Key Takeaways

1. Importance of Digital PR:

   • Can energize SEO strategy for financial and non-physical products
   • Helps in getting backlinks and improving brand awareness
   • Bill Gates: "If I was down to my last dollar, I would spend it on public relations."

2. Challenges in Financial Services PR:

   • PR Sign-off
   • Budget constraints
   • Resource/UX limitations

3. Ways of Working:

   • Stakeholder Buy-in is crucial
   • Collaboration between PR, Budget owner, and Content Team
   • Mix of agency and in-house resources for outreach, research, and content creation

4. Case Study: Post Office Travel Insurance Campaigns (2023-2024):

   • Total campaigns: 6
   • Spend: Up to £80k
   • Results: Position 1 for 'Travel insurance', +10% YOY traffic, +27% in share of voice
   • Total coverage: 758, Total backlinks: 510, Unlinked citations: 248

5. Digital Nomads Travel Campaign Results:

   • Total coverage: 166
   • Backlinks: 158
   • Average Domain Authority: 57
   • Estimated views: 1M

6. Pet Insurance Campaign Results:

   • Total coverage: 160
   • Backlinks: 133
   • Average Domain Authority: 57

7. Investment & KPIs:

   • Average cost per campaign: £10k-£50k
   • Targets: 20-30 min pieces of coverage and backlinks
   • Focus on product keywords, content longtail keywords, and brand metrics

8. Process:

   • Planning: Budget, Objectives, KPIs
   • Ideation: Research, Trends, Surveys, Competitor Analysis
   • Content: Create or Repurpose high-quality content
   • Launch: Media List, Press release, Planned reactive, Link Reclamation
   • Measure: Key Metrics, Monitor, Wrap up reporting

9. Ideation Process:

   • Research: Keywords, Content Audit, Surveys, Customer Insights, Competitor Analysis
   • Themes: Review Content and Backlinks, PR worthiness, Planned Reactive, Social listening

Action Items

1. Implement Digital PR Strategies:

   • Start with a test-and-learn approach
   • Be patient and persistent with campaigns

2. Secure Stakeholder Buy-in:

   • Present digital PR benefits to senior stakeholders and budget owners
   • Collaborate with PR, content, and SEO teams

3. Develop a Structured Process:

   • Create a clear workflow from planning to measurement
   • Incorporate both agency and in-house resources effectively

4. Focus on Content Ideation:

   • Conduct thorough research using keywords, surveys, and competitor analysis
   • Leverage existing content through audits and repurposing

5. Set Realistic KPIs:

   • Establish clear targets for coverage, backlinks, and keyword improvements
   • Monitor brand metrics and YOY performance

6. Utilize PR and SEO Tools:

   • Implement tools like BuzzSumo, Ahrefs, SEMrush for research and monitoring

7. Showcase Wins and Learnings:

   • Share campaign results with stakeholders and wider teams
   • Present in team huddles, stand-ups, or town halls

8. Stay Updated:

   • Follow industry newsletters and thought leaders for ongoing insights

Remember: Digital PR can significantly impact SEO performance for financial and non-physical products. Consistent effort, quality content, and strategic planning are key to success.

For more information:

• Twitter: @ShelleyAppiah
• Presentation Deck: Speakerdeck.com/shelleyappiah

Recommended newsletters:

• Hannah Smith's The Wordist
• Iona Townsley's The Grapevine
• Thea Chippendale's The PR Insider
• Aleyda Solis's SEOFOMO