Align social and content to boost your digital PR – with Eva Cheng

It's to build content with multiple lanes of mine overall. So making sure that it extends your PR campaign, did your PR campaign efforts to extend its lifespan across the board. So even though your PR campaign have gone out, instantly, you could also spread out the content data throughout the next like week or month. Yeah. On your social media platforms. I'm Eva Cheng and this is SEO in 2026. Even what you're no more on SEO tip for 2026? Is to make your digital PR work harder with social and content alignment. Social and content alignments. Okay. Shall we maybe start by talking about digital PR and what digital PR looks like in 2026? I think personally that digital PR in 2026 is all about trying to get your work like featured within AI searches because we've seen a lot in AI in terms of people relying on it for like simplest things of best best prompts to go to. They go to it for travel tips and advice just for something which is a lot more simpler and easier versus Google. Even was the Google AI overview. I always find that the main focus I would say at the moment is to try to get that exposure so that AI recognizes it and pulls it through essentially for your business or brand. And what do you mean by social and content alignment? Do you mean publishing social posts and maybe publishing a supporting blog post at the same time? Yeah. So it's essentially when you launch a digital PR campaign, I see it as kind of integrating it into your blog post content creation as well as your social media content creation. So for example, if you have a heavy data set or thought leadership piece, it could become an infographic or short form video or story pals on your social media platforms across the world, depending on what business you have as well. Oh, you're okay. So it's just about creating supporting additional content, not not publishing the same content, but perhaps even using the digital PR to drive people towards the expanded version of the content, I guess. Yeah, it's just like kind to make your data set that you have got it, the digital PR campaign or your exit commentary, kind of get that extra brand exposure through social media. So integrating like keywords and hashtags throughout it would be really beneficial. Okay, okay. And so would your process be publishing your content initially on your blog and then reaching out to people using digital PR to hopefully get more awareness of that or would everything be published at the same time. I would suggest essentially go and throw the root of post net on your blog and then do in your digital PR outreach. And then following that and hopefully if you have gained some coverage from that, you can highlight it within your social media post. And so like the exit commentary that we've shared. I don't know, for example, Bo goal L has been used on their website and it's just to kind of put that on your social media profile to build that brand exposure and trust with consumers. So it's more like a yeah, just to build more of a trust and like and humanize the brand essentially. Okay, you talk about expert commentary there as well. So the expert commentary would that be in the initial blog piece or would that be in the in the digital PR that's you trying to get more traction with across the board. So within your blog post, your digital PR campaign and as well as your social media content. So if I always go back to engagement rings and play it because I really enjoy good work man when the engagement ring clients. So if, for example, they were to give you expert commentary on lab ground diamonds and what they are, what they were, whether or not they increase in value over time. Those kind of expert commentary can be used as kind of like a fourth leadership piece on the website, which can then be shared towards journalists who would be interested in it. And then again, repair for social media because I've actually seen across a load of lifestyle kind of publications like Metro and Barry Claire. Those kind of publications have actually taken things that are trending on social media and someone who has actually jumped on it through exit commentary and repurpose kind of the TikTok video or Instagram real within the article on their website. So it's kind of like a double brand exposure because they use your name, they use your brand name and they also use social social content within that case. So it's it's really good exposure in the long run for your business. Okay, so if using your example here, you have a piece of content that's a pillar piece of content and evergreen piece of content that maybe talks about diamonds and the different cuts or whatever you actually want to talk about in relation to diamonds there. How would you try to ensure that there can be more digital PR pieces that go to that piece of content if it's an evergreen piece of content that's obviously already exists. I would say just to when your first building your content plan overall is to try focus on the keywords that you do want to kind of promote within your business. So in that case, it would be diamonds or engagement rings. And then from there, you were trying to build out the content plan, which can cover multiple lanes in mine. So I guess ensuring that the lifeline of the campaign is very much evergreen. And extended have the have a long lifestyle and eventually yeah. Okay, okay. So so I mean, you could still I guess I had additional expert commentary about the same topic without tying it to only being relevant for a certain period of time. I mean, the game. Yes, definitely, but there's also times where you can actually jump on trends and offer the expert advice. Winters coming up at the moment. So currencies and there's always a big thing. So if your relationship expert, it's always a buzzword. So you can always jump on the buzzword now and ahead of the time. So whenever someone is searching for more information on cuff and theater. Help me your content will appear before like within it because you're also looking on it through social media, you covered on the internet and also hopefully your expert through your use in has already gained kind of coverage in the past to add that extra loyalty. Yeah. And there are so many special days nowadays, days of this and that. So you can actually obviously build out potential content calendar to match your brand against those sorts of days. How do you get to go about choosing which day to really focus on because obviously you can obviously almost find something different every single day of the year to go for and you've only got so much energy and capacity to focus on a particular thing. I think overall I would look at the keywords that you do want to focus on like I mentioned before. So whether the topic is related to the keywords that you do want to rank for if there's any referral traffic through from and media that has benefited you in the past. It's always about the game of reviewing the content that you have gone out with and whether or not it has been worthwhile. Like, for example, if you went out with a heavy data set campaign. And it has actually landed you loads of links and coverage great go ahead with that again because it's worked in your favor in the past. If it hasn't maybe trying pivot your kind of strategy towards I don't know reactive or expo commentary just always constantly reviewing what has happened what you have done and how that's impacted your keyword rankings overall. Is some AI are AI search engines impacting digital PR and the way that success can be obtained through digital PR. It would depend on what like who your audience is and who you talk about is I would say if for example your target market is very much of a younger demographic then yes, I would say so just because there are more people using light chat TV and over AI kind of forms to do the simple questions and search for simple things of like best to patients to go and top 10 most equal friendly cities or. I don't know best places to live if you're digital nomad and those 10 of things so it is like a go to place where they can just simplify information versus someone constantly scrolling through Google for like the best advice. So it is beneficial in that sense. Yeah, because you hear that listicles are white a useful way of getting your brand featured within AI search results now as well and obviously is to be our could potentially deliver that you know with the top 10 pieces of software for this particular. Industry is that a target that some you're sometimes task with by clients. Not directly it's something which we've never really gone into yet where more basically focusing on going school trying to align the exit commentary kind of point of view because we want to build the credibility and trust fast those stakeholders. So if for example someone was to see your name, your business. their name within the media. And they're like, I've never had them. And they may search for you on, I don't know, Instagram or TikTok to check for liability. I guess the number of followers you have, the number of number of like interactivities you have kind of builds that trust with them because they're like, yes, this business is a legit business. I can see like the founder or specific expert within that business is talking or offer an expert advice within like the social content. So it creates like that human kind of touch to it and it combats like fake AI kind of experts because we are seeing a bit of that within the digital PR industry where fake experts are being created and when journalists are trying to search for them, it's like a big red flag essentially if you are doing that. Obviously you're tip of center around digital PR and integrating that with social strategy and your content as well. In relation to social, do you ever have a paid social campaign that tries to drive more awareness to your digital PR campaign? I don't work directly on paid campaigns so I can't really input on that story. No, that's fine. I'm just wondering if there's any social posts that have been boosted perhaps to assist with that. I mean, if you're not working with that, that's completely fine, but I guess that was an option to perhaps try to drive more eyeballs to that. Yes, definitely. Just focusing on what you're doing and how you measure whether or not it has been successful. How do you measure digital PR success in 2026? I would say relevancy is obviously still a key thing. So if your piece is covered within a very relevant kind of publication, which has a high readership rate, that is always a great thing to measure whether or not a campaign has been successful or not. Okay, relevancy. So not necessary traffic or link, it's all about the increased relevance of the eyeballs that see the publication of features your content. Yeah, definitely. So I'm seeing a lot of more people just trying to build links for the shape of building links. And when you do that, it can impact your back-knit profile negatively. So if you are, if you're trying to combat that, I guess you should try aim for kind of publications which are relevant to your campaign that you're building on, which is ideally focused and centered around the keywords that you want to boost up. And in terms of finding that relevancy, how do you find experts that are most likely to align as close as possible with the brand that you're working for? I would say it down to their accreditation. So like whether they've got any certification around it, qualification, whether or not they've been relied on in the media in the past, that's always a great sign. So in the past I've worked with astrologer and as a specific astrologer astrologer that I work with. And she's been mentioned across loads of different women's lifestyle kind of publication. So using her name tied in with our campaign, that actually helped the campaign getting success because she already has that credibility. If you don't have the credibility at the moment, try to find someone who already has the credibility within that certain topic or field. And you can try to work with them directly in building a campaign. And how do you forge a relationship with someone like that to begin with? To begin with, I reach out to them and just say, I'm working on this digital PR campaign, which you'd be interested in working with us. This is the brand I'm working with, obviously, if not in the NDA, but it's the all in I would say, and a specific kind of area or niche that I'm talking about and the direction in which as you the campaign go in, I also give them a little insight on what sort of questions I'm looking for and the kind of what the answers are, hopefully what we are looking forward to tying into the campaign. And then also, it does any data set, but it has been working with saying go to them and say, hey, like, look up, we've got this data set for all this certain kind of trend that going on. Would you be interested in commenting on this and we can wait together and it will be outreach towards the press and give them examples of the kind of publications I will be targeting. Even what's the key takeaway from the tip you shared today? It's to build content with multiple lanes and mine overall, so making sure that it extends your PR campaign, digital PR campaign efforts to expand its lifespan and across the board. So even though your campaign has gone out instantly, you could also spread out the content data throughout the next like week or month. Yeah, on your social media platforms. So, bye bye, bye. So, we can, so, bye bye, bye.