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THE DIGITAL PR OBSERVER NEWSLETTER ISSUE 10


The Digital PR Observer Newsletter Issue 10


Hey everyone. Welcome to Issue 10 of The Digital PR Observer Newsletter.


First off, apologies to those that didn’t receive the newsletter last week. In my first week back I managed to botch sending the newsletter out, take my website offline, and disconnect my email. But I managed to fix them all! Don’t ever let it be said that I’m not a good problem solver!


If you did miss last week’s issue, or any others, you can always catch previous issues of The Digital PR Observer Newsletter here.


Here’s what you’ll get in this newsletter:


  • The latest Digital PR news and resources

  • 5 quick fire tips to enhance your Digital PR activity

  • 5 data sources you can use for Digital PR campaigns

  • 5 successful campaigns from the archives

  • The latest Digital PR jobs


 

If you're not already signed up, you can do so at using the button below.







Here is the latest Digital PR news and resources from the last week that you might have missed.



Search Engine Land: Reactive PR & AI: How to capitalize on trending topics faster


Cision: 2025 PR and Comms Content Planning Calendar


editorial.link: 2024 SEO Year Recap: Link-Building Experts Spill On The Results!


StudioHawk: Best Digital PR Campaigns: 20 Amazing Examples


Reflect Digital: Top Digital PR Trends to Watch in 2025


Alex Mason on LinkedIn: Alex’s Strategy Resource Library


Search Engine Journal: Studies Suggest How To Rank On Google’s AI Overviews


BuzzStream Podcast: Switching from Link Building to Digital PR with Sage Singleton


SERPs Up Podcast: Can you have TOO much SEO data?


Search With Candour Podcast: Are backlinks still worth it in 2025? w/ Tamara Novitovic


 





Five quick fire Digital PR tips to help make you better and more efficient at getting SEO results via Digital PR:



1️⃣ Be careful that your campaign pages don't become orphan pages if they don't sit on the blog. Orphan pages are pages with no internal links which make them very difficult for both users to find without a direct link to the page, and also for Google to find the page when crawling your site. Try to create a parent page to list these campaign pages on, or link to the pages from other blog posts to avoid them becoming orphan pages.



2️⃣ Google Images can be great for researching data vis ideas. For example, searches like “every country’s favourite” or “most popular" AND “map” will show you some great map campaigns for content inspo.



3️⃣ Keywordtool.io is a great resource for researching search volume data if you don't have access to Google Keyword Planner. However, a word of caution if you're using it for search volumes from other platforms like TikTok. The search volumes it provides are just an estimate that are based on a percentage of the searches for the same keyword on Google. Which means if you get search volumes from both Google and TikTok for the same list of keywords, the order will be the same, and the ratio of Google:TikTok searches will be exactly the same.



4️⃣ The majority of SEO advice is theories that we test and results will vary from one project to the next. Very little SEO advice is matter of fact. SEO is problem solving. Take advice on board, test it and find what gets you results and what doesn’t.



5️⃣ Don’t annoy Journalists! Even if you think “I’ll keep pestering as I’ll probably never send them another story”, you never know when you might need their help in the future.


 





Each week I’ll be sharing five data sources that you can use, either for content inspo, or as data sources for your campaigns.



1️⃣ Netflix Weekly Top 10


Netflix publish the top 10 most viewed TV shows and movies, both globally and in each country, on a weekly basis. From this data you can track the amount of views for each title, and how many hours of the show have been viewed that week. They’ve made it a bit harder to find now, but just below the “Top 10” heading, there’s a download icon that when you click on it lets you download all of the historical weekly top 10 data in a lovely Excel file.



2️⃣ Companies Market Cap


This site ranks the companies with the largest market capitalization. You can also look at the biggest companies by earnings, revenue, number of employees and more, as well as ranking by the biggest companies by country and sector.



3️⃣ Skyscraper Centre


This one is a bit more niche, it’s a database of skyscrapers across the world. A useful data source for finding the tallest buildings in the world, and which countries and cities have the most and the tallest skyscrapers.



4️⃣ Budget Your Trip


Budget Your Trip is a site that shows you the typical travel costs for practically every holiday destination including activities, insurance, hotels and much more. A great resource for index campaigns, but also a very practical use for planning your future holidays!



5️⃣ Wikipedia Page Views


A great tool for finding out which Wikipedia pages have had the most views. You can look at the top pages by day/month/year and also get page views analysis for any page. A great way to see trending topics and an alternative datapoint to search volumes for ranking user interest.

 






In this next section, I take a look at five campaigns from my archive of campaign inspo, with some quick fire analysis of what I liked about them and what made them work. Referring Domains (RDs) figures are taken from ahrefs.



1️⃣ How much time do you spend streaming? by Comparitech


📊 11 RDs DR 50+


Creating tools as linkable assets can be challenging and relatively high risk due to the resource that needs to go into creating them, but if they add genuine value to users they can be really effective link building assets.


This one by Comparitech is a really cool tool that tells you how long you’ve spent binging Netflix shows. You do however have to source the data yourself from your Netflix account which lets you download your entire viewing history. 11 RDs DR 50+ including this belter of a .edu link.



2️⃣ Drake Equation For Love Calculator by Omni Calculator


📊 10 RDs DR 50+


The Drake Equation apparently has nothing to do with the guy from Toronto. Omni Calculator for those not aware of this site is a great resource of hundreds of different calculators that are not only great content inspo but have a lot of great everyday uses.


This one works out your chances of finding your soulmate based on a few simple questions (apparently there’s more chance of aliens existing than there is of me finding true love so that’s bloody lovely for me 🫠).



3️⃣ Tech Me Out by CompareMyMobile


📊 42 RDs DR 50+


Unfortunately the methodology for how CompareMyMobile did this campaign is really vague which is a big pet peeve of mine, but there is a lot that I really like about this campaign from 2020. Based on some of the coverage it sounds as though they analysed the number of swipes on dating apps and how having different tech in your photo impacted the number of swipes. It’s not really clear exactly how they did it though.


It does create a great story though around the idea that certain types of phones can be a turn off (sorry Blackberry users), and is a great example of how brands can always tap into a more mass audience topic like relationships, while still keeping on brand by combining two topics together. Lots of bonus points for the campaign name too.



4️⃣ Food Waste Around The World by Bosch


📊 4 RDs DR 50+


Food Waste isn’t the most exciting topic in the world but I really like how the research was done for this campaign, and how Bosch executed the campaign page. For the campaign they looked at which countries produce the most food waste each year, and their maps and interactive tables make it really easy to compare different countries.


I love a good map campaign but I always think they’re only really worth doing if you’re going to outreach to different countries which isn’t a straight forward task researching and getting to understand different media markets.



5️⃣ Racial Bias in Football Commentary by RunRepeat


📊 81 RDs DR 50+


Text and language analysis campaigns I find really interesting and seem to be a bit underused within the Digital PR space. This is a cool example of what’s possible with Natural Language Processing from back in 2020. The study by RunRepeat transcribed commentary from 80 top flight Football games to analyse if there were any differences in how commentators talked about light skin players vs dark skin players.


145 total RDs and 81 DR 50+ show that having strong primary research like this around an ongoing debate that you know will be a talking point in the media on multiple occasions, likely for many years to come, is a great way of using one piece of research to earn links at scale over an extended period of time.








In this section, you’ll find some of the latest Digital PR roles being advertised. If you’re currently hiring for a Digital PR role and want the position advertising here, you can add it using this form.


Likewise, if you’re looking for a new Digital PR role and are happy to have that advertised, drop me an email and I’m happy to give you a “looking for work” plug in this section too!



Position: Senior Digital PR Executive at Business Waste (In House)


Location: York, UK


Remote/Office Split: 2 days a month in office + ADHOC


Salary: £26-29k Per annum


How to Apply: https://uk.indeed.com/job/senior-digital-pr-executive-da02aaf40d9c2499




Position: Digital PR Director at Propellernet (Agency)


Location: Brighton, UK


Remote/Office Split: At least once a month in Brighton office


Salary: £50,000+


How to Apply: https://www.propellernet.co.uk/who-we-are/working-here/current-opportunities/digital-pr-director/




Position: Digital PR Director at Propellernet (Agency)


Location: Brighton, UK


Remote/Office Split: At least once a month in Brighton office


Salary: £40,000+


How to Apply: https://www.propellernet.co.uk/who-we-are/working-here/current-opportunities/digital-pr-manager/






And that’s a wrap for Issue 10. Same time again next week ✌️




 

Found this useful? You can sign up to receive The Digital PR Observer Newsletter in your inbox each week for free by clicking the button below.





Each week in the newsletter, you’ll get:


  • The latest Digital PR news and resources

  • 5 tips to enhance your Digital PR activity

  • 5 data sources you can use for Digital PR campaigns

  • 5 successful campaigns that we liked

  • The latest Digital PR jobs


If you’ve missed any previous editions of the newsletter, you can go through the archive of issues on the Digital PR Tips website.



 


Have any feedback for the newsletter? Anything you liked, disliked, or want to see more of? Send an email to matt@digitalprtips.com and let me know 🙂




15 January 2025

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