The Art of Link Building: Kalina MacKay

Shawn Massie - Episoide 49

Written by Eli Adams

Founder & CEO of Fire Us Marketing with more than 15 years in the digital space. My aim is to teach business owners how to elevate themselves online. The HOW is more important than the WHAT these days.

Kalina MacKay

Today we have Kalina MacKay on the show. Kalina runs digital PR, copywriting and design at Go Fish Digital. She loves creating content that gets buzz and results. Her campaigns have been featured in places like the Washington Post, Forbes, Business Insider and Cosmopolitan amongst others.

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Who is Kalina MacKay?

Kalina grew up in Charlotte, North Carolina in a small suburb called Indian Trail. She got into digital marketing by accident during her elementary school years when she joined the school’s journalism team. That early experience sparked a passion for journalism that would become her career path.

Kalina thought she wanted to be a broadcast news anchor. So she applied to top journalism schools and got into UNC Chapel Hill. But college quickly showed her that real world journalism was not what she thought it was.

The Pivot

In a particularly tough audio journalism class, Kalina realized that the constant focus on controversial and often negative stories wasn’t what she was after. This led her to explore other parts of the journalism school, PR, advertising and marketing.

Kalina found her fit in strategic communications where she could apply her storytelling skills to brand stories. This led her to look for internships in the field and she landed at Go Fish Digital.

Career at Go Fish Digital

Kalina’s internship at Go Fish Digital was a good fit for her, especially the agency life. She liked the variety of working with different clients across different industries. She graduated and joined Go Fish Digital full time and has been here since.

Kalina started in digital PR and spent her first year doing outreach to journalists and link building for clients. She’s grown within the company and now runs the entire digital PR team. Her role has evolved to include production and promotion of digital PR, as well as copywriting and design for the content team.

Kalina MacKay

Current Projects that Excite Kalina

Kalina is currently involved in several exciting projects at Go Fish Digital:

AI-Powered Ideation Tool

One of the most exciting initiatives Kalina is working on involves the development of an AI tool to assist with the ideation process for digital PR campaigns. This tool aims to streamline the often time-consuming task of coming up with fresh, engaging ideas for campaigns.

Key features of the AI tool:

  • Collects and analyzes data from past digital PR campaigns
  • Identifies the most successful pitching strategies and content formats
  • Generates tailored ideas based on specific client needs or campaign types

Enhanced Reporting Strategies

Another area of focus for Kalina and her team is refining their reporting processes. As the landscape of digital PR and link building evolves rapidly, so too must their methods of measuring success.

New reporting priorities include:

  • Analyzing not just the quantity of links, but their quality as well
  • Measuring the traffic driven by acquired links
  • Developing more comprehensive metrics to demonstrate the full value of their digital PR efforts
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Conclusion

Link building remains a crucial aspect of SEO and digital marketing. Kalina MacKay’s insights demonstrate the value of a content-first approach, focusing on creating valuable resources that naturally attract high-quality links. As the digital landscape continues to evolve, professionals in this field must stay adaptable, persistent, and focused on providing genuine value to both journalists and their audiences.

 

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Written by Eli Adams

Founder & CEO of Fire Us Marketing with more than 15 years in the digital space. My aim is to teach business owners how to elevate themselves online. The HOW is more important than the WHAT these days.

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