EP#13 Tom Whatley on Building Relationships and Leveraging Data in Digital PR

Promote, Or Die! The Content Promotion Podcast by Growth Gorilla

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Amy Schumer & Brianne Howey on the Importance of Female Friendships, Navigating Hollywood's Double Standards, Sharing Their Birth Stories, and MORE 50:05

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This week, in what might be the funniest episode yet, Molly and Emese are joined by co-stars Amy Schumer and Brianne Howey. They get candid about motherhood, career evolution, and their new film, Kinda Pregnant —which unexpectedly led to Amy’s latest health discovery. Amy opens up about how public criticism led her to uncover her Cushing syndrome diagnosis, what it’s like to navigate comedy and Hollywood as a mom, and the importance of sharing birth stories without shame. Brianne shares how becoming a mother has shifted her perspective on work, how Ginny & Georgia ’s Georgia Miller compares to real-life parenting, and the power of female friendships in the industry. We also go behind the scenes of their new Netflix film, Kinda Pregnant —how Molly first got the script, why Amy and Brianne were drawn to the project, and what it means for women today. Plus, they reflect on their early career struggles, the moment they knew they “made it,” and how motherhood has reshaped their ambitions. From career highs to personal challenges, this episode is raw, funny, and packed with insights. Mentioned in the Episode: Kinda Pregnant Ginny & Georgia Meerkat 30 Rock Last Comic Standing Charlie Sheen Roast Inside Amy Schumer Amy Schumer on the Howard Stern Show Trainwreck Life & Beth Expecting Amy 45RPM Clothing Brand A Sony Music Entertainment production. Find more great podcasts from Sony Music Entertainment at sonymusic.com/podcasts and follow us at @sonypodcasts To bring your brand to life in this podcast, email podcastadsales@sonymusic.com Learn more about your ad choices. Visit podcastchoices.com/adchoices…

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https://mygrowthgorilla.com/building-relationships-leveraging-data-digital-pr-tom-whatley/
Main Takeaways

Building relationships over time is essential for effective digital PR.
Leveraging unique data or publicly available data can enhance your digital PR efforts.
Traditional methods like HARO (Help a Reporter Out) may still work for some, but a proactive approach often yields better results.
Creating authoritative content around your value proposition and leveraging digital PR can give you a competitive advantage.
Creating linkable assets and utilizing internal linking can boost the authority of your bottom-of-the-funnel content.
Personalization and testing unconventional email approaches can lead to successful outreach.
The size of the prospect list depends on the market and industry, ranging from 10 to 200 prospects.
Testing conventional advice and personalizing pitches based on the target audience is important.
The main tip is to create and promote content intelligently, without being afraid of being too salesy.

Website & Social Media Links

17 حلقات

#Business #Marketing #Growth Gorilla

EP#13 Tom Whatley on Building Relationships and Leveraging Data in Digital PR

Promote, Or Die! The Content Promotion Podcast by Growth Gorilla

published منذ عامين

MP3•منزل الحلقة

Fetch error

Hmmm there seems to be a problem fetching this series right now. Last successful fetch was on July 13, 2023 04:24 (1+ y ago)

https://mygrowthgorilla.com/building-relationships-leveraging-data-digital-pr-tom-whatley/
Main Takeaways

Building relationships over time is essential for effective digital PR.
Leveraging unique data or publicly available data can enhance your digital PR efforts.
Traditional methods like HARO (Help a Reporter Out) may still work for some, but a proactive approach often yields better results.
Creating authoritative content around your value proposition and leveraging digital PR can give you a competitive advantage.
Creating linkable assets and utilizing internal linking can boost the authority of your bottom-of-the-funnel content.
Personalization and testing unconventional email approaches can lead to successful outreach.
The size of the prospect list depends on the market and industry, ranging from 10 to 200 prospects.
Testing conventional advice and personalizing pitches based on the target audience is important.
The main tip is to create and promote content intelligently, without being afraid of being too salesy.

Website & Social Media Links

17 حلقات

#Business #Marketing #Growth Gorilla

كل الحلقات

1
EP#16 David Bain on Mastering Podcasting and Building Audiences for B2B Companies 42:52

منذ 2 years42:52

42:52

Blog https://mygrowthgorilla.com/david-bain-podcasting-building-audiences-b2b-companies/ Main Takeaways Start with an audio podcast as a comfortable entry point before branching into other mediums. Consider a pre-recorded video show to get comfortable using a camera and engaging with viewers. Live streaming can be a great next step, utilizing platforms like LinkedIn, Twitter, or Facebook. Virtual summits and categorized podcast series can provide more extensive and structured content. Transcribe podcast episodes and use the content for books or other written materials. Podcasting is suitable for businesses with long sales cycles to keep potential customers engaged. Utilize a mix of AI and human review for tasks like transcription and content creation. Stand out by bringing your own voice, style, and unique perspective to your content. Engagement and interaction on native platforms are essential for building an audience. Incorporate storytelling elements to ensure listeners feel their time is well spent. Consistency is crucial, but you don't have to commit to producing content indefinitely. Optimize your podcast by driving traffic through subscription links and utilizing paid advertising on platforms like Facebook. Research topics using tools like "People Also Ask" on Google and trust your instincts. Structure your podcast episodes effectively, summarize key points, and create engaging trailers. Treat podcasting professionally and with the same level of quality as other media channels. Website & Social Media Links https://castingcred.com/ https://twitter.com/DavidBain https://www.linkedin.com/in/davidbain/ David's Linkedin Live on Podcasting for B2B brands: https://www.linkedin.com/events/podcastingforb2bbrands7043706128794288128/theater/…

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EP#15 Laura Kluz on Content Repurposing for Product-Led Companies 29:50

منذ 2 years29:50

29:50

Blog: https://mygrowthgorilla.com/laura-kluz-content-repurposing-product-led-companies/ Main Takeaways Content promotion means getting content to the right person at the right time in the right format. Repurposing content is a powerful strategy, with 90% of ProductLed's content being repurposed. It is also an ongoing process that requires adaptation and variety. Prioritize content based on audience questions and engagement. Ask your audience what they want and create content that speaks to them. Use SEO and keyword research to align content with target audience interests. Favorite tools for repurposing include Riverside, SEMrush, Rev, and AI transcript services. Repurposed content can drive business results, such as increased page views and book sales. Metrics for measuring success include page views, returning users, subscribers, and downloads. Regularly update and refresh repurposed content to keep it relevant and valuable. Laura uses themed days to focus on specific channels. Website & Social Media Links https://www.linkedin.com/in/laura-kluz-43b57813b/ https://productled.com/ https://www.linkedin.com/company/productled/…

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EP#14 Joel Klettke on the Power of Case Studies and Impactful Stories 41:07

منذ 2 years41:07

41:07

https://mygrowthgorilla.com/joel-klettke-case-studies-impactful-stories/ Main Takeaways Case studies are powerful tools for building trust and providing authentic proof of value in marketing and sales. A successful case study starts with clear goals and objectives that align with the broader business and revenue goals. Capturing compelling stories with intention and addressing coverage gaps are essential for effective case studies. Updating case studies over time can keep them relevant and provide an opportunity to showcase ongoing success. Building relationships with multiple individuals within a company can help mitigate the impact of personnel changes. The emergence of customer marketing as a dedicated role within companies shows a growing focus on customer-driven content and stories. The barrier to creating video content is decreasing with the improvement of phone cameras and software, making remote video more accessible. AI is also playing an increasing role in capturing, repurposing, and telling stories, enhancing content creation and optimization. Authentic and verifiable proof provided by case studies continues to be valuable and important in skeptical and competitive markets. Promoting case studies is crucial for maximizing their impact and ROI, and it's an area that shouldn't be neglected. Website & Social Media Links https://twitter.com/JoelKlettke https://www.casestudybuddy.com https://www.linkedin.com/in/joelklettke/…

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EP#13 Tom Whatley on Building Relationships and Leveraging Data in Digital PR 37:38

منذ 2 years37:38

37:38

https://mygrowthgorilla.com/building-relationships-leveraging-data-digital-pr-tom-whatley/ Main Takeaways Building relationships over time is essential for effective digital PR. Leveraging unique data or publicly available data can enhance your digital PR efforts. Traditional methods like HARO (Help a Reporter Out) may still work for some, but a proactive approach often yields better results. Creating authoritative content around your value proposition and leveraging digital PR can give you a competitive advantage. Creating linkable assets and utilizing internal linking can boost the authority of your bottom-of-the-funnel content. Personalization and testing unconventional email approaches can lead to successful outreach. The size of the prospect list depends on the market and industry, ranging from 10 to 200 prospects. Testing conventional advice and personalizing pitches based on the target audience is important. The main tip is to create and promote content intelligently, without being afraid of being too salesy. Website & Social Media Links https://www.grizzle.io https://www.linkedin.com/in/thetomwhatley/…

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EP#12 Amy Woods on Maximizing Audience Reach and Engagement through Content Repurposing 42:55

منذ 2 years42:55

42:55

Main Takeaways Content promotion is not salesy but necessary for reaching and connecting with the audience. Content repurposing helps businesses expand their reach, connect with the audience, and improve brand awareness, sales, and conversions. Common mistakes in content repurposing include not considering platform-specific nuances and sounding repetitive. Start by focusing on a key platform, such as LinkedIn, where your main clients are. Video and audio content are ideal for repurposing as they can be transformed into various formats such as written content, visuals, and graphics. Evergreen content is often the best choice for repurposing, ensuring a long-lasting return on investment. Develop a repurposing process for your content and follow it consistently. Repurpose your blog post into different LinkedIn posts, such as longer ones and shorter ones with polls or GIFs. Create a variety of content formats, including written, visual, and interactive, to engage different types of learners. Measure the success of your campaigns by tracking metrics specific to each platform, such as views, engagement, shares, and downloads. Consider the time and efficiency savings gained through repurposing when evaluating the return on investment (ROI) of your efforts. Look beyond vanity metrics and assess the conversions and amplification achieved through your repurposed content. Website, Social Media Links & Resources LinkedIn - https://www.linkedin.com/in/amywoods2/ LinkedIn Page for Content 10x - https://www.linkedin.com/company/content-10x/ Twitter - https://twitter.com/content10x Instagram - https://www.instagram.com/content10x/ Facebook - facebook.com/content10x Content Repurposing Scorecard - https://content10x.scoreapp.com/…

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EP#11 Milosz Krasinski on Link Building, HARO and Building Relationships 38:41

منذ 2 years38:41

38:41

https://mygrowthgorilla.com/milosz-krasinski-link-building-haro-building-relationships/ Website & Social Media Links https://chillifruit.com/ https://www.linkedin.com/in/miloszkrasinski/ https://twitter.com/MiloszKrasinski Main Takeaways Content promotion goes beyond social media sharing; it should focus on creating linkable content and reaching out to people directly. Link building is a form of content promotion and should be seen as such, although many people don't associate the two. Building relationships with journalists is a favored strategy for pitching content. It's important to wait for opportunities and follow up with journalists who may be interested in similar topics. Platforms like HARO and Quoted can be useful for finding and pitching content to journalists, depending on the target audience (B2B or B2C). Pre-qualifying queries is crucial, and it's important to choose the right LinkedIn profiles and personas to pitch on behalf of clients. Different personas are used for different publications and queries, and having a variety of personas can be beneficial. Link juice theory: Milosz believes that outgoing links should be minimized to keep link juice within the domain. Importance of incoming links: Milosz suggests that focusing on acquiring incoming links, rather than outgoing links, can be effective for SEO. Relevance in link exchanges: Milosz emphasizes the importance of exchanging links with relevant domains to enhance SEO. Misconceptions about link building: Milosz mentions the misconceptions related to relying solely on metrics like Domain Rating (DR) and the manipulation of SEO by black hat techniques. Expertise and credibility in content creation: Milosz highlights the significance of having expertise and credibility in a field, as opposed to relying solely on artificial intelligence-generated content. Challenges of AI detection: Milosz expresses skepticism about the effectiveness of tools that claim to detect AI-generated content.…

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EP#10 Daniel Kupka on Harnessing Data-Driven Content for Effective Promotion 31:12

منذ 2 years31:12

31:12

Main Takeaways Content promotion is about connecting content to the audience and providing helpful information. More effort should be put into content creation as standing out from the crowd is challenging. Data-driven content requires a process of gathering client information, developing ideas, and seeking client feedback. Hiring a data journalist and a project manager is essential for creating a team for data-driven content. Finding top-notch talent requires evaluating skills beyond resumes, such as personal websites and GitHub profiles. Data-driven content tells a story itself and should connect to broader audience interests. Visual mediums, both static and interactive, play a significant role in communicating the story. Keeping visualizations simple and focused on the story's value is often effective. The key to effective storytelling is starting with the simplest approach and building on top of it. Avoid replicating existing content and aim to add more value than competitors' posts or research reports. Finding the target audience involves analyzing platforms like YouTube or TikTok, identifying journalists who have reported on relevant topics, and reaching out to them with information and data. The quantity of emails sent out and the results obtained depend on the niche, with segmentation between bloggers and journalists and a focus on building relationships with bloggers. Content outreach can benefit from sales outreach techniques, particularly in copywriting and subject line optimization. Learning sales skills, can benefit any business. AI will have a significant impact on content creation, raising the bar for quality and creating a demand for data-driven content. It will also facilitate faster data analysis and scripting. "AI prompter" is a new and emerging role in the content space. Using AI to boost the performance and quality of content, including outreach emails, is becoming common.…

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EP#09 Hana Montgomery on Content Promotion and Digital PR: Maximizing Reach and Impact 33:55

منذ 2 years33:55

33:55

Main Takeaways Content promotion involves creating and promoting valuable content that engages readers and enhances brand awareness. Balancing content creation and promotion is essential. While some content may be created for passive discovery, it's important to leverage content for promotion to maximize its reach and impact. Digital PR offers benefits beyond acquiring backlinks, including brand awareness, tone of voice development, and reaching new audiences. When starting to build backlinks using digital PR, thorough research is crucial to find the right agency or approach that aligns with the business goals and values. Hana recommends three effective digital PR tactics: reactive PR, proactive PR, and content creation for outreach and link building. The combination of these tactics helps spread the risk and ensures results even in unpredictable situations. The turnaround time to see initial links varies, but by effectively implementing proactive and reactive strategies together, links can start coming in within the first month. During reactive campaigns, competition can arise when many brands are reacting to the same event or announcement. Proactively reaching out to journalists beforehand and having existing relationships can help cut through the noise. Preparation for important events starts as soon as predictions become available. Building relationships with journalists and providing support is crucial for successful PR. Mass distribution in outreach is not effective; personalization and research are necessary. Tools like automation can be useful if used deliberately and segmented properly. Social media, especially Twitter and LinkedIn, are effective channels for outreach. Having a strong brand is not essential; a compelling story is more important. Journalists look for new and valuable content that aligns with their readers' interests. Utilize media kits to understand the target publication's audience and tailor pitches accordingly. Starting with reactive PR, tracking journalist requests, and reaching out to local press are budget-friendly strategies. Metrics for tracking success vary but may include traffic increase, sales growth, keyword ranking, and the number and quality of backlinks.…

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EP#08 Bibi Raven on Creating and Promoting Boostable Content while Crafting Unique Email Copy 24:43

منذ 2 years24:43

24:43

Main Takeaways Content promotion means creating content that's easy to build backlinks to or attract passive backlinks with. Content creation and promotion should both be strong, and happen simultaneously. Research and experimentation are necessary. Bibi and her team identify "boostable" content assets by analyzing the niche, competition, and current trends. They don't do a super deep dive in analysis, but follow their guts and insights (and expertise) for the most part. Creating fast and cost-effective content that gives people what they want is crucial. Double-check results from language models like GPT-3 before using them as they can be inaccurate or not up-to-date. To write creative and unique email copy, they start by creating four bespoke emails for different sites in the same niche, making them unique for each recipient. They use pain points to make a connection with a specific group of people and avoid salesy and "linkbuilding-type" language. Everyone on the team has a different process for writing email copy, but it works best when they stay close to themselves and their unique personality.…

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EP#07 Brett McGrath on Prioritizing Distribution and Personal Branding in Content Marketing 35:13

منذ 2 years35:13

35:13

Main Takeaways Brett sees is focusing on being more intentional about distribution. He believes content creators should spend less time creating a high volume of content and more time creating high-quality content and planning how to promote it. Focus on quality over quantity, and shift from the volume game to prioritizing the right leads and metrics that make a difference for the business. Consumer expectations are changing, and marketers need to adapt to the new landscape. Personal branding is critical, and companies should empower their employees to share content and engage with the community. Automation should be tested manually first to test messaging and what resonates with the audience. Marketers should approach their work like comedians and workshop their content to see what works and what doesn't. Collaboration is key to creating better content, meeting new people, and getting new customers. Engaging with the audience and starting conversations is more effective than just talking at them. SEO is important, and a balance must be found between using keywords and being authentic in content creation.…

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EP#06 Katarina Andrejević on Integrating Content Creation and Promotion for Successful Distribution to Targeted Communities 29:55

منذ 2 years29:55

29:55

Main takeaways Katarina sees content promotion as an extension of the content creation process, and both are necessary to generate traffic and business. At User List, content promotion is integrated into the process, with a checklist of things to do once the content is published. They target communities where email marketers, SaaS businesses, and product-led growth professionals gather to distribute their content. Well-moderated, active communities with usual stakeholders in the email automation process are preferred targets. Most of the communities they target are free, but Katarina is part of a couple of paid ones. Katarina's company tries to be truthful in their comparison articles and lead with their unique selling proposition (USP) instead of hiding other people's advantages. They recommend other solutions if they're not an ideal fit for potential clients and it's not threatening to their niche position. Katarina is currently working on automating repurposing content for their podcast episodes, and they currently only create evergreen tweets for repurposing. They create podcast episodes and articles every other week and assign them different values and processes based on their content's value. High-value content, such as podcasts, has a different process for distribution. They assign value to content based on business goals and success in SEO, and they measure distribution success by metrics such as backlinks and traffic.…

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EP#05 Aaron Anderson on Content Promotion and Link Building Strategies for Competitive Industries 35:42

منذ 2 years35:42

35:42

Main Takeaways: Content promotion is anything you do to get your content in front of an audience. Link building is an important part of content strategy to optimize content and rank for relevant keywords, especially for competitive industries. The type of content determines its ability to earn links; content that provides value to site owners will do better in earning links. According to Aaron, content creation is more important than promotion, but both need to be considered for competitiveness. It is best to consider promotion before creating content to inform creation strategy. To make content easier to acquire backlinks, it is important to think about link building when creating content. How to acquire quality backlinks with broken link building (yes, it still works!) Email is the primary medium of reaching out, but social media channels can also be effective depending on what one is comfortable with and can execute well. The biggest mistake people make when building or promoting content is not recognizing the difference between the audiences who may consume the content and those who will be able to link to it.…

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EP#04 Tim Soulo on Content Updates, Uniqueness, and Repurposing for Maximum Reach 36:48

منذ 2 years36:48

36:48

Main Takeaways Invest in content promotion based on the value and importance of the content to your business. There is no one-size-fits-all approach to content creation and businesses should consider their budget, expertise, and competition. Don't shy away from competitive keywords as attempting to rank for them will help you learn and improve over time. Utilizing social media platforms and influencers can be effective in promoting your content. Repurposing content in different formats can help maximize its reach and impact. Updating old articles is an important and effective way to improve traffic to your content, often resulting in an uplift of traffic. Content upgrades allow you to do more with your existing content and is a nice 80/20 kind of activity that strikes a balance between content creation and promotion. When you have a large collection of articles, it is impossible to keep track of them all and identify opportunities for improvement, so delegating the task to writers themselves can be a more efficient way to handle it. When reposting an article on a platform like Reddit or Twitter, it's not about the visitors to your website, it's about getting the right ideas in people's heads. It's not content promotion, it's idea promotion. You need to adapt your article to fit the platform and what kind of content resonates there. When repurposing content as videos on YouTube, adapt your script to be well received when read or talked on camera. Repurpose content back and forth between blog articles and YouTube videos to be efficient. AI like GPT-3 has its place in content creation, but connecting with people is still valuable.…

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EP#03 Kristin Tynski on Creating Valuable Content, Leveraging AI for Promotion, and Winning with Data Journalism 30:18

منذ 2 years30:18

30:18

Main Takeaways Content promotion is about matching interesting content with the audience and channels. Content creators need to consider distribution channels and audiences from the beginning of content creation. Unique value in content creation is important, and there will be a demand for unique, valuable content. It's the beginning of the end for content that is a rehashing of existing information without adding anything new. AI can help in finding the right audience, journalists, and media outlets for content promotion. It can also supplement existing PR tools to improve the understanding of potential audiences. How generative AI can help in content creation. Data availability benefits brands by allowing them to create content with new information and insights, which can be found using AI and large language models. The agencies capable of executing more data journalism-style content are more likely to win.…

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EP#02 Alexandra Tachalova on relationship-based link building 37:14

منذ 2 years37:14

37:14

Main Takeaways Backlinks are not the number one ranking factor but they are still important for improving organic traffic and business growth. Meaningful links that can move the needle are hard to build and often require outsourcing. Domain rating or authority is just a vanity metric and not a reliable metric for link building. Choosing the wrong page to build a link is a basic mistake that happens due to carelessness or lack of awareness. Page and domain relevancy are crucial in link building to avoid creating a wrong backlink profile. Measuring return on investment for clients is a challenging question. They are shifting towards being results-oriented and trying to grow organic traffic for clients. In the B2B decision-making process, there are a lot of touches, making it difficult to attribute results to specific actions.…

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Promote, Or Die! The Content Promotion Podcast by Growth Gorilla « » EP#13 Tom Whatley on Building Relationships and Leveraging Data in Digital PR

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The Let Them Theory: A Life-Changing Tool That Millions of People Can't Stop Talking About

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Promote, Or Die! The Content Promotion Podcast by Growth Gorilla « »
EP#13 Tom Whatley on Building Relationships and Leveraging Data in Digital PR