Digital PR, Outreach, and SEO Content Writing: What I do and Why it Matters

Digital PR, outreach, and SEO content writing are the main elements of my job role, but you might be wondering, “why do these things matter?” Well, discover why, here…

Flat Lay of a Keyboard and iPad

I feel as though I constantly go on about what I do, but there are many people who may not understand what it is. Well, today I’ll be taking you through some of the elements of my job role, so you can get an insight into my life. It could also help any marketers or business owners out there to understand why this is so important for your company.

For me, it wasn’t until I made many mistakes that I recognised my true calling in life. I hope this insight into one area of the marketing world might even give you inspiration to follow a career like this too! After all, learning about SEO for the first time, is where it all began for me.

By sharing my knowledge and passion for what I do, perhaps I can help steer you in the direction of your true calling too? So, to discover all about Digital PR, outreach, SEO, and content writing, read on…

What a Digital PR Manager Does…

Before I delve into the importance of the elements of what I do, I thought I’d discuss my job role, and the sorts of skills it requires. I work for a marketing company for law firms, so we create websites, write content, and all sorts, for law firms across the UK.

My job role mainly consists of reaching out to bloggers and websites, with the aim for me to write a guest post on their site. These guest posts usually have nothing to do with law, and could be about relationships, work life, or even food! This post will then include a natural link back to the client’s site, for reasons which I’ll go into later.

There are a number of types of Digital PR, which my job entails. These Digital PR techniques, which help to build a site’s online presence, include:

  • Networking with website and blog owners, to gain links to your site through:
    • Guest posts
    • Broken link-building
    • Adding a link in a pre-written post
  • Press releases in newspapers.
  • Posting well-written articles on your own site to gain backlinks back to our site.
  • Creating infographics on your site and social media, to gain high quality backlinks.
  • Contacting influencers to get sponsored content on their social media.

But why does all this matter?

Flat Lay of a Desk, Containing a Laptop, Plant, and Marketing Book

What is Content Writing and Why Does it Matter?

Being a Digital PR Manager means you have to have a number of skills. Obviously, one of these skills is interpersonal skills; being able to send emails and make calls that get results. But, the most important skill you require is content writing. This means not just creating engaging content, but content that will rank highly on search engines.

So, how can you do this? Well, the key to this is writing for SEO and BERT. If you’d like to learn a little more about why these are so important, read on…

What is SEO and Why is it Important?

SEO stands for Search Engine Optimisation, and is one of the key ways for you to build exposure to your site. The way Google works is it crawls your site, and indexes your site’s web pages based on their authority. Some of the ways in which “authority” are gauged include:

  • Whether visitors engage with your content.
  • How well-written and informative your website or post is.
  • If your content is a cut above the rest, in terms of the information and advice it provides.
  • Whether you use relevant keywords throughout your article which improve search engine ranking.
  • If your site is human-friendly, i.e. easy to navigate, and your pages download quickly.
  • Your site has a number of backlinks leading to it.

Clearly, content writing isn’t just about writing it’s about carefully crafting your work to help your articles and website rank highly in the SERPS (Search Engine Results Pages).

If you’d like to learn more about the ways you can improve your writing for SEO, then please leave a comment down below. I am happy to write an article surrounding SEO content writing tips for beginners, as I have a lot of experience and success copywriting for SEO. Whether it be for professional reasons, or to gain more traffic to your blog, I can provide some tips and tricks.

What is BERT and Why is it Important?

When search engines first emerged, it was super easy to rank highly on search engines. This is because not only was there a much lower saturation of content online to beat, but Google wasn’t so wise to the tricks of the trades.

Over time, these tricks have been noticed, so it is much harder to rank highly on SERPs. Now, one of the most recent additions to the search engine algorithms is whether the content is actually human-friendly.

This means the content must be useful, informative, serve a purpose, and be engagingly written for human consumption. This is BERT, or Bidirectional Encoder Representations from Transformers.

This is a crazy new interface which processes how words are written in relation to other words. It’s based around understanding the user’s intent when searching terms in Google. So, if you implement the keys of SEO, and write for the consumption of real-life humans, you’ll be on a roll!

So, how can these content writing skills be put to use, as a Digital PR Manager? Let’s see…

Flat Lay of a Desk Containing a Laptop, Coffee and Notes

What is Digital Outreach?

As we’ve seen, much of what someone in Digital PR will do, after the content writing element, is reaching out to prospective sites. By carefully crafting emails to bloggers and journalists, you can achieve links from numerous sites in one day! So, my day-to-day work life consists of:

  • Researching sites to contact, including blogs and news sites which have a high authority (read more about site authority below).
  • Taking a look at my list of client outreach tasks, which will consist of a link, and an anchor keyword for this link, which need to be posted on a site.
  • Deciding which sites to reach out to for this particular client and anchor text.
  • Brainstorming article ideas, and carefully crafting article titles based on keyword research.
  • Reaching out to the outreach contacts through divisive emails which discuss pitch ideas which suit their site.
  • Negotiating pricing to get a post on these sites for a do-follow link.
  • Making sure to maintain a clear idea, using Airtable, of who I’ve contacted already, and what articles I’ve published. This way, I can ensure I don’t get any repeat links for a particular client on a certain site, as this would be pointless.
  • Then, once the article has been agreed, I spend my time writing the articles, using the content writing skills I’ve talked about above.
  • Sending completed articles off, and ensuring invoices are paid on time.

It’s a truly varied job, which requires a lot of organisation, and a myriad of creativity to create unique posts every time. I love what I do!

If you’d like some more tips on crafting emails for outreach purposes, I have yielded a lot of success from this. So, comment down below if you’d like some more information, and I’d be happy to write a post about how to become a master at outreach.

This picture of a light bulb signifies the ideas and creativity you need to be a Digital PR Manager

Why Digital PR is Important

So, now you know what skills it takes to work in Digital PR, why would any of this be useful? It can seem like a pretty pointless exercise, but there’s more to it than just posting blog posts and article.

There are a number of reasons why digital outreach matters for a company. After all, we’re not just doing this for the sake of it! So, what are the key reasons why hiring someone for digital PR are so important?

Gaining Exposure to Your Site

The most obvious reason to practice Digital PR includes gaining exposure. The more sites and articles that link back to your site, the more likely it’ll be for traffic to increase on your page. This way, you can help to gain more business along the way.

So, if you publish well-written guest posts on a good quality site, with a link back to your site, this post should rank relatively highly on SERPs. This way, when people search that certain search term in Google, Bing etc., this article may come up. Then, you’re more likely to gain clicks to your site.

Improving Your Site Domain Authority

Every website is ranked, via sites like Google, Ahrefs, and Moz, by their Domain Authority (DA). This is a number, usually out of 100, which determines how Google ranks your page compared to others. The higher the DA, the more likely you will be to rank on SERPs.

The way it works is, if you manage to get a link on a site with a higher DA than yourself, then your site will gradually increase in DA too. So, say your site has a DA of 36; if you manage to get links from a site with a DA 55, search engines see this as positive, so your site should rank higher.

The more links your site has, the higher your DA will be. Then, you should start ranking higher in the SERPs, which will then help you gain more links. It’s a cycle really; once you’ve got a certain DA, you should start ranking highly for many search terms, which will help you to get more backlinks to your site.

Increase Leads and Boost Sales

The be all and end all of this is that, if traffic is increased on your site through these links, then you should come in front of a relevant audience. This audience may then be keen to seek your help, as a business. Thus, you’ll generate more sales along the way.

This picture of a sign about passion on a sidewalk signifies how I became a Digital PR Manager

Feeling Inspired?

Now that you know a little more about what a Digital PR Manager does, and what makes their job so crucial to any company, what do you think? Do you think this might be the career path for you? Or have you simply learnt something new about marketing, which you never knew before?

I’d love to hear your thoughts in the comments below. Is a new career path on the cards for you?

16 Comments Add yours

  1. Hi, you mention getting ‘ a link on your site’ but what is this? How do you get the link? Thank you for your help.

    Liked by 1 person

    1. Joanna Journals says:

      Hi Hermione! That’s a great question, and there are a number of ways you can do this:

      1. The first is to create content that people want to link to. This comes through writing SEO content that can be discovered in search engines, and also through writing catchy content that people are drawn to, and want to share around.

      2. You could also reach out to fellow bloggers to see if you could guest post on their site. This way, you can write good content on an already established site, and embed a natural link to your site in the article.

      3. There are also a number of Facebook groups where you can link swap with bloggers. Do some research, and find one which you think would be useful to you (start by typing “link build” in the search bar, and hopefully something will pop up for you to explore), and you can then reply to the posts in there, and write your own, to get links to certain blog posts on your site.

      Ultimately, however, the key is to create content that is worth linking to. Search engines are very wise to the tricks of the trade, and can usually establish natural links over other types of links. It’s likely that it’ll take time before people start to link to you naturally, but if you create SEO content (I have a number of blogs on this too, which might come in handy for you), over the years, you should start to see results.

      I hope this helps, and thank you for reading! 🙂

      Liked by 1 person

      1. Thank you so much. Could I put a link to this on my site if you write it up as a post?


      2. Joanna Journals says:

        I would love to, but I have no free time to write a post, unfortunately. Any links to my articles are appreciated, so thank you for the offer, even so 🙂


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