Digital PR Campaigns: How Data-Driven can help you create better campaigns


The people talk about the things they like to read, and digital PR professionals must be able to know which topics to discuss.

Link building is one the most complex strategies of an SEO project. You can make it a rewarding, yet challenging, journey with creativity and innovation.

So, I’m going to teach you how to improve your link building strategy by achieving important links using data-driven journalism, marketing research, and Google Forms.

Great linkbait comes from original research

First, doctrine is not the only thing here. It is only one strategy that you have to use in your everyday link building work.

Specialist, I read and studied a lot of articles every day.

We live in the “content age”, but you must keep in mind what really matters for your project. Simplifying and being objective about what you want for your clients will help you to find value in the journey, and find good content to inspire your strategies – like this article.

We hope that this information will inspire you to think of many new ideas.

To be as helpful as possible, I’m going to teach you how to create a digital PR data-based campaign and pull the perfect headlines.

And don’t worry about the niche; This kind of strategy can be used by anyone.

Here’s how to merge data-driven with search intent and extract more information to share with people.

Every campaign needs data! A journalist who is good at journalism knows this. I mean, we can’t argue with facts, right?

Digital PR strategies must include data.

These Questions Will Help You Improve Your Digital PR Strategy Before Data

Here are some key questions to help guide your digital media PR strategy

  • Which problem is your campaign trying to address?
  • Have you ever seen your client use content marketing or PR?
  • Who is your client’s direct competitor?
  • Who is your client’s aspirational competitor?
  • Your client has how much knowledge in SEO?
  • What is your client’s dream site on which to see their brand?

You can use the answers to help you design a campaign to reach your full potential.

Now it’s important to present some definitions of data-driven journalism.

What exactly is data-driven journalism?

I could write some known definitions here, but I won’t.

I’ll talk to you as my teammates.

Data-driven journalism means that your content is data-driven.

You can ensure truthfulness and reliability in your work by rooteding it in data

A good deal of data can also be used to help you understand the user’s behavior patterns and determine who your audience is interested in reading.

Data-driven journalism is the perfect mix between numbers and communication – it’s one of the most important ways to understand search intent.

Data can protect us against failure.

First Journalism Rule

Good journalists must properly cite sources. This is what you will learn in your college journalism course.

Sources are the only way to get valid information.

Are you familiar with anchor text? What about thinking as a source reference? That’s it!

Linkbuilding can be a useful web resource.

Data-Driven And Journalism: Partners Forever!

Combining data-driven content with journalism can result in digital PR campaigns that have a lot (that matter) and bring value to your audience.

Relevance is important.

We can’t make a deal without relevance.

Market Research: The Beginning

Doing market research online is the first step in creating a digital PR campaign.

These insights will help you to understand your market, analyze current news and develop ideas for a campaign.

Google News, Google Trends, Facebook, Instagram, TikTok… you must study all of these deeply to find gaps and opportunities!

As an example, I recently had a specific challenge:  to talk about soy and its culture.

I soon discovered there was already plenty of content talking about this topic – so, what’s new? I couldn’t just regurgitate existing content; I needed to find a point of difference to set my work apart.

The icing must be added to your content.

My research into the soy market led me to a great way to get in. Although Google has a lot to say about soy but not much that addresses the views of farmers, it does have a lot more content.

So, I decided that it was time to speak up for soy farmers.

Google Form Survey for Soy Farmers: Technology, Plantation Problems, Government Help, etc.

Research: Structure

I started by creating the survey using Google Forms.

Simple. Simply ask a few simple questions and you will understand the farmer’s answers!

Where did I go to find answers? I did my research on Google and spoke with an agriculturalist. He conducted an interview to help me structure my questions.

It’s important for you to have the validation of an area specialist; this will make your content more effective.

E.A.T. is the acronym for strong, relevant content. It should address niche issues and provide solutions.

After my questions were ready, I created my Google Form survey and sent it to my client’s email.

It’s amazing that this survey could lead to a whole new world of stories.

Google Forms, No Money and a Good Survey

As with any survey or interview, it’s important to show gratitude to the participants. It makes them feel included in the survey and helps to improve their results.

A good survey requires you to have some basic demographic data.

It’s essential to help you understand where the people are, who they are, and how they like to share communication and personal information.

Also, be sure to add the following questions at the end of your survey.

To generate good data, don’t forget to ask:

  • Age.
  • Local area (state, city, neighborhood, etc.).
  • Gender.
  • Education.
  • Occupation.
  • Marital status.

These questions will allow you to ask about the research topic.

Because they allow you to create more captivating headlines, these questions are crucial.

Take my case, for example. Climate Fieldview Change is the Challenge For 74.4% of Soy Producers in Brazil.

Tabulating Data

I left the questionnaire open to answers for about 15-20 days. I think that is an adequate time frame for surveys.

This particular case, more than 1000 answers were available. It’s a great sample.

However, for digital PR in a journalistic manner, it is recommended that you have at least 300 responses.

Now, it’s time to tabulate.

The answers to Google Forms can be exported into a spreadsheet such as:

Screenshot from author, December 2022

You must read the numbers – and don’t forget to use your journalist’s nose to find good headlines.

You can make things easier by using a dynamic tableau, which lets you play with numbers.

After examining the answers and making your analysis, you’ll have a much clearer picture of the best way to create the content.

Good content is essential to link-building success.

Topical Authority Content – Link Bait

After exploring the survey and synthesizing its insights, it’s time to plan the content for release and distribution.

In this case, I used my customer’s blog to make the research into a linkable asset.

Topical authority content was what I created. I provided details about the survey, and explained what data was gathered.

The entire article was about soy culture, with information about its history and current status.

Topical authority! The link achievement was achieved by strong releases, and great pitches.

sample of infographic with the farmer's answerPhoto by author December 20,22

Each site I was looking for the link to launch the campaign, so I did different outreach.

This is an excellent strategy to help journalists comprehend the content contained in their emails.

Each headline is accompanied by a publication.

For each journalist, a unique outreach.

How to create topical authority content

Every linkable asset must be a really good one to be “clickable.”

This is possible because of the extraordinary role played by topical authority (TA).

It is achieved by embracing all aspects of a topic or subject and touching on each part.

You can build authority by using tools like Google to search for topics and Google Trends. Semrush, The Keytrends, Ahrefs Other.

You must conduct a Google search for the topic in order to create topical authority content. Also, make sure you study well-positioned websites on search engine results pages.

Look at how they were produced, written, and the data used – go deep on each material there.

To see the full range of opinions on the subject, check out the People Also Asked search and related searches.

sample on google serp to people also asked Screenshot taken from the search page [digital pr]Google. December 20, 2222

Use this data to build a map of what you are trying to accomplish.

Once it’s complete, it’s time to write the TA material.

Related search can be used to locate relevant searches.

Spend some time creating the most relevant content on the topic. It will attract the right links to your website and will also make you an authority in this subject.

Primarily, due to the amount of traffic the content is likely to receive. Second, because it contains rich content.

Did you remember what I said about link building’s journey? Respecting the journey of link building is crucial. It is an ongoing process. Without it, there is no prize “in the end.”

This is where the challenge lies in ensuring that the desired outcome remains as it was intended.

It is important to plan the campaign and keep track of everything. Everything.

Create a campaign checklist so you can get an idea of ​​how much time you are spending doing each thing. The checklist will also make sure you haven’t missed anything along the way.

What I call a “wishlist” is a spreadsheet with the name of the portal, the contact, and the approach to “sell” the content.

examples of colums to a wishlist spreadsheetAuthor, December 2022.

It is important to map each portal with great care.

Analyze portal traffic and see if it is in your customer’s segment.

There are several KPIs that can be used to identify good websites: Domain rating, traffic and search intent. Acting niche and external and intra links.

But these KPIs must be taken together; Don’t make your choice based on just one KPI.

Here’s the wishlist template you can use to organize your processes:

Website Why* Pitch Subject Outreach Get in touch Link
  • Why* – The reasons and searches that justify a link opportunity. Traffic, tier (01, 02, 03), domain rating, etc.

TipAvoid Friday and Monday releases. Journalists have many emails in their inbox on Mondays. Journalists want to take a break and reflect on the week ahead.

To Infinity and Beyond

Within 10 days of the release of my campaign, I had generated over 23 links.

Ahrefs sample results Photo created December 20,22 by the author

These results were not all. We also received more than 30 relevant links in a single month.

Is it important to have links, or is there something more? E.A.T! You can increase authority with this type of research.

And the TA post is already receiving traffic with a first-page keyword, “plantio de soja” within just three months of the campaign:

performance on search resultsAuthor, December 2022.

Google Search Engine Results Page (SERP) with your keyword at the top of the page

Print of Google Serp First Page Screenshot taken from the search page [plantio de soja]Google. December 20, 2222

Final Conclusion

It’s worth noting that soy culture is a small niche.

This strategy can be used in tourist markets, food and fashion.

And now, a step-by-step you can’t forget:

  • Complete a survey within 15-20 days.
  • Find the answers.
  • Use good headlines.
  • Make a list of your wishes.
  • Let the content go.

Below are some links to my headlines. All of them on great sites.

Additional resources 

Suteren/Shutterstock Featured image






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