Get the most important digital marketing news each day.
Earned engagement and fragmented audiences: kickstart your process in the enterprise
Need to supplement your PR efforts to capture the parts of your audience you're not yet reaching? Columnist Garrett French shares his company's process for testing content and expanding into valuable niche publications.
The problem: You have a PR team. They keep getting great coverage… in the same 10 publications. You have a content team and dozens of writers. Engagement has never been higher, but they don’t think beyond the confines of your website.
The solution: Your content, your brand, your expertise needs a way out to the hundreds if not thousands of niche publishers who collectively speak to the whole of your fragmented audience.
The content development process for reaching diverse audiences
What follows is my agency’s process, refined so that one person (you) can start up, test, perfect and pass the job off to your content team. In six to nine months of steady effort, you’ll develop operations for reaching those untouched publishers that PR doesn’t want anyway, thus building referral traffic and increased brand recognition from “lost audiences” (and maybe a link or three).
Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.