Content Creation for Digital PR (Advanced)

Content Creation for Digital PR (Advanced) Training

Learn how to create content which journalists will want to link to.

Hannah Smith

Hannah Smith

Owner at Worderist

Courses: 01

Over a five and half year period at Distilled, Hannah Smith was part of the creative team which delivered over 14,000 pieces of linked coverage. Then, for close to three years, she led the creative and PR team at Verve Search, where she was responsible for launching more than 150 creative content pieces which generated over 8,250 pieces of linked coverage. Her creative work has won multiple awards, and she’s worked with a vast array of companies including the BBC, Dyson, Expedia, GoCompare, MailChimp, Podio, and Zoopla. She has also spoken at numerous conferences across Europe and the US, interviewed Google’s John Mueller live on stage in front of an audience of 3,000, and acted as a guest lecturer at the University of Greenwich. Today, she offers creative content consultancy, content strategy, and training to both agencies and in-house marketing teams via her company, Worderist.com.

Who should attend this course?


Creatives and PR folks who’ve been tasked with gaining linked coverage from high tier news sites. The course is focused on those responsible for idea generation with the express purpose of gaining linked coverage.

Folks who work primarily on other types of activity – e.g. content creators who are focused on creating content which ranks or converts well, and/or those engaging primarily in other types of link building activity probably won’t get so much out of the course.


Course Content

In this course you’ll learn:

What makes a good story from a journalists’ perspective
How to identify compelling topics and gain a deeper understanding of the media landscape
How to come up with ideas
How to figure out whether or not an idea is likely to generate coverage
Whether or not it’s a good idea to remake that campaign that got a bunch of coverage a few years ago
When and how to go about “saving” a struggling campaign, and when it might be best to just move on
& much, much more


What to expect


You’ve been tasked with gaining linked coverage on top tier sites like the BBC, the Guardian, USA Today & more; but how on earth do you do that?

Perhaps you’ve seen the success of others, and are wondering why your campaigns languishing, unlinked to and unloved. Or maybe you’ve seen some success but it all seems to be a bit hit and miss, and now you’re now under pressure to deliver results more consistently.

If you’re struggling to figure out what to do next, this is the course for you.

Attendees will leave the course:

  • With a renewed confidence in their own skills
  • In a happier and more productive mindset
  • Feeling rejuvenated and excited about their work

It is suggested that you bring a laptop for this session, although it isn't essential.


If you register for one of our training courses you don’t only get a day of in-depth and practical training from some of the industry’s most respected professionals, you also get a ticket to brightonSEO, the world’s biggest specialist SEO event.

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Available Tickets

Brighton April 2024

Wed 24 Apr, 2024 | 10:00 AM - 04:30 PM

£670+vat£1060Early Bird
Book now

Brighton Oct 2024

Wed 02 Oct, 2024 | 10:00 AM - 04:30 PM

£450+vat£1060Early bird
Book now