[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Foutreach-conference-2018-building-links-coverage-campaign-stacey-mcnaught":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":16,"class_list":19,"acf":29,"head_links":355,"breadcrumbs":356,"reading_minutes":85,"category":363,"head":365},"2018-06-08T14:00:12",{"rendered":6},"\u003Cdiv class=\"ai-desc\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.staceymacnaught.co.uk\">Stacey McNaught\u003C\u002Fa> is a freelance SEO and content marketer. She began her SEO career back in 2009 within an agency, and now speaks regularly at industry events. She went freelance in April this year. She got into SEO on accident, and has been working in the industry for 12-13 years.\u003C\u002Fdiv>\n\u003Cdiv>\u003C\u002Fdiv>\n\u003Cdiv>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-6148\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FwxnOuAgn-staceymcnaught.png?auto=compress%2Cformat&fit=scale&h=133&q=90&w=200\" alt=\"\" width=\"300\" height=\"200\" \u002F>\u003C\u002Fdiv>\n\u003Cdiv>\u003C\u002Fdiv>\n\u003Cdiv>Her talk focused on how to make sure your content continues to build links and gain coverage for month, or years after it’s finished.\u003C\u002Fdiv>\n\u003Cdiv>\u003C\u002Fdiv>\n\u003Cdiv>\u003C\u002Fdiv>\n\u003Cdiv>\u003C\u002Fdiv>\n\u003Cdiv class=\"ai-desc\">“You’ve created an amazing story with great supporting assets and you’ve had superb success getting it placed, covered and building links.”\u003C\u002Fdiv>\n\u003Cdiv>\u003C\u002Fdiv>\n\u003Cdiv>\u003C\u002Fdiv>\n\u003Cdiv>\u003C\u002Fdiv>\n\u003Cdiv>Stacey starts by saying that if when you stop doing your outreach, your content stops generating links – does it still count as a linkable resource? In an ideal world we could keep promoting great content forever but we’re bound by time, budgets and contracts.\u003C\u002Fdiv>\n\u003Cdiv>\u003C\u002Fdiv>\n\u003Ch2 id=\"survey\">Survey\u003C\u002Fh2>\n\u003Cdiv>\u003C\u002Fdiv>\n\u003Cdiv>Before the talk, Stacey conducted a survey in which she asked industry professionals a series of questions on their capacity of involvement in content promotion and outreach. The headline takeaways she shared with us were:\u003C\u002Fdiv>\n\u003Cdiv>\u003C\u002Fdiv>\n\u003Cul>\n\u003Cli>59% said they do all outreach at once and as quick as possible.\u003C\u002Fli>\n\u003Cli>22% said they go back often to a project to re-outreach\u003C\u002Fli>\n\u003Cli>25% claim to hit their outreach targets\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cdiv>\u003C\u002Fdiv>\n\u003Cdiv>She said that it’s surprising that three quarters of people aren’t really hitting their targets. She went through and analysed the data and turns out that success rates are higher for the people who re-visit their content often or always.\u003C\u002Fdiv>\n\u003Cdiv>\u003C\u002Fdiv>\n\u003Cdiv>Stacey claims that her best performing content has been ongoing for years. She speaks about a piece of content she made three years ago about consumer’s smartphone habits, as it has been cited as a source consistently since.\u003C\u002Fdiv>\n\u003Cdiv>\u003C\u002Fdiv>\n\u003Cdiv>It’s the work you put in before outreach that ensures you get ongoing links to your content later. Her top tips are the following:\u003C\u002Fdiv>\n\u003Ch2 id=\"\">\u003C\u002Fh2>\n\u003Ch2 id=\"tip-1-optimise-your-content-become-a-source\">Tip 1: Optimise your content. Become a source.\u003C\u002Fh2>\n\u003Ch2 id=\"\">\u003C\u002Fh2>\n\u003Cdiv>As SEOs, its amazing that we forget to optimise content we’ve created, blinded by fancy headlines. However if you can optimise it to rank in search for specific terms on topics that you know people will be looking for a source, you’ll continue to gain backlinks.\u003C\u002Fdiv>\n\u003Cdiv>\u003C\u002Fdiv>\n\u003Cdiv>Look for these topics beforehand so you know what content to create which answers the questions, statics and sources that people are searching for. She gives examples of sites who have taken stats taking from other sources, but the domain list is consistently linked to because they are ranking. Whatever the content asset, approach keyword research the same way you always would when creating content onpage.\u003C\u002Fdiv>\n\u003Cdiv>\u003C\u002Fdiv>\n\u003Ch2 id=\"tip-2-assets\">Tip 2: Assets\u003C\u002Fh2>\n\u003Cdiv>\u003C\u002Fdiv>\n\u003Cdiv>Create assets, images and infographics. Upload them as creative bank on your site or Flickr, and ask for attribution.\u003C\u002Fdiv>\n\u003Cdiv>\u003C\u002Fdiv>\n\u003Ch2 id=\"tip-3-monitor\">Tip 3: Monitor\u003C\u002Fh2>\n\u003Cdiv>Monitor mentions of key topics where a revisit might be genuinely impactful.\u003C\u002Fdiv>\n\u003Cdiv>\u003C\u002Fdiv>\n\u003Cdiv>Use TalkWalker alerts. Don’t put short tail keywords in here. Use a separate email for these alerts. Go through these when you have time and when there is something genuinely relevant to you, put your emails together and outreach.\u003C\u002Fdiv>\n\u003Cdiv>\u003C\u002Fdiv>\n\u003Cdiv>Check competitors content disappearing, and follow up with your own content.  Monitor your own content too.\u003C\u002Fdiv>\n\u003Ch2 id=\"\">\u003C\u002Fh2>\n\u003Ch2 id=\"long-term-value-of-content-other-notes\">Long term value of content: other notes\u003C\u002Fh2>\n\u003Cdiv>\u003C\u002Fdiv>\n\u003Cul>\n\u003Cli>Work closer with stakeholders\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cdiv>PR people aren’t bad at outreach we need to work more closely with sales teams to set objectives that take into account long term value.\u003C\u002Fdiv>\n\u003Cdiv>\u003C\u002Fdiv>\n\u003Cul>\n\u003Cli>Set bigger and more ambitious targets.\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cdiv>If you hit ten links on a project where you have a target of 100, you’ll be more motivated to continue. It’s a mindset thing.\u003C\u002Fdiv>\n\u003Cdiv>\u003C\u002Fdiv>\n\u003Cdiv>\u003C\u002Fdiv>\n",false,"standard",[10],45,[12],{"id":13,"name":14,"path":15},132,"OutREACH Conference","\u002Fblog\u002Fcollection\u002Foutreach-conference\u002F",[17,18],101,95,[20,21,22,23,24,25,26,27,28],"post-6147","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-pr","collections-outreach-conference",{"page_content_modules":30,"hero":81},[31,36],{"acf_fc_layout":32,"reduced":33,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":33,"title":34,"content":6,"authors":35},"blog_post_content",true,"Outreach conference 2018: Building Links and Coverage When Your Campaign is Over – Stacey McNaught",[],{"acf_fc_layout":37,"reduced":33,"top_overlap":38,"bottom_underlap":38,"disable_observer":-1,"heading":39,"cta_text":40,"cta_link":41,"items":42},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[43,57,69],{"type_key":21,"title":44,"excerpt":45,"to":46,"postedAt":47,"readingTime":48,"image":49,"authors":50,"category":54},"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. His talk illustrated exactly why Digital PR and SEO are no longer just complementary disciplines. In the age of AI, they […]\u003C\u002Fp>\n","\u002Fblog\u002Fbrand-mentions-ai-search\u002F","2026-08-24T15:20:39",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F06\u002Fsolen-feyissa-ECTqHPd7Afg-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[51],{"name":52,"image":53},"Hannah Memmott","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002FHannah-Memmott.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":55,"name":56},"\u002Fblog\u002Fcategory\u002Fdigital-pr\u002F","Digital PR",{"type_key":21,"title":58,"excerpt":59,"to":60,"postedAt":61,"readingTime":62,"image":63,"authors":64,"category":68},"Search has moved on. Has Digital PR?","\u003Cp>Why social search is reshaping the future of PR There was a clear theme at the Digital PR Summit this year: Search has already changed. That shift was brought to life in a standout talk by the brilliant Isa Lavahun, who unpacked how TikTok and social search are reshaping brand discovery. The way people discover, […]\u003C\u002Fp>\n","\u002Fblog\u002Fsearch-has-moved-on-has-digital-pr\u002F","2026-05-06T10:41:56",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F05\u002Falexander-shatov-I4p0FcjDBJI-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[65],{"name":66,"image":67},"Hannah Craig","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FHannah-Craig.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":55,"name":56},{"type_key":21,"title":70,"excerpt":71,"to":72,"postedAt":73,"readingTime":74,"image":75,"authors":76,"category":80},"Platforms for seamless SEO and Digital PR collaboration","\u003Cp>Your tech stack should be the connective tissue between creative outreach and technical precision. 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",[77],{"name":78,"image":79},"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":55,"name":56},{"type":82,"style":83,"heading":34,"date":4,"updatedAt":84,"reading_minutes":85,"image":86,"imageAlt":34,"categories":87,"collections":275},"blog-post","light","2022-02-07T16:48:29",3,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FzuQHW2ui-050720211625519384_staceymcnaught.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[88],{"id":10,"count":89,"description":90,"link":55,"name":56,"slug":91,"taxonomy":92,"parent":93,"meta":94,"acf":95,"head_links":96,"resource_count":97,"yoast_title":98,"yoast_meta":99,"yoast_json_ld":144,"_links":243,"path":55},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. We regularly share our thoughts on the latest digital news right here on our blog, so you can keep up to date too!\u003C\u002Fp>\r\n\r\n\u003Cp class=\"p1\">Find out more about our \u003Ca href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">Digital PR services\u003C\u002Fa>, or browse our latest tips, advice and opinions below.\u003C\u002Fp>","digital-pr","category",0,[],[],[],13,"Digital PR Blog | PR Tips, Advice & Guides | Impression",[100,102,105,108,111,114,117,119,121,123,126,129,132,135,138,141],{"property":101,"content":98},"title",{"property":103,"content":104},"description","Keeping up to date with the latest digital PR trends, strategies, and announcements can be difficult. 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