I’ve built hundreds of THOUSANDS of links on some of the biggest press for the last 7 years for global and start up brands in both b2b and b2c markets! This is what I’ve learnt:

b2b and b2c ideas/stories are the same. You’re still talking to people. Nothing changes

...

using video in your campaign (and offering it to journalists) get 65% + open rates everytime. USE IT
use Dropbox to send file in releases and not attached/wetransfer
early morning outreach is best
the best ideas always have an international angle as the main hook

if you’re SEO campaign can also work for other areas (social, brand, email) - you’re 90% more likely to get more budget one day (from other teams too)
getting a campaign off the ground takes a few weeks atleast. Clients hate waiting. Have a plan to ensure CONSISTENCY

reporting on your links (organic impact, traffic movements etc ) is just as important as the idea. Learn to report and you’re already one step forward to a promotion
weekend and bank holidays are very successful to landing links. Whilst everyone sleeps, I go in. Win win

include a maximum of external 3 links in your outreach emails (2 is ideal) to ensure you get a link you want but don’t push your email to spam
knowing the opens is valuable as fuck - use @buzzstream and never look back
build relationships on twitter and it helps

no follow links are just as valuable. Stop thinking like an SEO at times and drive TRAFFIC
some affiliate links pass search value - it’s not all doom and gloom
traditional PR teams will be your blocker - learn to work with them, but don’t give them power over your work

surveys are a waste of money - you can get data in other ways
newsjacking/reactive is one of the biggest link driving strategies anyone can do
doing big fancy campaigns doesn’t always deliver big fancy results. It does make your client feel awesome though

links can move the needle a lot faster than you think. I’ve seen ranking changes in a week - SEO can too be short term
don’t ring journos - ain’t nobody got time for that
get to the point in emails - cut the shit
use imagery and lots of it (your own if you can)

a TYLA link drives the most traffic to any fashion/lifestyle brand
Cosmo is the biggest traffic driver for anything in women/sex
daily Mail coverage gets the most shares out of any publication
journalists do link to taboo websites if the content is great

finance/business niche is probably the easiest niche to build links to.
the number of links to a campaign doesn’t matter , you can achieve #1 rankings with a handful of links. Just better ones than your competitors
do a link audit and get links you’ve not already got

stop just creating links to a blog and be more strategic about link equity
internal links within your campaign content are so much more valuable than you think
getting links consistently is what separates you from the shit

I’ve got loads more .. il keep adding

global index’s (campaign type) nearly every-time get 80+ links

don’t ask for a link in your first outreach email - you’ll 99% get a link without asking if Your content is good enough.

if you do have to ask, when asking for a link ... just ask. Ask to be credited and it’l happen.
if a journo didn’t open your email, try them again with a different subject line
always thank your journos after they cover your client. Itl help for next time

if you do a campaign which is based on “every UK cities favourite X” you’re so limiting your campaign. You might get some regionals and a couple of nationals but go global - even if your client isn’t global. You will get more U.K. links

I have the best digital PR team in the world