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 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 or interactive asset.

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, whether that is talking about your research or visual that you created, is enough.


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.

So, next time you are planning a campaign make sure you include your linkable asset, you’ll see the difference, promise!