This piece is based on a case study of the content and Digital PR strategy of home security firm ADT.
To build long-lasting, sustainable and authority building content, marketers should look towards creating several high-authority links and content that can generate lots of new ranking keywords quickly. Having an existing domain authority can help but it is not necessary.
Brands need to use data-focused content to build up their authority and getting back-linked. The content should ideally have actionable advice or a practical element in it. Creating content that aligns with the brand makes it easier for publishers and readers to understand its value and cultivates trust.
Localising the content can further help in building up valuable links and increase brand awareness. Making customised pitches with locally relevant details to regional publications can further improve the chances of SEO success.
[9 minute read]