[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fbrighton-seo":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":16,"class_list":19,"acf":28,"head_links":354,"breadcrumbs":355,"reading_minutes":84,"category":362,"head":364},"2017-09-15T11:47:45",{"rendered":6},"\u003Cp>\u003Cspan style=\"font-weight: 400;\">Shannon McGuirk from \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002Fairadigital\">Aira\u003C\u002Fa> started by talking about two different types of content. She says that there is good content; content that is well designed, has a great back story and comes from a well designed brand, but then there is also good content that gets links.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>An example of content marketing she used is a piece created called the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.onthegotours.com\u002FInstagram-wonders-world\u002F\">wonders of the world according to Instagram\u003C\u002Fa> – which created over 120 links.\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">She asked, why is your content not getting links?\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cblockquote>\u003Cp>\u003Cspan style=\"font-weight: 400;\">‘Just because you’re worthy, doesn’t mean you’re newsworthy’\u003C\u002Fspan>\u003C\u002Fp>\u003C\u002Fblockquote>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Shannon claims that the reason that your content isn’t getting links is because you’re not evaluating news hooks properly. \u003C\u002Fspan>Before you start, you need to start thinking about the audience – put them at the forefront of what you’re doing.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Firstly, what’s a news hook?\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cblockquote>\u003Cp>\u003Cspan style=\"font-weight: 400;\">‘The ‘thing’ that makes influencers interested in your story’\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">‘The critical piece of newsworthy information that will capture the attention and interest of both the news reader and the audience’\u003C\u002Fspan>\u003C\u002Fp>\u003C\u002Fblockquote>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">She details five steps to evaluate your news hooks to supercharge your digital PR campaigns. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Timeliness\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cul>\n\u003Cli>\u003Cspan style=\"font-weight: 400;\">Awareness days – loads of national days, B2B\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli>\u003Cspan style=\"font-weight: 400;\">Latch it onto an awareness day – trending on social media \u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli>\u003Cspan style=\"font-weight: 400;\">Seasonal events – take a step backwards and sell content on themes that come with Seasonality – think what is happening right now\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>\u003Cstrong>Credibility\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Can you get an expert to provide credibility? \u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\">You don’t always have to pay for it. \u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\">Start to think about these few things:\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cul>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Charities\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Internal spokespeople, MD or CEO or specialist internal spokesperson\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Think about who you know – brother a docotor? See who can comment on your story\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>\u003Cstrong>Prospecting \u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cul>\n\u003Cli>\u003Cspan style=\"font-weight: 400;\">Be realistic about the media outlets and t\u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\">hink about tailored prospecting lists\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli>\u003Cspan style=\"font-weight: 400;\">Shouldn’t be building media lists 500 journalists long\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli>\u003Cspan style=\"font-weight: 400;\">50 journalists on a media list\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli>\u003Cspan style=\"font-weight: 400;\">Go for golden websites – what are your top 5 golden \u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli>\u003Cspan style=\"font-weight: 400;\">See what journalists are writing about\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>\u003Cstrong>Tension\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cul>\n\u003Cli>\u003Cspan style=\"font-weight: 400;\">How do you add a new dimension to a topic already covered?\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>\u003Cstrong>Different\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cul>\n\u003Cli>\u003Cspan style=\"font-weight: 400;\">How is your content different to everything else out there?\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli>\u003Cspan style=\"font-weight: 400;\">If it’s not new and already been done, it won’t be covered again\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">To sum up:\u003C\u002Fspan>\u003C\u002Fp>\n\u003Col>\n\u003Cli>\u003Cspan style=\"font-weight: 400;\">Timeliness\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli>\u003Cspan style=\"font-weight: 400;\">Credibility\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli>\u003Cspan style=\"font-weight: 400;\">Different\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli>\u003Cspan style=\"font-weight: 400;\">Tension\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli>\u003Cspan style=\"font-weight: 400;\">Prospecting \u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Fol>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Shannon mentioned that these points are not mutually exclusive, and you can utilise a mix to create successful digital PR campaigns. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>@shannonmcguirk_\u003C\u002Fp>\n",false,"standard",[10],45,[12],{"id":13,"name":14,"path":15},128,"brightonSEO","\u002Fblog\u002Fcollection\u002Fbrighton-seo\u002F",[17,18],101,95,[20,21,22,23,24,25,26,27],"post-3308","post","type-post","status-publish","format-standard","hentry","category-digital-pr","collections-brighton-seo",{"page_content_modules":29,"hero":80},[30,35],{"acf_fc_layout":31,"reduced":32,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":32,"title":33,"content":6,"authors":34},"blog_post_content",true,"Brighton SEO: Shannon McGuirk – 5 Point Checklist to Evaluate New Hooks and Supercharge your Digital PR Strategy",[],{"acf_fc_layout":36,"reduced":32,"top_overlap":37,"bottom_underlap":37,"disable_observer":-1,"heading":38,"cta_text":39,"cta_link":40,"items":41},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[42,56,68],{"type_key":21,"title":43,"excerpt":44,"to":45,"postedAt":46,"readingTime":47,"image":48,"authors":49,"category":53},"How AI Search turned brand mentions into the new backlink","\u003Cp>Earlier this year, the Impression PR team attended the Digital PR Summit and had the opportunity to learn from some of the industry’s brightest minds, including Ryan Law, Director of Content Marketing at Ahrefs. 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At Impression, we’ve built an ecosystem where industry-leading platforms and our own proprietary technology, like Velocity, work in tandem to turn qualitative coverage into quantitative growth. In this blog, we’re looking under the hood of our current toolkit. We’ll evaluate how […]\u003C\u002Fp>\n","\u002Fblog\u002Fseo-and-digital-pr-platforms\u002F","2026-04-29T10:22:16",15,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Frohit-choudhari-Cy2ZMN9_DP8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[76],{"name":77,"image":78},"Rhianne Moriarty","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FOxCBEwDu-Rhianne-Moriaty.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":54,"name":55},{"type":81,"style":82,"heading":33,"date":4,"updatedAt":83,"reading_minutes":84,"image":85,"imageAlt":33,"categories":86,"collections":272},"blog-post","light","2022-02-07T16:48:36",2,"",[87],{"id":10,"count":88,"description":89,"link":54,"name":55,"slug":90,"taxonomy":91,"parent":92,"meta":93,"acf":94,"head_links":95,"resource_count":96,"yoast_title":97,"yoast_meta":98,"yoast_json_ld":143,"_links":240,"path":54},148,"\u003Cp class=\"p1\">Here at Impression, ongoing research and training is a huge part of how we keep our team up-to-date with the latest happenings in the world of digital PR. 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