Ever wondered why your campaign didn’t receive as many links as you expected? The simple answer might be that you didn’t give journalists a reason to link back to your site.

One thing that we keep forgetting about is that if journalists include a link within their articles, they are essentially sending their readers away. And why would they do that if there is nothing more to see?

That’s why it’s so important to create a strong linkable asset that will show journalists that it makes complete sense to send their readers to your site as there is more information about your campaign/content piece.

Now, you don’t need to build a huge dedicated landing page (although it’d be great if we could do that every time), a simple blog post explaining more about what you did will do! Include information about your research or visual that you created.

Making sure we give a reason to link back, especially when asking for a link (chasing brand mentions) keeps our good relationships going with the press.

Here is an example of a campaign we did for our client back in January 2018. We focused on stress – the content piece was based on external research.

We created a report and visuals (featuring the findings). Here it is – Stress Statistics.  And the campaign received hundreds of links!

The journalists received press releases, with the main findings, of course, but they knew that ALL the data was featured within the report- so it made sense to link to it and let their readers find out more!


So, next time you are planning a campaign, make sure you create your linkable asset and tell journalists about it, you’ll see the difference, promise!