PR and SEO – A perfect match

©Paloma Gomez/

©Paloma Gomez/

Public Relations and Search Engine Optimization have more in common than just increasing awareness for a product, an organization or a website. In fact, they both follow the same objective and complement each other perfectly. When investing in a new website, there is no way around spending money and time in SEO nowadays. But why is this the case, and what do both areas have in common?

Content is most important

Journalists expect the same things from our press releases as visitors of a website: meaningful and valuable information for the respective target audience. Therefore, it is not a surprise that content is of upmost importance when it comes to Google rankings. So how do we find out, what kind of content is most interesting for the website users? One of many ways to get an idea is brainstorming, where you think about all the terms that could be searched for, in order to find our products. Another way is to use googles’ autocomplete, where we type in a buzzword to see what has been searched in context with this word.

Relevant and unique content can bring the right visitors to a website. It also enables bloggers and other website operators to use information from the site or link to it. These links can again increase the ranking. But not every link is equally beneficial!

Link Building

SEO, alongside good content, improves a website’s ranking. Well targeted linking can do its part as well. Here, it is important, to set links leading to subpages on your own website. However, it is advisable not to go crazy with it, but using selectively targeted links that lead to further information on the website. Even links to other websites can increase the ranking of your own site; here it is very important so choose the right site. The more trustworthy and popular the site is, the more a link can increase credibility and ranking of your own page. A small blog for example will have less impact than a well-known website.

For us as a PR agency, this means we should incorporate positive reports about our clients in our own content. 😉 Here we would like to thank Marcel Mindemann for the positive comment about our blog!

In order to increase visitor numbers on the websites of our clients, it is always great, when a journalist links to the organization in their online reporting or even mentions the web address in a print issue. Blogger relations and communication about the products and the organization on social media are always a good idea.

You will see how broad the topic can be. When you engage in the topic more, you will also deal with topics like meta tagging, AdWords and many more, but for this article, we will focus on content and link setting. The rest will follow 🙂


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Work With What You Got: 5 Tips for Repurposing Existing Content

©Duong Tran Quoc/

©Duong Tran Quoc/

What does the idiom “one’s man trash is another man’s treasure” have to do with content marketing?

A lot, as it turns out.

While creating timely, reactive content is valuable in its own right, incorporating repurposed content into your overall strategy is an often overlooked, but valuable, strategy.

According to the Content Marketing Institute, more than half of B2B marketers are concerned with finding better ways to repurpose content, while simultaneously reporting lack of time to create content as a top concern.

With a little dusting off, your strongest pieces of content can continue to have impactful results on your audience, and content that may not have reached your performance expectations can exceed them if published on a different site, in a different format or even at a different time.

Before you begin the repurposing process, check out these quick tips on the basics.

1. Dig through your archives. For the purposes of repurposing, content falls into three categories. The first and most intuitive of the two is your evergreen content. As the name suggests, evergreen content is timeless, sustainable and continually relevant to your readers. Think stories like: “what your financial adviser isn’t telling you,” “top concerns for early retirees” or “tips for getting through an uncomfortable financial conversation.”

On the other end of the spectrum, look for timely, event-hooked content you can speak to further. Perhaps you’ve learned more as an expert on a topic or something has changed in the news since your original post was published. Find content that warrants a conversation and continue it.

Finally, look for your underperformed, lackluster or out-of-date content and brainstorm ways to refresh it. Using these as a starting point saves you both time and resources. Who says you can’t teach an old dog new tricks?

2. Give your content an SEO makeover. Comb through your selected post, adding targeted keywords and inbound links wherever they fit naturally. It’s not always about getting visitors to your site, but about getting the right kind of visitors. And if you choose to republish your work on other sites, you are positioning yourself to receive quality link backs to you site while controlling the anchor text.

New to SEO? Moz’s Beginners Guide to SEO includes a super detailed guide to keyword research that explains how to conduct an audit of the most strategic keywords for your audience.

3. Change up your audience. Identify websites that accept contributed posts where your content is relevant and tailor it to this new audience. Publishing content on the same topic in multiple places is a way to gain authority in your space, raising your profile as an expert in your field and an active participant in the larger industry conversation – in addition to the obvious traffic benefits of having more content in more places.

Once you’ve identified a target, set a realistic goal of how many posts you would like to see publish in a certain timeframe and attempt to establish a regular cadence of posts by creating an editorial calendar to guide the narrative of your content. Once you’ve had success with your initial posts, consider reaching out to the editor to explore regular guest author opportunities.

4. Play with presentation. Depending on the subject matter, there are a plethora of ways to repurpose your content, including infographics, videos, slideshows, webinars, email series and podcasts, among others. Evaluate the copy and make a targeted, informed decision on the best mode of presentation for what you’re working with. Consider what formats have performed better than others. Is your audience visual, or are they readers? Can your content be condensed into a skimmable overview, or would it be most impactful in a long-form summary?

5. Strategically repost. While some content marketers consider reposting the same content to the same audience taboo, it can actually be a very effective way to further extend the life of your work.

One quick tip: content shared on Thursdays has the highest number of readers clicking on the link days later, according to Social Media Today. Due to the ephemeral nature of digital content, reposting to reach people in different time zones or at different times of the day can increase engagement without necessarily over-saturating your audience.

The value of incorporating repurposed content into your marketing plan is twofold – it drives traffic and saves time and resources, all without sacrificing value. Naturally, a steady flow of content raises your profile by increasing engagement with your audience and traffic to your site.

You’ve spent time and resources on creating your original content assets. Don’t let them expire.

How does repurposed content fit into your marketing strategy? We’d love to hear your insight and what you’ve experienced.


This entry was written by our WorldCom partner Bliss Integrated Communication. The original article can be found here:

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Tech Companies enhancing the life of disabled customers

©Andi Weiland, /

©Andi Weiland, /

Technology has enabled companies to create products to enhance the lives of people living with disabilities.  With customers in mind, tech companies create adaptive and innovative apps and gadgets to improve the lives of their disabled customers. Consequently, there are a lot of tech gadgets that ease the daily tasks of disabled users. A lot of companies focus on making disabled customers’ live easier and providing them with products for more independent living.

Products such as smart watches and eBooks are not as accessible to blind people. However, tech companies have developed products that will make these products more accessible by blind customers. Wearable companies like Dot give blind customers the ability to check messages and other apps anywhere at any time by translating everything into braille. Often times reading a book or even a braille book is an inconvenience because the brail books are so thick. However, a product such as Braille, an eBook that translates everything into brail, make reading a much simpler and more convenient task.

Another product enhancing the lives of disabled customers is bond conducting headphones. These headphones allow blind users the ability to enjoy audio books, music, or even use GPS without compromising their ability to still be conscious of the world around them, which is very important for independent mobility. Companies like our new client Aftershokz have an open ear design so users are still able to hear the world around them; thus, creating a safer way for the visually impaired to travel.

Bone conducting headphones also significantly improve the lives of those living with hearing disability. Sometimes bone conducting technology is the solution for deaf customers. For example, AfterShokz uses bone conducting technology to transmit sound through your cheekbones, bypass your eardrum all together. For some users, this product has been life changing and they have been able to hear audio again.

AXS Map is an app that allows physically disabled customers to view the nearby wheelchair-accessible ramps and restrooms. The app provides information about these services accompanied by how well designed these facilities are with ratings. A more innovative product not yet on the market is iBot, an all-terrain wheelchair. Going up stairs is a huge inconvenience for the physically disabled, so this wheelchair is designed to navigate any terrain, including stairs, by using self-balancing technology.

These innovative products have greatly improved the lives of disabled people by allowing them to carryout daily tasks easily and safely. These products are allowing disabled customers to live more independent lives as well as improve their daily lives all together.

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Why should I do an internship?

©Olu Eletu/

©Olu Eletu/

One of the constants in students’ lives – besides the permanent lack of sleep – is the search for the perfect internship. In this post, I will describe my view on why internships are so important to me as well as why I always seize these opportunities to develop myself and try new things.

At my internship at HBI, while also studying communication science at Ludwig-Maximillians-University in Munich, I would like to apply my knowledge and skills learned from lectures in everyday work. Additionally, I would like to learn how to plan, carry out and control PR activities with regards to different clients, and how to prepare different press releases or articles. Also, I can implement social media strategies and support trade fair preparations. These new experiences will prepare me for my future career and expand my personal view of the world.

When I reflect on my experiences as an intern with HBI, I realize how much they have helped me professionally and privately to communicate and develop my skills. Here I will provide three insights that I have gained during my time at the agency.

Gain as much experience as possible

Not all internships must correspond directly to your fields of study because even without a direct connection, you can still learn a lot. For example, you can participate in an internship in another country to show you how to easily and effectively communicate in a foreign language – for me this is German. This experience is valuable and can also be beneficial for another career. In PR you learn very quickly how to summarize important information in a text or on the phone. Also direct contact with journalist is really exciting. At each job or internship, there are certain activities or situations in which you can learn something.  There are certain projects in which you can enhance your skills or learn how to deal with colleagues, partners, or clients.

Find out your strengths 

The aim of your internship should be to find out what activities and topics you are most interested in and how to connect them to your personal interests. For example, before you do an internship, you may think that you are very good at communicating and writing, but you have never written an entire article or pitched a topic to the media. How do you know whether or not you really can do it and also enjoy it? Of course you should not expect to do everything perfect right away, that is not the point. It is to learn something about it and to be comfortable with what you do well, while also finding it interesting and exciting.

Show the best side of yourself

Try to make the most of your time as an intern. You are there to learn! Always ask your superiors for feedback on your work and how you can improve for next time. Ultimately, you should work as an intern in the everyday office life to know and see what it means to work in this career field. If your internship is not what you imagined, try to make the best of it. Go for lunch or a cup of coffee with an employee and ask yourself, what issues are important to you and if you can take over certain tasks. No matter what industry you end up in, your internship experience will prepare you well for working life in the future.

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How Wearables can contribute to the stabilization of the healthcare system

©Robert Scoble/

©Robert Scoble/

The prosperity of a region or a country can be determined not only by its financial opportunities, but also by the long life expectancy of its citizens. The development of medicine has improved the life expectancy and the standard of living has changed for the better. In Germany, the life expectancy of women is 83.05 and 78.13 for menin 1950, for example, men grew on average 64 years old and women 68 grew years old. Of course this development is amazing and commendable; however, contrary to the birth rate – in Germany it is 1.4 children per woman – the following problem emerged: Demographic change, and along with it the difference between young and old, causes an imbalance in health care. Even now hospitals and care services are complaining about many vacant positions. A representative study by the Bertelsmann Foundation shows that 61 % of German care establishments have trouble filling vacancies – thus remain an average of 4.3 vacancies.

This problem has long been known: what alternatives can be used to compensate for this lack of personnel? Can technology help to keep the health system stable? Yes, it can!

The Internet of Things (IoT) is a result of the latest technological advances and is now expanding into all areas of life. A few years ago, for example, you could not imagine that it is possible to surf the Internet using mobile phones. A development stage further, surfing indeed was possible, but at the time still associated with high costs. Who does not remember the situation when you accidentally pressed the Internet-browser and then franticly tried to cancel the operation again?

And today?  Today, it seems inconceivable that we ever lived without Internet. How was it possible to reach your destination without Google Maps? Why should I go for a run when I cannot even record my success using a tracking app and motivate myself for next time? You don’t have WhatsApp? In almost every situation you can fall back on an App, whether one wants to quit smoking, or simply needs a reminder to take his medication on time.

According to a study by AGOF digital facts, 76.1 % of the total population in Germany has used the Internet this year. Children under 14 years old are not included. Consequently, 89.2 % of 14-29 year olds are Internet users.

The numbers speak for themselves. The phenomenon of the internet seems to have arrived in society – this phenomenon has been regarded with suspicion. The IoT is struggling with similar prejudices. Likely, it is only human to critically confront such key innovations. What are the benefits of IoT in the healthcare sector for you, what are the efficiency enhancements and cost reductions associated with it, I want to tell you by means of wearables from Biovotion.

The company Biovotion from Switzerland, founded in 2011, has put a device to the market, which actively contributes to improving health care and promoting the quality of medicine.

The product is based on clinical expertise, helping users to improve their health. It records the user’s pulse, oxygen saturation, and body temperature and it also includes an activity tracker. The device allows its user greater independence, since he does not need to go to the doctor for a blood pressure measurement. In this way, the wearable can contribute to relieve the own family, or even in general protect against the emergence of new disease symptoms. According to the manufacturer the quality of sleep of the users improves and the stress decreases. The product is very light and is worn discreetly on the arm.

With their device, in the past year Biovotion has won an award at the “Wearable Technology Show” – one of the most important events in the Wearable and IT industry. Also in 2015, they won the “European CEO Award” for being the most innovative company. This year Biovotion won a “Red Herring” award.

This example points out that with the help of wearables, one can use the benefits of technological advancements. Could the wearable for example prevent obesity and resulting diseases? At best, wearables can prevent diseases, or at least provide the incentive to organize our lives healthier and get more exercise. Thus, one’s health is improved while simultaneously relieving the health care system.

The adoption of the eHealth Act on December 4, 2015 paved the way for the exchange of digital information in health: emergency data and a uniform medication schedule will be stored on the health card. For the first time, the law also allows the transmission of all vital signs and other data recorded by fitness trackers or wearables to doctors. By 2018, doctors’ surgeries and hospitals should be comprehensively linked to this infrastructure. For example, in case of a stroke the timeframe until the medical care arrives plays a major role; the shorter the period between the stroke and primary treatment, the greater the chance of full recovery. With the use of wearables and the provision of data, necessary information can be accessed immediately, without losing precious time, because before the first treatment, for example, even health issues and incompatibilities need to be clarified.

The Internet of Things offers a lot of ways in the healthcare sector to make our lives easier. Biovotion is just one of them. So why don’t we make use of them?

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