An example of a combination of that is for our

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Well, when it comes to actually building those links, newsworthy content is the best way to do that. I'm going to talk to you about some of the elements that are really important in creating that type of content. Data So first, data. Data is really crucial to this process because most of us do not have breaking news operations or full news rooms for our brand. We are not actual reporters. This is not our full-time job.

So we can't be just reporting on the newest thing that's happening. We almost botim database have to create our own news by digging in and investigating topics that are interesting to us. Internal data So original data is a great way to do that. You can start with seeing if you actually have any internal data at your company that would be of interest to relevant publications. A lot of companies overlook this aspect. Obviously, you have to have permission to do so.

But you might have information that would be really interesting. Or maybe you have an email list or an audience that's pretty active that you can survey or poll and find out some information that would be appealing to people. So that's a good place to start. Public data Otherwise, there's public data available. The government alone has tons and tons of publicly available datasets that you can use and even combine different datasets to see some really interesting things.

client Porch.com. We looked at information about how much different household chores, no, not chores, but home improvement projects cost, and then we surveyed people to ask how often they did those home improvement projects. We were able to see the cost of home improvement over many years of time. So that's an example of using two different datasets combining for new insights. Surveys Thirdly, surveys and other types of data collection are great if you don't have the answer and data yet.