Understanding Content Relevance for Digital PR Campaign
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Relevance is still an important criterion for search and ranking, in fact, many a digital marketing company Kolkata thinks that it is actually the relevant and quality contents - not the number of links - that drum up the quantity of content.
Who really thinks about relevance? Most clients that a digital company deals with are obsessed with link creations. Without having a grip on the nuances of digital marketing and an up-to-date strategy for visibility enhancement on social engine search result pages, they seem conspicuously ignorant about the basics. However, there are many things to feel concerned about.
Have you found your content dropping in rank whereas a small, hyper niche site is climbing up the ladder of the search result pages? If yes, you should focus on relevance of your content. Even the BOSS Google prioritizes relevance while deciding the page ranking.
What does relevance signify in the context of digital PR? If you ask 10 people about what they mean by relevance, you may get 10 different answers. In absence of a universal concept about the significance of relevance, it is up to a digital marketing company to prepare its own definition. On closer and deeper inspection, we have discovered the four basic pillars of relevance. These pillars are:
Audience: What will the brand’s audience think about the content? Interested or disinterested?
Authority:Does the brand have an authority on the subject? If yes, is it possible to interview them about their thoughts on the matter?
Newsworthiness: What will be the journalists’ reaction? Do they care about what a digital company deliver? Are the marketing companies making any significant addition to the conversation?
Keywords: Does it have keywords that need a rank or a page on the website that could be linked to it?
If done right, any effort for digital PR focused on relevance brings result. The work delivers much more than only links. The reality is sinking in and brands are getting the message clear about how it can produce a positive commercial impact.
Creating links to commercial content is really hard. A digital marketing company must have an up-to-date strategy to do that. They need to do a lot of digging into the business, industry and web portal to understand and create a solid strategy for link acquisition. The companies are now shifting their focus from link-priority to research-first strategy and it is taking them to the fundamental of digital marketing i.e., content relevance and quality.
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