generated good discussions, was still newsworthy and we could put a number of twists on the content piece to add to its depth.

Worth noting: Product or brand heavy content is hard to get coverage with. You need to focus on what people want to engage with and what the target publishers are interested in talking about.

The Idea

We created a calculator that showed you how long you would have to work to afford a footballers trademark car vs how long they had to work to afford it. A tad depressing? Maybe but the research showed that us Brits were at a level where we now understood the madness of footballer’s wages and would understand that this type of content wasn’t to be taken too seriously. More importantly, our target publishers talked about it.



 

You can take a look at the content here 

The Outreach

Here we were able to reuse work from the initial research phase and pull through our targeted publishers. We had evidence that they were already interested in the subject matter so the content had a good chance of grabbing their attention. Again, a research based idea improves your chances of your outreach phase succeeding.

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Outreach for links can be tricky, in this case we weren’t actually giving these publishers anything to host. The content piece was a tool based around a popular discussion point. So in our outreach we first had to sell the discussion point and prove how well the subject had performed in terms of shares, links, comments etc in previous months. Then we provided any assets the publisher might need to create a piece of coverage on this subject.

There were lots of angles we could go with:

  • Did you know Cristiano Ronaldo can afford a Renault Clio every hour? Whereas the average Brit would have to save for 1602 weeks to buy his supercar. – Personal finance
  • Did you know you could own this car if you work insanely hard for 36 years – Car lovers
  • Did you know Rooney owned this car?- Football fans
  • Do you need something to add on to any round up finance/football/car news articles for jovial Christmas/New Year content?

Quite often the publisher was able to see the potential angle for the story, we just provided them with the ammunition they needed to create the piece. Screenshots, copy, more information on the figures used. We even offered to track referral traffic for them to help them decide if this subject area was worth covering again in the future.

It’s all in the effort put in to form a relationship and going the extra mile to help your contacts out.

The performance

The piece achieved coverage across The Daily Mail, Topgear.com, This is Money and popular car news site Car Throttle. On top of this is it also received social shares from viral car sites and the likes of Money Super Market.

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These were top quality, relevant, trustworthy links which were high in SEO value and very relevant from a PR perspective. The coverage views alone were estimated at over 500,000 whilst referral traffic from these pieces of coverage drove over 10,000 people to the site, 97% of which were new visitors.

Other campaigns in the series

This content campaign is part of a wider strategy of continuous link generation through engaging content.

See below for some more of our work with National Numbers.

History of the Mustang

A timeline of America’s favourite muscle car. From its creation in 1964 up until the newest model of 2016. This piece was covered by GQ Magazine.

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http://www.nationalnumbers.co.uk/the-history-of-the-mustang

Fast and the Furious: Every Important Car

A comprehensive guide to every important car from the popular Fast and The Furious franchise.


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http://www.nationalnumbers.co.uk/fast-and-the-furious-every-important-car

03 Feb

2017
Luke Cope
Estimated read time:
 words,  minutes

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