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30 minutes | 25 days ago
OutSpeech: John Rowley, Ferrero - Progressing Customer Journeys through Digital PR
John Alexander Rowley has been helping businesses improve their digital performance for over 15 years. His ethos around customer journey enhancement and a commitment to positive user experience has helped him shape the online fortunes of an array of companies, most recently Thorntons as part of global brand Ferrero. In this podcast, John speaks to Laura Hampton about the role of digital PR in building customer journeys, how omni channel experiences are more important than ever and how marketers should be prioritising their budgets in the coming years.
27 minutes | a month ago
OutSpeech: Kirsty Hulse, Roar Training - How to Be Creative In a Pandemic
Kirsty Hulse, confidence coach and all round positive human being brings her exceptional knowledge and take on neuro-based coaching to digital PR podcast OutSpeech. Kirsty talks about how to stay motivated and creative when things are feeling a bit flat. Loads of tips and advice for anyone in the creative industries.
29 minutes | a month ago
OutSpeech: Tim Soulo, Ahrefs - The Future of Link Building and Digital PR
Tim Soulo is the CMO at Ahrefs, one of the world's most used backlink analysis and SEO tools. He caught up with OutSpeech host Laura Hampton to talk about all things digital PR and link building - from what link building looks like today, how marketers should be using digital PR in their strategies and the best bits of Ahrefs itself.
49 minutes | 5 months ago
Traditional vs Digital PR: OutSpeech Episode 3
For this episode of our digital PR podcast Outspeech, we invited Laura Hogan from Birmingham based PR agency Jellybean to discuss the latest events in our industry and her thoughts on the blurring lines between traditional and digital techniques. Traditional PR tactics in digital PR One of the things we discussed with Laura was the increasingly blurred line between traditional and digital. While the early days of digital PR were all about generating coverage through online assets like infographics, today's digital PR is far more open to investments in offline stunts, events and product trials as a means to gaining online links. What digital PRs have over traditional PRs is a working knowledge of how links influence online visibility and great digital PRs know how best to channel the equity gained from their links to best influence SEO improvement. But what traditional PRs have over digital PRs is the built in ability to spot news stories in every facet of a business - from simple new hire announcements right through to more complex ideas driven from an in depth knowledge of the company, its plans and its values. As Laura points out in the podcast, traditional PRs know brand far better than many of their digital equivalents. What digital PR does that traditional doesn't We also discussed with Laura the key differentiators between traditional PR and digital PR. Measurability, of course, remains a key factor - with digital being arguably much more measurable than traditional in that the interaction earned with audiences is trackable right through to conversion. Meanwhile, traditional PRs will tend to measure on factors such as advertising value equivalent (AVE) or circulation figures of the publication - which are harder to track through the user journey.Though the measurement metrics differ, there is a common theme of measurability that runs through both traditional and digital. In many ways, PRs at any point of that traditional-to-digital spectrum want to be able to prove their value through measurable gains and as such, consideration of all of those metrics can be beneficial to a campaign.For example, while a link from The Guardian might be unfollowed and therefore thought by many to hold less SEO-value, the circulation of that newspaper in terms of number could well make it a desirable target for digital PRs to earn visibility for their campaign. Deeper circulation insights can also show how relevant the audience is to the brand, further proving the value of being seen by that audience if the relevance aligns.Equally, for traditional PRs, there is so much value to be gained through simply including a link in press releases - learning more about links and how they work will undoubtedly increase the value delivered by traditional PRs to their clients. Other digital PR news Our podcast also includes the rowdy roundup and DR-op it like it's hot, two features where we explore what's been going on in the world of digital PR and the campaigns we've enjoyed most.Check out our podcast today on the link above or via your favourite podcast platform. Want to be a guest on Outspeech? We're always looking for new guests for Outspeech; if you'd like to be involved, email firstname.lastname@example.org.
64 minutes | a year ago
OutSpeech #2 – Edd Wilson: A spotlight on the history of link buying
Welcome to the second episode of OutSpeech: the digital PR podcast! Our guest speaker this month is Edd Wilson, Senior Technical SEO Specialist at Impression with an eclectic experience of different link buying tactics. He talks us through his SEO endeavours over the years, the industry history and how this relates what we do today. I wanted to talk about link buying as I think it's really important that all Digital PRs today understand the history of the discipline. Often it feels taboo, and something that people in the industry shy away from talking about. However, I believe an understanding of where we've come from and the motivations behind it helps to better inform our strategies and highlights a lot of important factors on how we approach our campaigns today. It was great fun discussing the history of link buying with Edd, what used to be acceptable and how far we've come, as well as debating ethics on the press, PBNs and exploiting your own mother. Let me know what you think! What is OutSpeech? OutSpeech is a monthly digital PR podcast which discusses and gives commentary on ongoing themes, topics, campaigns and beef (vegan options available) in the industry. The podcast is hosted by Jess Hawkes, Digital PR Specialist at Impression, but we’re always looking for lovely guest speakers to take part. We like to chat with anyone. If you’re interested in being a guest, let Jess know. A new episode will be released on the last working week of every month. Got an opinion? Let us know in the comments or DM me on Twitter!
60 minutes | a year ago
OutSpeech #1 – Laura Hampton: what is the shape and direction of Digital PR?
Welcome to the first episode of OutSpeech: the brand new digital PR podcast! Outspeech is a monthly digital PR podcast which discusses and gives commentary on ongoing themes, topics, campaigns and beef (vegan options available) in the industry. A new episode will be released on the last working week of every month. The Outspeech podcast is hosted by Jess, Digital PR Specialist at Impression, but we’re always looking for lovely guest speakers to take part. We like to chat with anyone. If you’re interested in being a guest, get in touch! Our guest speaker this month is Laura Hampton, Head of Digital Pr at Impression and this month we shall be discussing what is the shape and direction of Digital PR in 2020! Transcription: OutSpeech January 2020 Jess: Welcome to OutSpeech; the brand new digital PR podcast! My name is Jess Hawkes, for those of you that have the unfortunate circumstance of knowing me already will know that I am a digital PR specialist at Impression, all round language nerd and I have quite a lot of opinions. Thankfully I’m also doing the editing, so if I say anything offensive I can take it out. My guest today is Laura Hampton, she is an SEO veteran, all round badass and consequently is also my boss as the head of digital PR here Impression -I'm just going to let her introduce herself. Laura: My name is Laura - I've been head of digital PR here at Impression for the last couple of years, prior to that as Jess mentioned I was full-on in the world of SEO both in-house brand side and also agency side so yeah, that's me! Jess: Before jumping in let's talk about why we started this, give some context around the whole thing. So, why did we start this? Well, there are a lot of opinions on the internet, aren’t there? And I want mine to be amongst them ..just kidding. We're at this nice point in the industry where we are really shaping it; digital PR at this point of time is quite a young and malleable discipline and the people within it have his great ability to be able to mould it into a shape that we want. Sometimes there might be misconceptions about an industry due to its history, or it’s so large that it's split opinions - but we have a smaller community so we are in a great position. I want to hear the voice and opinions of the industry; I feel like there's a lot of people putting their opinions out on Twitter and it feels like sometimes it's only the people who are shouting loudest that get heard, but I know that the community is wider and more diverse than that so that's what this podcast is all about! I don't want one or two people to be representative or role models in the industry; I want everyone to have a say. So the format this is going to take is that we're going to discuss a couple of campaigns that we've seen and liked, we’ll also have what I affectionately call the Rowdy Roundup, where we’ll discuss things that have been going on in the industry over the last couple of weeks, any twitter beef, and then we'll get them to the main chunk of the podcast. This month we're talking about quite broad topic which is the shape and direction of the digital PR industry, which kind of feeds into what I was saying earlier about us having this ability to change it. I want to discuss with Laura who's been in the industry for many years, and has been one of them pioneering voices in changing the industry, what she thinks about it. But before we begin, let's get into the Rowdy Roundup! The Rowdy Roundup Jess: So what's going on in the industry this week? Laura - have you seen anything exciting which has been kicking off the you'd like to discuss? Laura: Well Jess, I did see that Buzzstream have added emojis so you can now do outreach through Buzzstream includin...
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