This is the third installment in our content marketing series. Our previous episodes focused on the art and science of content marketing and avoiding common B2B marketing mistakes. Look Left's Bryan Scanlon and Matt Raven examine earned media’s role in a content marketing strategy.
The media landscape is changing all the time, so a company’s earned media content marketing strategy must be flexible. And we find that the most successful companies place an emphasis on making sure that public relations, in-house content and SEO teams all work closely together.
00:49 - What is earned media?
04:50 - The value of earned media placements.
07:14 - Keyword strategy is just as valuable to journalists as it is to business.
10:28 - Using public relations to position a company for SEO success.
13:55 - Don’t let keyword strategy drive corporate storytelling. Keep the focus on how to solve customer problems and weave keywords into the story.
17:23 - The importance of a workflow to promote earned media placements.
23:10 - Leveraging earned media placements via account-based marketing.
26:40 - Ensuring integration between earned media and owned content initiatives.
29:25 - Including the public relations team on material developed by a company’s content creation team to ensure everything is media and SEO friendly.