Topic: earned media
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Master Your Brand's AI Story
AI's integration into information discovery challenges traditional PR, as its systems do not distinguish between earned and paid content, necessitating a faster, more controlled brand storytelling approach. Owned media, like a brand's website, is the foundational source of clear, structured data ...
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Master PESO Media for Generative Search Visibility
Generative AI search tools are fundamentally changing brand discovery, shifting focus from traditional search rankings to being credibly referenced across the digital landscape to appear in AI summaries. Success in this new paradigm relies on the integrated PESO model (Paid, Earned, Shared, Owned...
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AI's Marketing Revolution: Reshaping the Ecosystem
AI acts as an accelerator in marketing, enhancing existing trends like the shift towards authentic consumer connections and multi-platform journeys rather than creating entirely new paradigms. Consumer behavior is now fragmented across multiple platforms, with over 60% of search interactions occu...
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Why Your Search & Shopping Ads Stop Scaling
Google Ads is a demand capture channel that places ads in front of users already searching, meaning it cannot create new search volume or demand on its own. To achieve growth beyond existing search volume, marketers must invest in demand creation through channels like social media, PR, and conten...
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7 Digital PR Secrets That Boost SEO Rankings
Digital PR is now essential for SEO, as it builds brand authority and directs visibility toward high-intent, revenue-generating pages, not just informational content. It functions as a direct sales channel by creating trusted exposure in relevant media, driving immediate clicks and branded search...
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Marketers: Don't Stop Accessibility at the Shelf
Rare Beauty's fragrance launch highlights that prioritizing inclusive design can be a central, compelling marketing strategy that drives brand loyalty and growth, rather than just a compliance task. The disability community represents a massive, often overlooked market with significant spending p...
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How B2B Brands Win Generative AI Citations
A significant AI visibility gap exists for most B2B brands, with only 21% appearing in more than a quarter of relevant AI answers, posing a serious risk as buyers increasingly use AI assistants. High-quality owned website content is a fundamental driver of visibility, but a successful strategy ca...
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AI vs. Old-School Links: How to Win Media Placements Now
Digital PR has replaced generic outreach as a strategic link-building method, focusing on earning media coverage by creating newsworthy, data-driven stories to build brand authority. Successful campaigns begin with a compelling narrative that addresses audience interests, not a product pitch, all...
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AI Search Ignores Syndicated News and Press Releases
A major study of AI-generated answers reveals that original editorial content from reputable news outlets overwhelmingly dominates citations, while syndicated press releases have a negligible presence. The research challenges PR industry marketing, showing AI models favor authoritative, context-r...
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Amplify Your Content Across Every Marketing Channel
Content amplification is the strategic distribution of content across multiple channels to maximize visibility and engagement, creating a data-led feedback loop that informs future marketing efforts. A strong amplification strategy extends reach to new audiences by adapting top-performing content...
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