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There are many factors that need to come together for a startup to succeed. A solid plan, focused mission statement, and experienced founding team are all essential. Even when the internal pieces are in place, you need one more thing to gain momentum quickly: external resources.

Venture capitalists (VCs for short) are a common way for fledgling businesses to fund the earliest stages of business formulation and growth. However, this kind of startup funding isn’t free, nor is it easy to access.

You need to court VCs the right way if you want them to fund you. One of the best ways to do that is through growth marketing. This is an effective, affordable form of marketing that can help you gain the eye of VCs no matter what startup stage you’re in. 

Here are a few tips and suggestions to help an entrepreneur secure venture capital funding.

Understand What a VC Is in the First Place

The term “venture capitalist” puts a certain degree of emphasis on the individual — and in a sense, that’s true. When you seek VC funding, you are interacting with venture investors. 

When you break it down, though, a venture capital investor provides more about the specific resources (including, but not limited to cash) rather than the individuals who provide them. That is what the term “venture capital” is referring to. 

For instance, Investopedia describes venture capital as “money, technical, or managerial expertise provided by investors to startup firms with long-term growth potential.” In other words, venture funding consists of a combination of three things:

Together, these are lumped into the concept of “venture capital funds.” Young companies seek this form of financing to establish themselves and become profitable.

If you’re looking for VC money, rest assured that you’re not the only company doing so. Every VC has to choose from a myriad of young brands, all with varying degrees of potential. Growth marketing can help you position your company to stand out from this crowd of suitors.

Positioning Yourself to Attract VCs Through Growth Marketing

You want a VC firm to see your startup as a healthy, growing business. In order to guide an investment decision, it's crucial to have a solid business model and business plan. However, funding will also depend on the stage of growth you’re experiencing and what kind of funding you’re requesting.

The Stages of VC Funding

VC financing is provided via several “rounds” over the course of a startup’s growth cycle. Seed round funding gets things started. Early stage funding (often referred to as series A funding, series B funding, and series C funding) involves large cash infusions and additional support to build on early growth. Late stage funding (series D, E, and F rounds) feeds a thriving young business, helping it dominate its market.

Consider what stage you’re in and if you come across in that way to investors. Small businesses looking for series D funding from a potential investor, for example, should be well-established and seeking to grow your product line and expand into new markets. 

Using Growth Marketing to Impress VCs

In most cases, you want a VC to see your company as one that is already active and building a reputation. Growth marketing is an ideal investment to achieve this in a synergistic fashion.

Growth marketing is cost-effective, a data-driven approach to marketing that focuses on the customer to facilitate sustainable long-term growth. It integrates three key growth marketing pillars.

Digital PR Builds Credibility

Digital PR fosters industry credibility by accumulating public mentions from third-party entities across yours and related industries. This helps build a sense of trust in VCs as they see other companies and individuals willing to reference and, at times, even endorse your brand.

Content Strategy Establishes Authority

Content strategy builds your authority by publishing high-quality online resources designed to help customers at various stages along the customer journey. This signals to fund managers that you know what you’re talking about and have the wisdom, knowledge, and experience to go the distance.

SEO Strategy Boosts Visibility

Search engine optimization goes hand-in-hand with content strategy. SEO helps increase your chances of receiving a VC investment by boosting visibility. This makes it easier for VCs to see your brand pop up on SERPs (search engine results pages).

Together, these three growth marketing tactics enable a young brand to quickly establish a pattern of upward marketing momentum. This makes them more impressive as VCs conduct research into their brand and consider making an investment.

Attracting VC Funding for Your Startup

Venture capital firms are a unique form of private equity for a business. They provide various forms of seed funding and other resources that can streamline a startup’s path to profitability.

From internal factors like a competent C-suite and clean balance sheet to external considerations like growth marketing, make sure you set the stage before looking into VC funding. That way, when you begin to make inquiries, you’ll stand out as a startup that knows its business and has plenty of potential for future profit.

Trusted lifestyle publications have learned to walk a fine line between addressing a specific niche and having widespread appeal. The best of them answer felt needs for many…but without becoming too narrow. After all, they are striving to provide valuable insights and information and attract advertising revenue.

Some of the publications on this list are well-known. However, others you may not have heard of previously. They represent a mixture of blogs and magazines, many of them blurring the distinction in the process. Check out the ones that spark your interest. Poke around for a bit. We've listed our top picks in alphabetical order. Enjoy!

Camille Styles

As a college student, Camille Styles thought she was going to use her journalism degree to become a magazine editor. However, along the way, she worked for a catering company. Styles found, to her surprise, that she absolutely loved event planning. In her own words, she found it difficult to believe that she was getting paid to merge her passions for cooking, design, and bringing people together.

On her lifestyle site, Styles currently oversees what is arguably one of the most eye-pleasing, helpful, and fun lifestyle publications. As a result, if you share her passion for food, gathering, design, beauty, wellness, and more, check out CS. It's filled with engaging content, thoughtfully articulated, and beautiful to behold at the same time.

Camille Styles

Conscious Lifestyle

With a core value of believing that we must be the change we wish to see, Conscious Lifestyle seeks to help people overcome challenges common to much of the human race. It's a pretty tall order, but the editors take an open posture toward issues of mind, body, and spirit.

The focus of this lifestyle publication is to provide practical tips, tools, and techniques. Consequently, these help others move in the direction of happiness, health, and healing. The site intentionally provides a platform for the world's leading thinkers, philosophers, and leaders. It zeroes in on material that anyone can access.

Conscious Lifestyle

Entertainment Weekly

Who doesn't enjoy unwinding with some quality entertainment, especially during times of cultural upheaval, heightened stress, and economic uncertainty? The editors behind Entertainment Weekly totally get it. As a result, they strive to make sure we make informed, insightful decisions about the various forms of media on which we spend our time and money.

Wondering if it's worth it to catch Marvel's latest release in the theater? Not sure if the series your best friend won't stop jabbering about is really as good as he says it is? EW can help you sift through all of the attendant hype that surrounds anything in its initial days of release. This is true whether it's a movie, TV series, book, or theatrical tour. However, be warned up front. You might lose track of time once you start digging into the print magazine or website.

Entertainment Weekly

The Financial Diet

Far too many people put off learning about the ins and outs of money management and investments for good reason. On the other hand, many financial publications take as their operating assumption that their readers are already financially savvy. Not so with The Financial Diet. The editors at this lifestyle publication work hard to demystify issues of finance for the average reader looking to learn more.

Whether your intent is to become financially wise or simply to solve an immediate problem related to money, give the Financial Diet website a spin. You'll likely find articles about nailing that important job interview, how to create a simple budget, and even whether or not organic food is worth the hefty price tag. In short, end any embarrassment you might have about money issues today by checking out TFD.

The Financial Diet

Food Network

The folks at Food Network recognize that we all need to eat but are committed to helping us do it well. The namesake magazine shows up in the mail to an astonishing 100 million U.S. households and currently holds the No. 2 position in terms of best-selling magazines on the newsstand racks. Clearly, the editors of this lifestyle publication are doing something right.

Food Network isn't merely a collection of recipes, as the uninitiated might expect. Instead, it seeks to empower readers to move into a higher realm of food preparation and consumption as it seeks to fulfill its goal of being "food's best friend." Consequently, content is educational, helpful, diverse, and (let's just say it) jaw-dropping in its visual appeal. If you've been wanting to take your food habits to the next level, this is the site for you.

Food Network

Good Housekeeping

The very first print issue of Good Housekeeping was published in 1885. With well over a hundred years of experience under its belt, the folks at this magazine obviously know what they are doing. The magazine has never swerved from its original calling to provide helpful information out of a sense of public duty matched by private interest.

This high calling serves its readers well. Others describe the editorial team at GH as ruthless in its fact-checking and commitment to accuracy. In this way, they help their readers make informed, reliable decisions with just about everything that touches their lives. If you are looking for dependable, authoritative information regarding food, beauty, holidays, and more, this lifestyle publication should be one of the first you consult.

Good Housekeeping

He Spoke Style

If you're a guy looking to give your outward impression a serious upgrade, consider making He Spoke Style your first destination. Unlike many men's style lifestyle publications, the writers and editors at HSS shoot straight. They do so without a lot of fuss or even a hint of pretentiousness. The publication has been featured in the New York Times, Wall Street Journal, Esquire, and plenty of additional top-tier media.

The emphasis at HSS is on practicality and attracting "regular guys" as readers. Guys who maybe don't have thousands of spare dollars lying around. Since its launch over a decade ago, HSS has grown to include its own line of menswear. Likewise, the experts at HSS even offer complimentary consultations and personal styling tips via Zoom. If you find it slightly intimidating to walk into a menswear store, give the folks at HSS a shot.

He Spoke Style

Martha Stewart Living

While the emphasis tilts toward the upscale, everyone can find something of interest. Filled with helpful, practical tips and advice, the team at Martha Stewart Living offers up great recipes, DIY projects, beauty tips, gardening expertise, and much more.

Stewart has been an authoritative voice in lifestyle publications since 1982. That was the year her book Entertaining with Martha Stewart first hit the shelves. Since that time, MSL has grown to become a huge international presence. Her enduring commitment to making life easier, inspirational, and a little more beautiful has never wavered. For some of the best advice on health, pets, weddings, food, home design, and more, make MSL a regular destination.

Martha Stewart Living

Men's Health

Print editions of Men's Health are currently available in 25 editions in 35 countries. Add to that more than 21 million readers in print and online, and MH represents a formidable presence in the world of fitness, nutrition, and weight loss. The publication also offers advice on menswear, scientific breakthroughs, gear, movies, and more, all targeted at guys.

The commitment to service journalism runs deep at MH. Rigorous fact-checking, licensed experts, and experienced staff make it a worthwhile read. MH has been awarded many of the top publishing industry honors. These include the Ad Age distinction of being named one of its Magazines of the Year in 2017. The coverage typical of MH is informative while avoiding the trap of being overly promotional.

Men's Health


If you're interested in availing yourself of several life hacks and tips that cover just about any topic making headlines, make NewsReports your next lifestyle publication to visit. The folks behind NR value substance over hype and do their best to steer readers to the latest great apps, technology innovations, health news, and more. NR is an online-only publication committed to helping you become more productive and well-informed.

The NR effort began as a humble website dedicated almost exclusively to helping its readers wade through the mind-numbing array of options available on the Apple Store or Google Play. It never let go of that niche expertise. The writers and editors expanded and now scour the headlines for noteworthy innovations, so you don't have to. If you're looking to move past headlines and hype, give NR a look.


The Pioneer Woman

It might help to think of Ree Drummond's monolithic lifestyle publication as "Martha Stewart for the blue jeans crowd." In addition to the usual sections on food, decorating, health, beauty, and style, Drummond peppers The Pioneer Woman with information and snapshots from her personal life. The overall effect is one of exchanging recipes with your next-door neighbor over a glass of minty iced tea.

Drummond launched her website over 15 years ago. She had zero intention of launching a media behemoth, yet her publication transcends lifestyle genres in a way readers clearly enjoy. TPW answers a market segment that wants the information, yes, but also wants to know a little bit about the people providing it. Here you'll find articles with non-traditional titles such as "Todd Played His Last High School Football Game" and "Photos of Chuck."

The Pioneer Woman

Southern Living

The reach of Southern Living extends far beyond its initial target audience of the southern U.S. without losing its focus on the culture and traditions of the American South. Launched in February of 1966 by The Progressive Farmer Company, SL has stayed true to its vision. It celebrates what's glorious about the South "in all its complexity" and adds diverse and dynamic voices to the conversation.

Rigorous fact-checking and an unwavering commitment to accuracy make SL a lifestyle publication that is both dependable and entertaining. If you are looking for interviews with experts, creative food ideas, home and garden tips, and a whole lot more, look for SL to serve it all up. The editors present it all with a southern flair that is sure to appeal to just about anyone from any walk of life.

Southern Living


Headquartered in South Bombay, Verve was launched by Anuradha Mahindra in 1995 to offer a platform for the voices of recognized talent to express themselves. The namesake website followed in April 2014. The claim to fame here is being India's very first women's luxury lifestyle monthly. Verve offers its readership a glossy print version and has as its primary emphasis content of consistently high quality.

Verve tailors its content to a very specific niche. Over time, the publication has grown as its articles on arts and culture, people, fashion, travel, events, and more appeal to a considerably larger audience. Do you have an interest in getting a global perspective and approach to service journalism? Verve is a lifestyle publication well worth your attention.


Wit and Delight

True to its moniker, Wit and Delight advertises itself as "a home to professional feelings feelers, an elevator for glass ceiling breakers, and a soapbox for stories on anything from home decor and tile to battling anxiety and depression." And that pithy description pretty much sums up what you will find within. Never taking itself too terribly seriously, W&D tells important stories with a flair missing from many other website destinations.

The emphasis here is on stories that were developed as a result of real-world experiments out in the world of "adulting." If you're immediately drawn in by a no-nonsense approach to topics of importance, giving yourself 30 minutes with W&D is a dangerous undertaking. You'll pop in for a quick look and maybe miss picking up the kids from school. This lifestyle publication is long on useful information and enjoyable reading.

Wit and Delight


Digital PR isn't something to overlook as you work to build your brand and grow sales. On the contrary, digital PR is a powerful tactic that helps build brand credibility, ensuring your company stands out in the niche reserved for your products and services.

Used properly, digital PR can help connect people online with your company and create genuine interest, respect, and recognition for your brand.

Let's dive into what that means and why using digital PR to build credibility is so important.

What is digital PR?

Digital PR is not about sales content or any promotional message. Yes, there's a venue suitable for breaking out "the hard sell," but this isn't it.

Instead, marketers design digital PR campaigns to build brand credibility for brands by providing authentic, valuable content to readers. Digital PR also places messages where target audiences are most likely to find and appreciate them. Rather than impose a heavy-handed commercial where it's more annoying than helpful, these messages are a natural extension of the discussion.

In short, digital PR connects traditional public relations with social media, content marketing, and search engine optimization (SEO).

Digital PR builds awareness of your brand.

One of the ways digital PR helps is by providing people with an opportunity to get to know you and your brand. Done right, this opportunity shows up in a low-pressure, low-stakes encounter. If a target customer (a person most likely to want and need your services) does not know your company exists, they cannot even consider that you might be able to solve their problem.

Today's consumer is savvy. Experts estimate that 81% of shoppers will spend time researching a product or service before purchasing it or buying from a company they do not know. With the help of digital PR, it is possible to highlight what makes your company stand out and why you're better than your competitors.

It can provide a boost to your SEO efforts.

You may not realize it, but digital PR also helps by building your visibility in search engines.

That means when people seek information about what you offer, they can easily find you. Search ease helps develop your ability to be seen by prospective buyers.

Remember that digital PR cannot solve problems with products or services. If your products cannot stand up to others, this deficiency will become evident in search results. It will become even more apparent in consumer reviews posted to widely-used eCommerce sites.

When you use digital PR properly online, it suddenly becomes possible to get noticed. You're then a part of industry discussions and articles. This can be an additional signal to Google when you're trying to rank for specific topics and themes online.

Dovetail content with other digital PR marketing efforts.

You've worked hard to build a company that provides quality products and services, consistently-excellent customer service, and great value for the dollar. However, you might be baffled by a lack of online visibility. Worse, you see that competitors with an objectively inferior track record score hit after hit on SERPs. Why does the SEO spotlight shine brightly there?

Scan through industry websites, magazines, and popular sites. In all likelihood, sites that rank high on SERPs appear in industry-specific social media accounts, informative articles, and the like. The job of any successful digital PR and marketing campaign is to garner the attention of these industry voices and obtain links back to your content.

However, the digital footprint you create for your company must be entirely consistent with the messaging you are developing in traditional PR channels.

If you have a solid product or service and consistently send the same messages in your traditional marketing channels as you do online, you will begin to gain domain authority. Simply stated, "domain authority" can roughly be translated to "These people know what they are talking about." It goes without saying that you should provide agenda-free, service-oriented content in the spirit of helping people find solutions to real-world problems.

Social Collateral

Once you start scoring backlinks, you can use those brand mentions as social collateral. Leverage them! Highlight the fact that a credible online site mentioned your business. This aspect of digital PR will help fill your social media accounts with solid content.

When people start digging into your specific market niche, you will appear on those social accounts. You can then promote that you're a credible brand.

Lead Nurture

You can nurture leads or tout your efforts to current customers by showcasing your mentions in your email marketing efforts. Email campaigns help build credibility with both audiences.

Perhaps your audience is on the fence regarding your product or service. At that moment, a shopper sees that a powerhouse such as Forbes mentioned your brand in a positive light. This connection immeasurably boosts your brand.

Build a positive platform for your brand.

At the core of successful branding is using digital PR methods to build an impression on prospective customers about your products or services. That way, when someone mentions your brand, your customers know who you are and what you offer.

Being consistent in your approach matters. Consumers need to hear the same type of message from you every time.

Creating a positive impression for your potential consumers isn't a simplistic process. Consider these key questions.

Because it is all happening online, digital PR can help improve the decision-making and opinions of your consumer base. Utilizing the best methods, it's possible to enhance your branding considerably. Even if your credibility isn't where you want it to be, digital PR can help improve it.

Become a leader in your industry.

One of the best ways to conduct a digital PR public relations campaign is to build your presence in that market. That means becoming a thought leader and speaking authoritatively about innovations in your field.

It may mean contributing to the stories that are breaking within your industry now. You could provide tips and strategies or discuss the future of the industry. The possibilities are endless.

This form of digital PR is quite powerful because it allows you, the business owner, CEO, or other leader, to become the face of the industry. That means you can stand out from other companies. When a person has a problem your services or products can fix, they recognize you as the person to trust. That's building strong credibility in the industry.

Your service solves their problem, and they will remember your business favorably. They will likely recommend your products to others.

How does digital PR fit into your marketing strategy?

Digital PR is one component of your efforts to build a robust business model and online presence. Beyond a doubt, it is a core part of your digital marketing strategy. It works alongside your other efforts to build a solid digital PR footprint.

Over time, your digital PR, any traditional PR you are implementing, and other tools you use to develop your customer experience work together. These tools deliver an outstanding outcome for your client. They learn from you. They benefit from you. That leads to their willingness to recommend your business to others and come back repeatedly.

In a world where consumers see brand credibility as very important, especially for online businesses, you cannot overlook putting time and effort into digital PR. In the era of the smartphone shopper, your business (regardless of size) can't afford to let this opportunity go unrealized.

Intrigued? Want to learn more? We're here to help. Find out how our team at Relevance can help your business achieve its digital PR goals and build brand credibility. Schedule a free consultation today.

Naturally, we all want our products and services to enjoy an excellent reputation and increased visibility. However, many of us have been in the PR digital strategy game long enough to know that the best values don’t always rise to the top or appear on “Page One” of niche-specific online searches.

Additionally, there is so much competition and “noise” in the digital realm that cutting through the clutter requires specialized skills and near-constant monitoring. Truly effective PR now requires a digital strategy that helps businesses differentiate themselves from competitors.

Of course, individual businesses are as unique as fingerprints. There is no one-size-fits-all digital PR strategy. You can’t just download a template and start checking off all the boxes. Instead, you’ll need to do both external and internal research examining your place in today’s marketplace. After that, you’ll use that information to draw out the positive aspects of your business, specific products, and service distinctives unavailable anywhere else.

All that being true, there are still some industry-tested principles you can use as you evaluate and plan. Other businesses (of all sizes) that have significantly boosted their presence and revenue utilizing a PR digital strategy tend to follow several of the following ten practices. Tweak them as you move forward with your business model, but be slow to toss any of them aside as “not relevant” to your needs.

1. Commitment to Quality and Transparency

Anyone engaged in online PR or digital marketing will quickly agree that a worldwide audience is both a blessing and a curse. One thing everyone agrees on these days is that unsubstantiated hype quickly falls to the very bottom of the pile. Worse, making false claims online is discerned rapidly and almost always called out for some social media shaming.

You will likely generate more loyal customers by being a straight shooter and fulfilling your niche. Before doing anything else, write out your commitment to quality, integrity, and a no-hype approach. Start out under-promising and over-delivering…and stay that way. Make sure everyone you currently employ or hire embraces that fundamental commitment.

2. Clearly-Defined Objectives

Some people shorten this recommendation to “Keep your ‘why’ close by.” It’s a catchy mnemonic device and can serve as part of a helpful internal monologue as you work with others to develop your digital PR strategy. Frequently your objectives become fuzzy, and you are tempted to compromise as events unfold. That might be the right call, but you should always go back to your source document and make sure it stays updated.

Why are you seeking to build a comprehensive digital PR strategy in the first place? Are you merely trying to raise sales? Or do you hope to move one of your company superstars into a spokesperson role or that of a thought leader? In all likelihood, you will have more than one goal — most do — but you will also need to undergird every objective with actionable, measurable tools for evaluating your level of success as you move forward.

3. Target Audience Defined by Personas

Personas are fictitious amalgamations that represent large segments of your core constituency. If, for example, your product or service appeals to both young and old, you will want to build at least one character per age demographic. Before you start, limit the number of personas in your digital PR strategy to more than one but less than 10. Too few, and your message becomes too narrow over time. Too many and your creative team will struggle to stay fresh.

Personas should have names but not remain static. Over time, your products and services are likely to evolve. Likewise, the demographics of your customers are subject to change. As your digital PR strategy comes together, the personas will be helpful for messaging. Your creative team will ask questions like, “How would ‘Martha’ hear this message? What about ‘Luther’?” Having personas helps your team think outside their heads and zero in on your target audience.

4. Filtered and Prioritized List of Media Outlets and Contacts

The best digital PR strategy would be all for naught were it not for communication channels. In days long gone, the available choices were print and broadcast. Nowadays, the available options can quickly get overwhelming. Divide your choices into two primary categories, then focus on your top choices. It’s normally better to “start small and build.” In other words, pick a few priority channels and establish a good groove. After that, branch out.

5. Agreed-Upon ‘Voice’ for Messaging

Audiences expect an established investment firm to “sound” different from a fast-food restaurant or energy drink. That’s just common sense. We want investment companies to speak confidently, optimistically, and authoritatively. Energy drink ads are often sassy, snappy, and filled with bright, colorful characters. Similarly, before embarking upon any PR campaign, you should decide who you are addressing and how your consistent voice will sound.

Suppose your digital PR strategy team consists of multiple players. In that case, it’s easy enough to 1) have one team member go off script or 2) create a bottleneck, i.e., one person who oversees every message. Since neither of those outcomes is desirable, it will pay dividends to construct a style sheet spelling out how your messages ought to sound to the average person.

6. Content Production and Delivery Calendar

Today, there is no shortage of calendaring apps and other tools businesses can use to get started developing a PR production strategy. Many are free! The one to go with is the one that works for every member of your PR team. Of course, you don’t want every employee using a different tool, so you’ll have to draw the line somewhere. For many businesses — large and small — what seems to make sense is a centralized online tool everyone can view and update.

For the visual thinkers in your midst, it might make sense to set up a large video screen in a central location that updates frequently and informs passersby throughout the day. Whatever delivery channels work best for your company, it’s vital that your message is planned, produced to a deadline, and doesn’t stall out for lack of conveyed clarity or “missed memos.”

7. Content That Differentiates

Why should anyone choose your business over your competitors? In today’s media landscape, differentiation reigns supreme. Companies of all stripes are increasingly showcasing their businesses in light of what is unique about their products or services. You know that there are features of your business that are not offered elsewhere. Now make sure your PR digital strategy conveys these points accurately (and repeatedly).

One way to “cheat sheet” your way into content that differentiates is to comprehensively study the messaging offered by the competition. The last thing you want to do is parrot someone else’s PR. The point instead is to analyze your competitors and ask yourself what you can offer that they cannot. Personalized service? Discount pricing? Proprietary content unavailable anywhere else? Differentiation should be a consistent drumbeat backing up all your messages.

8. Feedback Channels and Benchmarks

No one launches a PR digital strategy on a lark. Businesspeople need to see results in clear, measurable outcomes. Your preferred outcome will vary depending on your niche — increased sales, a boost in followers, local market penetration, whatever — but the loftiest goals need to establish benchmarks for performance.

How will you determine your return on investment (ROI)? For any PR endeavor, you will want more than anecdotal evidence and positive feedback from your friends and family. Choose variables that are both measurable and actionable. Establish your baseline and desired goals for improvement, and plug in that data at regular intervals. To help you determine your goals, perhaps the most critical exercise is formulating pointed questions you want answered at the end of any digital marketing. Examples might include the following.

9. Resources Allocated for Ongoing Engagement

More than one company has launched a well-planned PR digital strategy only to find that they had to hire additional staff in a hurry. Of course, no one likes to hire under the gun. In our digital age, one of the most helpful staffing strategies is to employ a stable of utility players, i.e., employees who can pivot from answering one need to another without breaking a sweat.

When you move into the digital realm, there is always the possibility that your PR efforts will be successful beyond what you had planned. True, this is a terrific problem to have, but it’s a problem nonetheless. Consumers today expect and demand a high level of personalized attention. Providing that level of care and concern presupposes that your business has the people in place to provide a warm, welcoming human presence that backs up your customer care claims.

10. Roadmap for Future Scaling

When you finally unleash your digital PR strategy on the world, your goals might be modest, and that’s fine. However, it’s in everyone’s best interest to ensure that you have at least a rough draft of what it might look like to scale your business upward. This could be as simple as adding stock to your warehouse or as involved as constructing a franchising plan.

Many businesspeople daydream about their content going viral and their sales going through the roof. However, many others simply want to increase foot traffic in one local store and call it good. As you prepare to penetrate deeper — at whatever scale — be aware that the response could underwhelm despite your best efforts. However, the opposite is true, too. Be ready for either outcome by setting aside time to tweak your digital PR strategy regularly and simultaneously keeping a plan for scaling up handy.

In the wake of the past few years, it's a safe bet that your small- to medium-size business (SMB) is struggling on one or more fronts. The statistics for SMBs that shuttered their operations permanently in the first few years of this decade are sobering, to say the least. The Covid-19 pandemic is estimated to have permanently closed approximately 200,000 more businesses than had been expected. Across the past few years, roughly 600,000 companies went out of business annually.

Assuming your SMB managed to scratch its way through the office worker diaspora of 2020 and a subsequent near-total loss in foot traffic, it's likely you are looking to rebuild your business model to survive an unpredictable future. Of course, one obvious answer is to move an increasing percentage of your revenue stream into online sales. So your first instinct might be to overhaul your website and call it good.

However, launching and maintaining an SEO-friendly website — as daunting as that can be — is really only the first step.

Online marketing is hotly competitive, as anyone will tell you. Taking a "Field of Dreams" approach isn't nearly enough. You can build it, yes, but there are zero guarantees that anyone will come. Effective PR certainly includes maintaining an SEO-friendly website, but that’s just one piece in an increasingly elaborate puzzle. There's a lot more to PR than just getting a noticeable bump in your website analytics.

Finding a PR Agency That Specializes in Small Business

Competing for eyeballs online, in print, and in the local community can be intimidating for SMB owners new to search engine optimization (SEO) and other tools associated with PR. It might feel a bit like you're trying to launch a small personal aircraft using the same runway as an Airbus A380.

You can relax...that sensation of feeling ill-equipped to compete with larger companies that have deeper pockets is completely normal.

Start with the one thing your SMB brings to the table that global retailers and big-box stores can't. Namely, your local presence and the great reputation for customer service you've built up over the years. A well-rounded small business PR agency should be able to quickly discern what makes your SMB special. They will then optimize the entirety of your PR approach as a solid first step toward leveraging those advantages.

Here's what to look for when you sense you might be getting in over your comfort level.

Punchlist for a Small Business PR Agency

1. Find someone who knows the difference between advertising and PR.

If the agency you interview leaps immediately to putting together a beefed-up budget for advertising, keep looking. Far too many “experts” still, to this day, confuse improved public relations with “strategic media buys.” Yes, that’s definitely another part of the equation, but it’s not the whole enchilada, either.

Instead, a small business PR agency will know, without being told, that your ad budget is probably already stretched to its breaking point. They will want to know what, if any, ROI you received for those expenditures. They’ll be very interested in the specific data points your advertising outlets provided at the end of your campaigns. (You did ask for data-driven accountability from your media outlets, right?)

2. Look for an enthusiastic willingness to work with what you have.

Similarly, the small business PR agency won’t seek to enter your workplace and start flipping over any tables. Be wary of anyone who brings a cookie-cutter approach they’ve developed and seeks to cram what you do into their new, exciting, proprietary mold. Instead, a truly helpful PR agency will look to elevate your strengths and promote widespread awareness of what you are already doing right.

Yes, you might incur some expenditures as your company expands its outreach efforts. Examples might include new signage, the services of a graphic artist, or subscriptions to automation software packages. You might offload some routine tasks associated with chatbots, answering the phone, social media posts, and so forth. These might all be well and good, but any and all expenditures must undergird the promotion of what makes your company special.

3. You want a PR company that underpromises and over-delivers.

Be wary of over-promisers. There’s a delicate balance to be struck between lowering your expectations too far and guaranteeing you’ll knock Amazon out of first place within two years.

For example, small business PR agencies that know their stuff are well aware that the leading search algorithms change frequently. What works well online today might — or might not — work quite as well next week. And besides…your online performance isn’t the only metric a competent PR expert cares about.

Depending on the niche your company occupies, online performance might not even be the most important metric! Of course, you will want to make sure that you can put numbers to performance both before and after implementing recommended changes, but these might include rate of turnover, on-site foot traffic, events hosted, suppliers added or subtracted, and so forth.

4. Ask your PR prospects to share their understanding of the value of relationships.

Your small business is situated within a community. This is true even if you are working out of your basement with no local office space or retail square footage to speak of.

What investments, if any, are you making in its wellbeing? Does your small business enjoy a favorable reputation with other local business leaders, municipalities, and city officials? Sure, your sales and payroll are contributing to the state, federal, and local tax base, but would anyone care if you suddenly uprooted everything and moved to another community?

One of the most recognizable features of a small business PR agency who knows their stuff is asking for your list of local media outlets, yes, but also opening your eyes to other relationship opportunities you may have missed. The PR agency you want to work with will ask about things such as the number of speaking engagements your team has accepted, who you are connected with via the local Chamber of Commerce, whether your suppliers truly enjoy working with you, and so on.

5. Remain open to out-of-the-box thinking and solutions.

Anyone can open up a web browser and come up with a few new ideas about public relations for the small- to medium-sized business owner. Such an approach might indeed prove fruitful — there’s nothing at all wrong with you conducting some regular research.

However, for PR pros this sort of approach is lazy and lacks imagination. Additionally, it does nothing for providing recommendations that are specifically and intentionally fashioned for your small business.

PR agencies who know what they are doing, on the other hand, take a more methodical approach. They will be slow to formulate their recommendations tailored to your actual needs. They will want to spend more time on the front end asking a lot of questions.

Yes, it’s 100% fair for an SMB owner to ask for a best-guess delivery timeline in the context of an initial meeting. After all, if a consultant spouts off several ideas you can find using Google, why are you thinking of hiring them?

6. A focus on long-term reputation management.

Hustlers tend to show up as  “the new sheriff in town” and make extravagant promises. PR professionals tend to show up and provide information about your specific niche, its penetration in the local and online marketplace, and some relevant case studies they use as background information for your initial conversation.

They bring all this and more to the table before you’ve even agreed to cut a check. PR pros aren’t playing for a temporary boost in your sales. That’s fine, as far as it goes, but it’s insufficient.

The PR shop you want to bring into your stable is playing the game for keeps. They want your SMB to thrive this year, yes, but they also want you to still be in business five, 10, and 25 years from now. They know this will only happen when they help you begin moving toward an ever-improving reputation.

Suppose your business does not enjoy a good reputation for customer service, quality products or services at fair prices, and commitment to causes other than the bottom line. In that case, they will fearlessly share that insight. They will also show you what it might look like to reclaim that turf.

Effective PR? Optimize Everything You’re Already Doing Right!

For most SMB owners, public relations is not what motivated the founding of a new company. Any PR efforts should not in any way detract or distract from keeping the main thing the main thing. You want to commit your products and services to continuous improvement, so effective PR is merely that which takes what’s already true about you and makes more people aware of it.

Doubtless, your PR campaign may cause you to reexamine long-standing policies, practices, and operations. That’s OK. It’s part of the deal.

Keep a journal in whatever medium you are most likely to use at a moment’s notice. You might discover issues that need to be addressed immediately, but these are typically rare. Instead, you can expect to find areas for improvement that you can take on at your own pace.

A qualified PR agency will present ideas and options in an agenda-free manner. They will have done their job whether you accept their recommendations or not. You’ll know you’ve found the right PR professionals when you sense that they genuinely delight in your victories as much as you do.

It’s common for companies to recognize the importance of having a strong digital PR strategy. Yet, it’s also common for organizations to find themselves with big investments that yield very few results. It can also be confusing, frustrating, and hard to know who you trust.

Having an effective strategy is important, though. In a digital world, companies need to be found online. They also need to be understood for what they are and capable of managing any message about them streaming across various platforms. Like traditional public relations, it is not so much about the sales language or promotional topics. The key to success, then, is to develop an effective process of getting the message out.


There are different definitions of everything that is incorporated in PR and there are clear differences between digital and traditional PR. However, most digital PR guides have the same goal of providing clear, positive information about the company or client.

Yet, digital public relations has one clear benefit over traditional methods: speed. It is possible to use these tools to get information out into the online world quickly, which empowers companies to better control the message about them. It also enables a fast pivot when circumstances warrant it. That’s much harder to do in the traditional PR world.

How to Develop Effective Digital Public Relations

A number of components make up a successful digital PR strategy. To create a strategy like this, consider the following steps.

Define Your Goals

What is the end result? What do you want to see as the result of any activity you take? It’s important to consider this carefully. In some organizations, it is about focused efforts to increase rankings in search engines. Other times, it’s to get more traffic, or targeted traffic, to a website. Still, other times, it’s to increase the brand’s identity.

Often, the more specific the goals are, the better. For example, your business needs to grow its online presence. One way to do that is by building more backlinks to your website. You may need to do more heavy lifting in brand building by networking with other websites or complementary companies to reach that goal.

Clearly Outline Your Target Audience

Who do you want to communicate to or with? If you have not yet done so, work to define personas. This should be a very specific process where you are considering who your ideal reader of any content is. Are you looking for people to sell to? If that’s the case, your content needs to focus on your end customer’s needs. Who is this customer?

Get under the skin of your brand. It’s important to do as much research as possible to find out who your customer is and what they do online. Learn what they are interacting with and what makes them buy.

Create Your Content Calendar

You know what you want to communicate and to whom. The next step is to create a calendar that allows you to create the strategy. An online calendar is a fluid tool that may change over time. However, it puts your plan into action by outlining what needs to be done and where. It also gives you a visual to use to better understand your content moving forward.

Your content calendar also provides some structure for your goals in the coming months. That is, it outlines what’s getting posted, what news releases are going out, and what things you want to celebrate.

This is especially useful for seasonal content. For example, waiting until November 1 to post information about military deals for Veterans Day could negatively impact its effectiveness. By scheduling the content in your October calendar, you can make sure it posts at the most ideal time.


A good focus for PR is to consider four steps. The first is to understand and identify the goals of any campaign. Then, create plans detailed enough to drive the campaign towards its objectives.

From there, it’s necessary to execute the plans according to the goals set. The key fourth step is monitoring, analyzing, and adjusting as needed. There’s no one solution that works for all companies or campaigns.

Building Your Content

You have lots of ideas on where to go from here. The key, then, is to create content that is going to provide the message you’ve selected. Spend some time on this. Look at your audience, goals, and brand voice to create content. You need to fill up that content calendar.

A good place to start is with some interactive tools. You may want to create an infographic, for example, that provides insight into your company. Or create a tool that breaks down some of your company's more complicated data. You may want to showcase some stories about your company. Don’t be afraid to do some storytelling to paint a picture of your company’s goals.

The next consideration is for high-quality thought leadership. Most organizations need to stand out as being an expert in their industry, product, or service. Thought leadership is a big part of successful digital PR. It allows you to create articles, videos, and other content that is published with your name. It’s a great way to build your credibility. Consider providing commentary on your services. Dive deep into your industry’s innovations.


If you don’t have a strategy in place, your organization has no control. Relying on the in-the-moment events does not allow your business to control messages, create positive opportunities, or pivot when needed.

A lack of strategy also means that any steps you take are likely to be underperforming and inefficient. That is what often leads to overspending on PR. Yet, taking steps now to create a plan can help make your investment go further, creating much improved results.

Publish, Analyze, and Continue to Build

The next steps are where things become busy and involved. If you are working with an agency to help you with your PR, you’ll want to rely on them for all outreach and media efforts. You will need to do some research on your own to determine where your content is going. Look at competitors for some insights.

As you begin to launch data, you’ll want to monitor what happens with it. What are the results of this move? What’s working better than other methods or content types? The more data you have, the more effective you can tweak and improve your content and outreach to achieve your goals. It’s not common to hit 100 percent right out of the door.

You’ll need to make changes over time as factors change. That also helps with building consistency. To reach your audience, you need to put information out there – in multiple forms – on a consistent basis. More so, it takes time. When you are consistent over time and invest in enough quality content, you’ll get impressive results. Without consistency, your organization may not see the results you need.

Why Invest in Digital PR?

As you consider all of these steps, it can seem overwhelming. Yet, what comes from this process is worth it. It enables you to build your brand and develop a company (and an online presence for it) that achieves your mission and goals. It also allows you to become a leader in the industry you’re in. For many organizations, this is critical for those who want to topple big brands or those that want to build long-term success.

Great content is the foundation of effective digital PR. Without great content, online publications won’t have any reason to use you as a source or link back to your site.

And it’s not just any content that you need for digital PR. Content that compiles data from original research and presents it in an easily understandable format seems to be more effective for digital PR efforts. 

Publications don’t want to link to your site if your blog is full of promotional articles about your brand. But they do want to source you if you have helpful, informative content and data that further their story.

Not only is data-driven content more likely to attract links naturally, but sites are more likely to accept your stories if they are rooted in the unique source content. These ideas will help you determine ways to gather unique, data-driven source content for your digital PR.

1. Utilize data you already have

Using your own data is the best way to ensure that your content is unique and stands out. Presenting your own data shows initiative, provides your audience with content they can’t find anywhere else and immediately elevates your authority. Most companies have more owned data than they realize, but don’t realize the potential that data holds for them.

If you or your client has a website, then you already have data to utilize. Every website gathers data, whether it’s how a customer moves through the site or what customers are purchasing. This information is great for gaining insight into customer behavior and purchase trends. Anything from customer numbers to data specific to your products or services can be used to craft compelling content. 

Utilizing the analytical tools that track your own website and marketing efforts can give you insights to use in your content marketing strategy. Google Analytics is a good stepping stone, as you can look into different consumer demographics such as age, gender, and location of customers, along with the industries they work in, what they buy, what devices they use, and more.

Data you already have can move past website data as well. Does your company do any yearly reports about industry data and trends? These can be great sources of information internally, that may have the potential to be posted to your site. Use them as source content data for your digital pr and you may see that publications seek out your company for larger, industry-wide trends to the source.

2. Survey customers

In some cases, it’s better to conduct your own research through surveys, rather than using readily available data. Conducting surveys is a great way to gather information and statistics around topics you specifically want to focus on. The key to getting the best data from a survey is to know exactly what you want out of it.

Customer surveys and user-sourced data are powerful ways to highlight what your product or service can share with others. Think carefully about the questions before asking them. You want to get the best results possible to generate a variety of angles to use in your content.

You’ll want to have some questions about your company specifically, but don’t be afraid to broaden your reach and ask some industry-wide questions. The broad survey data is often what publications would want to source in their content. 

Before you begin, it’s important to think about what size sample base you need to make your research credible. You’ll want a sample size large enough to know that you can glean useful data from it. 

How to survey customers

  1. Social media: Social is a great way to use the audience you have to get information. You could post a survey to your page and ask your audience to answer some high-level questions. You could also boost your survey and get insights from a new audience.
  2. Email surveys: You can send out an email survey to your existing customers. You can use a variety of online tools to conduct the survey. When you get your responses, you’ll have a unique view into exactly what your current customers think about you and your industry. That can help you iterate and optimize how you work with them. 

And if you want to move past just your customers, you could even survey any email list you have of leads. That may be people subscribed to your newsletter, or who have reached out to you before.

Not only do you get helpful data through these surveys. The advantage of building and implementing your own surveys is that the promotion for it through social media or email marketing creates brand awareness in itself.

3. Compile other research

Aside from your own data, there are always plenty of data sources you can use and combine to make a whole new set of data. There’s nothing wrong with using existing data, but you can use it in a slightly different way. 

You may be able to get the information you need so you can create data-driven linkable content that publications will want to source. You could analyze someone else’s data and approach it from new angles that haven’t been used yet.

If you’re unsure of where to start, some targeted google searching can help you find useful data. Social media is another outlet for information. Scour hashtags that relate to what you need and see if you can find the information you’re looking for.

If you don’t have the budget to conduct your own research or the data you already have isn’t sufficient enough, readily available data could be your answer.

Focus on Your Source Content Data for Digital PR

By considering these methods, you’ll be prepared to create content that attracts and engages your target audience. With high-quality content, you will start to get the attention of online publications that want to source you in their articles. 

If you do your research correctly, it will result in powerful data-driven content that will boost your digital PR efforts.

When it comes to marketing online, content is everything. But we all know it's hard to consistently post relevant content. However, it's necessary as strong content will set your company apart from competitors and increase your digital PR outreach. 

Most publications are interested in citing educational, helpful information that adds to a conversation. If you’re only focused on putting out promotional content about your brand, it’s highly unlikely a publication will want to source that content.

Instead, try creating content that is educational, informative, and provides true value to relevant conversations. When you have a variety of content on your site that does just that, that’s when you’ll see success with digital pr outreach efforts. That’s when a publication will want to use your blog post full of useful data points in their article. 

To get to that point, you need to be thinking through different types of source content that you can put on your site to help aid your digital PR outreach efforts. Here are some types of content to get you started:

1. Data-Focused Research

Original research is difficult for everybody. But with some hard work, it's possible, and if you do it well it can lead to incredible results. Utilizing your own data ensures that your content is unique and stands out among others. 

Creating content focused on your own data shows resourcefulness and elevates your authority since your audience can’t find it anywhere else. Think through what information you can gather from your own customers, employees, or audience that would provide value to your industry as a whole. Use that as a starting point to creating data-focused content for your site.

2. Blogs

Detailed, relevant content can drive organic traffic to your website, while also informing consumers about your products, brand, and expertise in the field. Blogs are great opportunities for keyword optimization and gaining inbound links, which help with SEO and traffic growth. 

More than that though, blogs are the windows to your company’s soul. They explain what you do, who you are, and why you do what you do. When you write strategically and educationally about your company, this encourages publications to utilize that information.

Make sure you sprinkle in helpful stats and quotes when applicable to make your digital PR outreach as strong as possible. Incorporating quotes around industry trends and high-level ideas for the industry within your blogs makes for the great source content. Quoting industry experts will boost the credibility of your content and overall brand. These quotes add weight to your content and what you’ve said seems more valid. That also means you're ready if publications want to use you as a source.

3. Unique Insights

Unique insights are distinctive aspects of your company that make you stand out from your competitors. It can also be a unique way of thinking you have about your industry as a whole. Using this as content inspiration is great because publications can utilize you as examples in their content. 

In a world of competition, personalization has become a necessity for brands. Targeted and personalized insights help communicate a clearer message and attract customers. Unique insights can help businesses determine why people buy certain products over others and what’s driving those preferences. 

4. Podcasts and Videos

The ease of use and accessibility of these digital mediums over the past several years has made them must-use forms of content. Podcasts and videos have become increasingly popular because they can be consumed somewhat passively. 

Videos are more likely to hold the audience’s attention as opposed to something they have to read. Podcasts are also an engaging, personable method to reach users and allow them to easily access the content.

Both of these are great sources of content for publications to use and link to. As with all other content, make sure your videos or podcasts are moving the conversation forward and are answering questions about your industry.

5. Infographics

Infographics are great because they’re easily shareable and consumable. Creating interesting visual representations of information and statistics makes it easier to read than a list of numbers and facts. 

Because these tend to have a lot of stats and numbers associated with them, they make great pieces of content to source in external articles. Think through stats that are relevant not only to your business but your industry as a whole to capture the attention of online publications. This will help make your digital PR outreach more successful.

6. Social Media Posts

Every business should be utilizing social media in some capacity. However, using social media platforms as content distribution isn’t enough anymore. You should also be creating content that’s specific to your various channels and promotes your business’s personal growth. 

Social media can also be a great tool for distributing key stats, facts, and quotes about your business and industry. Many online publications will look to social for helpful snippets, so think about keeping your LinkedIn, Twitter, and Facebook up to date. Posting to social media could help provide a publication with the information they need to include you in an article.

7. Case Studies

Case studies take time and energy to create, but they also hold a substantial amount of weight with consumers. These studies are essentially success stories that show the power of your business and its services. 

By researching and taking an in-depth look at specific subjects, your business can quickly increase its trustworthiness and expertise in the eyes of consumers. The more specific results you can showcase and the deeper you can dive, the more potential people will believe your company has.

These case studies can be another source of information for publications to pull if you’re sure to fill them with helpful information. When doing digital PR outreach, they can be a great tool to prove why your company should be mentioned.  

Excelling at Digital PR Outreach

Strong content has and always will be the foundation of a successful marketing strategy. 

But it can do more than just help to encourage readers to become customers. It can be the key to excelling in digital PR outreach. With strong source content, publications won’t have a choice but to include you in the articles they are writing about your industry.

You can’t go out and spend your marketing budget on ordering a box of credibility or a carton of trust. It would be great and incredibly easy if you could, but unfortunately both of those things have to be earned. 

Equally, you can’t just tell people that you’re a great, trustworthy company, with an excellent product, and amazing customer service. Well, you can, but it’s far more effective when it comes from someone who has nothing to do with your company. And that’s where linkable content and earned media come in.

What is Earned Media?

Earned media is content written about your business by other people and published on platforms that you don’t own. For example, a well-respected review site in your niche might write a great review of your new product or service. Or a site could quote your CEO in one of their articles and link back to a case study or some research you did.

This isn’t achieved by buying an ad or paying someone to post your guest blog on their site. It’s, as the name suggests, earned by being good enough to deserve a mention or a backlink.

While you could send a press release for something that’s genuinely newsworthy, you could get mentioned simply for having valuable content to share. If you have industry insights, in-depth research, or information on what’s trending, you have something that could appeal to a wide audience. And that means that a site may mention you organically as a source for an article.

Publications are always looking for good content that’s valuable to their members. If you want to appear in Forbes or the latest issue of your trade magazine, think about what you need to put on your website that will be something they want to link to and source.

How Linkable Content Helps Earn Media Mentions

Getting publications to mention you and link back to your site is no easy task. There are a couple of different ways to do it. You can spend hours doing personalized outreach to every online publication you can find. That’s thousands of emails to editors, contributors, or whatever other email you can grab from a site. 

However, the other way to build your digital PR strategy and get those earned media placements is to have them come to you. And that’s through that linkable content.

Linkable content has been specifically crafted to attract attention and entice high domain authority sites and publications to link to it. Again, it has to be good enough; data-driven, and full of unique insights and quotes. 

While you might wish that the top publication in your niche would link to your sales page, that’s highly unlikely. However, if you write an article that’s impactful and full of value, you will gain domain authority. Your content is also more likely to be used and shared.

Types of Linkable Content

Getting those earned media mentions is invaluable for your company. However, you can’t get that third-party validation without having the right type of content. As we mentioned above, linkable content can come in many forms: 

The types of linkable content doesn’t end there. Make sure you’re exploring all the different ways you can provide great content that online publications will want to source to and link to in their own articles. 

And creating linkable content isn’t a one-and-done situation. It should be an ongoing effort so your company is providing fresh, valuable insights on the regular.

Why You Need Earned Media for your Digital PR Strategy

Earned media can be an important part of your overall content strategy and your digital PR.

What makes it so important?

From Nielsen's Trust in Advertising study, “88% of global respondents trust recommendations from people they know more than any other channel. What’s more, 50% more people trust recommendations than lesser-ranked channels like online banner ads, mobile ads, SMS messages, and SEO ads.”

Consumers are increasingly internet savvy. They know that what you say about yourself is designed to promote your products or services. Of course, you still need your own promotional content, but it does mean that consumers may take it with a pinch of salt.

When another site picks up your content, however, consumers know that they don’t have to do that. Other sites don’t have any reason to mention your content or your business unless they think what you have is valuable enough. Consumers will see this content as unbiased, third-party validation and take it more seriously than anything you post yourself.

When other sites and publications publish your content or link to it, of course, you get all-important backlinks to boost your rankings. You also get a whole host of other benefits, including brand credibility and awareness, and increased trust in your products and services. You can reach wider audiences with this strategy and build your authority and credibility.

And being mentioned in online publications is only one part of beginning to truly own your industry. If you want to eventually be the name that people think of when they think about your particular industry, you’ll need a strong mixture of digital PR, SEO, and onsite content. 

Dive Into High-Quality Content

All you can control is what you do and how much effort you put into it. Create high-quality, linkable content that’s targeted and full of value and it's more likely that your content will be shared. 

With a consistent approach, you can build a strategy that brings you the earned media you deserve.

Content promotion and distribution have been hot topics in growth marketing, and for good reason. Brands that have struggled to find success through content marketing initiatives are beginning to understand why they need more than a favorite social media channel. A struggling content distribution strategy is usually less of a quality content or platform issue and more of an audience issue. (more…)

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