Within the digital PR industry, we're seeing a bigger and bigger desire for virality over consistency when it comes to link building campaigns with huge hitters getting 1000+ links. These are amazing results, but the reality is in Aira's experience is that it doesn't happen all the time. Shannon will talk through Aira's recent 'State of Link Building' findings and explain what a good amount of links to a campaign is, whilst sharing tips on how to bounce back from a campaign fail given how saturated the media landscape is right now.

1. Turn Digi
The truth about digital PR: what is
normal when it comes to links and
coverage?
Shannon McGuirk
Head of PR & Content
May 21, 2020

2. @TurnDigi
We’ve got a
problem...

3. @TurnDigi
Here’s what
Twitter has to
say about digital
PR campaigns.

4. @TurnDigi
“Digital PR Twitter is
getting f**king
ridiculous.”

5. @TurnDigi
“Attention seeking.”

6. @TurnDigi
“Shouldn’t feel pressured
to post their best work...”

7. @TurnDigi
You know
what?
I’m guilty too.

8. @TurnDigi

9. @TurnDigi

10. @TurnDigi

11. @TurnDigi
I didn’t stop
there...

12. @TurnDigi
You know
what?
I’m guilty too.

13. Rebranding Santa
@TurnDigi
468Pieces of coverage
324Linking domains

14. Booziest Countries
@TurnDigi
68Pieces of coverage
45Linking domains

15. Most Popular Beaches
@TurnDigi
150Pieces of coverage
66Linking domains

16. Here is one of those successful campaigns...
@TurnDigi

17. And in context...
@TurnDigi
Month
Coverage

18. @TurnDigi
Today, I want to
show you the
full picture.

19. @TurnDigi
Why?

20. @TurnDigi
We are putting pressure
on ourselves and newbies
in the industry.

21. @TurnDigi
We are giving the
impression that we don’t
have campaign fails.

22. @TurnDigi
We are normalising the
idea that each campaign
launched must get 100+
links.

23. @TurnDigi
We’re setting unrealistic
expectations and KPIs.

24. @TurnDigi
We’re making others
think that 5, 10 or 20 links
can’t be effective.

25. @TurnDigi
We can do better.

26. Let’s talk about failures in digital PR.

27. @TurnDigi
Campaign
failures come in
all shapes and
sizes.

28. MozCon Virtual

29. MozCon Virtual

30. MozCon Virtual

31. @TurnDigi
‘Honk Kong’ will
be a country
that forever
haunts me.

32. What is normal when it comes to coverage
and links with digital PR campaigns?

33. MozCon Virtual

34. Have you ever had a campaign that received the following
number of links?
@TurnDigi

35. Have you ever had a campaign that received the following
number of links?
@TurnDigi

36. @TurnDigi
I’m a bit suspicious
that only a third
have experienced 0
links.

37. @TurnDigi
Despite what
Twitter shows, not
every campaign is
going ‘viral’.

38. @TurnDigi
The research shows
the majority of
campaigns are
getting 1-20 links.

39. @TurnDigi
AND THAT IS
GOOD!!!

40. What should you do when your campaign
fails?

41. @TurnDigi
The Content
Comeback
Framework

42. @TurnDigi
There are 5
reasons your
campaign will be
failing...

43. #1 Launch timings
@TurnDigi

44. #2 Your prospecting list
@TurnDigi

45. #3 Your data
@TurnDigi
“I’m not interested in surveys”

46. #4 Your story
@TurnDigi

47. #5 Your design
@TurnDigi
“Could you design us 3 tables
with this data?”

48. The Content Comeback Framework
@TurnDigi

49. @TurnDigi
You can get the
Content
Comeback
Framework here.

50. In Summary....

51. @TurnDigi
The full story =
digital PR is hard.

52. @TurnDigi
Most campaigns
are getting 1-20
links. If you’re
doing that, you’re
doing great.

53. @TurnDigi
You don’t need
viral hit after viral
hit to make a
difference.

54. @Shannonmcguirk_
Thank you