Digital PR

Unique content for more visibility

PR stands for “public relations” and the goal of this profession is to reach a targeted audience with a carefully created message or offer. The same applies to the web. Good PR strategies help turn projects into success stories. Digital PR is a modern instrument for the targeted development and distribution of your content on the internet. Contact us to find out everything about Digital PR and how our team of experts can provide you with targeted and individual support.

Our services

As a digital PR agency, we are happy to provide you with holistic support in developing successful digital PR strategies. In our individual consultations with you, we develop customized concepts and are also happy to advise you on selected topics related to digital PR and content marketing. Below you will find a detailed overview of our services.

Research & Production

With our experienced experts, we research and collect valid data as the foundation of a digital PR campaign. We transform this data into target group-oriented images and texts that are exciting for media, users and search engines at the same time. We also provide competent and experience-based support in technical implementation and landing page development.

Seeding & Reporting

Even the most creative ideas only become a successful campaign if it is picked up by the media. In order to achieve this, we tailor your digital PR campaign for the media. Our experience and relations with a broad range of journalists, bloggers, and other media professionals helps us turn your campaign into a success. We work transparently: Upon request, we will provide you with a detailed insight into our approach so that you will understand the success of our work

Individual consultation

If you are working on campaigns and content and would like to have our professional support, we are more than happy to jump in and help you out. If you want to grow and learn more about Digital PR, we are also glad to share our knowledge with you through workshops (It can be digital as well as in-person.) and provide exciting insights into the world of Digital PR.

Our campaigns are known from:


Hello Fresh

Why Digital PR with Claneo?


With our international team of marketing and SEO experts, we lead your project to success. We have many years of experience in supporting global brands and corporations. Additionally, we know exactly what’s important to get people to talk about your company. We support you in all digital PR measures.

The development and creation of successful content marketing campaigns

Content and technical implementation and development

Workshops on relevant aspects of digital PR

Targeted distribution of your content (Seeding)

The creation of appealing visuals

Ongoing consulting and KPI reporting

What is
Digital PR?


Digital PR is the digital evolution of traditional public relations. It encompasses many different communication methods that help a brand gain authority in its industry. For example, brand mentions and links on the internet ultimately result in better search engine rankings.

Digital PR, as its own term, is made up of several sub-disciplines and is more than simply creating digital PR for a brand. The public relations work of a brand is supplemented by content marketing, search engine optimization (SEO) and targeted distribution (seeding). This means that so-called digital PR campaigns are designed, produced, and disseminated (seeded) jointly by experts from all sub-disciplines.

Digital PR is more than content marketing

The basic idea of content marketing is to help users interact with one’s own website or channels through exciting and informative content. Content marketing starts at the beginning of the well-known AIDA marketing funnel and should help a brand attract the attention of the desired target group without marketing products or being driven by false KPIs such as sales. This is exactly where Digital PR comes in. With the basic idea of content marketing, digital PR is about creating content that is interesting for a certain target group AND for journalists and media professionals. At best, the chosen content is so interesting that it is reported on in the media landscape and social networks. Depending on the individual goals, there are various formats, measures, and strategies that have proven themselves in our years of work at Claneo.

Newsworthiness and seeding – Digital PR campaigns must be thought holistically

In order for a digital PR campaign idea to have a good chance of finding its way into the media, it must be properly scrutinized for newsworthiness while it is still being developed. Unfortunately, simply offering content such as guides is no longer enough – it needs additional added value. Extensive data analyses, representative surveys, or exciting city or urban comparisons can be used as content for this purpose. But don’t worry, digital PR doesn’t necessarily have to focus on complex data sets.

Depending on the target group, the brand, and the desired media such as an infographic, an interactive map, or a simple tool, can also be the basis for a future article about the campaign. The most important thing is that the content is prepared and communicated in an appealing way to the appropriate journalists, bloggers, and media professionals. Seeding is a dynamic process across multiple channels and ultimately determines the success of a digital PR campaign, as mentions, interactions and links in relevant media are the main goals. Classic PR work via one’s own channels is no longer sufficient here.

SEO – digital PR campaigns also want to be found

The aspect of search engine optimization is the final piece of digital PR. This is done when the content on the website ranks for specific keywords in the search results. Keyword research is an integral part of digital PR campaigns at Claneo. This is where the power of Digital PR becomes apparent: creating SEO-optimized content that is also written for users and that has added value, combined with the backlinks, and mentions that the campaign generates in the media, resulting in a good chance of grabbing the top places in the search results. Through clever internal linking on the campaign page to further topics within a domain, the whole domain is strengthened and thus also benefits in the medium and long term by building organic and valuable backlinks. The incoming link power is controlled in a targeted manner to ensure that your brand presents itself to search engines as an authority in its subject area.

Conclusion: Classic PR + Content Marketing + SEO = Digital PR

Digital PR is defined by the symbiosis of its sub-disciplines. If digital PR measures are conceived, produced, and distributed holistically and by experts from all sub-disciplines, they have a greater chance of ensuring a company or brand is talked about in the long term. Digital PR is the modern way to digitally build trust and authority for a brand and position itself ahead of the competition.

Clients
who grow with us


Due to the combination of competence, speed, and flexibility in our daily cooperation, we are a valued partner of renowned corporations, as well as numerous SMEs and start-ups.

Hello Fresh

Collaboration

01

Goal definition & analysis

The cornerstone of a successful digital PR campaign are the goals and a joint exchange about them. To this end, we get to know each other in a kick-off meeting, conduct a joint needs analysis and set goals for the campaign. In addition, the most important technical and content-related possibilities and conditions are clarified here.

 

02

Concept

A digital PR campaign lives from its idea. Once the goals have been set, we start designing exciting content formats that fit your target group and the media that could report on them. To do this, we use various brainstorming and evaluation techniques based on experience from numerous successful projects.

 

03

Production

After we have agreed on an idea in exchange with you, we start with the research or data collection. For this, we use only proven market research methods and sources to deliver the best possible data quality. With experienced in-house experts, we design meaningful digital content in image and writing and then take care of the technical implementation of the landing page ourselves or in consultation with your experts.

04

Distribution

Distribution, also known as seeding, determines the success of a digital PR campaign. For the best possible results, we work with professional structures and tools to give our project the media attention it deserves. Of course, we keep you continuously informed about all developments.

 

05

Reporting

The final step is to measure the successes and results: How well did the digital PR campaign work and in which media was the information picked up and how?

 

 

Individual solutions

In case you want something unique, we are always happy to  develop an individual digital PR strategy for you. This is the basis of any successful digital PR campaigns.

FAQ

Why Digital PR?

Digital marketing is constantly evolving, and SEO is no exception. Since the previous practices for gaining organic backlinks are no longer efficient enough, we see it as necessary to break new ground. The introduction of the Digital PR department within Claneo is justified by the increasing importance of this topic for the digital market. The Digital PR team intends to further develop and drive this topic in a professional way.

What is the difference between traditional PR and Digital PR?

Digital PR encompasses all methods that help a brand gain authority in its industry, brand mentions and links online, and consequently better search engine rankings. As part of a digital PR strategy, this starts with developing high-quality content that drives interest and interaction with a brand (pull communication) and ensures mentions on social media, which can generate organic backlinks. Digital PR not only pursues improving a brand’s external image, but also supports authority on Google through high-quality clippings. The growing importance of Digital PR for Google was confirmed by John Mueller (Webmaster Trends Analyst at Google) through his tweet in January.

Digital PR: Unique Content + Successful Seeding = Clippings

Screenshot: Tweet of John Mueller, Webmaster Trends Analyst at Google

 

Publications

Awareness, Backlinks, Traffic – Warum keine Brand an Digital PR vorbeikommt

Digital PR ist eine relativ neue Disziplin, die sich aus verschiedenen Fachbereichen zusammensetzt. Wir erklären, wieso jede Brand auf Digital PR setzen sollte.

Der Content-Marketing Trend für 2022: Digital PR

Digital-PR neu denken: Mit diesen fünf interaktiven und datengesteuerten Content-Formaten, kann sich Digital-PR von der Masse abheben.

Mailings im Digital PR – so wird Euer Seeding in 5 Schritten zum Erfolg

Berichterstattung in den Medien, am liebsten von den ganz Großen – dies ist das erklärte Ziel der PR-Arbeit. Sei es die klassische oder die digitale Öffentlichkeitsarbeit. Um das zu erreichen, führt meist nichts an dem Kontakt zu Journalist:innen vorbei, für die der präferierte Kontaktweg die E-Mail ist, wie zahlreiche Umfragen zeigen. Basierend auf eigenen Erfahrungen verraten wir einige Tipps und Tricks für erfolgreiche Digital-PR-Mailings.

In 5 Schritten zum Erfolg – So funktionieren Digital PR-Kampagnen

Der Name lässt es vermuten: Digital PR ist die digitale Weiterentwicklung klassischer PR-Arbeit. Sie nutzt die modernen Mittel und Chancen einer digitalisierten Welt und ergänzt so die klassische PR-Arbeit um einige Aspekte. Wir zeigen in diesem Artikel komprimiert 5 Schritte, wie wir bei Claneo erfolgreiche Digital PR-Kampagnen für unsere Kund:innen umsetzen und was dabei zu beachten ist.

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International Search & Content Marketing Agency

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