Ben Jacobson

Earned media brand mentions drive brand visibility in AI search engine responses. But for the LLMs to really take notice, those PR mentions need to appear in the right media properties, they need to fit into the right content types, and they need to be formatted in the right ways.

If no one will visit your website anyway, then is there any reason to invest in making sure your content surfaces? Today, the majority of Google searches end with the user learning what they were looking for right there, on top of the search results, which is why SEO professionals call the phenomenon ‘zero-click search.’ While contending with zero-click search certainly calls for a mindset shift, it doesn’t necessarily mean less exposure for your brand and doesn’t have to mean fewer sales conversions referred by search.

Public relations (PR) is no longer just a supporting tactic, it’s becoming a core strategy for brands looking to stay visible in the age of AI search. AI-powered search engines increasingly rely on brand mentions, reputation, and authority signals pulled from across the web – areas where PR excels. In this new landscape, the question isn’t whether PR matters to search – it’s how much it now leads the charge.

The fact is, much of the value driven by PR can’t be quantified so easily, and the aspects that can be measured are generally through proxy metrics that show us we’re on the right track, as opposed to the precise bottom line.

Frankly, it’s unreasonable to think you’d be able to deliver quality customer experience, run an efficient business, and rally employees around a common mission without having first aligned your entire organization in digital collaboration spaces, using digital tools to execute well-oiled digital processes.

You can’t just unpause your social and expect the same kind of response that you enjoyed pre-pandemic. There are huge opportunities for marketers today, but only if you pay attention to the changing ways that consumers are using social media.

What are your most successful content marketing campaigns, channels, and assets? How do you know? Tracking conversions from an internal blog post to online sales, for example, is quite simple. However, few customer journeys are that straightforward, especially in the convoluted, non-linear world of B2B marketing.

Amid the whirlwinds of the industry’s response, it’s become abundantly clear that the demise of the cookie is probably a good thing for everyone involved – audience members, publishers and even marketers.

In 2019, is inbound marketing becoming less effective, or is it possible that as marketers, we need to change our approaches? In the hours following his recent presentation at the Slush conference in Helsinki, I got the chance to sit down and talk with Brian Halligan, co-founder and CEO of HubSpot. Along with Dharmesh Shah, Brian Halligan is the figurehead of the inbound movement. Among other things, Halligan and I discussed inbound’s longevity and evolution. Here are some of his insights.

Brands need to keep communicating, but sensitively and thoughtfully. Audiences are glued to their devices and ready to engage. Here are a few practical tips.

Sure, you can (and should) spend time on content promotion and SEO to help new readers find you, but it can take months for those tactics to start showing real results. With content syndication, on the other hand, the content itself becomes a mechanism for promotion and can get you in front of new audience members a lot more quickly. Let’s look at the basics of content syndication, what it is and isn’t good for, and some tips f

Are you converting as many people as your product is capable of converting? From my perspective, it seems like most marketers are making the same mistakes – common funnel-draining mistakes that are fixable over just a few weeks or maybe months.

You probably know what to expect when you sit down to have that conversation about employee advocacy. You’ll be asking for resources, a substantial investment of time and money. So the questions you’ll field will be about time and money too. The executives will want to not only learn more about the benefits, but see a comprehensive plan with objectives, metrics and a clear strategy to achieve a high ROI. This guide should give you what you need to make a persuasive business case for employee advocacy.

Committing to video marketing is no small undertaking. That’s why simplifying and streamlining your video marketing efforts is critical to achieving success. Fortunately, mining your content archives to repurpose different types of content as videos is relatively simple. Whether you’re turning other formats into engaging videos, or extending the reach of your production clips, you end up with a diverse content library that can empower your audience regardless of their format preference.

There’s a fine line between focus and tunnel vision, and a north star metric seems to fall right on the border. That level of focus has obviously helped startups in the past, but with certain situations and goals. But it doesn’t necessarily mean that ignoring most of your data will yield major business growth.