With a constantly evolving digital landscape, it is more important than ever for businesses to adopt a cross-channel marketing approach.
Where marketers have historically worked in solos, it has become apparent that marketing and communication channels can’t be working separately in 2018, especially when we’re speaking about SEO and PR.
Unfortunately for many businesses, internal processes make it difficult for different teams to effectively work together, and without a mass overhaul it is difficult to grow out of the comfortable siloed approach. But here’s why you should think about changing your approach to ensure that your PR efforts compliment your SEO strategy…
Magnify your results
Creating content which is valuable and engaging for your audience takes a considerable amount of time and resources. Therefore, it is essential that your PR, content, and SEO teams are working together to amplify the results by ensuring that each channel will benefit from a particular piece of content.
Whilst the KPIs (key performance indicators) will be different for each channel, the overall objective should be the same – to improve your brand recognition and amplify conversions. For example, let’s say that your SEO team has created an amazing infographic which has been created with the aim of acquiring high-quality backlinks, but the content and PR team aren’t aware that it’s being published. As such, they’re unable to use the infographic as part of their strategy to attract media sources or contact influencers to help improve brand visibility. On the other hand, if an integrated approach had been considered, the content team could’ve used influencers to improve brand awareness, whilst the PR team could have contacted media outlets to feature the content and potentially gained more links for the SEO team, whilst also achieving their KPIs.
Align your messaging
Outreach from an SEO perspective was historically all about acquiring links, but customers now expect to see the consistent brand messaging regardless of where they see your company featured. As a result, it is essential to ensure that all outreach is aligned to avoid having multiple messages being published at the same time, with messages which are potentially conflicting.
Become a thought-leader
Every PR expert knows that you have to create newsworthy, engaging content to garner the interest of the most popular media outlets. An effective way to ensure your content isn’t getting lost in the masses is to create materials around a subject which your audience is already invested in. This is where your SEO and PR teams should be working together to identify what the hot topics are at the moment, before considering how they will utilise the trend to grab users’ attention.
By becoming a thought-leader in your industry and presenting content in a way which appeals to media outlets, you will improve brand awareness, whilst acquiring high-quality links which will ultimately boost your organic visibility and conversions.
Hard-earned relationships which have been built by SEO and PR teams are often used separately depending on the KPIs for a piece of content. However, if SEO and PR departments are able to work together to promote the content, the results are likely to be significantly better, due to the content being placed on more publications and more links being acquired.
What to remember…
Whilst SEO and PR are often viewed as two small parts of a business’ marketing strategy, they shouldn’t be seen as separate entities. If our 10 years of experience has taught us anything, it is that the only way forward is to integrate your marketing channels and adopt a cross-channel strategy to ensure you’re achieving the best results.
About the author
This article was written by Henry Smith, SEO specialist at CandidSky. Based in Salford, this digital agency offers a variety of services such as SEO, PPC, and content marketing.
October 11th, 2018