It’s not “new news” that the media landscape has changed dramatically over the past decade. Gone are the days of physically cutting out print coverage clippings and measuring column inches (thank God!). Now, digital PR is just as important – if not more – than traditional forms of media, like glossy mags and newspapers. Of course, these will always have their place in the consumer world – in our opinion, you can’t beat flicking through a physical copy of your favourite publication. But it is undeniable that online articles are invaluable when it comes to boosting backlinks and driving Domain Authority, which ultimately increases sales.
So, in the fast-paced world of digital media, how can you make sure your brand is the one that is featured over your competitors? The secret is all in the real-time data provided by Google Trends!
What is Google Trends?
Google Trends is essentially what it says on the tin – it’s a free tool that analyses the popularity of Google search terms using real-time data. You can use it to explore trending topics on the web, as well as images, shopping searches, and even YouTube. It covers everything from politics, news and entertainment, to a wide range of hobbies – including home décor and gardening. You can filter by location, dates, and categories, allowing the user to gain insight into exactly what they’re after! For example, it’s possible to find specific topics related to bulb planting or pruning, or you can explore more general trends over time, such as when gardening searches pick up each year.
How can brands tap into Google Trends?
In the world of digital media, publications are as much focused on boosting their website’s Google ranking and securing more clicks as they are providing engaging, topical content for their readers. So it’s no surprise that digital journalists now use Google Trends to shape their articles throughout the week – hence the very last-minute requests with short deadlines we often receive!
If we can jump on trending topics before the requests come in, we can ensure our clients are top of the list when it comes to compiling articles – whether it be expert advice, product round-ups, relevant imagery or anything in between.
Often, it’s not always about penning an entirely new piece. In a sector like gardening, where seasonality is somewhat predictable, journalists are often looking to update their existing pieces with a new angle. By examining trends over time and previously published articles, we are able to predict what the news team might be working on throughout the year and suggest ways to update an article. It might be as simple as providing a new quote or a fresh image!
From a long-term strategy perspective, this wealth of data allows us to be one step ahead of the trend. Spotting seasonal topics that are popular at certain times every year informs our annual content calendars, allows us to gather data to elevate press releases, and explore what consumers are saying about our clients – and their competitors!
Beyond the data
Of course, it’s not just about monitoring what is trending and analysing that data. A strong relationship with key contacts in the sector is essential, as is the skill to craft the perfect pitch tailored to each title and pen copy that will keep the audience reading.
What’s more, there’s no guarantee that a journalist will include a backlink to a brand’s website – this is very much so based on the quality of the relationship between a PR representative and an editor, and is something that takes time to nurture and develop.
That’s where we can help! If you’re looking for digital PR services and want your brand featured in endless online articles, drop us an email on hello@honestcommunications.co.uk
