Companies typically devote a great deal of time and effort to putting together PR strategies. Goals, campaign themes, messaging and media lists are classic components of a plan. But in today’s digital era, SEO data should also be part of the mix—yet, in many cases, it’s not.
00:54 - Why companies don’t include SEO data and the risks of leaving this material out of planning
03:11 - The reasons companies are still a bit intimidated by SEO
04:50 – Why SEO data needs to be part of message development and refinement
07:17 - What cusp content is — and why it is important
11:03 - How to use backlink gaps to refresh media lists
14:15 - How to expand media horizons by assessing competitor activity
15:22 - The best SEO tools to accomplish proper planning goals
17:27 - How often SEO data should be revisited
For more information on using SEO data in PR planning and content development, we invite you to read Matt’s blog post on the topic.