If you’re only using media outreach for PR, you could be missing out on a whole range of powerful digital marketing activities, such as affiliate marketing, native advertising and search engine optimisation – this was the core message delivered by Jason Hulott during the 30-minute Vuelio webinar that took place on Tuesday, 23 September.
Jason is director at SpeedieConsulting, an internet marketing firm whose services range from SEO copywriting to managed affiliate programmes, from link building to video marketing, and from social media marketing to PR.
In this webinar, Jason spoke to us about how he and his team use PR tools and approaches to boost display advertising, find affiliate partners and improve search engine rankings for content of all kinds through targeted link building and social networking.
Jason explained why digital marketing is today no longer just about search optimisation but about traffic generation and tapping into the right portals and online communities to build relationships with your brand and that of your clients.
Talking on the long standing debate around guest posts and its role in link building, Jason said: ‘A lot of people argue that guest posts are dead but it’s not. Guest posting is about reaching an audience and not about ranking on top of Google anymore – its about eyeballs, traffic generation and in a sense brand building.’
He stressed on the importance for comms professionals to take their strategy beyond PR. ‘Initially CisionPoint ran its own little life in a bubble. It was about PR and that’s it . But we wanted more out of our media outreach and looked into how we can make the most of the platform and the resources it provides to offer clients the ability to built better relationships, SEO and traffic,” said Jason.
He explained how PR should not be simply about running lists of media contacts and emailing press releases and campaigns but about building a network. ‘If someone published our clients’ release, we would go to their website and see what it is all about. We would of course share it and then find out how they are monetising the site – this way you get to build your own display network and prove to your client how you have done so.’
Jason also highlighted the importance of adding value to clients by going beyond the remit of what they expect. He said going that extra mile in building a network for clients and providing them with useful intelligence opens up new avenues for both you and your clients. ‘It’s up to them to choose what suits their brand best but at the end it helps retain clients.’
To find out more about what Jason had to say, please view the webinar here.