The power couple of the year award goes to public relations and digital marketing. In today’s technology and internet-driven age, these two disciplines drive each other.
Digital activity largely relies on Search Engine Optimization (SEO). Basically, if you want your website to be visible to your intended audience, you have to have an understanding of what search engines like Google are looking for when they give users search results.
Sure, keywords and working links help with SEO, but recently Google has implemented algorithms that look for much more than that. This means that brands can no longer throw in keywords to show up in search results. Ultimately, Google is looking for quality content to offer users.
It’s no surprise that quality content is king. Creating that content is not only time-consuming but it can be a challenge to stay on top of “quality” and produce relevant information. That’s where PR comes in.
Through press releases, sponsorship, events, and more, PR can create the kind of content that provides credible links and keywords on top of real stories, all of which contribute to the digital activity on a company’s website. Also, PR content can even be about digital activity. Stories trend about digital ad spend surpassing TV ad spend, for example.
Google values a third party source sharing information and content about your brand over you sharing information about your own brand. PR can help with those third party connections and help develop relevant story lines that are interesting to an audience outside of your own team. The value of links and sources developed through PR is amplified through smart digital strategy.
That’s why PR + Digital = Love.
Amanda Rogalski is the Principal at Rogo Marketing & Communications. She has been building brands and driving sales through marketing and communications planning for over 10 years.