Digital PR

1024 682 Rebecca Moss

What Do We Make of Google’s Latest Link Evolution?

As Google announces new guidelines for sites to identify and correctly label their links, we explore how journalists may treat and link to varying digital PR campaigns

A full 14 years (!) after its introduction, the nofollow link attribute has been given a refresh; causing much conversation and speculation between those working across SEO, Content Marketing and Digital PR.   

Google dropped the unexpected announcement yesterday evening, revealing the new kids on the block, rel=”UGC” and rel=”sponsored”

In short, these two new attributes have been put in place to help Google’s link graph understand the content that they are assigning value to. 

Google's Brand New Link Attribution Guidelines

Whilst these new attributes can be used instantly, It’s worth putting March 1st 2020 in your diary… 

OK Google, what does this mean when we’re asking journalists and publishers to link to our campaigns?

Don’t get it twisted, nofollow isn’t going anywhere. 

Publications and journalists will still be free to use rel=nofollow for all paid, sponsored and untrusted links. 

So, let’s take a look at some coverage we achieved here at JBH which was linked using the nofollow attribute. 

 

Our Nofollow Checklist

So, why are publications using nofollow links in their editorial content?

My ‘hot take’ here is that the nofollow attribute has been seriously overused by publishers looking to protect themselves from penalisation, whilst still enjoying the benefits of the traffic driven by articles containing PR led content.  

Don’t get me wrong, coverage including a nofollow link on Yahoo! is a great win, but the content is in fact: 

  • Editorial (the journalist created this story based on research provided by our client)
  • Not sponsored or paid for in any way    
  • Was not written by us or our client   

So, according to the announcement, there’s no reason for Yahoo! to use the nofollow attribute in this case. 


Do you see UGC?

Here’s an example of some coverage we achieved for our client which (we believe) would fall under the User Generated Content (UGC) umbrella. 

Our UGC Checklist

Our UGC checklist

When our client was asked to produce this content by the publisher, it seemed like a no-brainer to us due to the relevance and obvious quality associated with the site. 

The branded link to our client within this content is followed, will the publisher take the time to audit their historical links and edit them to feature UGC attribution for any content created by external sources?  

 

What’s the incentive for publishers to help Google out?

It’s taken us a good couple of hours to unpack and digest the information in Google’s announcement and relay it across the Digital PR team here at JBH, so what about low-tech journalists or even bloggers who just write for fun? 

We can see a lot of publications not bothering with the UGC tag as it won’t make a real difference to the way their own site is crawled and ranked. 

#Spon but for Link Building

Advertorial and sponsored content isn’t our bag, so it’s a bit tricky to show an example of some linked content that should, in theory, be attributed as sponsored. 

But, for argument’s sake;

Let’s just say a journalist accidentally added rel=”sponsored” to one of their completely unpaid, unsponsored columns. 

Depending on the specific journalist, our existing relationship with them and our knowledge of the publication’s linking policy, we might not want to approach them and ask for the link to be changed and thus risking future coverage from them. 

Journalists = busy. 

But, if the link within that article is marked as sponsored (when it isn’t) then this is a massive problem when reporting to our clients on our earned link KPIs.  

We can’t guarantee that this would be rectified to reflect the truth, so where does that leave us?


Should we care if our links are followed or not?

Before your digital PR team start doing cartwheels down the corridor on March 1st, it’s worth taking a step back and looking closely at the language used:

These link attributes will be treated as hints across the board, meaning:

  • In some cases, they may be used for crawling and indexing
  • In some cases, they may be used for ranking

Ultimately, we want the time we spend building and creating campaigns to have as much impact on bottom-line metrics as possible (rankings, traffic, organic visibility). A followed link will continue to be the aim, but it’s a great ‘hint’ from Google that a nofollow or UGC style link will hold water if and when a publication chooses to link in this way. 

It is early days and as always, only time (and results) will tell. 

800 533 Jane Hunt

What do our clients value most – quantity or relevance?

RELEVANCE VS QUANTITY

What do our clients value most – quantity or relevance?

There is a lot of debate in the digital PR and SEO world right now, about whether relevance is more important than the quality of links. And it’s a fair question…

When I was thinking about this post, I had a look to see what expert opinion I could find on the topic and there are more articles that lean towards relevancy over quantity (if you had to pick one without the other).

But is there one right answer??

‘No.’

However, when we deliver campaigns for the brands we work with, the links and coverage that are celebrated the most loudly are, in fact, most closely aligned with their brand values.

Combine the above with an end of campaign report packed full of consistently high quality links then usually, we have a happy client on our hands. If we can achieve all three, then we’re winning.

Who gets to decide what’s right when it comes to the relevance vs quantity debate?

It’s not up to the agency to decide what it right for the client. We can advise, suggest and recommend.

Ultimately, we work with some fantastic technical SEO managers who know their brand inside out. We feel that they are in the best place to decide on the type of links they believe will have the most impact when included in their backlink profile. And we deliver campaigns to answer that brief.

No two clients/brands are the same

We have the pleasure of working with brands of all shapes, sizes and sectors – and the one thing they all have in common is that they place value on very different elements of digital PR.

For example, brands who are starting out may want high quantities of backlinks to their homepage to kick-start their journey to increased visibility in search.

Other brands will have thousands of backlinks from random referring domains, but lack the quality and relevance to support their product or category pages. These are the clients that will request topically relevant backlinks from sites that align closely with their brand.

And that’s fine – because every brands keyword objectives, content strategy, products and budgets are different.

So how do we handle that?

At JBH (rightly or wrongly), we let the client decide where to place the emphasis. Sometimes a brand will be looking for top-tier coverage and backlinks (the holy-grail) to impress the CEO and in turn inspire more budget for digital PR campaigns.

There is nothing wrong with this – because it helps generate buy-in for an often unknown and under-represented service that can have a huge impact on traffic (over time) and therefore a positive impact on the bottom line.

Others will want highly relevant coverage on industry or niche sites where their audiences are – and this is ok too.

But the different objectives, require a different approach and flexibility. As all brands are different, so are the campaigns we deliver. Over the last year, we’ve discovered that campaigns we produce which are data-led (using unique data either supplied by the client or sourced by us), do significantly better than other campaigns.

And it’s not to do with the format of the content.

It’s down to the data giving us the option to produce highly relevant content for very specific sites AND our ability to pitch to less obvious but still highly relevant sites. Here are a few examples of how we achieved this for our food box client Gousto against a relevance-led brief from their technical SEO manager:

GoodFood.com.au – DA 69

Thenational.ae – DA 87

And why were Gousto pleased with how this campaign answered their brief?

  • The first time Gousto was featured on each domain
  • High authority domains
  • Respected and credible sources
  • Relevant coverage within the food vertical / within the food section

So whilst the debate about quantity and relevancy rages on between agencies and within teams, what’s clear is there isn’t one answer (that everyone is happy with).

We believe it is not up to us as an agency to decide either way. 

The client knows their brand, audience and objectives best and are therefore best placed to tell us whether they choose relevancy over over quantity.

And you might think this stance is a cop-out – my resistance to get off the fence. And if I had to, I would pick relevant quality links every day – because it means the content we created for these sites has landed and is appreciated for its relevance and thought leadership, but this doesn’t mean relevance is right for every client.

So where do you sit in this debate? 

I would love to hear how other agencies manage this conundrum and cater for their client’s differing digital PR objectives.

1024 682 Rebecca Moss

The Only Digital PR Campaign Launch List You’ll Ever Need

Ready to launch your next digital PR campaign but worried you might have forgotten something? Don’t worry, we got you…

The moments just before you launch a digital PR campaign can be thrilling, exciting and terrifying in equal measures. 

We know there’s a lot riding on campaign launch. The client wants super-fast results, your manager constantly wants good news and of course, you want your hard work to pay off against whatever bottom-line goals you’ve been set. 

Please don’t let this pressure rush you into launching a campaign.   

The pre-launch period is (arguably) THE most important part of your campaign timeline, so it is vital that you take time to check every element before you release it into the wild. 

However, this can feel like you’re spinning plates.

In fact, here at JBH, we usually begin our ‘launch process’ the second that we’ve briefed our design studio, so we’ve put together our essential campaign launch check-list in the hope that it can make everything feel a bit more manageable. 


Check any campaign data

Is the data used within your campaign water-tight, backed up by a thorough methodology? 

  • If there are multiple people working on the launch and outreach of a campaign, brief them on the data. Run through any anomalies or interesting stats and how to explain them. 
  • Check the results, thoroughly. Double-check sections of the data to be more thorough. 
  • Prepare answers to those questions ahead of launch so you are ready to respond at a moments notice.

ask your colleagues to think like a journalist

Prepare an internal briefing sheet

If you have a team working on promotion, a briefing sheet could be the answer to a cohesive and seamless launch. We always follow this up with a verbal run-through ahead of launch to allow for any questions and queries from the wider team. 

  • Include all of the headline stats and important points
  • Include links to all assets, data, press releases etc
  • Include KPIs, deadlines and any other important ‘bottom line’ goals
  • Include how the client can be contacted here too

predict what a journalist might say

Prepare your ‘Headlines and Angles’ sheet

A great campaign will always consist of multiple angles and headlines. Decide on these ahead of time and produce a shared ‘Headlines and Angles’ sheet. 

  • We have a separate section for each angle with the associated headlines underneath.
  • Include the information or stats for each angle so you don’t have to hunt through the raw data each time. This could lead to mistakes, especially if the journalist or publication has a tight deadline. 

Media/prospecting list

Begin compiling your target media list as soon as you know what the main angle of your campaign is going to be. This can be refined and drilled down as the launch plan develops and will be different for every campaign.  


Case studies/Comments/Quote/Opinion

Top-tier publications often require exclusive case studies from an external source or insightful comment from your client or company. Preparing this ahead of launch will save you time and energy which can be channelled into your outreach.

Additional tips and advice

It’s so easy to get caught up in the ‘moment’ when preparing for the launch of a big data-led digital PR campaign, but don’t forget about the valuable insight from your client or brand. 

Putting together a list of advice to complement your campaign can be done well ahead of time and could be the deciding factor for a journalist looking to turn your campaign into a feature.

Golden rules of the linkable asset

We’ve all been there, the journalist has used your carefully crafted data/imagery in a feature but they haven’t credited your client with a link, leading to a whole world of link reclamation pain. 

We’ve realised that this is usually because we’ve not actually given them a reason to link which is what our linkable asset golden rules cover, during the campaign launch process. 

  • Always offer something extra on the website, making sure it is only lightly referenced in the pitch. 
  • Ensure any graphics in the pitch are different to what is on the website. 
  • Provide some element of interactivity within the asset on the website, the journalist has to point the user to the website to experience it.

Pitch examples

This is the fun bit! Figuring out how you’re going to pitch your campaign to make it as enticing as possible.

Whilst personalisation is key for pitching, it’s a great timesaver to have at least the pitch subject lines and key data points altogether in one place for your team to access and use throughout their outreach cycles.   

Kick-off meeting

There’s literally nothing better than the excitement of showing your campaign to a client or to your team for the first time. 

A launch (or kick-off) meeting is a great idea as it allows for any final questions on the outreach and for you to agree on the launch date with other parts of the business.

1024 682 Rebecca Moss

100 Free Data Sources for Content and Digital PR Campaigns

There are a number of reasons why we place such a big emphasis on data when it comes to content marketing and digital PR campaigns. We’ve even explored how journalists use data as a way to craft compelling stories, and how digital PR teams can look to implement these techniques into their campaigns.

Data has the power to:

  • Measure your online standing – Website traffic, social media followers and online ratings.
  • Analyse the effectiveness of your work – Open rates, click-through rates, bounce rates and cost per conversion.
  • Discover your return on investment – Calculate your cost per lead or quantity of leads generated.

However, it can also be a game-changer in terms of content creation – there’s a wealth of data available online just waiting to be curated, which can provide your audience with intriguing insights or indisputable information that encourages movement down the funnel towards those all-important conversions.

Best of all…

…several data sources (the following 100 to be precise) are absolutely free and ready to be used in your digital PR campaigns.

  1. Statista

“The #1 business data platform in the world with insights and facts from 600 industries across 50 countries.”

  1. UNData

Specialised databases, popular statistical tables and country profiles..

  1. Wikipedia

If you’re worried about accuracy, only use data that comes with a reference or external link for further reading.

  1. DBpedia

DBpedia gathers structured content from valuable information over at Wikipedia.

  1. Amazon Public Data Sets

A registry featuring datasets that are available from Amazon Web Services resources.

  1. Google Public Data Explorer

Public-interest datasets that feature graphs and tables for a better understanding of information.

  1. Pew Research

Pew Research Centre claims it generates “a foundation of facts that enriches the public dialogue and supports sound decision-making.”

  1. Datasets Subreddit

A great place to share, find and discuss datasets, but finding your niche could be tricky.

  1. Enigma Public 

The “world’s broadest collection of public data” to “empower people to improve the world around them.”

 

  1. Data.gov

The home of the US Government’s open data, covering everything from agriculture and finance to manufacturing and public safety.

  1. Data.gov.uk

The home of the UK government’s open data, featuring an equally extensive range of useful information.

  1. YouGov

An overview of what the UK’s opinion is on things like politics, entertainment, retail, technology, media, lifestyle and more.

  1. WhatDoTheyKnow

WhatDoTheyKnow helps you make Freedom of Information (FOI) requests to the government and public sector.

  1. UK Data Service

A collection of UK government-sponsored surveys, longitudinal studies, UK census data, business data and more.

  1. European Union Open Data Portal

The single point of access to a growing range of data from the institutions and other bodies of the European Union.

  1. U.S. Census Bureau

Government-informed statistics about the lives of US citizens including population, economy, education, geography, and more.

  1. Socrata

A mission-driven software company that enables you to explore government-related data via built-in visualisation tools. 

  1. Canada Open Data

Pilot project that wants to create greater transparency and accountability with government and geospatial datasets

  1. Datacatalogs.org

Open government data from the US, EU, Canada, CKAN, and more.

  1. Gapminder

European ‘fact tank’ that fights misconceptions about global development using a wide range of data sources.

  1. UNDP’s Human Development Index

A ranking of country progress under the lens of human development.

  1. OECD Aid Database

Visualisation of data showing aid collected from governments.

  1. Qlik Data Market

 Free package provides access to datasets covering world population, currencies, development indicators and weather.

 

  1. World Bank Open Data

Featuring 3000 datasets and 14000 indicators encompassing microdata, time series statistics, and geospatial data.

  1. IMF Economic Data

Including but not limited to global financial stability reports, regional economic reports, international financial statistics, exchange rates and directions of trade.

  1. UN Comtrade Database

A repository of official international trade statistics and relevant analytical tables.

  1. Google Finance

Real-time stock market information, financial news, currency conversions, and tracked portfolios.

  1. Global Financial Data

A source to analyse the twists and turns of the global economy with data on over 60,000 companies covering 300 years.

  1. U.S. Bureau of Economic Analysis

Mainly reports about the gross domestic product (GDP) of the United States but also information about income, corporate profits and government spending.

  1. National Bureau of Economic Research

Data concerning industry, productivity, trade, international finance, industry and more.

  1. Financial Times

More than a news site, the FT also publishes a broad range of business data and information.

  1. OpenCorporates

The largest open database of companies in the world.

  1. The Atlas of Economic Complexity

Research and data visualisation tool used to explore global trade dynamics,

  1. World Bank Doing Business Database

Resource that evaluates business environment indicators, such as capabilities and costs, around the world.

  1. Visualizing Economics

A self-explanatory site featuring data visualisations about the economy.

  1. Federal Reserve Economic Database

Download and track 567,000 US and international time series from 87 sources.

  1. Buzz Data

Resource that provides UK businesses with targeted business address data.

  1. Financial Data Finder at OSU

Large catalogue of financial data sets.

  1. TripAdvisor

A wealth of free information about destinations to help support your travel or lifestyle campaign. 

  1. EU-Startups

Directory listing the number of start-up businesses in the EU, alongside their industry and sector. Perfect if your campaign is targeting new businesses publications in and around Europe.  

advertising social media data

  1. Buffer

Data insights, survey findings and regular reports about digital marketing can be found on the Buffer blog.

  1. Moz

Along with how-to articles and whiteboard walkthroughs, the Moz Blog also publishes data-driven insight pieces.

  1. HubSpot

Large repository of marketing statistics and trends along with tools for social media, SEO and web analytics.

  1. Content Marketing Institute

Articles, resources and research all about the world of content marketing.

  1. Facebook API

Using the Graph API, you can retrieve data all sorts of data from Facebook.

  1. Twitter API

Stay up to date with worldwide conversations by connecting your website or application to the Twitter Platform.

  1. Instagram API

You can use the Instagram API to build non-automated, high-quality apps and services.

  1. Complete Public Reddit Comments Corpus

Here you’ll find over one billion public comments posted on Reddit between 2007 and 2015 for training language algorithms.

 

  1. data.police.uk

Open data about crime and policing in England, Wales and Northern Ireland.

  1. FBI Crime Statistics

Statistical reports and publications detailing specific offences and outlining crime trends.

 

  1. UNICEF Dataset

UNICEF has compiled relevant data about education, child labour, maternal mortality, water and sanitation, antenatal care and much more.

  1. NHS Health and Social Care Information Centre

The NHS produces more than 260 official and national statistical publications every year, which includes national comparative data for secondary uses.

  1. Healthdata.gov

125 years of US healthcare data including claim-level Medicare data, epidemiology and population statistics.

  1. U.S. Food & Drug Administration

A compressed data file of the Drugs@FDA database, which is updated once a week.

  1. MedicinePlus

Resource for health statistics such as the rate at which people are catching the flu and the average cost of a medical procedure.

  1. America’s Health Rankings

An analysis of US national health on a state-by-state basis using historical data.

  1. The Broad Institute — Cancer Program Data

Access the cancer-related datasets of the Broad Institute’s scientists.

  1. Human Rights Data Analysis Group

The non-profit, nonpartisan group applying rigorous science to the analysis of human rights violations around the world.

  1. Harvard Law School

Everything from international relations to human rights data courtesy of political institution databases.

  1. The Armed Conflict Database by Uppsala University

Data that dives into minor and major violent conflicts around the world.

  1. Amnesty International

Human rights information, run independently of any political ideology, economic interest, or religion.

 

  1. FiveThirtyEigh

Primarily a news and opinion website, but its content is supported by in-depth data and statistical models.

  1. Google Scholar

Another Alphabet-owned resource but with a more academic slant – articles, theses, books, whitepapers etc.

  1. The Upshot

A section of the New York Times that examines politics, policy and everyday life, primarily using data.

  1. The New York Times Developer Network

Search articles, retrieve headlines and discover media dating back to 1851.

  1. Associated Press API

Search and download content using your own tools without having to visit AP portals.

  1. Million Song Dataset

A collection of 28 datasets containing audio features and metadata for a million music tracks.

  1. BFI Film Forever

Research data and market intelligence about the UK film industry and culture.

  1. IFPI

Key statistical highlights of the global recording industry.

  1. Academic Rights Press

The world’s leading aggregator of global music industry data.

  1. OpenLibrary Data Dumps

Datasets on books including catalogues from libraries around the world.

  1. One Million Audio Cover Images 

Dataset hosted at archive.org covering music released around the world, for use in image processing research.

  1. SkiftStats

The latest statistics, research and data about the travel industry.

  1. Search the World

Population, weather and travel information for millions of locations worldwide.

  1. U.S. Travel Association

Covers a wide variety of travel-related topics, primarily relating to the economy.

 

  1. Labelled Faces in the Wild

13,000 collated and labelled images of human faces, for use in developing applications involving facial recognition.

  1. Microsoft Marco

Microsoft’s open machine learning datasets for training systems in reading comprehension and question answering.

  1. Machine Learning Dataset Repository

Collection of open datasets contributed by data scientists involved in machine learning projects.

  1. UCI Machine Learning Repository

Dataset specifically pre-processed for machine learning.

  1. CERN Open Data 

More than one petabyte of data from particle physics experiments carried out by CERN.

  1. Natural History Museum Data Portal

Information on nearly four million historical specimens in the London museum’s collection, as well as scientific sound recordings of the natural world.

  1. Microsoft Azure Data Markets Free Datasets

Freely available datasets covering everything from agriculture to weather.

  1. NASA Exoplanet Archive

Public datasets covering planets and stars gathered by NASA’s space exploration missions.

  1. LondonAir 

Pollution and air quality data from across London.

  1. National Centers for Environmental Information

Quick access to many of NCEI’s climate and weather datasets, products and various resources.

  1. National Climatic Data Center

Huge collection of environmental, meteorological and climate data sets from the US National Climatic Data Center.

 

  1. Yelp Open Datasets

There are 5,996,996 reviews, 188,593 businesses, 280,991 pictures and 10 metropolitan areas included in Yelp Open Datasets.

  1. Capterra

Directory covering business software and reviews.

  1. Monster

In-depth data source for job market and career opportunities.

  1. Glassdoor

Directory where you can research companies, compare salaries and read employee reviews.

  1. eBay Market Data Insights 

Data on millions of online sales and auctions from eBay.

  1. Junar

 Data scraping service that also includes data feeds.

 

Need help delving the depths of data? We thrive on turning facts and figures into compelling content and campaigns – contact us to find out how.

gaming creativity: how tot fake it till you create it
1024 682 Carl Eden

Gaming Creativity: How to Fake it till you Create it

One of the hardest parts of digital PR is coming up with creative ideas on tap. But there are various steps you can undertake to make the process a little bit easier. Here’s some handy starting tips on improving your creative process:

1. Break Ideation Down

When it comes to generating ideas, it can be hard to know where to begin. So try and find ways to make your initial ideation into more of a mechanical process. 

A few years ago now, Mark Johnstone in a talk ‘How to Produce Better Content Ideas’ shared a television advert for BT broadband. In the advert, a boy asks his father ‘why did they build the Great Wall of China?’ The dad, flustered because he doesn’t know, panics and tells his son they built it to keep the rabbits out. Cut to – the boy in school, about to deliver a presentation to his class on why China built the great wall:

So, how did Mark break the advert down to examine its success?

  • Customer Insight
  • Product Truth
  • Competitor Insight

BT knew that its customers wanted information for their children. They knew their broadband speed was faster and could provide information quicker. They knew competitors were entirely focused on price. They found success by combining Customer Insight, Product Truth, and Competitor Insight.

Top Tip: Take inspiration from this advert and try and generate ideas through manageable sections. 

Instead of trying to create ideas from the air, which is daunting, find a way to mechanically break ideation down to explore different sections at a time. 

  • Customer Insight – Look at your customers. What kinds of people are they? What kinds of sites do they frequent? Look at problems they face or stories of interest to them. If you sell footwear to older women, don’t look at shoes, look at the issues faced by older women. 
  • Product Truth – What do these products do? Who would buy this? What need does it address? You might be able to tie into a more interesting topic.
  • Competitor Insight – Research blog posts and marketing campaigns of similar brands. What stands out? What do you do differently? 

Whilst this approach may not necessarily work for you, try to find ways to make your ideation sessions less daunting from the start – look at target sites, demographics, products, and brainstorm any connections you might find. 

2. Remember to Tell a Good Story

Why would a journalist cover my content marketing campaign? Often, the answer is simple, and it’s one which hasn’t changed a great deal in a fair few decades. For the journalist, the story is everything. 

One of my favourite books on ideation is Chip and Dan Heath’s Made to Stick. In their book, the Heath brothers examine adverts and urban legends to dissect story success – what makes a good story stick? They break down stories into a SUCCESS principle, some of which can be easily applied to ideation:

  • Simplicity – Often you’ll often provide journalists with a wealth of data and they’ll pick out one element and just run with that. Ideas which stick are often simple and to the point. Can you chisel your idea into its one core element? Think in terms of movie pitches. ‘Speed is Die Hard on a bus!’ ‘Alien is Jaws in space!’ What’s your hook?
  • Unexpectedness – Our brain notices things that are different. Surprising data often has more value. For example – did you know that deer kill more people than sharks every year? Playing against stereotypes or audience expectations can help an idea land. Look at stories journalists are covering in your industry and try to add your own unexpected twist. 
  • Emotions – Notice how the press will do human interest stories which will have more impact than simply listing figures? People are more likely to share stories that make them feel something – happiness, anger, surprise. Can you provide a human element to make your ideas more successful?

Always ask – who cares? Why would a journalist want this? What makes it stand out?

3. Site Survey to Reverse Engineer Content 

One last fast tip to get started. Use an advanced Google Search Operator to perform a site search with a relevant keyword and ‘survey.’ This works especially well with tabloids. So for example, if you sell wedding rings and want wedding topics to inspire you, try this in Google:

Weddings survey site:dailymail.co.uk


This will pull up all combinations of all stories built around weddings and surveys. Doing this will provide an overview of the flavour of stories the press has covered around your keyword. And you might notice a few patterns. Weddings, for example, will bring up:

  • Cost of weddings
  • Wedding habits
  • Wedding locations 
  • Wedding stress

If most of the stories are on the costs of weddings, it makes sense to start there as it’s clearly a subject the press are keen to explore. Can you look to do an unexpected twist on this?

Again – this isn’t a definitive list, but starting ideation can be daunting and hopefully, these tips are useful. Find more inspiration here. And if you’d like to leave ideation in our hands, feel free to contact us to find out more! 

Syndicated Content & SEO - can they be friends?
1024 682 Jane Hunt

Syndicated Content & SEO – Can They be Friends?

What’s the current state of your content marketing?

For some brands, publishing one blog per week on the company website is enough, while others take a multichannel approach that encompasses infographics, videos and podcasts. 

No matter how much you scale your efforts, one of the biggest challenges associated with content marketing will always remain…getting your message in front of the right people at the right time. 

Common tactics for increasing content exposure such as influencer marketing and digital PR are incredibly effective. However, it can take time to deliver meaningful results. 

Enter syndicated content – a top technique for widening your brand’s reach and making new audiences aware of your offering. 

But here’s the kicker:

Some brands are reluctant to adopt syndicated content because they believe it will negatively impact their SEO. Here’s why you don’t necessarily need to worry about the relationship between syndicated content and SEO. 

In fact, they can be friends…

What is content syndication?

Content syndication is the practice of giving websites permission to republish content that originally appeared elsewhere. 

To give an example, you let one of your vendors or suppliers republish a blog that mentions how you benefited from their product or service.

Your content might be edited down or not published in its entirety, but you should still be credited as the author with a link back to your website or the original article.

The other side of the content syndication coin is republishing the work of others on your own website, which can still provide value depending on your marketing goals.

syndicated content example on Fox News

After featuring on Entrepreneur, a site that receives over 18 million visits per month, this article was published as syndicated content on Fox News, which boasts an audience over 19 times the size of Entrepreneur’s.

Is syndicated content duplicate content

Technically, yes, which is bound to cause a wave of panic among content marketers everywhere. 

However, Google doesn’t actually have a duplicate content penalty – it only penalises websites that scrape content or spam the web using duplicate content. 

If Google does find multiple URLs with the same content, its search bots will decide which one to rank and omit the other results. For some, this is as good as a penalty. 

In order to ensure original pieces of work always rank on Google, many authors and publishers ask that syndicated content comes with a canonical link. This tells search engine bots that all SEO equity relating to the content should be attributed to the original version.

Canonical tag on the Moz homepage

The moz.com homepage has a self-referential canonical tag.

What are the pros and cons of content syndication? 

When other websites syndicate your content:

Pros:

  • Form of promotion and driver of traffic to your website
  • Great way to build authority
  • Possibility of gaining quality backlinks

Cons:

  • The third-party website might want to get paid for the privilege of republishing your content
  • You won’t make any revenue for advertising
  • You won’t be able to build a list of subscribers

When you syndicate other websites’ content

Pros:

  • You don’t have to write content yourself
  • You get variety in the content you publish
  • You could establish yourself as a source of excellent information

Cons:

  • The original author might ask for a canonical link, meaning you won’t drive traffic from Google
  • If you don’t ask for permission from the original author, you could run into copyright issues
  • Google might think you’re scraping content or spamming the web

When should you consider content syndication?

The main reason for choosing content syndication is to get your ideas, messaging and brand in front of a wider, bigger audience. So, content syndication could prove beneficial if your marketing objectives include:

  • Increasing brand awareness
  • Establishing yourself as a thought leader
  • Boosting social media shares and followers

This is especially true if you don’t have a large user base and want to make more people aware of your offering. 

Can syndicated content and SEO be friends?

If syndicate content and SEO were friends on Facebook, their relationship status would probably be “It’s Complicated.” They won’t exactly be spending eternity together, but are on good terms and understand each other’s role in the relationship. 

To ensure SEO and syndicated content don’t have an ugly breakup, abide by the following best practices:

  • Publish your content first – Always publish your content first to drive traffic and help Google understand you’re the original.
  • Ask for a link – Require any syndicated content published elsewhere on the web to link back to the original article on your site. 
  • Check canonical tags – Double check that the canonical tag in the head section of the code points to the article on your site. 
  • Absolute URLs – Make sure that links in any content being syndicated are absolute (full URL) not relative (partial URL).

If you want your content to be seen and heard by more people, utilise the digital PR and outreach of an award-winning content marketing agency. Get in touch with us today

Compelling data for your next PR campaign
1024 682 Rebekah Massey

How to find compelling data for your next digital PR campaign

Data is a deadly digital PR weapon. Not only can it help you discover your ideal audience and target their biggest interests, it can also provide metrics on campaign success, allowing you to edit and optimise for the future. 

But in spite of its widespread use for research, insight and reporting, data is often overlooked or ignored for content – the creative part of a digital PR campaign that, for many, means imaginative thinking or outlandish ideas. 

However, you cannot underestimate the power of data when it comes to grabbing the attention of users, maintaining their engagement and encouraging action. 

No matter whether its a mind-boggling statistic or a reassuring nugget of information, content that places an emphasis on data will stand a better chance of resonating with audiences and establishing trust. After all, you can’t argue with cold hard facts. 

 

But you might be wondering…

Where exactly can I find compelling data for my next digital PR campaign? And how can I utilise it to best effect? Here are 10 of the best sources of information (with a couple of excellent data-driven digital PR examples thrown in for good measure).

PRO TIP: Don’t just rely on one of these data sources – bring multiple sources together for never-seen-before content or a more convincing argument. This will give you the edge when it comes to outreach. 

 

1. Office for National Statistics

It’s little wonder that the Office for National Statistics (ONS) is widely cited by journalists, content marketers and digital PR professionals – its the UK’s largest independent producer of official statistics and the recognised statistical institute of the UK. 

From discovering how census statistics can paint a picture of the nation to tracking economic changes in post-referendum UK, the ONS has it all.  

 

2. YouGov

Whereas the ONS tends to focus on quantitative information, YouGov adopts a more qualitative approach – what people think about things like politics, entertainment, retail, technology, media, lifestyle and more.

One of the reasons why YouGov makes such a good data source is because it believes in the power of participation. At the heart of YouGov is a diverse global online community, helping you get direct insights from the people who matter most to your brand. 

 

3. WhatDoTheyKnow

Anybody has the right to request information from a publicly-funded body, but what if you’re not sure how to go about it or simply want to find out what others have asked? Make a beeline for WhatDoTheyKnow. 

Run by volunteers, WhatDoTheyKnow helps you make Freedom of Information requests and will email you as soon as you get a response. Everything gets published online too, building a massive archive of information – to date, WhatDoTheyKnow users have made 557,982 requests to 24,128 authorities.

 

Data-driven PR example #1 – TicketSource Culture Per Square Mile Study

JBH harnessed the power of readily available, free data to help TicketSource discover and visualise the UK’s most cultural destinations per square mile. 

As this campaign was based on cultural attractions such as theatres and museums, we decided to gather data from the world’s largest travel site – TripAdvisor. We gathered information on the number of cultural attractions in each area and worked out how many of these were in every square mile, allowing us to formulate a ranking. 

This data-driven campaign has generated amazing top-tier news coverage and backlinks for our client, including coverage on the Times online and itv.com.

 

4. Statista

Statista claims to be the #1 business data platform in the world with insights and facts from 600 industries across 50 countries. If you’ve ever conducted research for facts and figures, chances are you’ve stumbled across Statista. 

In addition to its wealth of statistics on all manner of subjects, there’s also a bunch of industry reports and market outlooks to sink your teeth into. The only problem is that some information remains hidden behind a paywall, with accounts starting at USD$49 a month for full access.

 

5. Wikipedia

Yes, we know, Wikipedia is an openly editable website with content written collaboratively by largely anonymous volunteers. However, there are a number of reasons why Wikipedia should be one of your go-to sources for data. 

First of all, its writers don’t get paid, which means they’re either extremely passionate or the ultimate authority on their chosen subject. Secondly, people of all ages, cultures and backgrounds contribute to Wikipedia, resulting in great diversity. Last but not least, the vast majority of articles contain references, further reading resources and external links for undeniable accuracy. 

 

6. World Health Organisation

Even if your digital PR campaign isn’t health-related, you shouldn’t dismiss the World Health Organisation (WHO) as a data source. The breadth and depth of its research and resources is incredible, spanning topics that include sustainability, climate change, drug and alcohol use, sanitation and hygiene, road safety, and much more. 

top 10 causes of death WHO

There aren’t many other organisations that work with and have access to data from 194 countries across six regions around the world. WHO is both on the ground and in a position of corporate power, providing insight from every level of society. 

 

7. Centres for Disease Control and Prevention

Although this is another health-related source of information, Centres for Disease Control and Prevention go beyond their primary remit with research into everyday topics like physical activity, healthy living and workplace safety. 

The data and statistics section of CDC’s website is particularly useful, with a list of topics as well as various tools and related organisations. 

 

Data-driven PR example #2 – Gousto Iconic Dishes

Due to the subjective nature of food, coming up with a digital PR campaign based on the world’s most iconic dishes isn’t easy. 

Therefore, we decided to adopt a unique scoring system for this campaign – combining search volume data from Google Adwords with Instagram hashtag data (shoutout to the #foodpic massive).

This approach enabled us to pitch relevant data to news and food publications all over the world, resulting in coverage and backlinks on sites like Harpers Bizarre, Time Out Dubai and Good Food (Australia).

 

8. World Bank Open Data

As one of the world’s most comprehensive resources for global development data, the World Bank is sure to become one of your regular ports of call for digital PR.  

Beyond everything else, its analysis and visualisation tools will enable you to bolster your research, gain a deeper understanding of global trends, and download data in a compatible format. 

 

9. Google Public Data Explorer

Most data research journeys will start with a standard search on Google. Unfortunately, finding suitable results can be tricky, as websites that have nailed their SEO footprint are often given precedence over more legitimate data sources. 

This is where Google’s Public Data Explorer can help. Along with the ability to explore vast amounts of public-interest datasets, you can also visualise and communicate the data for respective uses. Best of all, visualisation changes over time, enabling you to keep track of trends. 

 

10. FiveThirtyEight

Even though FiveThirtyEight is a news and opinion website, it relies on statistical models and probabilistic thinking for its content. When combined with superb visuals and in-depth analysis, FiveThirtyEight leaves many mainstream media outlets in its wake. 

It provides unadulterated information about a variety of sectors as well as an explanation of each dataset and its source. Perfect for data-driven journalism and storytelling. 

 

Don’t worry if you’re overwhelmed by data – you can always leave your next digital PR campaign in the experienced and adept hands of JBH. Contact us to find out more.

7 Reasons Why Journalists Could Make The Best SEO's
1024 682 Jane Hunt

7 Reasons Why Journalists Could Make the Best SEOs

Owing to the large number of digital media outlets and the declining profitability of print-based publications, there’s no wonder that many people believe traditional journalism is in its death throes.  

Earlier this year, BuzzFeed revealed it was laying off 200 people globally as efforts to diversify revenue weren’t working, while the Sun newspaper is now facing major job cuts in order to slash costs at the loss-making tabloid.

While this will come as worrying news to any aspiring journalist, several established professionals have described themselves as ‘huddling in a foxhole’ for quite some time now. 

Thankfully, it isn’t all doom and gloom from a creative writing perspective thanks to numerous opportunities in the world of marketing. In fact, you could easily argue that SEO and journalism go hand-in-hand…

Here’s why journalists make the best SEOs

1. They’re willing to put in the hard yards – research, reporting and writing

To answer the questions they’re asking in their stories, journalists will explore almost every avenue to find the most accurate information or best insights possible. They’re natural investigators that will make multiple phone calls, interview difficult subjects, and research offline sources in order to sculpt the best story.  

As opposed to the vast majority of online publications that simply regurgitate what other online publications have already written, this kind of original and unique content will resonate strongly with Google, resulting in higher search engine rankings.

2. They’re inquisitive and formulaic in their approach

Critical thinking is in every good journalist’s DNA. They want to know the answer to every question in life, often regardless of subject matter. While some SEO experts might be too closely tied to their organisation or industry, journalists will be able to give a fresh perspective on things, leading to excellent ideas for content and campaigns. 

Professional journalists are also formally trained to write an opening sentence, an explanatory body, and a conclusion that wraps everything up nicely. This formulaic approach to work is how the very best search marketers manage to achieve success again and again.

3. They know how to write a killer headline that attracts and engages

It’s long been said that headlines sell newspapers. And in the good old days of print, it was the job of journalists to entice passers-by with an outlandish claim or clever turn of phrase to keep the papers in business. 

In many respects, the same can still be said today. Some believe that headlines are the single most important factor when writing great content online or crafting a click-worthy subject line for outreach emails. It needs to build a relationship with the reader, create a sense of urgency, generate a need for knowledge and begin the message. Headline best practice includes:

  • Using specific numbers and data in your headline
  • Using formulas that have proven their efficiency
  • Using keywords to signal to Google what you would like the piece to rank for
  • Using appealing adjectives
  • Thinking of what it will look like on social media

4. They’ve got the creativity to stand out from congested online crowds

An insane amount of information is produced on a daily basis. Here’s a brief rundown:

  • 500 million tweets are sent
  • 294 billion emails are sent
  • 4 petabytes of data are created on Facebook
  • 65 billion messages are sent on WhatsApp
  • 5 billion searches are made

To stand a chance of getting noticed organically online, SEO-focused content needs to strongly resonate with users, generate an emotional response or provide something nobody else has thought of. This is what journalists specialise in – being able to tell engaging and entertaining stories where every sentence counts.

5. They know that distribution is just as important as the content

Any journalist who has been around since the advent of the internet will know that their content is only as good as the channels it is distributed on. After all, no amount of exclusive stories or top quality features can seemingly save print newspapers from their rapid decline. 

Therefore, if a journalist was to trade the newsroom for the SERPs, chances are they’d do everything in their power to optimise for web, mobile, social media, and any other platform you can think of. This kind of attitude and outlook lends itself well to the world of digital PR too.

6. They’re able to influence the right people in the right places

Journalists who write about difficult issues or investigate controversial subjects are often seen as the most respected and influential individuals in society. They provoke us to think about and question our beliefs on a journey for truth and justice. 

And as you may or may not be aware, influencer marketing is one of the industry’s top trends. What’s more, leveraging the reputation of a journalist to generate backlinks to your website from authoritative sources is bound to do wonders for your SEO.

7. They’re good at analysing data and optimising performance

Along with their intuitiveness, creativity, and intrepidness, the very best journalists are also exceptional at utilising data and tracking performance with the help of audience analytics. 

This description is also true of the finest SEO practitioners, who will stop at nothing to achieve their objectives. SEO for journalists might seem like a completely foreign career path, but those with a penchant for facts and figures will find themselves one step ahead of the rest straight away. 

SEO and its impact on journalism

In the early days of the internet, many journalists resented SEO because it forced them to write more robotic sounding pieces that followed a certain keyword-led formula. But since then, Google has developed an increasingly intelligent search algorithm that rewards the kind of work journalists have been known to create for decades. 

As a result, it wouldn’t be a stretch of the imagination to suggest that SEO and quality content are the future of journalism.

With a team comprising journalists and SEO experts, our digital PR campaigns deliver effective and guaranteed results. Contact us to discover more.

1024 682 Rebecca Moss

What Should Your Content Really Look Like in 2019

What’s at the centre of your digital and social activity? Chances are its content, which bridges the gap between brand and customer like no other media or medium could do previously.

Content marketing has come a long way since the early days of publishing multiple (and mostly mediocre) blogs each week on your website in the vain hope of getting noticed or ranking for a couple of obscure, long tail search queries.

These days, content marketing is a multi-channel, cross-platform behemoth, consisting of everything from landing pages and infographics to podcasts and videos.

The increasingly competitive space in which content sits has also changed dramatically, with things like featured snippets and voice search making any marketing objective even more difficult to achieve.

But that doesn’t mean to say boosting your brand identity, increasing online awareness and engaging with customers through content marketing is impossible…

Here’s the content that performs best in 2019:

Long-form authoritative content

So, if regular blogging doesn’t cut it anymore, what does?

The answer is long-form authoritative content.

This means going into great detail about a particular theme or topic and updating it regularly with fresh insight, imagery and video.

After analysing 912 million blog posts to better understand the world of content marketing, Brian Dean from Backlinko discovered that long-form content gets an average of 77.2% more links than shorter articles. It also generates significantly more social shares, especially within the ‘sweet spot’ of 1,000-2,000 words.

Other industry studies have also found a direct correlation between long-form content and first page Google rankings. This is because long-form content stands a better chance of satisfying intent and maintaining engagement by demonstrating in-depth knowledge of a particular subject.

Best practice: Identify topics or themes that strongly correlate with your brand’s products, services, or industry. Think about how you could demonstrate your authority with long-form content that meets your customer’s wants and needs.

Short-form video

Every year, the importance of video content continues to grow – you only have to look at the success and influence of platforms like Instagram to realise that its here to stay for the long haul.

According to a recent study by Altimeter, short-form video (less than two minutes) is the best performing content in terms of engagement across every industry and every geography. By contrast, long-form video (greater than two minutes) was said to be 20% less effective.

In addition to greater engagement, short-form video can also improve your SEO, make content more accessible to a wider audience, generate a strong emotional connection with customers and lead to more conversions.

Best practice: Generate ideas for short-term video content that will resonate with your audience. Remember to optimise for mobile viewing (where most video is watched), create captions, include a CTA and keep it short!

Influencer marketing

Despite the exponential rise of social media influencers in recent years, this marketing trend is nothing new. However, several brands are reluctant to explore the idea of influencer marketing due to misconceptions that you need to spend thousands (or even millions) getting high-profile celebrities on board.

More often than not, brands have the most success with influencer marketing when they choose people directly related to their industry or niche. Better yet, they collaborate with influencers throughout the content ideation and creation process.

The following influencer marketing statistics speak volumes about its effectiveness:

  • Influencer Marketing Campaigns Earn $6.50 for Every Dollar Spent
  • 67% of Marketers Promote Content With the Help of Influencers
  • Influencer Marketing Is the Fastest-Growing Online Customer-Acquisition Method

Best practice: Think of influencers as an ad-hoc extension of your own content team. Take advantage of their creativity and audience, relieve some pressure from in-house efforts and add credibility to your brand in the eyes of followers.

Voice search

Voice search is slowly but surely becoming a daily fixture for many, especially given the increasingly popularity of Google Home, Amazon Alexa and other voice assistants. Estimates suggest there are over one billion voice searches per month, while 50% of all searches will be voice searches by 2020.

So with more and more text-based digital tasks moving over to voice thanks to the speed and convenience it affords, every marketer should adjust their content strategy accordingly.

Unfortunately, each device seems to pull data from different sources and offer completely different results. But by creating pieces of content that deliver quick answers to quick questions, you should be able to position yourself ahead of the competition.

Best practice: Think about the words people say, not just what they’re likely to type. Also, most voice-activated searches take place on mobile, so make sure your website is responsive and optimised for smartphones.

Storytelling and Digital PR

There’s a reason why storytelling remains one of the most popular approaches to content marketing – it works, and will continue to work for many years to come. By conveying facts through narrative, you’ll create a connection with your audience and encourage action thanks to the number of decisions people make based on emotion.

One excellent example comes from National Geographic and its content marketing activity that engages with 350 million combined global followers on social media. As Nadine Heggie, VP of Brand Partnership, explains: “Staying true to your brand, being timely with content, using the power of wow and wonder, and embracing new technologies to tell stories.”

Key ingredients to any story include a main character/hero, a conflict/journey, and an ending/resolution. Don’t forget to make it easy-to-follow, relatable and memorable. Support your stories with visuals and data to drive the message home.

Next steps: Try to gain an in-depth understanding of your audience – their needs, pains, hopes and aspirations. Know exactly what you want to say and what you want your audience to do before launching any storytelling campaign.

Take your content marketing to the next level with JBH – let’s create something awesome together.

How to use data jouralism to craft a PR story
1024 682 Rebecca Moss

How to use Data Journalism to Craft a PR Story

By 2020, it’s estimated that for every person on earth, 1.7MB of data will be created every second. This might seem incomprehensible, but the proliferation and prevalence of data in society has been a pretty consistent trend over the past few years.

So much so that data journalism, which attempts to report the news or make sense of world events using the scale and range of digital information available today, is now it’s own creative discipline.

After all, it is difficult to argue with indisputable facts and figures at a time when the notion of truth is constantly being undermined by those sprouting ‘fake news’ at every opportunity.

While basing journalism on data is one thing, crafting compelling stories from the production and distribution of information online is another, especially in the case of digital PR.

Here’s How 5 Top-Tier Journalists Weave Data Into Their Digital PR Campaigns

So, how do the very best data journalists tell narratives that not only paint genuine pictures, but also resonate with audiences that are increasingly doubtful of the mainstream media?

1. Shane Shifflett, The Wall Street Journal

With an approach that combines data analysis with visual storytelling, Shane Shifflett has reported on cryptocurrency-related fraud, stock market manipulation and corporate policies that endanger children. He mines data from various sources and uses his programming skills to elevate anecdotal reporting, which is backed up by graphics and databases to accurately communicate the finer details.

Much of Shane Shifflett’s work capitalises on cutting-edge technology such as machine learning and natural language processing. Even so, he embraces traditional reporting methods too, such as contacting hundreds of sources mentioned in documents to unearth the truth.

Day-care centres with unconfirmed or lapsed licenses on Care.com

Along with sparking extensive discussion on social media, Shane Shifflett’s tireless persistence lead to one company in his stories being fined by the Securities and Exchange commission, while Care.com removed tens of thousands of unverified listings on its site a day after his  investigation into the platform was published.

Lesson #1: Use visual assets like infographics to assist the narrative and convey details that might be otherwise difficult to understand..

2. FiveThirtyEight

FiveThirtyEight was one of the first sites devoted to data journalism and has since published everything from multi-page election forecasts to in-game win probabilities at the World Cup. Its innovative approach relies on statistical models and probabilistic thinking, which includes live data for real-time reporting.

As a result, FiveThirtyEight has become the portal of choice for users wanting to check the latest poll numbers, election odds or sports probabilities.

In-match win probabilties for completed matches and FiveThirtyEight's World Cup final forecast

FiveThirtyEight has established a level of trust from its users that few mainstream media outlets can compete with.

Lesson #2: Be as transparent and impartial as possible in your reporting, with a clear explanation of your approach or methodology.

3. Inga Ting, ABC News Australia

Inga Ting has used data-driven techniques across the entire spectrum of news production to strengthen storytelling like the inequity of private vs. public school funding, the near-record downturn in Australian property prices and how widespread cynicism about democracy has pushed more voters to the fringes of politics.

Some of Inga’s techniques include using scrapers to augment existing data API’s, turning crowdsourced information into original datasets, giving readers the ability to participate with decision-based storytelling and integrated visualisation/animation to explain complex analyses.

Response to the question "Which kinds of books do you like to read for interest or pleasure?" according to the respondent's class.

Her story ‘Good taste, bad taste? What your habits reveal about social class’, which investigates  how peoples’ standing is affected by their music, TV and book choices, managed to accumulate an incredible 4,635,779 engagement minutes on the ABC website.

Lesson #3: Don’t limit your use of data for storytelling alone. Find ways in which data can support and assist all of your PR activity.

4. Reuters Graphics team

Their name might be somewhat self-explanatory, but the Reuters Graphics team pride themselves on being visual storytellers, whether that’s breaking news or investigative reports. Their core mission is to connect the reader to the material in a way not possible by other means.

With tragedies like the Indonesian plane crash earlier in 2019, Reuters used deeply reported, data-driven ‘explainers’ for powerful and purposeful insights as they unfolded. However, they apply much of the same methodology to investigatory projects too, including the ‘Ocean shock” series that took a year of sifting through data, collecting stories and visualising the results.

Reuters photographer Lucas Jackson captured the large calving event at Helheim glacier in southeastern Greenland on June 22. The video above has been sped up 16 times

Reuters photographer Lucas Jackson captured the large calving event at Helheim glacier in southeastern Greenland on June 22. The video above has been sped up 16 times.

But despite the fact Reuters has access to an incredible number of resources, including people and technology across the world, it always pays “careful consideration to the tone and subject matter as expressed through the design of the story.”

Lesson #4: The best stories always put people at the centre of the narrative. From natural or unexpected disasters to the effects of climate change, audiences gravitate towards commonality.

5. Ashley Kirk, The Telegraph

Over the past year, Ashley Kirk has played a part in over 100 data-led stories for the Telegraph, helping to transform how it communicates to an engaged audience of subscribers as well as the wider community. She has also helped deliver a new subscription strategy using data journalism methods to help guarantee sustainable funding.

“With The Telegraph’s new subscriptions strategy, data journalism proved essential in providing highly personalised, quality online journalism that would persuade people to join our community,” said Ashley.

“Through interactive tools which personalise stories based on a reader’s demographic or geographic details, I have been able to contribute to plans to retain and strengthen our core audience of subscribers by using data visualisation that engage them on an individual, personal basis.”

The Telegraph's Interactive World Cup Interactive Predictor

The Telegraph’s Interactive World Cup Interactive Predictor.

 

Some of Ashley’s biggest breakthroughs include freedom of information requests that revealed how every British police force have experienced increased response times in the last three years and an interactive game for the World Cup which allowed allowed readers to pick what they believed were the most important factors in deciding a football match.

Lesson #5: The sky’s the limit. Regardless of the story you’re telling, the sheer scale of readily available data means that multiple narrative threads can be pulled for the most captivating and convincing copy.

Need more help using data from a digital PR agency? Get in touch with the JBH team today.