Look Left @ Marketing

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. 

 In this episode of the Look Left podcast, the fourth in our content marketing series, Matt Raven offers three ideas for effectively using SEO data to build a PR plan.

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. 

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. 

 In this episode of the Look Left podcast, the fourth in our content marketing series, Matt Raven offers three ideas for effectively using SEO data to build a PR plan.

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. 

This is the third installment in our content marketing series. Our previous episodes focused on the art and science of content marketing and avoiding common B2B marketing mistakes. Look Left’s Bryan Scanlon and Matt Raven examine earned media’s role in a content marketing strategy. 

The media landscape is changing all the time, so a company’s earned media content marketing strategy must be flexible. And we find that the most successful companies place an emphasis on making sure that public relations, in-house content and SEO teams all work closely together. Here are a few of the highlights from the latest Look Left @ Marketing podcast: 

00:49 - What is earned media?

04:50 - The value of earned media placements.

07:14 - Keyword strategy is just as valuable to journalists as it is to business.

10:28 - Using public relations to position a company for SEO success.

13:55 - Don’t let keyword strategy drive corporate storytelling. Keep the focus on how to solve customer problems and weave keywords into the story.

17:23 - The importance of a workflow to promote earned media placements.

23:10 - Leveraging earned media placements via account-based marketing.

26:40 - Ensuring integration between earned media and owned content initiatives.

29:25 - Including the public relations team on material developed by a company’s content creation team to ensure everything is media and SEO friendly.

This is the third installment in our content marketing series. Our previous episodes focused on the art and science of content marketing and avoiding common B2B marketing mistakes. Look Left’s Bryan Scanlon and Matt Raven examine earned media’s role in a content marketing strategy. 

The media landscape is changing all the time, so a company’s earned media content marketing strategy must be flexible. And we find that the most successful companies place an emphasis on making sure that public relations, in-house content and SEO teams all work closely together. Here are a few of the highlights from the latest Look Left @ Marketing podcast: 

00:49 - What is earned media?

04:50 - The value of earned media placements.

07:14 - Keyword strategy is just as valuable to journalists as it is to business.

10:28 - Using public relations to position a company for SEO success.

13:55 - Don’t let keyword strategy drive corporate storytelling. Keep the focus on how to solve customer problems and weave keywords into the story.

17:23 - The importance of a workflow to promote earned media placements.

23:10 - Leveraging earned media placements via account-based marketing.

26:40 - Ensuring integration between earned media and owned content initiatives.

29:25 - Including the public relations team on material developed by a company’s content creation team to ensure everything is media and SEO friendly.

For years, satellite media tours have offered executives the opportunity to share their message through broadcast stations across the country, all from a single broadcast studio. While the pandemic initially impacted the opportunity to conduct satellite media tours, emerging video technologies have opened up many new possibilities. 

Russell Grant is the principal and founder of Live Shot Media, a one-stop video and live broadcast production company. Russell and his team of broadcast professionals have produced hundreds of radio and television media tours over the past 25 years. These tours have amplified the message of Fortune 500 and industry-leading companies and many non-profit organizations.  

Look Left’s Davida Dinerman and John Moran sat down with Russell to explore how satellite media tours are evolving and what executives can do to prepare.

01:35 - Description and value of satellite media tours.

03:50 - How has streaming video impacted media tours?

05:41 - The importance of a distinctive news hook.

08:41 - Covid19’s impact on satellite tours.

11:32 - The differences between in-studio and remote interviews.

15:48 - How producers manage interviews and provide feedback to guests during a tour. 

18:19 - Unique locations for remote interviews and the importance of tying the location to your message.

24:16 - Best practices for doing multiple interviews in a short period of time.

28:23 - The value of media training prep sessions prior to a satellite tour.

For years, satellite media tours have offered executives the opportunity to share their message through broadcast stations across the country, all from a single broadcast studio. While the pandemic initially impacted the opportunity to conduct satellite media tours, emerging video technologies have opened up many new possibilities. 

Russell Grant is the principal and founder of Live Shot Media, a one-stop video and live broadcast production company. Russell and his team of broadcast professionals have produced hundreds of radio and television media tours over the past 25 years. These tours have amplified the message of Fortune 500 and industry-leading companies and many non-profit organizations.  

Look Left’s Davida Dinerman and John Moran sat down with Russell to explore how satellite media tours are evolving and what executives can do to prepare.

01:35 - Description and value of satellite media tours.

03:50 - How has streaming video impacted media tours?

05:41 - The importance of a distinctive news hook.

08:41 - Covid19’s impact on satellite tours.

11:32 - The differences between in-studio and remote interviews.

15:48 - How producers manage interviews and provide feedback to guests during a tour. 

18:19 - Unique locations for remote interviews and the importance of tying the location to your message.

24:16 - Best practices for doing multiple interviews in a short period of time.

28:23 - The value of media training prep sessions prior to a satellite tour.

Content marketing is critical to raising your brand’s visibility to the right audience. However, there are a number of mistakes—from failing to conduct search optimization to publishing boring content to relying too heavily on owned content—that can offset your team’s hard work.

Look Left’s Bryan Scanlon and Matt Raven have seen just about every content mistake imaginable. They recently shared the top content strategy mistakes companies make and ways to avoid them in the latest episode of the Look Left @ Marketing podcast.

00:50 - Don’t fall in love with messaging that isn’t search-optimized.

01:50 - Top-of-the-funnel B2B content should focus more on problems and pain points instead of solutions.

04:53 - One of the biggest content strategy challenges is producing content for the right sized audience.

06:47 - Content has to be both interesting and SEO optimized.

08:12 - There’s some thought that says the sales funnel is now more of a pinball machine.

09:39 - Owned content is important, but brands also need earned content to gain greater credibility.

11:20 - Successful, efficient content marketing is based on larger, optimized pieces of content that can be repurposed into smaller offerings.

14:49 - Updating older, well-performing content is a relatively painless way to extend its relevance and lifespan.

Content marketing is critical to raising your brand’s visibility to the right audience. However, there are a number of mistakes—from failing to conduct search optimization to publishing boring content to relying too heavily on owned content—that can offset your team’s hard work.

Look Left’s Bryan Scanlon and Matt Raven have seen just about every content mistake imaginable. They recently shared the top content strategy mistakes companies make and ways to avoid them in the latest episode of the Look Left @ Marketing podcast.

00:50 - Don’t fall in love with messaging that isn’t search-optimized.

01:50 - Top-of-the-funnel B2B content should focus more on problems and pain points instead of solutions.

04:53 - One of the biggest content strategy challenges is producing content for the right sized audience.

06:47 - Content has to be both interesting and SEO optimized.

08:12 - There’s some thought that says the sales funnel is now more of a pinball machine.

09:39 - Owned content is important, but brands also need earned content to gain greater credibility.

11:20 - Successful, efficient content marketing is based on larger, optimized pieces of content that can be repurposed into smaller offerings.

14:49 - Updating older, well-performing content is a relatively painless way to extend its relevance and lifespan.

Fred Bazzoli is a skilled reporter who has written for respected publications such as Modern Healthcare, MedTech Publishing and Health Data Management. Unfortunately, Health Data Management’s publisher shuttered the property in February 2020. 

Through a set of unexpected events, Health Data Management has been revived and will now operate as a not-for-profit publication called HDMgroup, where Fred will serve as the chief content officer and editor-in-chief. Look Left’s Davida Dinerman talked to Fred Bazzoli about the new venture, what readers should expect, and his thoughts on some pressing healthcare data topics. Conversation highlights include:

01:11 - On the demise of the original Health Data Management and its rebirth as a not-for-profit publication in 2021.

02:37 - HDM will be more forward-looking than the original publication.

 04:31 - The new HDM will feature writers well known in the healthcare industry and contributed content.

05:17 - HDM will explore topics that will affect the healthcare industry in the years to come, like electronic health records (EHR).

07:53 - HDM will also explore the impact of cybersecurity on healthcare.

08:49 - Fred shares his thoughts on organizations having an impact on healthcare data processes.

11:08 - As with all new regulations, Fred believes compliance to the 21st Century Cures Act will take time. 

11:36 - Tech giants can impact healthcare today, but what the future holds is still undefined. 

12:43 - The pandemic has resulted in the acceleration of certain kinds of patient care, specifically telehealth.

16:50 - What Fred would be doing if he weren’t in journalism.  

Fred Bazzoli is a skilled reporter who has written for respected publications such as Modern Healthcare, MedTech Publishing and Health Data Management. Unfortunately, Health Data Management’s publisher shuttered the property in February 2020. 

Through a set of unexpected events, Health Data Management has been revived and will now operate as a not-for-profit publication called HDMgroup, where Fred will serve as the chief content officer and editor-in-chief. Look Left’s Davida Dinerman talked to Fred Bazzoli about the new venture, what readers should expect, and his thoughts on some pressing healthcare data topics. Conversation highlights include:

01:11 - On the demise of the original Health Data Management and its rebirth as a not-for-profit publication in 2021.

02:37 - HDM will be more forward-looking than the original publication.

 04:31 - The new HDM will feature writers well known in the healthcare industry and contributed content.

05:17 - HDM will explore topics that will affect the healthcare industry in the years to come, like electronic health records (EHR).

07:53 - HDM will also explore the impact of cybersecurity on healthcare.

08:49 - Fred shares his thoughts on organizations having an impact on healthcare data processes.

11:08 - As with all new regulations, Fred believes compliance to the 21st Century Cures Act will take time. 

11:36 - Tech giants can impact healthcare today, but what the future holds is still undefined. 

12:43 - The pandemic has resulted in the acceleration of certain kinds of patient care, specifically telehealth.

16:50 - What Fred would be doing if he weren’t in journalism.