digital PR - Manuela's Blog

Digital PR Link Building: How Getting Backlinks at Scale Is Changing

rakshana / August 21, 2026

The mechanics of off-page search engine optimization are undergoing a massive transformation. The strategies that worked years ago—such as buying low-tier sponsored posts, cold-emailing thousands of blogs for generic guest posts, or dropping keyword-rich links into arbitrary web directories—are no longer effective. In today’s search landscape, search engine algorithms and generative AI models prioritize trust, verified expertise, and contextual editorial relevance above pure link quantity. Industry research reflects this dramatic shift in how audiences and AI systems consume information: Declining Organic Search Traffic: According to the Reuters Institute Digital News Report, social platforms, video networks, and zero-click AI summaries are rapidly displacing traditional publisher direct visits, making platformization and external brand mentions essential for digital visibility. Journalist Reliance on Data PR: Insights from Cision’s State of the Media Report reveal that 66% of journalists rely directly on PR-provided content—such as data studies, press releases, media kits, and expert access—as their primary source for story ideas amidst shrinking newsroom resources. Impact of Original Visuals: Data compiled in HubSpot’s Visual Marketing Trends shows that custom graphics, charts, and infographics receive up to 94% more views and citations than text-only posts, driving consistent inbound editorial references. The answer to navigating this shift lies in the evolution of Digital PR. In this guide, I examine how Digital PR link building and media mentions are adapting to AI-driven search, dive deep into the technical shift behind modern brand citations, and share the exact frameworks and research-backed workflows I use to build long-term authority. What is Digital PR Link Building? (And Why It Supersedes Traditional Outreach) Traditional PR focuses primarily on brand awareness, print features, and media impressions. Traditional SEO link building, on the other hand, often fixates solely on metric scores (like DA or DR) and anchor text placement. Digital PR combines the best of both worlds. It brings together media relations, compelling storytelling and SEO to create meaningful online visibility. Digital PR campaign strategies can help brands turn valuable content and stories into media coverage, mentions and backlinks. I define Digital PR as the art of creating newsworthy, data-backed, or creative stories that journalists, editors, and bloggers want to cite as a primary source. When an editor links to your website in a news piece or feature article, that hyperlink can contribute to your site’s authority and search visibility. My guide to backlink strategies for SEO and branding explores this relationship in greater detail. Digital PR bridges both worlds. It brings together media relations, data journalism, creative storytelling, visual design, and search engine optimization to build authentic, scalable online visibility. Instead of chasing manipulative or paid link tactics, Digital PR focuses on creating newsworthy, data-backed, or highly creative content assets that journalists, digital editors, and AI language models naturally want to cite as a primary source. The Technical Shift: From Simple Hyperlinks to AI Entity Citations Search engines and AI discovery platforms (such as Google’s AI Overviews, Perplexity, and ChatGPT) do not just crawl and count hyperlinks; they parse complete linguistic context and entity relationships. Academic and technical research continuously demonstrates how Large Language Models (LLMs) evaluate web content and brand authority: Princeton University’s GEO Research: Landmark academic research on Generative Engine Optimization (GEO) published on arXiv highlights that generative AI search engines demonstrate a systematic bias toward earned media and authoritative third-party citations over plain self-owned brand content. Adding clear quotes, verified sources, and authoritative statistics can increase a page’s citation likelihood in AI answers by up to 30–40%. Impact of Technical Schema & Entity Markup: A large-scale industry study by Milestone Research analyzing over 4,500 domain profiles revealed that implementing structured JSON-LD entity data boosts machine readability, driving up to a 40% increase in rich-result impressions and AI source extractions. Shift to Knowledge Graph Relationships: Technical SEO analysis from Search Engine Land explains that generative search algorithms rely on Retrieval-Augmented Generation (RAG) to verify entity co-occurrences and extract answers directly from trusted primary sources. When a national news outlet, industry publication, or niche magazine references your brand, campaign, or research, three critical things happen behind the scenes: Entity Context & Co-Occurrence: Search engine algorithms scan the text surrounding a media mention. When your brand name consistently appears alongside specific industry terms (e.g., “digital marketing,” “PR strategies,” or “content creation”), search engine knowledge graphs link your brand entity directly to those core topics. To learn more about claiming and optimizing these brand associations, see my guide on building a Google Knowledge Panel. AI Model Extraction: Large Language Models gather information from high-authority digital publications. Earning consistent contextual mentions across niche media domains directly boosts your citation frequency in AI-driven summaries. Multi-Layered Authority Signals: Natural editorial mentions—whether they include a live hyperlink or an unlinked brand reference—pass semantic trust that paid link networks cannot imitate. To explore how these core content structures interact with search engine crawlers and indexing frameworks, take a look at my guide on creating a blog post Google will send many readers to. Furthermore, to understand how generative search engines answer complex user queries, see this analysis on Digital PR in the AI Era. Core Digital PR Frameworks for Earning Mentions & Citations When planning a campaign, these modern Digital PR methodologies offer structured, repeatable ways to earn contextual editorial links, citations, and broad media coverage: 1. Data-Driven PR & Reactive Research Journalists, newsrooms, and online writers operate on fast-paced editorial schedules and constantly need factual evidence to back up their claims. In fact, research from Cision’s State of the Media Report highlights that 66% of journalists rely directly on PR content for story leads, while 49% cite shrinking budgets and resource constraints as their top operational obstacle, making ready-to-use primary data essential for news coverage. Execution Workflow: Gather internal platform analytics, conduct targeted industry surveys, or analyze public datasets (such as Google Search trends, Office for National Statistics data, or industry regulatory reports). Package these findings into a concise press pitch with clear key statistics. AI & Search Value: Raw numbers, statistics, and survey findings are heavily cited

digital marketing, digital PR

How I Brought an Immersive Brand Collaboration to Life: Planetarium Go & Zip World London Featured in ClickDo’s London Business News Magazine

Manuela Willbold / July 22, 2026

As a content creator, digital marketer, and Editor-in-Chief at London Business News Magazine, I am always looking for creative ways to connect high-impact digital PR with hands-on, real-world experiences. Modern digital marketing is moving fast beyond static press releases. Today, audiences want authentic, story-driven content that shows an experience in action. That was the driving strategy behind a major summer campaign I recently spearheaded. Combining my editorial direction at London Business News with ClickDo’s media reach, I planned, produced, and executed an experiential brand collaboration featuring Planetarium Go and Zip World London at Queen Elizabeth Olympic Park in Stratford. Here is a behind-the-scenes look at how I conceptualised this experiential campaign and used content marketing, video, and digital PR to maximize exposure. How I Planned and Structured the Collaboration When the opportunity arose to showcase this multi-attraction partnership, I wanted to go far beyond traditional editorial reporting. I designed a multi-channel content strategy centered around first-hand testing, visual storytelling, and community engagement. I led the execution through three core steps: On-Site Content Direction: I headed down to Queen Elizabeth Olympic Park alongside our professional photographer, Petra Eujane. I personally tested the attractions to capture authentic reaction footage and high-end imagery. The video footage of my experience down the Helix was provided by Zip World London. Editorial Strategy & On-Site Interviews: To give the story depth and local relevance, I conducted an exclusive on-site interview with the Planetarium Go team. This allowed me to gather insider details—including an exclusive feature on their free community stargazing activation. Multi-Format Content Creation: I oversaw and managed the transformation of our raw site visit materials into a comprehensive editorial feature for londonbusinessnews.com, generating short-form social reels, and high-definition video content for LBN’s and ClickDo’s YouTube and social platforms. 3 Key Highlights I Captured and Promoted During my time on-site, I curated the content strategy around three standout elements that make this partnership a top London destination: 1. Immersive Space Education Planetarium Go introduced a mobile 360-degree educational dome featuring immersive films on space and science. I personally tested their high-tech audio headset system inside the dome, showcasing how the interactive audio keeps children and adults fully engaged. 2. High-Altitude Views Captured I documented the skyline experience from Zip World London’s observation platform. By capturing photo and video footage 80 meters above ground, I gave our readers an authentic preview of the 360-degree views across London. 3. The Ultimate Thrill Trialled and Tested To bring energy and excitement to the campaign, our team documented the preparation for the descent down the ArcelorMittal Orbit—the world’s longest and tallest tunnel slide—looping 12 times at speeds up to 15 mph. Amplifying Community Impact & Local PR A crucial part of my editorial vision for London Business News is highlighting events that bring genuine value to our local community. Through my on-site interview, I surfaced an exclusive angle for our publication: Planetarium Go’s free community event featuring high-powered telescopes, science guides, and a massive inflatable moon selfie point outside West Ham Stadium on the 18th of July 2026. Featuring this community-focused angle helped drive organic interest and goodwill across our local London reader base. Watch the full video to get a sense of the experience and coverage: Campaign Execution & Scope By combining my editorial leadership at londonbusinessnews.com with tailored video assets and multi-channel social distribution, I created a cohesive campaign: Published dynamic editorial coverage on London Business News Magazine’s What’s On page, giving the client strong SEO authority and brand visibility. Distributed targeted video content across our social networks and YouTube channels, reaching an engaged audience of over 10,000 London enthusiasts and professionals. Delivered a complete digital PR asset package that turned a seasonal mobile London attraction into a multi-platform media story as Planetarium Go and Zip World London reshared the stories via their channels and I repurposed it via ClickDo and my own channels and platforms. Looking for an Entertaining Niche Media Campaign? Whether you are looking to get an experience covered, secure high-impact PR coverage, or scale your reach through video and digital magazine features, I can help you plan and execute a campaign that delivers real targeted engagement. Check out another BTS case study, if you’re curious! Get in touch with me directly here at info@manuelawillbold.com or book a consultation with me today to discuss how we can bring your brand campaign to life.

digital marketing, digital PR

Inside ClickDo’s Lifestyle Brand Collaboration: How I Supported Fernando Raymond’s Creator Campaign with Mother Root

Manuela Willbold / July 22, 2026

At ClickDo, Fernando and I are constantly experimenting and monitoring how short-form video is reshaping digital marketing. In my role as CMO and content creator, I focus heavily on expanding our content planning, creation, and distribution strategies to ensure every campaign we run feels authentic, highly engaging, and conversion-focused. Short-form formats like Instagram Reels and Facebook, and YouTube Shorts are currently the fastest way to capture attention—provided the content feels authentic for the platform rather than like a forced, scripted ad. That exact principle guided our recent collaboration with Mother Root, a premium alcohol-free aperitif brand. When they approached our CEO, Fernando Raymond, to explore a social-first partnership, I stepped in to support the content workflow plan, recording, and executing across our selected channels. How I Supported the Campaign Strategy To take the initial idea from concept to high-performing video assets, I worked on a streamlined, multi-step execution process with Fernando: Concept & Content Planning: We worked directly with the Mother Root team to map out a series of Reels-style videos. Instead of direct product pushes, we framed the narrative around real remote-working routines—showing how Mother Root fits into a balanced, productive workday. We reviewed their brand guidelines, aligned on messaging, and planned the content hooks for maximum viewer retention. Creator-Led Storytelling: We wanted the content to feel personal and believable. I co-starred in the campaign alongside Fernando, showing how we both integrate the drink into our daily work routines in separate videos. This creator-first approach kept the tone credible, relatable, and scroll-stopping for our audience of digital nomads and remote workers. Production, Editing & Distribution: We oversaw the technical side of the content lifecycle—from filming and editing to choosing native audio, writing optimized captions, and sizing aspect ratios specifically for Instagram and Facebook algorithms. Offer Integration & Call-to-Action: To ensure we could measure demand, we integrated Mother Root’s custom discount code (FERNANDO100) directly into the video descriptions, giving viewers an immediate, low-friction next step. The Campaign Content: Tailored Videos Across Our Channels & Networks To maximize reach across different audience segments, I helped organize and publish tailored video assets across our personal and professional brand channels: Fernando Raymond Channels & Videos Facebook: https://www.facebook.com/FernandoRaymondOnline/ Clip: Instagram: https://www.instagram.com/fernandoraymond and https://www.instagram.com/nomadceoway Clip: My Channels (Manuela Willbold) Channels & Videos Facebook: https://www.facebofacebook.com/manuwblogger Clip: Instagram: https://www.instagram.com/manuw_blogger/ Clip: YouTube: https://www.youtube.com/@manuelawillbold Clip: By cross-posting across both executive and digital creator profiles, we ensured we reached remote professionals, digital nomads, and lifestyle enthusiasts directly on the feeds they check regularly. 3 Core Rules Applied for Short Video Success When we designed the creative strategy for this brand campaign, we focused on three specific rules that I apply to short-form video: Real Person + Real Context: Viewers trust people, not faceless logos. Showing how a product fits into my actual workday created instant credibility. Clear “How It’s Used” Moments: We made sure the video visually demonstrated the product in action so the value proposition was clear within the first few seconds. Low-Friction Next Steps: Placing the discount code directly in the caption and on-screen made taking action as simple as possible for the viewer. Campaign Review Within the first week of publishing, the video series generated hundreds of direct engagements (likes, comments, shares) and thousands of organic views across Facebook and Instagram. More importantly, it proved that when content planning is centered on authentic lifestyle integration, short-form video seamlessly bridges the gap between brand awareness and viewer action. Want to Tap Into Our Media Expertise for Your Next Campaign? If you are a brand looking to grow through creator-led video and written content, I can help you plan, produce, and distribute campaigns that get targeted niche exposure. From initial concept strategy to filming, editing, and distribution across established UK media channels and networks, I can handle the full content lifecycle. Check out another BTS case study if you’re curious! Get in touch with me directly here at info@manuelawillbold.com or book a consultation with me today to discuss how we can bring your brand campaign to life.

All posts, Blogging, digital marketing, digital PR

50 Top Guest Posting Sites List for Media Placements & Content Marketing

Manuela Willbold / July 1, 2026

Guest posting and media placement services help anyone with a website or brand to get their content published on other websites for references with backlinks, which are the ultimate gateway to increased exposure and lead generation. Authority references through media placements also help with ranking a website higher on Google and other search engines and many SEO experts have shown how guest posting helps them rank their websites higher, like top London SEO agency ClickDo, who have also published an in-depth guide about guest blogging. How does Guest Posting with Media Placements work? Search engines use backlinks to establish the quality of web content. When it comes to ranking higher in search engine results pages, the search engine mechanism lists websites and web pages or posts higher for a search term that authoritative websites have linked to as a reference to declare their trust. Guest blogging and media placements enable you to take control of this process and generate backlinks on relevant websites that are of high quality and that you and your readers trust (as well as the search engines). SEO expert Fernando Raymond and I discuss this topic in more depth in this video: Why should you use Guest Posting & Media Placement Services? You probably found this list post while searching via a search engine, and it ranks for the search term you have entered. You can check the backlinks with SEO tools such as Ahrefs, but when you set up a website with seekahost.app, you can connect your website and account with Clicky to see which of your content gets the most organic search traffic for which terms, indicating what ranks well. To establish impactful web references Strategic guest blogging helps you get referencing links and with a strategic approach, this can make a huge difference to your website’s performance. That is why guest posting with effective media placements matters and many SEO and marketing professionals look for guest posting opportunities in their or their client’s niches. I work with them daily to facilitate the most suitable media placements and I highlight how my collaborations and content help with the growth of the ClickDo websites I manage in this video: To make your content reach further The websites you find in this list offer guest publication and media placement options for anyone who pitches professionally written articles that offer relevant valuable insights and expert tips. However, it is important to get the pitch right and to choose the most suitable websites carefully to achieve the best outcomes with the guest blogging campaign. The below guest posting websites list will guide you through the platforms where we at ClickDo offer our clients media placement opportunities in different formats. We have established strict guest posting rules and guidelines that are in line with search engine guidelines so only high-quality and relevant written content can get published here to ensure that these platforms are successful, attracting thousands of visitors monthly with a higher domain authority. Only then will our clients get an ROI back, so the content quality is key here. To get published with the most effective Publications We have seen many media platforms getting deindexed on Google due to publishing duplicate or poor-quality content or following black hat SEO techniques such as “link-sticking”. Nobody benefits from such practices and only informative and well-researched SEO-optimised content can win. So, we make sure that only suitable guest content that meets our guidelines will go live to benefit our readers and clients. You can learn more about SEO content writing and blogging via expert SeekaHost university courses, if you want to understand such dynamics better. Choosing the media platforms that are most suitable for your content to be published is key when it comes to guest blogging. The below list will inform you about the ClickDo platforms where we offer guest publications. I have added the domain authority for your reference, but what really matters is relevancy and context. Often, these sites grow and gain higher authority over time, so it is worth getting published on as many as possible to extend your online reach in the future. Disclaimer: The information shared in this post was correct at the time of publication but may be subject to change. The list below has been arranged according to the domain authority of the media platforms from higher to lower. Top 50 Guest Posting Platforms List for Media Placements Top Business Magazines Many are likely to blog about business-related topics, so we start off with a selection of high-quality business online magazines to get featured in, reaching a suitable audience. 1. ClickDo Blog Website: https://www.clickdo.co.uk/blog/ The ClickDo Blog stands out as a vital resource for digital marketers and entrepreneurs looking to expand their knowledge in SEO, digital marketing strategies, and online business development. The blog features in-depth articles, case studies, and expert tips that cover a broad spectrum of topics essential for online success. From the latest SEO techniques to effective content marketing strategies, the ClickDo Blog provides readers with the insights they need to thrive in the competitive digital landscape. Domain Authority: 60 2. ClickDo Business News Blog Website: https://www.clickdo.co.uk/business-news/ ClickDo’s Business News Blog covers everything to do with business. Whether it’s business finance, regulation, law, technology, or management – whatever you are a business expert in, you can share with this established business community. Domain authority: 60 3. ClickDo Home Business Blog Website: https://www.clickdo.co.uk/home-business/ Remote work and working from home have become the new normal, especially since the last Covid pandemic. The Home Business Blog therefore covers emerging trends, concepts, and news surrounding this growing topic and welcomes expert insights and opinions to share with the remote work community. Domain authority: 60 4. ClickDo Internet Marketing Blog Website: https://www.clickdo.co.uk/internet-marketing/ This is the go-to blog for marketers to share their insights and news with the Internet marketing community. ClickDo’s business marketing tips are renowned and trusted, and getting published on the Internet Marketing Blog gives a massive credibility and SEO boost

digital PR, London Blogger

Behind the Scenes at Chestertons Polo in the Park: Celebrating 15 Years of London Glamour & Sport

Manuela Willbold / June 14, 2026

The London summer social and sporting calendar has officially kicked off, and I had the absolute pleasure of experiencing it first-hand! I was thrilled to be invited to the historic Chestertons Polo in the Park festival at Hurlingham Park in Fulham. Attending alongside the incredibly talented photographer Petra Eujane, we were proud to represent London Business News magazine and ClickDo Media to capture the magic of this landmark event. This year was extra special as the festival celebrated its historic 15th anniversary in London. Far from the traditional equestrian setup, Polo in the Park features a unique, fast-paced “City Polo” format that brings the high-octane action right to the edge of the crowds. A lot was on and I could sadly only make it to the the family-friendly Finals Day, so I missed out on the corporate buzz and dramatic debut of the Disney+ Team Rivals on International Day and the style-filled Ladies Day. The energy was unmatched on Sunday plus the weather was better. Eight formidable global teams—including London, Cape Town, Zurich, Texas, and Riyadh—brought world-class sportsmanship straight to the heart of West London and as it was my first time watching polo, I learned how the game works while enjoying myself. Petra and I had a fantastic time exploring and documenting the festival’s ultimate highlights, food stalls, and pitch-side entertainment. You can discover all the event highlights on London Business News: Chestertons Polo in the Park Celebrates 15th London Anniversary Want to see the festival through my eyes? I’ve been sharing our exclusive coverage, vibrant festival impressions, and behind-the-scenes moments across all ClickDo Media platforms. Don’t miss out—make sure to keep following my channels as I continue to share more London, marketing and digital nomad stories. Want to talk to me about event coverage or marketing? Feel free to contact me or arrange a free consultation!

Digital marketers collaborating in a futuristic workspace with AI tools, holographic data, and creative content visuals — representing the future of marketing in 2030.

Dictionary, digital marketing, digital PR

The Changing Face of Marketing in 2030: Advertising Trends Shaping the Future

manuela / November 11, 2025

I had the pleasure to unpack the powerful shifts redefining marketing in 2025 and beyond with the team at the Sun Dog AI Consultancy recently. In this podcast episode we explore topics ranging from AI marketing innovations to evolving consumer values and behaviours and how these changes will likely transform the ways in which small and medium-sized businesses connect with audiences and consumers. We unravel how traditional advertising is fading as digital storytelling, influencers, and interactive content dominate. The real advantage for SMEs? Agility. With AI-driven insights and automation, even smaller teams can now personalise campaigns and scale faster than ever before. But technology isn’t everything. Consumers are increasingly seeking authenticity, transparency, and meaningful experiences. Building trust and human connection will become the strongest form of marketing currency as we establish. The time is now to embrace these changes with AI tools to enhance—not replace—your creativity and unique voice, and focus on what makes your brand human, purposeful, and real. 1. The Evolution of Advertising Models Traditional advertising is giving way to more dynamic, data-driven experiences. Instead of broad campaigns on TV or print, businesses are embracing “shoppable” storytelling, influencer partnerships, and digital content that directly link engagement to conversion as ad fatigue and scepticism drive users toward ad-free or “attention-light” environments. Our Takeaway: For SMEs, this opens opportunities to reach targeted audiences more affordably through niche online communities via social media or streaming channels. As the CMO at ClickDo I can support brands with niche marketing strategies and content creation and distribution. 2. AI and Data Redefine Marketing Performance Analysis Artificial intelligence is transforming how ads are created, optimized, and delivered. AI tools can now analyse audience insights, generate content variations, and personalise messaging at scale. Building workflows where AI and human creatives collaborate to generate and test high-volume, platform-tailored content quickly can make all the difference. Our Takeaway: For SMEs, AI levels the playing field — making advanced analytics and automation accessible without enterprise budgets, however the interpretation and implementation is a key factor in any successful marketing campaign. I can offer support with effective branding and content strategies building on data insights. 3. Consumer Expectation Shifts Today’s customers want meaningful, transparent, and value-driven interactions. They are more privacy-conscious and expect authenticity from brands. Brands that focus on trust-building, sustainability, and customer experience will stand out among others if they meet the expectations when delivering. Our Takeaway: Identifying the unique brand voice and persona is key to creating (video) marketing content that converts and boosts follower growth. I can offer support with tailored branding and content strategies across micro-communities that matter in the respective industry. 4. Emerging Content Formats in Marketing As more AI tools emerge that make content creation easier and faster, it becomes vital to diversify content formats like short-form video that’s especially popular on TikTok and Instagram or conversational ads on YouTube and Facebook. Our Takeaway: Creating loyal communities and interactive content that motivates users to engage virtually with your brand will drive conversion. I can offer support with creating interactive content for various channels that’s tailored to the individual brand voice and persona. 5. Actionable Steps to Prep for Marketing in 2030 Use suitable AI tools for content creation, analytics, and campaign automation, but ensure you train them effectively to reflect your brand voice and persona. Focus on transparency and ethical marketing to build customer trust and reflect this in what you deliver. Prioritise community-led marketing — nurture real engagement, not just impressions, connect with followers and subscribers to build authentic relationships that last. In short, the future of marketing belongs to brands that combine data intelligence with creativity and authenticity. Brands have an exciting opportunity to innovate faster, connect deeper, and grow smarter than ever before, but they need to use the latest technology based on their unique requirements and profile. I believe that customised marketing works best so if you look for inspiration for your next campaign, connect with me to brainstorm ideas and opportunities!

digital marketing, digital PR

How Influencer Marketing Boosts Brand Growth

Manuela Willbold / September 23, 2025

In this digital age of connectivity, influencer marketing is one of the most powerful tools used to build a brand, drive engagement and create long-term customer relationships. Unlike traditional advertising, which often struggles to cut through the noise of online content, collaborating with influencers allows brands to connect with audiences through trusted, relatable voices. The explosion of social media and the proliferation of content creators across all niches have given businesses of different sizes unprecedented access to highly engaged communities. Whether it’s a global fashion brand working with a style blogger or a local café partnering with a food content creator, brands can now tap into the trust and rapport that influencers have built with their followers over the years. This shift in marketing dynamics is not just about short-term sales boosts; it involves long-term brand positioning. Influencer marketing combines the personal touch of word of mouth with the scale of digital platforms, making it perfect for today’s consumers, who value authenticity, transparency and relatable storytelling. By working with influencers strategically, brands can enter new markets, reinforce their values and position themselves in cultural conversations that matter to their target audience. In this article, we’ll look at how influencer marketing works, how to choose the right partners, and how to build a strategy that fuels sustainable growth. What is Influencer Marketing and Why Does It Work? At its core, influencer marketing is the practice of partnering with individuals who have built a significant and engaged following – whether on Instagram, YouTube, TikTok, LinkedIn or personal blogs – to promote a brand, product or service. These individuals are often seen as experts, trendsetters or relatable peers in their niche. Their recommendations carry weight because they come from an established relationship of trust with their audience. Influencer marketing and particularly AI-First influencer marketing work so well because of the psychology of social proof. People are more likely to believe and act on the advice of someone they trust, especially if that person seems like them or shares their interests, than they are to respond to a faceless ad. In a world where consumers are bombarded by brand messages daily, influencer endorsements cut through the noise by being organic, personal and relevant. Plus, influencer marketing aligns with how people consume media today. Rather than passively absorbing one-way communication, audiences actively choose whose content to follow, interact with and share. This voluntary engagement creates a fertile ground for brand messages to be woven into the influencer’s content. As a result, campaigns driven by influencers often achieve higher engagement rates, stronger recall and more meaningful conversions than traditional ads. Choosing the Right Influencer for Your Brand Not every influencer will be right for your brand, even if they have large followings. The success of an influencer marketing campaign depends on aligning your brand with voices that resonate authentically with your target audience. When evaluating potential partners, start with audience demographics – age, gender, location, interests – and make sure they match the customers you want to reach. An influencer’s reach is only valuable if their followers are potential buyers of your product or service. Beyond demographics, engagement rates are key. A smaller influencer with a highly engaged audience will drive more meaningful results than a mega-influencer with millions of passive followers. Look at likes, comments, shares and even the tone of interactions. High engagement means trust and loyalty, which is more valuable than reach alone. Relevance and authenticity are equally important. The influencer’s content style, tone and values should align with your brand identity. An influencer who genuinely loves your product and can integrate it into their content will deliver more persuasive messaging than one who just posts a transactional endorsement. This is why reviewing past collaborations, content quality and how these influencers interact with their audience is essential before committing to a partnership. Building a Strong Influencer Marketing Strategy Jumping into influencer marketing without a plan will result in wasted resources and missed opportunities. A successful campaign starts with defining your primary objectives. Are you looking for brand awareness, website traffic, lead generation or direct sales? Your objectives will determine your influencer selection, campaign messaging and measurement metrics. Once your objectives are set, choose influencers strategically. For awareness campaigns, you might prioritise reach; for conversions, you may focus on micro- or mid-tier influencers with high engagement in your niche. After selection, invest time in collaboration and content planning. Influencer marketing works best when it feels natural, so co-creating content that reflects both the influencer’s style and your brand message is essential. Budget is another key decision — influencer partnerships can range from gifted collaborations with nano-influencers to multi-channel, long-term contracts with top-tier creators. Your budget should reflect your goals and the level of partnership you want to build. Finally, establish clear guidelines, deliverables and timelines, but let influencers have creative freedom to create content that will genuinely resonate with their audience. Influencer Content that Converts The quality and authenticity of the content will make or break an influencer campaign. Audiences can spot overly scripted or forced promotions a mile off, and it can damage both the influencer’s credibility and your brand’s reputation. The best collaborations give influencers creative freedom, trusting they know what will engage their audience. Storytelling should be at the heart of your approach. Rather than just showing a product, ask influencers to share personal experiences, demonstrate how the product fits into their life or highlight a specific problem it solves. This narrative-driven approach makes the content more memorable and builds an emotional connection with potential customers. Visuals are important too, especially on platforms like Instagram and TikTok, where aesthetics drive engagement. High-quality imagery or video production, on-brand colour schemes and consistent visual identity help to reinforce your brand message. And while creativity is key, every piece of content should have a clear call to action, whether it’s visiting your website, using a discount code, signing up to a newsletter or following your account, guiding interested viewers to the next step. Using Multiple Platforms for Maximum Impact One of

summer-event-marketing-ideas-with-viral-uk-food-and-beverage-trends

digital marketing, digital PR

5 Summer Marketing Event Ideas with Hot Hospitality Trends!

manuela / July 17, 2025

We all love summer, especially as it is the perfect season to attend and host vibrant events, from backyard BBQs to large-scale festivals. Many brands utilise event marketing in the summer to stand out in a competitive market and reach new audiences. But event marketing must connect with evolving consumer tastes and cultural trends to go viral. In the UK, the food and beverage scene is rapidly shifting toward plant-based options, mindful drinking, and exciting global flavors — all of which present powerful opportunities for marketers to tap into. According to Jellybean Creative’s 2025 food and drink insights, these trends are shaping how UK consumers choose where they eat, drink, and spend their time — making them essential considerations for successful event campaigns. In this guide I share 5 summer event marketing ideas that follow the latest UK food and beverage trends. These strategies are designed to help businesses create buzzworthy experiences that guests rave about on social media — before, during, and after the event — turning a summer gathering into a viral sensation that people talk about. Summer Event Marketing Timeline Phase Digital Action Food/Drink Activation Marketing Goal Pre‑Event Teasers via email & Reels Showcase vibrant plant-based burgers & mocktails Build anticipation and grow pre-event awareness Launch Live Instagram Story Behind‑the‑scenes look at logo-branded mocktail bar Humanize your brand and highlight event exclusivity During Interactive polls & live demos Feature wellness drinks and mezze-style food zones Drive real-time engagement and enhance event experience Post UGC-based recap video Spotlight sustainability efforts & top menu moments Extend brand reach and encourage future attendance 1. Target the Plant-Based & Flexitarian Movement Need to Knows: Plant-based eating is more than just a trend—it’s a lifestyle embraced by millions across the UK. Recent taste trends show that around 25% of UK adults identify as flexitarians, meaning they mainly follow a plant-based diet but occasionally enjoy meat or fish. This shift is driven by health, environmental, and ethical considerations. For event marketers, offering delicious, satisfying plant-based options is a powerful way to attract and retain more eco-conscious consumers and I regularly blog about food tips on the Green Living Blog. Marketing Ideas: Share sizzling summer treat visuals: Capture the heat with vibrant photos and videos of colourful vegan burgers, smoky jackfruit sliders, and BBQ veggie platters. Incorporate your brand colours, logo and slogans into the images to make them eye-catching and perfect for sharing on social media. Tell the stories behind the bites: Share behind-the-scenes content of your plant-based vendors — from farm-fresh ingredients to sunlit prep kitchens. Use reels or carousels to highlight the inspiration behind each summer dish and build a connection with your audience. Collaborate with eco-conscious influencers: Partner with UK-based vegan and sustainability influencers to give your summer menu a boost. Let them preview dishes, go live from your event, or run giveaways that amplify your reach. Launch a summer hashtag challenge: Encourage attendees to post their favourite plant-based plates using fun, branded hashtags like #GreenGrillFest or #PlantPowerBBQ. Offer prizes for the most creative summer-themed posts to drive engagement and user-generated content. Key takeaway: Offering high-quality plant-based dishes at your event is not only an ethical choice but a marketing strategy that increases your event’s relevance and shareability following current lifestyle trends. 2. Offer Quirky Low and No-Alcohol Drink Alternatives Need to Knows: The mindful drinking movement is reshaping social norms around alcohol. The statistic that nearly 1 in 3 UK adults are reducing their alcohol intake is supported by recent research from Aviva, driving demand for creative, sophisticated low- or no-alcohol options. Marketing Ideas: Host interactive online events: Invite your audience to live virtual mixology classes where they can learn to make your event’s top low-alcohol drinks. Leverage polls and quizzes: Engage your audience by asking them to vote on which alcohol-free drink should be featured at your event or guess ingredients for prizes, and run Instagram giveaways to boost participation and excitement. Develop branded AR filters: A fun filter that adds your event’s signature mocktail to selfies encourages user-generated content and wider reach. Key takeaway: Offering and incorporating creative low and no-alcohol drinks into your event marketing helps broaden your event’s appeal and taps into a booming wellness market. 3. Follow the Wellness Movement Need to Knows: Consumers are increasingly seeking drinks that do more than just quench thirst — they want beverages that boost immunity, enhance mood, and support overall wellness. Functional drinks like kombucha, adaptogen-infused elixirs, and probiotic waters are trending rapidly across the UK. According to Grand View Research, the UK kombucha market is experiencing significant growth, reflecting a broader consumer shift toward health-conscious beverage choices. Marketing Ideas: Educate with summer-smart content: Share fun, bite-sized facts about the cooling and health-boosting benefits of your summer event drinks using Instagram carousels or TikTok snippets. Host a “Summer Wellness Hour”: Introduce a dedicated time during your event featuring functional mocktails, chilled herbal teas, or coconut-based smoothies paired with light yoga or guided meditation sessions to attract wellness-seeking attendees and followers. Launch a sunny drip email series: Warm up your subscribers with refreshing wellness tips, exclusive early-bird offers, and sneak peeks of your summer drink menu to build buzz before the event. Run a “Find Your Summer Sip” quiz: Engage followers with a fun interactive quiz — like “Which tropical wellness drink suits your vibe?” — to boost shares, saveable content, and brand love. Key takeaway: Wellness drinks resonate strongly with today’s health-conscious consumers and add a unique experiential layer to your summer event marketing. 4. Celebrate Intercultural Flavours & Community Sharing Need to Knows: The UK’s multicultural culinary scene continues to influence festival menus, with street food-style sharing platters from Morocco, Korea, India, and the Mediterranean gaining huge popularity. In fact, the UK street food market is now worth around £1.2 billion, with over 7,000 street food vendors across the country — a number that’s grown by 20% year-on-year, according to Street Food Business Expo 2024. These communal dishes are perfect for summer social settings and make

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How to Get more Clicks with tailored Black Friday Promotions

Manuela Willbold / December 2, 2024

As the Senior Marketing Strategist at ClickDo, I investigate effective ways of making Black Friday campaigns successful to significantly boost sales and brand visibility. Drawing from this experience, a well-planned and personalised promotion and marketing strategy is essential. At ClickDo, I endeavour to provide tailored and unique feature and media placement opportunities for any season and any campaign. In this article, I want to share how these opportunities could be utilised for more effective Black Friday marketing campaigns. 1. Integrate exclusive Offers in our top Lifestyle Guides On many of our ClickDo Media platforms, we keep savvy shoppers informed by comparing products, services and deals. Such comparison guides are hugely popular often attracting thousands of readers monthly. You can talk to me about positioning what you offer as top choices in suitable guides to ensure your recommendations and deals are listed in high-ranking, popular guides, guaranteeing maximum exposure. Whether you like to showcase unique gift ideas alongside special discount codes to make your offers more appealing to the right buyers or you simply want to your brand mention included, it’s all down to the personalised and strategic approach that I can offer via our wide range of platforms and online magazines. 2. Combine Lifestyle Tips & Deals Creatively Offering purposeful and creative lifestyle ideas will provide valuable information, which online users are looking for via search engines or social media. By integrating your deals into our related lifestyle articles, you can inspire customers while promoting your Black Friday offers. Say your brand sells tech gadgets or smart home devices, you can showcase your product offers while highlighting their practical, everyday uses to encourage shoppers to make a purchase. 3. Ride on the Green Wave with Eco Tips & Offers Sustainability is becoming a significant factor in consumers’ purchasing decisions hence I started the greenlivingblog.org.uk where my team and I provide eco insights and tips. If your brand offers eco-friendly products or services, now is the time to promote them. You can showcase your sustainable products in combination with special deals. By emphasising environmental benefits or tips, you’ll attract eco-conscious shoppers looking to make responsible choices. 4. Conduct an exclusive Interview to share your Business Story & Offers Because consumers love to support brands with a compelling story or mission, I’ve conducted many interviews with entrepreneurs. They offer a great opportunity to share your brand’s journey, milestones, or innovations to build trust and loyalty among shoppers. With ClickDo Media I publish interviews and opinion pieces where you can include coupons or banners, helping you connect with your audience while promoting exclusive Black Friday discounts. Showcase your story through an entrepreneur interview, linking your brand values to your special deals, and highlighting your success story alongside your exclusive customer benefits and offers. 5. Announce Your Black Friday Specials in a Press Release A press release is an effective way to announce your latest business news along with exclusive Black Friday offers to generate a (seasonal) buzz. At ClickDo Media I can craft or publish impactful media releases that highlight your achievements, news, deals, new products, or brand successes. For example, a press release about a recent achievement can draw attention to your Black Friday offers while enhancing your brand’s credibility. All the above tips will additionally offer benefits such as: Crafting Compelling and Urgent Messaging that Reaches Far Working with me and ClickDo, your campaigns will create a sense of urgency through limited-time offers and countdowns, which can drive immediate action and higher traffic and clicks. Our campaigns often feature time-sensitive deals that encourage customers to make quick purchasing decisions. Utilising Multi-Channel Marketing All our published content is repurposed for our various channels—email, social media, and paid ads to maximise its reach. We design integrated PR campaigns that ensure consistent messaging across all platforms, enhancing brand exposure and engagement. Personalising Customer Experiences Personalisation increases relevance and conversion rates. By segmenting our audience and tailoring content to specific groups, we deliver more meaningful experiences that resonate with customers. Make your Brand go further each Black Friday Black Friday is the perfect opportunity to drive sales, clicks, and attract new customers. You can arrange a ClickDo media consultation with me to discuss tailored campaigns for the vast media platforms we manage, where we offer Guest Posting Services, Digital PR Services, Press Release Publications, and social media marketing so that you can boost visibility and sales with us. Get a free consultation send your proposals over by emailing info@manuelawillbold.com or contact us via any of our service or contact pages.

All posts, digital marketing, digital PR

4 Killer Halloween Marketing & Branding Tips for a Seasonal Boost

Manuela Willbold / October 21, 2024

Seasonal events like Halloween present golden opportunities for marketers to tap into the festivities and boost a brand. Like many events, Halloween can become a unique moment to engage your audience and bring a little excitement to your marketing strategy. Here’s how you can make the most of Halloween with clever marketing, branding, and digital PR strategies. 1. Website Halloween Tweaks with Fang-tastic Offers Halloween is the perfect time to give your website a seasonal twist! With just a few web design changes, you can add a spooky flair to your site to captivate visitors. Here’s how: Halloween-inspired Landing Pages: Create a dedicated Halloween landing page with special seasonal offers, discounts, or Halloween packages. You can feature spooky designs, a countdown timer until Halloween, and themed items or services. For example, fashion retailers can offer a “Creepy Collection” with fashion-forward costumes or spooky accessories. Limited-Time Halloween Offers: Run flash sales or exclusive discounts for the Halloween season. Adding creepy banners, pop-ups, or sliders with Halloween visuals (think pumpkins, ghosts, and witches) will draw attention to these offers. A sense of urgency can encourage customers to act before time runs out. Themed Website Elements: Add fun features like floating bats, hidden pumpkins for users to click on to unlock special deals, or even eerie background music. These elements can create a unique user experience that keeps customers engaged longer. 2. Killer Social Media Campaigns Social media is where the Halloween fun truly comes to life. Create engaging content that plays into the season and encourages interaction. You’ll have to be creative here and maybe use the help of AI tools to create special Halloween campaigns for your social channels. What matters is that the content engages your audience so trial eerie or funny social media videos as stories or reels. You can even turn articles into videos and shorts now with AI, which you can share across many different social channels. See how I do it for the London Business News Magazine for example: Fancy Dress Contests and Challenges: Encourage your followers to share photos of their Halloween costumes or activities. You could run a contest where the winner receives a prize (perhaps a prize for the scariest idea combined with your product or service). User-generated content like this can increase your brand’s visibility while also fostering a sense of community. Halloween Hashtags: Leverage trending Halloween hashtags like #SpookySeason, #HalloweenVibes, or #TrickOrTreat. Create your own branded hashtag, such as #SpookyDealsAt[YourBrand], to make your content easily discoverable and encourage people to engage with it. Interactive Polls and Stories: Use Instagram or Facebook stories to run Halloween polls (e.g., “What’s scarier: witches or zombies?” or “Which Halloween candy is the best?”). Interactive content like this encourages engagement, increasing your brand’s visibility on social media algorithms. At ClickDo we sometimes post questions related to our work like here: 3. Email Campaigns with Killer Savings to your Subs Your email list is one of your most powerful tools, and Halloween is the ideal time to get creative with your email marketing.- you can even repurpose your themed social media posts or ads for your newsletter as long as it will get your subscribers to click and act. Halloween-Themed Email Templates: Use Halloween-themed email designs with eerie fonts, dark colour schemes, and spooky images to catch attention. Add a playful subject line like, “Don’t Miss Out on These Spooktacular Deals!” to increase open rates. Exclusive Halloween Discounts: Send out limited-time discount codes to your email subscribers as a Halloween treat. Offering an exclusive deal just for email subscribers makes them feel valued and can increase conversion rates. Personalised Halloween Offers: If you have a segmented email list, send out personalised Halloween content. For example, based on past purchases, you can recommend Halloween-specific products or services that cater to their preferences. 4. Digital PR to Boost Your Halloween Exposure Halloween is a fantastic time for businesses to increase their online presence through creative and timely digital PR efforts. Seasonal Press Releases: Send out a Halloween-themed press release to local or industry-specific media outlets. Highlight any Halloween-themed events, product launches, or promotions. Journalists love seasonal angles, so tailor your release to offer something newsworthy. Collaborations with Influencers: Partner with local influencers or niche bloggers who are already creating Halloween content. For example, you could collaborate on a Halloween-themed giveaway or product review that highlights your brand. This partnership can give your business an authentic boost during the season with specifically tailored content and offers. Sponsoring Halloween Events: Whether in person or virtual, many communities host Halloween events such as pumpkin carving contests, haunted house tours, or trick-or-treating parades. Sponsoring these events or offering branded goodies (think branded trick-or-treat bags) will keep your business top of mind while generating goodwill. 5. Case Study: How a Bakery Used Halloween to Triple Engagement Let’s take the example of a small bakery called Betty’s that used a simple but effective Halloween marketing campaign to skyrocket its customer engagement. The bakery rebranded its products for Halloween, turning cupcakes into “Witch’s Brew” and cookies into “Mummy Munchies.” It then ran a social media contest encouraging customers to share their Halloween treats. The winner got a Halloween-themed cake, which led to over 100 user-generated photos being shared on social media, driving massive engagement and a 30% increase in website traffic. To further capitalize on the buzz, the bakery offered a special Halloween discount for email subscribers and partnered with a local food blogger to review their Halloween treats. These efforts led to a tripling of their social media engagement compared to the previous year. 6. Make Your Brand the Talk of the (Haunted) Town Halloween gives your brand the chance to showcase its fun side while strengthening your branding and boosting engagement. Whether it’s through a themed website design, a spooky social media contest, or a clever digital PR strategy, incorporating Halloween into your marketing will not only bring in more customers but also help your brand stand out in a crowded marketplace. If