How Earned Media Supercharges Search

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Are you the next rock star for the Ghidotti team!?

 

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See if you have what it takes.

Even with a steady dose of blog posts, podcast episodes and social media updates, no content marketing strategy is complete without the addition of earned media. With that third party validation tempering any skepticism of marketing tactics or spin, media coverage in news or trade outlets can be a powerful tool for your business. Brand awareness, website traffic, social shares and new business leads are just a few of the potential benefits of having your company featured or mentioned in the right media outlet, but perhaps the most beneficial is gaining authority for your content efforts and improving your search engine optimization, or SEO.

Research the Best Media Outlets

If improving SEO is your mission, the goal with earned media is to maximize your mentions by ensuring they are seen and consumed by members of your target audience. Rather than just firing out pitches to any and every journalist or blogger that crosses your mind, do some background research and determine those who warrant the attention of prospective clients. Even if you have no journalism background and have never stepped foot in a newsroom, you can still target the right reporter, writer or commentator by knowing their coverage area or consumer demographics. 

For example, if your target audience is made up of a younger generation, pitching to a print newspaper probably wouldn’t be as valuable as an online publication. Or, if you’re pitching a story about the achievements of your CEO, an education reporter or sports writer likely won’t be of much help. Study your market. Chances are there are niche publications or journalists reporting on the ins and outs of your industry that your business can target to make the most of your pitches. 

Integrated Approach

We use public relations, content marketing, influencer marketing and more to improve reputations, relationships and results.

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Determine What to Pitch

According to a study from Muck Rack, 43 percent of journalists receive five or more different pitches each day. That doesn’t include press releases and a slew of other solicitations for their editorial attention, so you want to make sure your story is worth their time. Put yourself in a journalist’s shoes. They’re committed to their readers, viewers or listeners just as your business is to its customers. Focus on important and timely topics to ensure that your pitch has its best chance of being published. 

Staying up on current events and trends provides an opportunity to connect your own company with timely subject matter, but it must be done appropriately. Using the COVID-19 pandemic as an example, nearly any story related to the virus will be considered newsworthy, but don’t try to force a connection to the virus if one doesn’t exist. Of course you want to be a part of the conversation, but trying to wedge your way in can be counterproductive and damage your relationship with a journalist… and their audience.

Earning a Linkback

Even if you have researched the best media outlets, selected the ideal story to pass to a journalist and delivered a successful pitch, you’re still missing a key component: the linkback. This is where another website (a publication or news outlet) links to your website within the copy of its story. While the recognition and thought leadership are still valuable benefits, the linkback is what takes your media mention to the next level by driving traffic to your website and improving your rank in search engine results.

The most beneficial linkbacks for your business are those that are earned rather than bought. Search engines can detect purchased links and the ensuing penalties greatly diminish your ranking. The good news is that you have the tools to earn those valuable linkbacks on your own by creating relevant content and developing and maintaining relationships with media members. 

Our Work

Our work reflects our focus on reputation, relationships and results. We are all about generating new leads, increasing guest counts and moving the needle for your business. We daydream about KPIs just like you.

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Types of Linkbacks

A linkback is a broad term that includes both internal and external links. Linking from one page on your website to another, internal links keep visitors on your website longer, driving them to other related content to improve your reputation as a thought leader, establish a relationship and generate new business. When you include internal links in your content, visitors click, which leads them deeper and deeper into your site. You can use specific calls-to-action with your internal links, such as to read or learn more, download content or contact you for a consultation.

External links come from an outside source such as a newspaper, magazine or other online publication and while they can prove extremely valuable for improving SEO, the impact of an external link is ultimately dependent on a few determining factors.  

  • Domain authority of a host website. External links from high-ranking sites (think big publications with a large following vs. a local, niche site) can improve your SEO and put you closer to the top of the results page in search results . 
  • The “nofollow” tag. In an effort to reduce spam, some external links will be given a “nofollow” tag by the publisher, eliminating any potential SEO value for your business. However, if the source has a large audience, a nofollow link can still generate traffic to your site as people will open a search bar and find you. It just doesn’t provide much credit to your overall SEO capabilities.
  • Relevance of the linking website. Similar to your own content production, the goal of a linkback is to have it reach your target audience. Having your business linked on an unrelated site won’t do anything detrimental, but being tagged by a respected source in your industry is much more likely to generate traffic with prospective clients or business partners.

As is the case with all aspects of marketing and communications, practice makes perfect with media relations. You won’t become a professional overnight and even some of your most well-written pitches may still fail to garner coverage or earn a linkback for your business. Don’t get caught up in the wins and losses. Stay confident, follow the same guidelines and you will be collecting news mentions, features and valuable linkbacks in no time. 

McDonald’s

Marketing / Communications

We help one of the world’s best brands increase sales and guest counts through reputation management and content marketing that successfully maximizes paid media efforts.
 

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Request Your Guide to Ghidotti!

We’d love to start a conversation with you about how we can create results for you. First step? Request your very own Guide to Ghidotti to learn more about our public relations and content marketing firm. This is a look inside our agency and will give you a good feel for who we are, what we do and how we partner with our clients to move the needle.


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Are You the Next Rock Star on the Ghidotti Team?

The Ghidotti Team is overflowing with full-fledged rock stars. Sure – we’re looking for the best, brightest, most creative, most organized. You get the picture. But what we REALLY want is someone who we can laugh with, depend on, learn from and do great work together. Learn more about who we’re looking for and what you can expect.

Ghidotti is currently hiring an Assistant Account Executive! 

Assistant Account Executive Job Description: 

As an Assistant Account Executive, the staff member will assist the team in the execution of client activities and be exposed to all aspects of the basic services offered at the agency.

Main Responsibilities

  • Develop complete, accurate and effective lists using multiple information sources based on the agency’s resources. (Cision, online resources, etc.).
  • Write/prepare pitches, backgrounders, executive communications and various reports (as appropriate by service function) with supervision from the manager.
  • Effectively pitch and place stories for clients, with an emphasis on placement results (particularly local and regional media). (Digital-specific team members excluded).
  • Be adept at engaging in and creating content for digital media campaigns, including social media, paid campaigns (including early stages of copywriting), e-newsletters, etc.
  • Monitor for trends/marketing/story/lead opportunities that are client- or service-related. Keeping a consistent pulse on the industry trends within your client’s base.
  • Support special events such as media tours, receptions, luncheons, trade shows, grand openings, etc. 
  • Participate in group brainstorming sessions.
  • Continue advancing skills for InDesign, Photoshop and/or WordPress, as well as grasping overall design best practices (depending on position/department).
  • Continue advancing skills in agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.
  • Maintain relevant Google certifications for AdWords, GDN, Analytics or otherwise, adding at least one additional certification. (Digital team only)
  • Depending on the needs of the service area, responsibilities may extend beyond the items above as skill sets, client contracts and other extenuating circumstances dictate.

 

Rock Star Environment

We strive to create a fun, engaging atmosphere where high fives, chicken minis, and celebrations are commonplace. We lift one another up, honor achievements and reward hard work.

  1. Professional Enrichment

    Whether instructor-led, web-based or sharing during Fireside Friday, we are always learning more!

  2. Community Engagement

    We love the state of Arkansas. Our team enjoys outings to locally-owned businesses and pride ourselves on community involvement. In addition, employees are often offered free tickets to community events to get out and enjoy life with friends and family.

  3. Team Building

    Quarterly adventures for the team!

  4. Winter Recess

    We shut this place down at the holidays so we can all rest, relax and reinvigorate for the new year.

  5. Summer Fridays

    We get an early jump on the weekend every Friday during the summer.

  6. Volunteer Time Off (VTO)

    Along with your PTO, you also get VTO to use to support your favorite charity or organization.

Does this describe you?

To apply, please submit the following via email to careers@ghidotti.com

  1. Cover letter and PDF of your resume 
  2. References: 2-3 minimum
  3. Tell us how you heard about this position