Are digital PR linkbuilding campaigns still a thing? As in, the idea of creating a viral asset, doing outreach and getting links? Or did everything change? - ThreadSky

lrjordan.com • 104 days ago

Are digital PR linkbuilding campaigns still a thing?

As in, the idea of creating a viral asset, doing outreach and getting links?

Or did everything change?

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ilikeyoumatt.bsky.social•103 days ago

The investment (time/budget) that goes into the viral asset part has definitely decreased. People found safer and quicker ways to create the asset that produced more reliable results, but (imo at least) with a lower ceiling on what it could achieve results wise (not just number of links).

dannyashton.com•103 days ago

The bulk of activity has moved to content-less campaigns. So share the data and methodology in the email and share from a trustable domain name like https://realjourno.com

I blame Google for highlighting "digital pr" as something good but providing no insight into what they think is good.

It's cheap now.

lrjordan.com•103 days ago

So stuff still goes viral but more just a story rather than a visual?

dannyashton.com•103 days ago

It’s more outreach focused. Agency will grab new data from a government report and package it up with their clients take on it. Journalists links to vaping shop as source. The Journo likely doesn’t even understand that it’s not their data but doesn’t care as headline is all they need. Easy to scale.

dannyashton.com•103 days ago

The problem is that all the methodologies/sources are hidden from the web. So in googles eyes, these links are just the same as those earned by actually creating something interesting/useful.

Clients hate having to deal with content so this is perfect product.

carlhendy.com•104 days ago

It is still happening in the 'agency' space, and clients are still asking for it. Whether it remains valuable, however, will depend on the goals set. In my opinion, if brands think too narrowly about this type of activity, the value might not be apparent. E.g don’t view it as just an SEO initiative.

amalyasuchy.bsky.social•103 days ago

I can vouch for that. I build links for a service provider tool. For us, the goal is to secure branded mentions on high-traffic listicle pages rather than traditional news media mentions. From this initiative, we’ve seen a few trial sign-ups and demo call appointments.

lrjordan.com•104 days ago

Thanks Carl! As an outsider it seems like less scalable PR activities are more in vogue, and potentially more valuable too. But ya boy likes links

carlhendy.com•104 days ago

I'm still there for the links, just a different set of balls to juggle when clients are involved.

dannyashton.com•103 days ago

Have you seen clients pushing for "category" page links? I feel this brings us back to the early days of spammy ink building, but supposedly, this is what moves the needle 🤷‍♂️

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