- [Instructor] Hello, and welcome back.
- [Instructor] Hello, and welcome back.

In this video we're gonna talk a little bit about
In this video we're gonna talk a little bit about

why content marketing needs digital PR.
why content marketing needs digital PR.

Now, the first point to make is that digital PR
Now, the first point to make is that digital PR

and your content is going to be essential
and your content is going to be essential

if you want people to read it in large numbers.
if you want people to read it in large numbers.

And that's for two primary reasons.
And that's for two primary reasons.

The first being digital PR can drive traffic
The first being digital PR can drive traffic

via brand awareness and links.
via brand awareness and links.

So what do we mean by this?
So what do we mean by this?

Now, obviously, the first thing on this point
Now, obviously, the first thing on this point

is that digital PR can drive traffic via brand awareness.
is that digital PR can drive traffic via brand awareness.

So for example, if you create a big enough PR campaign
So for example, if you create a big enough PR campaign

that has a big enough splash in the media,
that has a big enough splash in the media,

you're gonna get enough people interested in the campaign,
you're gonna get enough people interested in the campaign,

reading about you and the campaign.
reading about you and the campaign.

They're gonna be googling it,
They're gonna be googling it,

and that you'll be getting new traffic
and that you'll be getting new traffic

to your site that way.
to your site that way.

But the other probably more important thing
But the other probably more important thing

is that digital PR, when it gets links,
is that digital PR, when it gets links,

can introduce new people to your site.
can introduce new people to your site.

And that's an opportunity for you to capture those users
And that's an opportunity for you to capture those users

and build trust with some of those users
and build trust with some of those users

and eventually funnel them down to a purchase.
and eventually funnel them down to a purchase.

So, for example, if you're reading an article on Telegraph,
So, for example, if you're reading an article on Telegraph,

and your link within that article,
and your link within that article,

and that link goes to a piece of hero content
and that link goes to a piece of hero content

or to a blog, for example,
or to a blog, for example,

if that blog resonates with that reader,
if that blog resonates with that reader,

they might be captivated by it,
they might be captivated by it,

particularly if you can then use internal linking
particularly if you can then use internal linking

within that page to push people further
within that page to push people further

into the site as well.
into the site as well.

You'll have the real chance of capturing some of those users
You'll have the real chance of capturing some of those users

that click on that link.
that click on that link.

And translating that into trust
And translating that into trust

and eventually pushing them further down the line
and eventually pushing them further down the line

towards purchase, and then hopefully even further down
towards purchase, and then hopefully even further down

towards repeat purchase.
towards repeat purchase.

But the real key reason and the primary reason
But the real key reason and the primary reason

because it's the most effective is that backlinks
because it's the most effective is that backlinks

are really important for your content.
are really important for your content.

They're really important for how well your content ranks.
They're really important for how well your content ranks.

And it's certainly true the more
And it's certainly true the more

and better backlinks secured by digital PR,
and better backlinks secured by digital PR,

the higher you are likely to rank
the higher you are likely to rank

or the higher any one piece of content is likely to rank.
or the higher any one piece of content is likely to rank.

So it's important to know here obviously that
So it's important to know here obviously that

links don't matter on their own.
links don't matter on their own.

They matter in combination
They matter in combination

with a number of different things.
with a number of different things.

And that there are a number of different ranking factors.
And that there are a number of different ranking factors.

Links are an incredibly important ranking factor.
Links are an incredibly important ranking factor.

But also you have things like the quality of your content,
But also you have things like the quality of your content,

the length of your content, the user experience,
the length of your content, the user experience,

how well your content meets the search intent.
how well your content meets the search intent.

So that is, addresses the question being asked
So that is, addresses the question being asked

by the user search in Google.
by the user search in Google.

Those things are obviously really important.
Those things are obviously really important.

And if you get a ton of backlinks to one piece of content,
And if you get a ton of backlinks to one piece of content,

that's not gonna change how well it ranks
that's not gonna change how well it ranks

for one particular keyword if the content of your page
for one particular keyword if the content of your page

isn't up to scratch.
isn't up to scratch.

So content is really important,
So content is really important,

as well as obviously the technical SEO aspects
as well as obviously the technical SEO aspects

of your page too.
of your page too.

And you probably heard a lot already in this course,
And you probably heard a lot already in this course,

about the fact that if your site has the authority,
about the fact that if your site has the authority,

it's unlikely to rank.
it's unlikely to rank.

And therefore, you need backlinks generated for digital PR
And therefore, you need backlinks generated for digital PR

to help strengthen the authority of your website,
to help strengthen the authority of your website,

which will help it rank.
which will help it rank.

And that's certainly true for the whole entire site.
And that's certainly true for the whole entire site.

And that's measured by domain authority.
And that's measured by domain authority.

And if you haven't already watched the video
And if you haven't already watched the video

on link metrics, I suggest maybe pausing this video
on link metrics, I suggest maybe pausing this video

and going towards that video now,
and going towards that video now,

and then come back to this one,
and then come back to this one,

just to give you a bit of context.
just to give you a bit of context.

But page authority is also really important too,
But page authority is also really important too,

particularly when it comes to individual pieces of content.
particularly when it comes to individual pieces of content.

So say, for example, you had a product page,
So say, for example, you had a product page,

or a blog or a hero content that you wanted to rank
or a blog or a hero content that you wanted to rank

really well for a particular set of keywords.
really well for a particular set of keywords.

If that content is written really, really well,
If that content is written really, really well,

it meets their search intent, it has a great user experience
it meets their search intent, it has a great user experience

and all other sort of technical SEO aspects
and all other sort of technical SEO aspects

are good on your website,
are good on your website,

then backlinks really help to increase your position
then backlinks really help to increase your position

in the rankings.
in the rankings.

And all those things withstanding,
And all those things withstanding,

if your competitor is in a similar place,
if your competitor is in a similar place,

it will tend to be true
it will tend to be true

that the page that has the most backlinks
that the page that has the most backlinks

pointing to that individual page will tend to rank higher.
pointing to that individual page will tend to rank higher.

So how can this benefit your business?
So how can this benefit your business?

Well, obviously you want to be creating digital PR campaigns
Well, obviously you want to be creating digital PR campaigns

around particular pieces of content.
around particular pieces of content.

So say it was for example, you wanted search terms
So say it was for example, you wanted search terms

for a particular product to rank really well.
for a particular product to rank really well.

You will obviously try and build links for digital PR
You will obviously try and build links for digital PR

to that particular product page.
to that particular product page.

Or if it was for long-tail keywords
Or if it was for long-tail keywords

and you wanted to capture traffic
and you wanted to capture traffic

when they're more the general aware stage,
when they're more the general aware stage,

then you'd obviously want to build links to blog content
then you'd obviously want to build links to blog content

or hero content.
or hero content.

And I'll give you a very quick
And I'll give you a very quick

example of how this can be beneficial.
example of how this can be beneficial.

So here you see an example from our own website
So here you see an example from our own website

from Cuse eyes website.
from Cuse eyes website.

So we've put in the search tab above the line advertising.
So we've put in the search tab above the line advertising.

This is one that we rank very well for.
This is one that we rank very well for.

You can see we're in the first position.
You can see we're in the first position.

Even though it's a relatively old blog from 2015,
Even though it's a relatively old blog from 2015,

you can see that it still ranks really well
you can see that it still ranks really well

for that particular key term.
for that particular key term.

Now, I'm gonna use the Moz toolbar,
Now, I'm gonna use the Moz toolbar,

and we'll go through this in the link metrics video.
and we'll go through this in the link metrics video.

So again, if you haven't watched that,
So again, if you haven't watched that,

I'd suggest watching that video first,
I'd suggest watching that video first,

and then come back to this one.
and then come back to this one.

But I'm just gonna use the Moz toolbar here.
But I'm just gonna use the Moz toolbar here.

And by click on that you'll see in black,
And by click on that you'll see in black,

here under each search result,
here under each search result,

you can see a number of different metrics.
you can see a number of different metrics.

And this tells us different things.
And this tells us different things.

So this tells us not only the page authority
So this tells us not only the page authority

but also the back to the page authority
but also the back to the page authority

is the authority the page overall.
is the authority the page overall.

But it also tells us the backlinks
But it also tells us the backlinks

and the referring domains.
and the referring domains.

So you can see here that our content is got 209 backlinks
So you can see here that our content is got 209 backlinks

from 70 referring domains.
from 70 referring domains.

Where the Net compare.
Where the Net compare.

So which is the LinkedIn piece of content has 144 links
So which is the LinkedIn piece of content has 144 links

from 38 referring domains and the one underneath it
from 38 referring domains and the one underneath it

120 links from 41 are very intimate.
120 links from 41 are very intimate.

So you can see here how having more
So you can see here how having more

and better quality backlinks
and better quality backlinks

has helped this particular page rank higher.
has helped this particular page rank higher.

That can be really useful to know
That can be really useful to know

and really helps demonstrate
and really helps demonstrate

why digital PR is very important.
why digital PR is very important.

Why getting more backlinks and help your website
Why getting more backlinks and help your website

or individual piece of content rank higher in the SERPs
or individual piece of content rank higher in the SERPs

And as a result of ranking higher in the SERPs
And as a result of ranking higher in the SERPs

is more likely to achieve more traffic.
is more likely to achieve more traffic.

In terms of how you can do that,
In terms of how you can do that,

we go through that in later videos
we go through that in later videos

within this section of the course.
within this section of the course.

But that's it for this video.
But that's it for this video.

And I hope that you found that useful
And I hope that you found that useful

and I will see you in the next video.
and I will see you in the next video.