How Unmetric grew search traffic by 441% with a digital PR methodology

Producing exceptional-quality content is critical for building authority in any space, and is the foundation of an effective SEO strategy.

The Unmetric team created actionable content for their audience, and were seeing great results from SEO. However, to reach the next phase of growth, they needed to take their strategy to the next level.

How? By amplifying trust signals and getting their message in front of a wider audience through editorial placements and building their CEO’s personal brand. Here’s the methodology we used to do it.

Unmetric needed to expand their audience and get their message in front of a wider audience

Unmetric had a team of talented content specialists and writers producing high quality content on the blog. In order to increase ranking velocity and accelerate organic growth, they came to Grizzle for help with their digital PR and link building.

Grizzle’s digital PR methodology helped Unmetric acquire quality editorial mentions

To position Unmetric and its CEO as thought leaders, we took a quality-driven approach to digital PR—getting in front of a wider audience of industry-leading publications.

1. Developing a digital PR strategy built on relevance, not backlink volume

Old-school link building typically relied on generating a high volume of backlinks. Acquire as many links as possible, and you’ll meet KPIs while impressing clients with how much traction you’re making.

But not only is this approach ineffective, it rarely moves the needle—especially when looking to generate attention in competitive industries like social media marketing. So, we took a “quality over quantity” approach, focusing on authoritative blogs, publications, and media outlets.

The strategy was simple: collaborate with editors and content creators at established and trusted brands. This meant focusing on publications both related to marketing and the specific verticals Unmetric catered to.

2. Securing placements in publications like Hootsuite, FreshBooks, and CoSchedule

Generic outreach messaging sent en masse is no longer effective. The new way to build links at coveted publications is through long-term relationship building.

This means writing and coordinating personalized outreach to collaborate with editors on the content they need—not by “shopping” a draft to whoever will take it.

To do this, we use a methodology that gets the attention of editors and content leaders, pitching topics that fit the following criteria:

1. Your value proposition: The topic must be relevant to the problem you solve. In Unmetric’s case, this includes social media marketing and measurement.
2. Publication needs: Understand the stories and content formats that each publication and editor prioritizes and craves. We analyze their most successful articles and align our pitch to those findings.
3. Audience desires: Give readers and your wider audience the topics they’re hungry for today. Jump on trends, fulfil jobs-to-be-done (JTBD), and add commentary to what’s changing in the industry.

We also used digital PR as a platform to collaborate with influencers, building long-term relationships for greater distribution and future business development opportunities.

3. Positioning Unmetric’s CEO as a social media thought leader

An additional benefit of having your CEO publish content is the ability to repurpose their ideas and experiences for other channels.

Unmetric’s CEO already had a strong presence in the business world thanks to his TEDx talk and other media appearances. Therefore, digital PR allowed us to build upon his platform and establish more social proof, opening up new event speaking and podcast guest opportunities.

We then repurposed digital PR content for social media under Unmetric’s company page and the CEO's profile to help position both as thought leaders in the space.

Unmetric’s content and Grizzle’s digital PR methodology increased organic traffic by 441%

By partnering with an agency with a proven digital PR methodology, Unmetric were able to get high-quality editorial content in front of their ICP and increase organic traffic.

Links still matter, but brand mentions and authority are having a growing impact on search. If you’re looking for a B2B digital PR agency that “gets it”, book a consultation with us today.