Publicity Marketing Link Building Technique

Publicity Marketing Link Building Technique

The main mechanic of publicity marketing is that you have an “event”, you tell the world, and publications that have interest write about it. This strategy has a high yield for success and a lot of bang for your buck if you do it right.

An “event” doesn’t have to be an in-person gathering with hundreds of people. Launching a new feature, announcing a big partnership, hiring people, dedicating yourself to a cause, and deciding to have a design contest are all examples of events.

Take a real-life example. A board game media company puts out a new feature that lets critics provide additional game feedback. To get the most out of this, they prepare a press release touting the new feature and why it matters to the industry and consumers. The media company scours the internet for blogs that talk about board games, as well as, blogs that talk about cool advances in critic review technology, making a list with their emails. The media company emails the press release to the 100 contacts they gathered. 5 – 10 of those contacts resulted in a blog post talking about this new feature and linking back to the original board game media sight. Boom backlinks.

Here are the step-by-step instructions:

1. Come up with your “event”

This can either be organic of something you construct. The most important thing is that it needs to be something that people actually care about. It doesn’t have to be many people at all, but it needs to be significant enough that someone wants to write about it. This is the hard part of the publicity marketing strategy.

2. Determine your audiences

Who cares about your event? Break your event down into as many very specific niche audiences as possible. An audience is a grouping of people, often by demographics or lifestyle. Don’t just think of the obvious, go as deep as possible.

In our board game media company example above, the obvious audience is board games, but there are also specialized technology enthusiasts that might care or maybe mommy bloggers if this new feature really affects children.

3. Build your contact lists

Each audience should have its own list of contacts. Tabs on a spreadsheet is a good method. You want to find sites that speak to this audience and then you want to find their email. This is a good place for us to come in. This website ( is a source of different publications that talk about niche topics.

Besides lists like ours, you can search google for “events” similar to yours and reverse engineering contacts by looking at which publications wrote about it.

4. Write a press release

Writing a press release is a refined skill that is not quite like anything else. It is all about the humble brag. You talk about why your thing is great without saying it is great. Publications are supposed to pick it up and they are the ones to say it is great. We put together a robust guide on how to write a press release, that would be helpful if you want to learn more.

Here are important parts to writing a press release:

Write a catchy headline: When people read your press release, the first thing they will see is the headline, therefore it needs to be interesting. Use a headline that both tells and draws people in. Keep it short and to the point, and make sure it tells the truth about what your release is about.

Write a strong opening paragraph: The most important part of your press release is the opening paragraph. It should tell the reader what the news is about and get their attention. Use the “inverted pyramid” approach, in which the most significant information goes in the first paragraph and the rest of the paragraphs are for supporting material.

Use relevant keywords: Researching keywords is an important element of SEO. Use important keywords throughout your press release, from the headline to the first sentence. This will help your press release rank better in search engines when people look for related terms.

Provide valuable information: Your press release should tell people about your news in a useful way. Include quotes from the leaders of your organization or from experts in your sector. This will give your news release more legitimacy and give more background information.

Keep it concise: There shouldn’t be more than 500 to 600 words in a press release. Be clear and to the point in what you say. Both journalists and readers don’t have a lot of time, so make sure to get to the point swiftly.

Include multimedia: Your press release might be more powerful if it includes multimedia. Think about adding pictures, films, or infographics to your tale to assist explain it. This might also help your press release stand out from all the others that are just text.

Provide contact information: Make sure to offer a way for the media to get in touch with a person who can answer questions or give more information. This can be a phone number, email address, or handle on a social media site.

5. Email out the press release

When emailing out a press release, there is no message required. Write “FOR IMMEDIATE RELEASE” at the top and copy the press release into the email and attach it. The subject of the email should be “[PRESS RELEASE] The Attention Grabbing Title of Your Story”.

You put all your collected emails into the BCC field (hiding is important for mystique and stopping horrible reply all mishaps) and then you send. You may be asked follow-up questions that you should answer right away but you are basically done.

6. Stay Vigilant

You are not necessarily going to get word from any publication they posted something so you will need to check back. You should expect most coverage to come within 48 hours, but some stragglers up to around a week. After that, it is not really news anymore. When you discover something, sharing it on your socials with a tag or emailing them a nice note will go a long way towards building a relationship.


In conclusion, drafting and sending a press release is a good approach to get the news about your firm out to a big number of people. By using these recommendations, you can make sure that your press release is SEO-friendly and gets to the proper people. Remember to know who your target audience is, write a catchy headline and opening paragraph, use relevant keywords, give useful information, keep it short, include multimedia, give contact information, choose the right distribution channels, optimize for social media, and measure your results.

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