You’ve most likely heard of Spin Sucks and the force behind it, Gini Dietrich. She entered the public relations (PR) business after graduating from college, working her way up from her initial position as an account coordinator.
True to form, Gini eventually set out on her own and started her PR business (Arment Dietrich, Inc.) in 2005. The following year, she launched Spin Sucks (she quips, “embarrassingly so”). Fast forwarding to today, Gini has authored Spin Sucks: Communication and Reputation Management in the Digital Age and co-authored Marketing in the Round. She is also a co-host of the podcast Inside PR, and the primary voice of the Spin Sucks blog.
We were fortunate enough to grab some of Gini’s precious time for an interview, focused around her thoughts on leveraging media relations for SEO.
A few months ago, you hosted a fascinating webinar on leveraging media relations for SEO using a three-pronged approach (readers can download the free webinar on demand here). Could you summarize this three-pronged approach?
You bet! We look at earned media, as it relates to building brand awareness, increasing your search engine optimization, and generating qualified leads. If your efforts don’t do all three of those things, it’s not working for you. This gets a bit into one of your questions below, but you want to work with media outlets to write stories about you, interview you on topics of expertise, accept contributed content, or run OpEds.
In those stories—all of them—should be anchor text, as it relates to your targeted keywords, and a link to something on your website or blog. There are very few journalists who won’t do this for you. Once you have that link on a higher domain authority site than your own, you have the opportunity to track your own domain authority, your search engine optimization, the qualified leads hitting you up online, and your brand awareness.
In this webinar, you also discuss how to create content hubs around a specific keyword or phrase. What content hubs would you recommend for an in-house copywriter, versus a freelance business owner? Are there hubs that would perform better for B2Bs than B2Cs?
I hate this answer, but I’m going to use it anyway: It really depends. Your content hubs should be focused around your targeted keyword or phrase. For instance, PR metrics is a big one for us because I am focused on changing the way PR pros measure their efforts. Our content hubs are built from that. It’s less about the job you’re doing (in-house vs. freelancer) and more about the search terms you need to use. And no, B2B vs B2C does not matter. This is about content around your keyword or phrase.
Earlier this year on the Spin Sucks blog, you described how to use media relations to get on the first page of Google by demonstrating your expertise on a topic. Specifically, you talked about how to leverage media relations via guest blogging on a site with relatively high domain authority to earn a link from it. Given the amount of solicitations authority sites receive from link wheel spammers, what steps would you recommend an online writer take to successfully pitch a guest post to an authority site for an “unknown” client, or for that matter, his or her own new business?
The very best way, just like any other relationship, is to build trust. I get TONS of solicitations from the wheel spammers…and it’s gross. I also receive really bad pitches and integrated news releases from PR pros, which makes me very sad. However, if someone were to pitch me and say, “I know you’re on a mission to change the way PR pros measure their efforts. I have content that fits that perfectly. Here’s a quick outline.” That would most definitely get my attention.
There’s been a lot of SEO industry talk about making links “no follow” and avoiding keyword-rich anchor link text so as not to invite a manual penalty per Google’s Penguin. Have you encountered any issues with backlinks that use a keyword or specific website domain name? How do you deal with link fear?
Nope. I’ve never had an issue, but it’s because we approach it with a “white hat.” I can’t even speak to link fear because it’s never been an issue for us.
Returning to the question of how to establish authority in the eyes of Google: what would you recommend a “noobie” do to market her content to influencers, aside from pitching a guest post? How can a new copywriter demonstrate her credibility when trying to forge a relationship with an influencer?
I recommend you start a relationship online just like you would offline. You find something in common. You share content. You comment on their content. You scratch their back and, eventually, they’ll scratch yours. Every day we have new commenters on Spin Sucks. They’ll say things such as, “First-time commenter, long-time reader.” I love that because I can dig a little to see who they are, welcome them into the fold, and provide some context about them to our community. This always helps start the relationship.
Finally, in a recent Spin Sucks post referring to the Narrative Science genesis of news storytelling via computers – or more precisely, algorithms spawned from artificial intelligence software — you discuss how “[i]t’s a new world where algorithms and humans are working hand-in-hand to produce some of the world’s best content.” Assuming the trend towards algos and writers working together will only grow, where do you see this new world heading for content creators, SEO copywriters, and online communicators?
It scares me! I joke that a computer will win a Pulitzer before I do. But I’ve talked to the founders of lots of these companies, and they’re focused solely on creating content that humans won’t do. For instance, they’ll write stories about Little League games and the Fortune 450 company because it doesn’t make sense for the newspapers to spend resources on that type of content. It’s also impossible for an algorithm to add color, irony, or even sarcasm. So, even if you use an algorithm to pull the data and science you need for a story, you still need to do the human part of it.
Well said, Gini! Thank you for spending time with us here!
You’re welcome! :)