BuzzStream Weekly Newsletter - Nov. 21

Hi again BuzzStream readers!

There was another significant Site Reputation Abuse hit by Google this week.

Google is cracking down on sites that publish “third-party pages on a site in an attempt to abuse search rankings by taking advantage of the host site’s ranking signals.”

In other words, you can’t piggyback off a big brand, you need to build your own.

In this week’s newsletter, we have a post about how traditional and digital PRs can better work together to build a brand.

We’ve also got a great podcast discussion on evolving hero content, email follow-up tips, and much more.

Hope you enjoy!

P.S. We’d be thrilled if you could share this newsletter with anyone on your team, colleagues, or social media followers :)

► Here’s the sign-up link.

️️⭐️ Digital PR vs. Traditional PR - What Can We Learn From Eachother?

Although digital PR essentially spun out of traditional PR, there is still a lot to learn from traditional PR, and the lines are also starting to blur more than ever.

So, in this piece, we’ll explore the perceived differences between digital vs. traditional PR and how (and why) they should work together.

I received an overwhelming response from digital and traditional PRs willing to help out on this post. So, you’ll also see a lot of great insights from experts.

► Click here to read the post.

🎥 Exploring the Power of Hero Campaigns w/ Amber Carnegie

Is hero content dying?

Not according to Amber Carnegie , Creative Lead from UK-based digital PR agency Verve Search .

Hero content is evolving. They’re not just one piece of content anymore. Instead, they’re campaigns that tag various business groups, such as social, paid, and brand.

I had an excellent chat with Amber about how you can and should utilize hero content to drive your digital PR campaigns.

► Watch it here.

💡 In Case You Missed It

Check out some recently posted content that you might have missed:

► Link Exchange or Link Swap Risks and Benefits

► How to Ideate and Pitch a City Study for Top Tier Links

► Modern Broken Link Building Techniques for 2024

🐝 Weekly Outreach Tip

Most people users only respond to a journalist once or twice.

Our State of Digital PR 2024 survey found that this was the overall consensus.

But, if you really want to cut through the noise, a follow up shouldn’t just be:

This may work occasionally and is way easier to scale, but it won’t improve a relationship.

In our email templates post, Gisele Navarro of Neomam Studios recommended trying completely new angles or even updating your data to make it fresh.

I typically look at recent articles they’ve written to see if there’s a connection I can make.

For example, in my screenshot above, there’s no connection. (It’s not even easy for me to see the video the person is referring to.)

I would make something like this:

—

Hey Vince,

I just saw your LinkedIn post about your one-year BuzzStream anniversary. Congratulations! It looks like you’ve been very busy, and I can’t wait to see what you come up with in the next year.

In the interest of time, I wanted to create a new video, which you can see below.

Thanks!

—

An approach like this focuses on what’s top of mind. (It also makes things easier by reiterating the value and adding something new.)

Is this time-consuming?

Yes!

But, to me, the second round of emails is where you can hone in on your key prospects.

Do you have any good follow-up techniques and want to be featured in an article?

Comment on this post and let me know!

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