Tag Archive for: consumer branding

Paid vs Earned Media: What’s The Deal?

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Consumer brand communications hinges on one core goal: getting in front of the right audience. However, for many businesses, this rarely surpasses the stage of paid media marketing. Could this be due to the fact that many companies feel out of their depth when it comes to strategically navigating the space beyond paid media coverage? An example is the perplexity around common marketing terminology like paid and earned media. So paid vs earned media, what’s the deal?

Although this may seem like semantics to some, the reality is that earned media coverage, specifically from reputable or industry-specific journals, carries unparalleled weight in the eyes of potential clients, partners, and investors. Although this doesn’t negate the power of paid media, businesses can’t afford to cast it in the same bucket and ignore its strategic brilliance.

In this piece, we’re looking at the difference between ‘earned’ and ‘paid’ media and how understanding the unique characteristics of each can help elevate industry visibility, drive growth, and craft compelling narratives that help consumer brands excel over competitors.

What is paid media?

Paid media refers to marketing or advertising forms that companies pay for directly. The exposure is purchased. Although it’s often considered low-hanging fruit, it remains an essential staple of a healthy, balanced PR and content strategy.

One of the key differentiators between paid and earned media is that in paid media, businesses control some elements, including content (which is often still editorially approved). Still, it varies from advertising spots in that there are no variables for targeting or reach criteria. However, because it’s paid content, you know the piece will run. Once approved, it’s guaranteed. Formats include media types such as sponsored posts, native ads, and, sometimes, social influencer campaigns.

This makes it particularly great for establishing a startup brand. Paid media excels in providing context and awareness, especially when running paid ad campaigns alongside sponsored content.

Almost all successful consumer brands have some sort of paid media campaigns and purchase exposure to help reach a wider audience and increase their brand visibility. Today’s readers understand sponsored content; they accept it when the content is good, but they also understand it differs from earned media coverage. Why? Sponsored content lacks one key area: trust.

Enter earned media.

What is earned media?

Earned media is essentially any third-party-generated media coverage, publicity, content, or conversation around your brand (that’s not paid for). Think of earned media as the digital form of ‘word-of-mouth’ marketing, except the conversation comes from significant industry thought leaders and authoritative lenses, making it far more trustworthy than traditional advertising or paid content. Naturally, this can have a considerable impact on your marketing efforts and increase consumer brand recognition.

This type of media coverage refers to the exposure, validation, or recognition a brand receives from an impartial third party. Traditionally, earned media existed in the shape of news outlets or interviews. However, it can come in many forms in today’s landscape, such as thoughtfully crafted press releases, expert commentary, bylined articles, reviews, and media shares.

The catch? Achieving valuable earned media coverage doesn’t happen overnight.

Building brand trust is a marathon, not a sprint. Although you can do short-term PR campaigns based on seasonality or product launches, the most valuable ROI-driven PR comes from consistency.

The value of earned media

Inarguably, earned media creates the highest trust between your brand and your ideal audience. It’s sincere, credible, and authoritative. How? Ultimately, earned media relies heavily on successful narratives to third parties. To do this, businesses must establish credibility, trust, and working relationships with journalists, bloggers, and other third parties – and PR firms make that introduction much easier. However, journalists will need to see brands “do as they say” before they trust the brand enough to include them in a story or write a story about the brand. Needless to say, this doesn’t happen overnight and, despite best efforts, can yield little results without professional guidance and support. Still, this limitation isn’t enough reason to remove the value of earned media from your communications plan.

Although ‘earned media’ requires more work (more consistently) – it doesn’t have to be your job.

Which is why we’re here.

Earning the victory with Avaans media

At Avaans Media, we understand that in a competitive environment, not all businesses have the time and resources to commit to a long-term PR engagement.

That’s why we’ve created PR sprints that boost our clients towards earned media victory.

Think fast-moving tactics and fast results.

Our sought-after PR sprints are specifically designed for businesses in the consumer product space, including CPG and consumer tech, that want us to introduce their products to our deep well of media contacts for earned media opportunities.

Get instant visibility and credibility and start introducing your products to the press with our short-term product PR program.

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What Consumer Brands Should Know About ChatGPT and SEO

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What Consumer Brands Should Know About ChatGPT and SEO

Establishing a solid online presence has become a critical goal for consumer brands in today’s dynamic and linked digital ecosystem. The virtual world is no longer an afterthought; it is a crucial area where businesses can interact with their target consumers, build loyalty, and drive conversions. But ChatGPT is confusing. Or is it? Here’s what consumer brands should know about ChatGPT and SEO.

The combination of artificial intelligence (AI) with digital marketing has emerged as a game-changing concept as consumer habits shift and technology redefines marketing techniques.

ChatGPT has evolved as a groundbreaking instrument in artificial intelligence, exemplifying the next generation of marketing innovation. Top PR agencies and consumer PR agencies can harness the potential of ChatGPT to craft engaging content, enriching their content marketing strategies. Brands can leverage the power of AI-generated content to engage and resonate with their consumers on a whole new level by leveraging the possibilities of ChatGPT.

This invention complements Search Engine Optimization (SEO), ensuring companies’ online content appears prominently in search engine results.

The Digital Opportunity

Today’s consumer companies operate where the lines between physical and digital encounters are increasingly blurred. The advent of social media, e-commerce, and online reviews has generated a digital footprint that impacts customer perceptions and purchase decisions. Brands, including top PR agencies and consumer PR agencies, need a solid digital presence to avoid becoming obsolete and losing out to competitors that successfully navigate the digital terrain.

This has led to increased demand for content. And while content is in demand, it’s not easy to create. Think of ChatGPT as a content collaborator.  ChatGPT is a great way to brainstorm topics and even structure a piece. Savvy promoters can speed up content creation considerably while maintaining brand voice when they use ChatGPT as a partner rather than a replacement for content.

The Impact of AI on Marketing

AI is a driving factor behind novel marketing tactics amid this digital change. ChatGPT is at the vanguard of the AI revolution, a tool driven by powerful language models that can produce human-like writing depending on the input it gets. Top PR agencies and consumer PR agencies can harness this AI wonder to quickly create exciting content that connects with their target audiences, ranging from social media postings to blog articles.

This AI wonder helps organizations quickly create exciting content that connects with their target audiences, ranging from social media postings to blog articles.

Furthermore, ChatGPT, a game-changer in consumer PR, may successfully simulate human contact, enabling previously inconceivable tailored consumer engagement and brand engagements. Brands may use ChatGPT to develop conversational experiences that increase consumer happiness and loyalty.

SEO and Convergence

The combination of ChatGPT and SEO for consumer brands is a confluence of technologies that has the potential to reshape how businesses, including consumer PR agencies, approach digital marketing… SEO, a tried-and-true method, tries to improve the visibility of online material in search engine results. Brands may get a new level of exposure and engagement by combining ChatGPT-generated content with SEO methods.

Understanding ChatGPT and Its Application in Consumer Branding:

ChatGPT emerges as a transforming instrument in modern marketing, where tailored and authentic connections are essential. OpenAI’s ChatGPT, “Chat Generative Pre-Trained Transformer,” is an AI language model. It is a brilliant example of natural language processing breakthroughs, meant to create human-like prose that mimics the style and tone of human speech.

ChatGPT’s skills: ChatGPT’s skills are fuelled by its training in massive quantities of text from many sources. This training provides the model with syntax, context, and semantics knowledge, allowing it to create coherent, contextually relevant writing strikingly comparable to human-generated material, which makes it a valuable asset for Top PR agencies and consumer PR agencies seeking to enhance their content marketing strategies and Google rankings through expertly crafted consumer PR content.

Creating Engaging Content

One of ChatGPT’s most intriguing uses is in content production. Top PR agencies can leverage it to generate content, from blog articles and social media updates to product descriptions and email marketing. Companies use it to create content, from blog articles and social media updates to product descriptions and email marketing. This tool functions as a diverse content generator, capable of matching the brand’s voice and connecting with its target audience.

Furthermore, ChatGPT’s capacity to produce entertaining content goes beyond words. It can also write headlines that catch people’s attention, introductions that grab their interest, and conclusions that make an impression. By automating content development, brands can maintain a steady supply of relevant and captivating content.

Advantages of Using ChatGPT

  • Time Efficiency: Traditional content development techniques can be time-demanding and labor-intensive. ChatGPT speeds up content creation, allowing top and consumer PR agencies to allocate more time to strategic planning and high-level duties.

ChatGPT enables marketers to develop diversified content across several platforms and media quickly. This variety avoids content fatigue and keeps the viewer interested.

ChatGPT may be implemented into customer care chatbots, allowing firms to give quick and tailored solutions to consumer inquiries. This degree of involvement boosts client pleasure and loyalty.

  • Scalability: As a brand’s online presence grows, especially for Top PR agencies, it becomes increasingly challenging to maintain a steady flow of material. The scalability of ChatGPT overcomes this issue by creating content on demand, providing a consistent and relevant online presence.

ChatGPT’s multilingual features enable marketers to reach a worldwide audience by quickly creating content in several languages.

ChatGPT may act as an idea generator, igniting creativity and inventive thinking inside marketing teams. It provides a fresh perspective and inspires new content perspectives. It is invaluable for consumer PR agencies aiming to stay ahead in the dynamic world of content marketing and Google rankings.

  • Adaptability: Consumer tastes and trends change at a quick pace. ChatGPT’s versatility enables marketers to instantly pivot and generate content that syncs with the newest trends, ensuring that consumer PR content remains adaptable and resonates with ever-evolving consumer preferences.

Consumer Brand SEO Essentials:

Explaining the Fundamentals of SEO and its Importance

SEO  is the footing of current digital marketing, especially for consumer PR agencies. At its core, SEO refers to a set of methods and procedures to increase a brand’s exposure and organic presence on search engine results pages (SERPs). The highest goal of SEO is to rank higher for relevant search queries, resulting in more significant organic traffic to a brand’s website or online channels.

SEO is essential in a world where search engines are customers’ primary source of information. Brands that optimize their online content for search engines are more likely to be found by their target audience, resulting in improved brand awareness and website traffic. But does Google hate ChatGPT? It’s not quite so clear-cut. But the answer lies in the quality of your content and the value you provide to the reader.

Keyword Role in SEO and Relationship to Provided Keywords

Keywords are crucial to SEO. People use these search words to find information, products, or services on search engines. Consumer companies may connect their products with user intent and boost the chance of their content ranking better in search results by carefully inserting relevant keywords into their content.

In the context of the offered keywords—”top public relations firms,” “consumer public relations firms,” “content marketing,” “Google,” and “consumer public relations”—each phrase provides insight into what users are actively searching for. Brands may utilize these keywords to produce content that responds to user inquiries and promotes them as authoritative authorities.

The Importance of Relevant, High-Quality Content in SEO Strategies:

While keywords are important in SEO, they are only one puzzle component. Search engines continuously develop to emphasize providing consumers with the most relevant and helpful material. As a result, the quality of the content itself significantly influences a company’s SEO performance.

For various reasons, creating high-quality, relevant material is critical:

  • User Engagement: Engaging content keeps people on a website for longer, lowering bounce rates and indicating to search engines that the material is worthwhile.
  • Backlinks: High-quality content is more likely to gain backlinks from authoritative sites, boosting a brand’s SEO reputation, particularly for consumer PR agencies, where credibility is vital.
  • User Experience: Good content improves the user experience by offering helpful information, answering queries, and resolving pain spots.
  • Ranking variables: When deciding a page’s ranking, search engines analyze content depth, distinctiveness, and user involvement.
  • Long-Tail Keywords: Quality content effortlessly weaves long-tail keywords, such as those related to “consumer PR,” “content marketing,” and “Top PR agencies,” into its fabric.

The ChatGPT-SEO Union

Including ChatGPT in SEO Strategies for Better Content Creation:

The combination of ChatGPT and SEO offers a once-in-a-lifetime opportunity for consumer companies, especially consumer PR agencies, to revolutionize their content generation processes. The capacity of ChatGPT to create high-quality, contextually relevant content may be effortlessly incorporated into SEO efforts, enhancing the effect of both disciplines.

Brands may establish a virtuous cycle by employing ChatGPT to generate content that corresponds with SEO objectives: AI-generated content improves SEO, and good SEO guarantees that the AI-generated content reaches a broader audience. This combination of technology and strategies gives consumer brands an aggressive advantage in the digital world.

ChatGPT-Generated Content SEO Optimization

Integrating ChatGPT-generated content with SEO necessitates a calculated strategy. Here are some tips for marketers on how to optimize AI-generated content for search engines:

  • Keyword Integration: Find keywords related to the brand’s aims and target audience. Incorporate these keywords into the AI-generated material organically, ensuring they fit contextually and do not disturb the flow.
  • Semantic variants: Use ChatGPT to investigate semantic variants of target terms. It increases the complexity and relevancy of the text while avoiding the overuse of exact-match keywords.
  • Structured Format: To organize your information, use headers, subheadings, and bullet points. It improves readability and communicates to search engines the structure of vital material.
  • Metadata: Create engaging meta titles and descriptions that include target keywords. These elements influence click-through rates and the search engine performance of a page, which is essential for consumer PR
  • Internal and external links: Include pertinent internal and external links inside the material to give readers more value and context.

The Difficulties of Using AI-Generated Content for SEO

While the potential benefits of combining AI-generated content with SEO are enormous, especially for consumer PR agencies, there are several issues to consider:

  • Authenticity: Sometimes, AI-generated material lacks the human touch that provides authenticity and emotional resonance. Brands must ensure that the material continues to represent their voice and values.
  • Quality Control: Not all AI-generated material is equal. To avoid errors or information that does not correspond with their image, brands must maintain strict quality control.
  • Overusing terms in AI-generated content can result in keyword stuffing, negatively influencing SEO. It is crucial to strike the right balance between optimization and naturalness.
  • Unintended Bias: AI algorithms may create biased or contentious information accidentally. Brands must carefully evaluate and modify AI-generated content to minimize unforeseen negative consequences, particularly in the sensitive realm of consumer PR.
  • Originality: Search engines place a premium on unique material. Brands should ensure that AI-generated content does not simply repeat existing content but adds a fresh viewpoint.

Improving Google Rankings with ChatGPT and SEO

Examining the “E-A-T” Concept of SEO and Content Quality

“Expertise, Authoritativeness, and Trustworthiness,” or “E-A-T,” is a notion that Google employs to evaluate the quality of web material. When deciding on search engine results, it’s essential to consider, especially for information about health, money, or other sensitive areas.

  • Expertise: In consumer PR and content marketing, establishing authoritativeness is vital. Content should reflect a thorough comprehension of the subject area, highlighting the author’s knowledge.
  • Authoritarianism: The author’s content should establish them as a reputable source backed by appropriate qualifications and authoritative references.
  • Trustworthiness: Content should give accurate, dependable information and be upfront about sources and biases.

AI-Generated Content Optimization for E-A-T and SEO

Using ChatGPT for content production while adhering to the E-A-T rules may significantly improve a brand’s Google ranking. Here’s how to improve the E-A-T and SEO of AI-generated content:

  • Research and Credibility of Sources: Use ChatGPT to develop material and back it up with trustworthy sources. Cite reliable sources to boost the credibility of the article.

Develop material that demonstrates your brand’s competence in the industry. Share one-of-a-kind ideas, case studies, and experiences that establish your company as a knowledgeable authority.

  • Author Profiles: If appropriate, include author profiles with relevant qualifications to create authority and develop confidence with readers.
  • Openness: Clear any possible conflicts of interest and relationships with your audience, encouraging openness and creating trust.
  • Originality: While AI-generated material may be helpful, be sure it adds unique perspectives to the discourse. Try to refrain from regurgitating conventional knowledge.
  • Interaction Signals: User interaction, such as comments, shares, and time spent on a page, indicates the worth of content to search engines.
  • Updates regularly: Keep AI-generated material fresh and up to date. Returning and updating information indicates your dedication to accuracy. Experiment with various information formats—articles, videos, and infographics—to appeal to varied learning styles and preferences.
  • User-Centric Approach: Make it a priority to create content that meets your audience’s requirements, such as answering questions and giving answers.

Final Thoughts

Standing steady means staying caught up in the fast-paced world of digital marketing. ChatGPT, on the other hand, provides a platform for experimentation. Consumer businesses, including top PR agencies, are encouraged to investigate its possibilities for content production and improving consumer interactions and engagement.

However, when companies begin on this path, keeping consumer trust and the E-A-T principles in mind is critical. Innovation should complement, not undermine, the trust and authenticity pillars of brand success.

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Stand By Your Brand

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The Dave and Busters Tweet Lesson: Stand By Your Brand

This week, with the Dave and Busters “Juan” tweet yet another social media gaffe made it’s what into the collective conversation. It sparked furious cries of racism. It sparked snickers. It sparked the “holier than thou” media to earn mega points for traffic.

Imagine for a moment, the alternative tweet: “I hate tacos” said no one ever. #tacotuesday.

Imagine what THAT would have caused: crickets.

Which of those two messages was more brand consistent, more interesting, more compelling and took more courage?

Branding is like getting a tattoo: it takes guts and commitment.

Tweet: Branding is like getting a tattoo: it takes guts and commitment.

This is why brands and businesses must be crystal clear on who they are, what they stand for and who their target customer is. I’m not suggesting that every brand and business rush to the edge of every cultural controversy and insensitivity in order to create some reaction to their message. But in order to make it interesting they HAVE to know where the line is on risk taking. Brands and businesses have to accept that people who AREN’T their customers aren’t going to “get” it and they have to stand with their customers who DO.  If you insist on completely bland copy, messaging and creative, you will get some bland results.

Tweet: If you insist on completely bland copy, messaging and creative, you will get some bland results.

Tweet: Brands and businesses have to stand with their customers who DO “get it”.

I’m actually disappointed Dave and Busters didn’t fire back to the haters with another pun. Dave and Busters is a GAMING VENUE for grown-ups. It isn’t a financial company, it isn’t a children’s nonprofit, it isn’t a government agency, it isn’t a church. It’s supposed to be FUN. Taco Tuesdays are supposed to be FUN. I don’t know about you – but I could use a little fun in my tweet stream.

So here’s where we’re at with a collective lack of spine in the social, marketing and advertising world: be creative, be dynamic, create conversation and excitement, but DO NOT, UNDER ANY CIRCUMSTANCES TAKE RISKS. Does the marketing and advertising world really want to be known as the analysis paralysis industry whose signature color is beige?

Tweet: Does the marketing and advertising world really want to be known as the analysis paralysis industry whose signature color is beige?

Yes, let’s think through things. Yes, let’s consider the context. But let’s stop freaking out the minute someone with 2,000 followers takes issue with an edgy statement. Let’s understand our brands, their purpose, their customers and values and let’s stand by those values even when everyone else doesn’t get it. It’s OK. If your brand is truly defined, not everyone will.

Yes, the pain of nasty-gram tweets and email is piercing, they don’t last forever, in fact, in most cases, those very same people are off on an entirely different tangent tomorrow.  Being a wishy-washy brand isn’t good for anyone, except dish soap – and those consequences are far longer reaching.

Tweet: Being a wishy-washy brand isn’t good for anyone, except dish soap – and those consequences are far longer reaching. 
Stand tall. Take smart risks. Stand by your customers. Have some brand confidence. Stand by your brand.

 

 

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