AuthorHolly Mason
LinkedIn
When conducting a digital PR strategy in international markets such as the U.S., it's crucial to adapt your tactics as methods that work in one region may not be as effective. In the U.S., gaining the interest of journalists and most importantly, securing valuable backlinks, requires a tailored approach.
At NOVOS, we carefully crafted and successfully implemented a Digital PR strategy for a US based eCommerce brand that operated in the Home & Interiors space. The aim of our strategy was to improve overall organic performance through Digital PR.
We managed to smash the annual KPI, achieving 133% of the target in just over 2 months - more importantly, this was coupled with notable keyword improvements.
How we did it:
1. Align PR strategy with SEO goals
We always begin by developing a bespoke Digital PR strategy based on our SEO opportunity analysis.
This is an analysis we perform every 6-12 months to identify high opportunity categories, allowing us to focus our backlink building efforts on specific target URLs that will increase the site's authority in niche areas.
This targeted approach ensures that our Digital PR efforts not only build links, but also align with the client's broader business priorities and SEO goals.
2. Develop a U.S. specific reactive strategy that aligns with your niche
A key element of our roadmap was creating a reactive strategy that was tailored to the US market. We focused on creating expert commentary-led pieces on topics that resonated with U.S. journalists, such as American celebrity culture, cleaning tips, emerging interior design trends and search-driven data. This will of course differ on your clients niche, but reacting to popular topics in their field will increase the chances of gaining media coverage.
Additional tip: Always time your outreach to U.S. state time zones specific to maximise engagement and response rates from journalists.
3. Capitalise on emerging trends with data and expert insights
Staying on top of U.S. specific trends is essential for maximising outreach potential. By monitoring the latest news on platforms such as Instagram and TikTok, you can position your client as a thought leader and reliable source for journalists. Spotting a trend is just the beginning as backing it up with data and valuable information is key to securing coverage.
Using tools such as Google Trends, Glimpse or TikTok, you can provide valuable insights into why and how a trend is gaining momentum. See how the trend has spiked in searches or gained more views on TikTok. This data strengthens your pitch and shows journalists why your client's research is worth publishing.
For an insightful pitch, follow the 'TBC' framework:
Trend: Identify a trend, such as a viral news story, celebrity announcement or an upcoming tv show or film which is creating a buzz in the news.
Back with data: Use data to validate the popularity of the trend. Has there been a spike in Google searches or TikTok videos going viral? This key information will grab the attention of journalists.
Commentary: Finally, but most importantly, make sure the trend is relevant to your client by including expert insights that add value to a journalist's story for further discovery on the trend.
4. Harness the power of User-Generated Content (UGC)
Another tactic in our strategy includes the creation of user-generated content (UGC) in which we partner with an individual to share their unique stories. UGC pieces resonate with both journalists and readers, as it provides authentic and relatable content that can share an interesting story all whilst placing your client at the heart of the topic.
Recognising the power of this tactic, we sourced relevant individuals, particularly in the areas of cleaning and interior design, to engage readers and drive media interest.
5. Repurpose existing content for quick wins
Don't overlook your client's existing resources such as taking a look at their blog or social media posts as this can uncover valuable content that can be repurposed for reactive pieces and journalist requests. This ensures a bank of pre-approved material that can be quickly used when you need it.
6. Respond promptly to journalist requests
Monitor journalist requests on platforms such as X, HARO and ResponseSource. This allows us to respond quickly to many requests. An example of a publication using these platforms isIdeal Home, a key publication in the interior sector. We were able to secure valuable PLP backlinks for our client with expert commentary in response to Ideal Home’s requests.
Being agile and responsive to media requests is crucial to building lasting relationships with journalists.
7. Partner with external experts for added authority
Finally, working with external experts can enhance your press releases by adding credibility and different perspectives.
Your client may have in-house experts but if you want to widen a story or expand into a different niche, sourcing an expert is a great way to gain coverage on new publications. It's also a win-win situation as the experts gain exposure, while your client benefits from increased authority. For example, we partnered with a cleaning expert to broaden our reach into an insightful topic which relates back to one of our clients themes.
Additional tip: To find experts, you can use platforms such as X (using the hashtag #journorequest) or message TikTok users who have published informative content.
Read more about our Digital PR service.
