Increase awareness with earned media

« More Insights

Today’s guest is a marketing leader and creative idea-generator. They have a strong background in communications and brand development.

Jordan Sher is the Vice President of Corporate and Brand Marketing at Gainsight and an advisor to AudiencePlus.

Jordan broke down the benefits of earned media, the best practices for writing press releases, and what ChatGPT could mean for SEO.

Book a 30 minute call

Blog posts are great! But sometimes, it’s just easier to talk it out.
Reserve 30 minutes with a strategist and get 30 hours worth of value.
Book a call

Takeaways:

  1. Brand marketing and earned media can help performance marketing teams accelerate the pipeline to reach their goals, both tactically and strategically.
  2. From a tactical perspective, earned media is one of the biggest contributors to a website’s SEO. The quality of the links to your site plays a big role in SEO and earned media, such as a press release, that links back to the website can boost performance.
  3. When trying to raise your site’s SEO metrics, a press release is a great tool for building links and providing longtail results. Wire services are interconnected so issuing a release to one will result in increased organic awareness and multiple quality backlinks.
  4. During the deal cycle, your earned media strategy will amplify your brand and move a deal through the pipeline because it creates credibility which will stick with prospects as they do their due diligence on your company.
  5. Although their effectiveness has diminished slightly over time, press releases can still deliver better awareness and organic SEO results than specific content marketing.
  6. The best practices for writing a press release are to get specific about product news and benefits, include a quote from a large client, and encourage the client to share the release through their own channels.
  7. If your company has invested in building a community, engage the community members when you launch your earned media campaign and encourage them to share and interact with the content.

Quote of the Show:

  • “Most of your target audience do not take a linear path from awareness to close.” – Jordan Sher

Links:

Shout Outs: 

  • Will Reynolds
  • John Klosterman
  • The Nineties: A Book by John Klosterman
  • Oscar Wars by Michael Schulman
  • The Town with Matthew Belloni – Podcast focused on the media industry

Ways to Tune In:

Featuring:
Jordan Sher

Jordan SherVice President of Corporate and Brand Marketing, Gainsight

Chris Mechanic

Chris MechanicCEO & Co-Founder

Podcasts Info:
43:40
Categories:
Creative + UX
Marketing

Most newsletters suck...

So while we technically have to call this a daily newsletter so people know what it is, it's anything but.

You won't find any 'industry standards' or 'guru best practices' here - only the real stuff that actually moves the needle.

You may be interested in:

Learning to Zag when everyone Zigs with Shiv Singh

Learning to Zag when everyone Zigs with Shiv Singh

Today’s guest is a seasoned marketing professional with experience across major companies like PepsiCo, Visa, Expedia Group, LendingTree, and now at Savvy Matters. Shiv Singh is the author of Savvy, Editor of the Savvy Matters newsletter, and Co-Founder of the AI Trailblazers community. Shiv joins Host Chris Mechanic to share insights from his career path,...
Read this