In the evolving digital world, one key theme is apparent:
- Convergence of communication in reaching target audiences across owned, social, paid and earned platforms (as Gini Dietrich recently defined).
- Convergence of approach across different disciplines: marketing, public relations and SEO in particular.
Much of this is driven by Google with their ongoing Panda and Penguin algorithm updates. In a nutshell these focus all web-based activities on creating quality content that is remarkable and compelling and drives engagement. The Content Marketing Institute summed this up nicely just last week in their assessment of Matt Cutts‘ recent Penguin 2.0 update.
This isn’t entirely new. Last summer, Econsultancy encouraged PR pro’s to “get a grip on SEO“. And more recently, Everything PR articulated the case for “Where PR and SEO Merge: Outreach & Building Relationships“. It may not be new, but the noise levels are definitely rising.
So the diversity of the audience at a presentation on “Blogger Outreach and Online PR” should not have been a surprise. It was an event set up by Ewan McCowen as a joining up of The Edinburgh Internet Marketing Meetup and The Edinburgh Social Media Meetup.
“Blogger outreach” and the necessity to create compelling content that is shared across a variety of influencers (bloggers) for any given sector is gaining wider appeal. The marketers might call it “influence marketing” and this undoubtedly has additional facets to it in terms of how it is implemented, but some of the basic tenets remain the same. And the older-school SEO pro’s might call it “link building” but again, whilst there are many other perfectly acceptable ways to build links, blogs are now a key source and the term “link earning” is gaining prominence.
So it was a pleasure to have a great mix of PR, marketing, social media and SEO brains in the audience including the likes of Mike McGrail, Colin Gilchrist, Andrew Girdwood, Alex Robertson, Malcolm Gibb and more. Of course when you then stimulate those brains further with a couple of post-event beers, the potential ideas to change the planet are endless – expanding opportunities in a converging media landscape.
For those who couldn’t make it, the world domination ideas are top-secret, but you can view the presentation here. I hope you find it helpful.