Think of digital PR and SEO content as the bridge between a creative concept and its realisation. It sits on your client’s site as the first page anyone encounters after clicking a valuable link. This content is crucial, not only because it’s the first impression for both journalists and potential customers but also because it serves as the backbone of successful campaigns. So, how can you perfect your PR content? Here’s an all-inclusive guide to crafting content that powers the best campaigns, whether data-driven, design-led, or a straightforward blog post.

First Things First: Tone of Voice is Key

Before jumping into how to make data sound captivating, consider the tone of voice. You might write the most spectacular piece of content, but if it doesn’t fit the client’s style or resonate with their audience, it risks reading poorly, which could impact bounce rates and engagement time. Take time to research the existing content on the client’s site. Are they informal and conversational, or is the language formal and technical? The tone must align with the audience—be it young professionals interested in fashion or investors seeking financial advice.

As one copywriter says, tone of voice makes brands stand out. It’s how you can distinguish one company from another, even when they offer similar services. If you get the tone slightly wrong, it sticks out like a sore thumb. But if you nail it, you can build a strong brand identity that supports effective marketing for years to come.

What’s the Message?

It may sound obvious, but knowing what you want to convey is essential when crafting digital PR content. Start by identifying the type of campaign and the message you aim to communicate.

Data-Driven Content

When working with data-heavy content, the goal should be clarity. If you’re presenting rankings or indexes, explain the methodology in detail. Include dates, data collection methods (such as surveys or Freedom of Information requests), and details on scoring or ranking systems. Collaborate closely with your data team to ensure everything is clear—if you can’t easily explain the data, neither will readers.

Design-Led Content

For design-focused campaigns, it’s essential to work closely with the designer. Your text might need to fit within infographics, charts, or dedicated pages, so synchronise with the creative work. Sometimes, it helps to develop content alongside the design process, as your copy might influence visuals or vice versa.

Blog Posts

If your campaign involves a blog post, the content must be of high quality and often requires desk research to add value. Consider why the post is being written and what hooks will make it shareable. Lists or guides (like “10 Places to Walk Your Dog”) are excellent formats for blog content, especially if you want the piece to be evergreen and referable for years, maximising linking potential.

The Importance of Images

Content isn’t just about words. Visuals can significantly enhance digital PR pieces, especially in data-driven or blog content, breaking up text and making it more engaging. Quality images prevent content from looking like an overwhelming block of text. Royalty-free images from sites like Unsplash are perfect for campaigns with limited budgets and can be included in press releases for journalists to use without licensing issues. Additionally, images contribute to SEO, as Google crawls them, helping the content rank better.

SEO Considerations

Effective digital PR content should add value beyond just being a link destination. Collaborate with SEO strategists to understand how the content aligns with overall search goals. Which keywords does the client want to rank for? Are there product pages that need traffic? Incorporating relevant internal links in your content can distribute link equity to related pages, which not only helps SEO but also enhances the user experience.

One strategist explains that internal links inform Google of page connections within a site, helping pass on the link value. For instance, if you’re building links to a particular page, think about how it can lead visitors to other relevant product or content pages. The key is to make these links feel natural and valuable, both for readers and search engines.

Spellcheck and Proofreading: Non-Negotiables

If you struggle with spelling or grammar, use tools like Grammarly or have a proofreader check your work. Poor spelling and grammar can make the content look unprofessional, and nothing frustrates journalists more than a sloppy copy. Mistakes can affect the brand’s credibility and reflect poorly on your work.

Making Content Link-Worthy

Your content may read beautifully, but it also needs to be link-worthy. A journalist should feel compelled to include a link, so it’s essential to add unique value.

If you’re working with data, provide comprehensive details about the results, such as datasets and tables. This way, journalists are more likely to cite your content as a credible source. Another method is to include exclusive information or “golden nuggets” that can’t be found in press releases, giving readers a reason to explore further. Interactive assets can also help keep users engaged and encourage publications to link back as a reference.