earned media

Today’s episode features highlights from four of our past guests that shared their secrets to marketing success. Jordan Sher, the Vice President of Corporate and Brand Marketing at Gainsight and an advisor to AudiencePlus, broke down how earned media can influence performance marketing. Isaac Ware, the Director of Demand Generation at UserGems, shares how to use multi-threading with paid media to boost close rates. Briana Belisle, the Executive Vice President of Marketing at Field Nation, shares why you need to prioritize solving your prospects’ boring problems. Darryl Praill, the Chief Marketing Officer at Agorapulse, shares why your team’s culture is so critical to success.

Quotes from the Show:

• “My hot take is that brand corporate marketing and earned media can do a lot to help the performance marketing team achieve its goals” - Jordan Sher

• “We all know Multi-threading on the sales side of things, it's been a playbook for decades, but marketers need to start doing it.” - Isaac Ware

• “There's a mantra that I use to ground myself to make sure that I'm executing on what matters most to our prospects. The mantra is, solve the boring, but urgent problem” - Briana Belisle

• “Organizational culture, team culture is absolutely everything, and if you do not get that right from the beginning, then you are destined for failure.” - Darryl Praill

Jordan’s Links:

• LinkedIn: https://www.linkedin.com/in/jordansher/ 

• Twitter: https://twitter.com/headfullofideas  

• Gainsight website: https://www.gainsight.com/ 

• AudiencePlus website: https://www.audienceplus.com/ 

• Jordan’s Episode: https://revenuedrivencmo.com/increase-awareness-with-earned-media-jordan-sher-the-revenue-driven-cmo-episode-095 

Isaac’s Links:

• LinkedIn: https://www.linkedin.com/in/isaac-ware/ 

• Company website: https://www.usergems.com/ 

• Isaac’s Episode: https://revenuedrivencmo.com/b2b-marketers-need-to-use-multi-threading-isaac-ware-the-revenue-driven-cmo-episode-096 

Briana’s Links:

• LinkedIn: https://www.linkedin.com/in/justbriana/ 

• Company website: https://fieldnation.com/ 

• Briana’s Episode: https://revenuedrivencmo.com/solve-your-prospects-urgent-problems-briana-belisle-the-revenue-driven-cmo-episode-097 

Darryl’s Links:

• LinkedIn: https://www.linkedin.com/in/darrylpraill/ 

• Twitter: https://twitter.com/ohpinion8ted 

• Company website: https://www.agorapulse.com/ 

• Personal website: https://www.darrylpraill.com/ 

• Darryl’s Episode: https://revenuedrivencmo.com/the-key-to-great-team-culture-darryl-praill-the-revenue-driven-cmo-episode-098 

Ways to Tune In:

• Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo 

• Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1638785560 

• Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17 

• Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9tb3JlbWFya2V0aW5nLmxpYnN5bi5jb20vcnNz 

• iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/ 

• Listen Notes: https://www.listennotes.com/podcasts/3-minute-marketing-with-chris-mechanic-rdU1oESluqs/ 

• YouTube: https://youtu.be/buYCZSSlVgs

The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/ 

The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/

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.

Takeaways:

• Brand marketing and earned media can help performance marketing teams accelerate the pipeline to reach their goals, both tactically and strategically. 

• 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. 

• 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. 

• 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.

• Although their effectiveness has diminished slightly over time, press releases can still deliver better awareness and organic SEO results than specific content marketing. 

• 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. 

• 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:

• LinkedIn: https://www.linkedin.com/in/jordansher/ 

• Twitter: https://twitter.com/headfullofideas 

• Gainsight website: https://www.gainsight.com/ 

• AudiencePlus website: https://www.audienceplus.com/ 

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:

• Amazon Music: https://music.amazon.com/podcasts/5f9c8c1a-fbf5-43c7-b7eb-958674860156/3-minute-marketing-with-chris-mechanic 

• Apple Podcast: https://podcasts.apple.com/us/podcast/3-minute-marketing-with-chris-mechanic/id1444680950 

• Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=c4050290cbb54c65 

• Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9tb3JlbWFya2V0aW5nLmxpYnN5bi5jb20vcnNz 

• Listen Notes: https://www.listennotes.com/podcasts/3-minute-marketing-with-chris-mechanic-rdU1oESluqs/ 

• YouTube: https://youtu.be/wBBmdtu-Qjw 

The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/ 

Performance Marketing is produced by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/

Nicole Rodrigues is CEO & Founder of NRPR Group, an award-winning, full-service PR and creative marketing agency. Her experience designing strategies for marquee brands like Yahoo!, YouTube and Hulu has made her one of the industry’s "Top 50 Game Changers" and earned her the title of “Beverly Hills Boss.” Today Nicole shares her top three strategies for standing out from the crowd and why every business needs a long-term PR strategy based on storytelling. Download Podopolo and follow Wings of Inspired Business there to keep the conversation going in the episode comments section and invite your friends to connect around podcasts recommended personally for you.

Paving a new path can be difficult, especially when people are resistant to change. This week Melissa talks to Gini Dietrich, the founder, CEO, and author of Spin Sucks, to discuss how she pioneered a new way to look at communication integration with the PESO Model™.

About Gini:

Gini Dietrich is the founder, CEO, and author of Spin Sucks, host of the Spin Sucks podcast, and author of Spin Sucks (the book). She is the creator of the PESO Model™ and has crafted a certification for it in partnership with Syracuse University. She has run and grown an agency for the past 15 years. She is co-author of Marketing in the Round, co-host of Inside PR, and co-host of The Agency Leadership podcast.

Topics covered:

- The origin of the PESO Model™

- Benefits of PESO Model Certification™

- What pros get wrong about communication planning

- How to implement the PESO Model™ in strategy

Actions to take:

- Don't be a friend, be an advisor

- Make time to invest in your professional development

- Embrace integration - Repurpose content

- Trust your instincts

- Unlearn your behaviors

Resources mentioned:

- Spin Sucks: https://spinsucks.com/

- PESO Model™: https://spinsucks.com/the-peso-model/

- PESO Model Certification™: https://spinsucks.com/academy/peso-model-certification/

- Christopher Penn: https://www.christopherspenn.com/

- LinkedIn Newsletter: https://www.linkedin.com/help/linkedin/answer/a596833/create-a-newsletter-as-your-linkedin-page?lang=en

- MVW Communications: https://www.mvw360.com/

- PR Pro Gear: https://www.prgearshop.com/

In unserem aktuellen Podcast erklären wir die Standardbegriffe des Online Marketings: Paid, Owned und Earned Media. Kommunikation, vor allem in der Wirtschaft und den Märkten, ist ein werttreibender Faktor dann, wenn sie fließt. Die Aufgabe der Verantwortlichen in den Öffentlichkeits-, PR- und Marketingabteilungen ist es, die richtigen Kanäle aufzubereiten und den breiten Strom der Kommunikation dorthin zu leiten, wo er die größte Wirksamkeit verspricht. Paid Owned Earned Media sind die an und für sich schon aussagekräftigen Titel von schlagkräftigen Medienkampagnen (vor allem) in den digitalen Medien.

Lese auch unseren Artikel zu diesem Thema hier: https://www.openpr.de/magazin/marketing/paid-owned-earned-media

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