1. Data Visualisation
Data visualisation is essentially a traditional public relations practice for the digital reader. The results I have seen through building data-led content have exceeded my expectations ten-fold. This technique is how I managed to build relationships with key media influencers, learn about producing viral content, and had work published in some of the world’s leading websites, including BBC, ITV, Fox News and The New York Times. In summary, digital PR is the future of high tier link acquisition.
I’m largely referring to the likes of static and interactive maps and data tables here, which I have found to be the biggest bread winners in terms of attracting links. Not only by volume but by link quality too, which should be a high priority in all instances. Data visualisation requires a content execution to highlight the findings of research you have undertaken. When presented to offer new insights and trends, this creates a newsworthy aspect that media influencers and industry figures will want to report on. The link targets are therefore news websites and topical blogs, who can be reached by manually pitching in your story.
In order to set this tactic up you’ll need to dedicate a page to the research on your site independent from where e-commerce and commercial information is displayed. Choose a bespoke landing page or a blog URL. A designer or developer should be called upon for visualising the findings. If the recipient of your email pitch decides to cover the story, there’s a strong chance of them linking out to the URL of your content or the brand URL itself.
Right: The example is a map of countries around the world that consume the most calories on Christmas Day, via health website Treated.com.