What is Digital PR Content? A Comprehensive Guide

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If you want to promote your brand or business online, you’ve likely heard of digital PR.

But what exactly is digital PR content? In short, it combines traditional public relations strategies with digital marketing strategies to reach a wider audience and build brand awareness online.

The goal is to create engaging, informative content that resonates with your target market and encourages them and other media outlets and journalists to share it.

By creating content tailored to their interests and needs, you can build top-of-the-funnel (TOFU) awareness and drive more traffic to your website or online store.

What is Digital PR Content?

If you’re looking to build your brand and improve your online reputation, digital PR content is a must-have in your marketing plan.

Digital PR content is a type of content that is designed to improve your online image and reputation, as well as increase your visibility and reach on the web. This type of content typically includes press releases, blog posts, social media updates, or even online articles or videos.

These pieces of content are designed to attract and scale media coverage to your brand. Digital PR content is also valuable for generating backlinks, which can improve your website’s ranking in search engine results pages (SERPs).

Digital PR vs. Traditional PR content

Digital PR is different from traditional PR in several ways.

Traditional PR focuses on building relationships with journalists and media outlets to get your brand mentioned in print or broadcast media. Digital PR focuses on building relationships with journalists that publish in digital publications, online influencers, and bloggers to get your brand mentioned in online publications and social media platforms.

Types of Digital PR Content

There are many different types of digital PR content that you can use to pitch to journalists effectively.

Some of the most popular types of digital PR content include:

  • Blog posts: Blog posts are a great way to establish yourself as an authority in your industry. That way, when journalists and influencers do their due diligence, they can see that you are legit and help you land more coverage.
  • Infographics: Infographics visually present complex information and data in an easy-to-digest format. They are an excellent option to generate links if you use unique information like stats your brand created.
  • Videos: Videos are a highly engaging type of content that can be used to showcase your products or services, provide how-to guides, or share customer testimonials.
  • Podcasts: Podcasts are a great way to reach a highly engaged audience and establish yourself as an expert. It’s a great way to leverage your expertise to get more exposure.
  • Social media accounts: Social media posts are a quick and easy way to share news, updates, and other content with your followers and prospects. Vanity metrics like follower count still matter if you have the engagement to go with it.

By using a variety of digital PR content types, you can increase the chances that your brand will get picked up by media outlets.

Why is Digital PR Content Important?

Creating strong digital PR content is crucial for any business that wants to establish a trusted and authoritative online presence.

Here are three reasons why:

Increased Reach and Visibility

Creating valuable and shareable content can increase your reach to more people online.

Sharing your content on social media or other websites can attract new audiences and potential customers to your brand.

Improved Brand Reputation

Digital PR content can also help you build and maintain a positive brand reputation.

By creating content, responding to customer feedback, and addressing negative reviews or comments, you can show that you care about your customers and are committed to providing excellent service and products.

Digital strategies now allow your brand to set the narrative.

Brands no longer have to depend on positive feedback and coverage from media outlets. Instead, they can take control of the conversation by creating content that showcases their products or services in a positive light.


Digital PR content is also great for building backlinks to your website.

Backlinks are links from other websites leading to your website. They are vital in helping you generate free organic content for your website.

85% of consumers Google before making a purchase decision, and you want to ensure that your brand shows your product and services online.

Effective Lead Generation

Digital PR content can also be a great lead-generation tool.

By creating content that addresses your customers’ pain points, challenges, and questions, you can attract and convert more leads into customers since the social proof from your press will show you as an expert and help with trust.

Best Practices for Creating Digital PR Content

Creating digital PR content is vital to any successful digital PR campaign.

Here are some best practices to follow when creating your digital PR content:

Identify Your Target Audience

Before creating any digital PR content, you have to identify and understand your target audience.

You need to know whom you are creating the content for, their interests, and what kind of content they are most likely to engage with.

By identifying your target audience, you can create content that resonates with them and increases the chances of them sharing your content or getting mentioned in publications.

Create Compelling and Shareable Content

Your content must be both compelling and shareable.

The content you create should be engaging, informative, and visually appealing. If you wouldn’t want to share this content from someone else on your platforms, then it’s likely others won’t either.

Content that is shareable means that it is more likely to be reposted on social media platforms and picked up by publications.

Use Relevant Keywords and Hashtags

Using relevant keywords and hashtags helps with discoverability when creating digital PR content.

Keywords help search engines understand what your content is about and can increase your chances of ranking higher in search results.

Hashtags can increase the visibility of your content on social media platforms. In addition, using relevant hashtags makes your content more likely to be discovered by users interested in similar topics.

Leverage Social Media Platforms

Social media platforms are a powerful tool for promoting your digital PR content.

When promoting your digital PR content on social media, use various platforms and tailor your content to each platform.

For example, Instagram is a visual platform, so your content should be visually appealing and engaging. Trying to do the same on Twitter would probably work as well.

Elements of a successful digital PR content strategy

You must be strategic when creating your digital pr content.

Doing this will help you create relevant, engaging, and shareable content.

Writing for search engines

This is an effective way to increase your content’s visibility organically.

You should always include relevant keywords within your digital PR content to ensure it is easily found in search engine results.

Optimize your titles and meta descriptions, H1 tags, and sprinkle your target keyword through your content to boost click-through rates from SERPs.

Creating shareable content

You need to be aware of a few things that make content universally sharable.

Your content should be educational, have a clear call to action, and include visuals, unique stats, and facts.

Creating content in these formats will make your content more likely to be shared and picked up by media outlets and influencers.

Content Distribution

You need to consider how you are going to distribute your content online.

Get content is rarely found. There is so much content being shared online.

You have to be deliberate about where and when you share your content if you want it to be seen.

Leverage social media platforms, influencers, and online publications to ensure your content gets the exposure it needs.

Staying up-to-date with industry news and trends

This can be one of the easiest hacks to getting more coverage.

When a topic is trending, journalists and influencers will want to take advantage of it.

Stay up-to-date with news and trends in your industry so that you can create content relevant to the current conversation.

But keep in mind that news trends come and go quickly. So, you must jump on an opportunity as fast as possible when you see an opportunity.

One day could be the difference between getting noticed or being ignored.

These are just a few digital PR tactics you can use to promote your content and increase its online visibility. With the right strategy, you can ensure that the right people see your content in the right places.


Remember that digital PR is not a one-time event but an ongoing process.

You need to consistently create and distribute relevant and valuable content to your audience. Regardless of how great you think your content is, it is a numbers game.

Finally, remember to measure the success of your digital PR efforts.

Use tools like analytics to track your website traffic, media mentions, social media engagement, and other metrics to see how your content is performing.

Use this information to refine your strategy and create even better content in the future.