2018 PR Trends: Search Marketing [Video]

Top Public Relations Trends in 2018: Introduction

2018 is here, and we’re digging into what look to be some of the biggest trends that will affect PR practitioners this year. In this installment, we’ll look at 2 major trends in search marketing:

  • Advanced PR Practitioners Embrace AI Fully
    • The most advanced PR practitioners will embrace AI technologies and incorporate them into day-to-day work in order to survive and succeed. Laggards will quickly reach obsolescence.
    • Solution: Hop aboard the AI/SEO the train now. Focus on natural language processing.
  • SEO and PR Merge In Some Firms
    • The difference between SEO and PR continues to blur as more SEO practitioners realize the need for human storytelling, and more PR practitioners quantify their work in SEO terms. This trend will only accelerate as search engines become ever more intelligent.
    • Solution: Consider more diverse hires to bring SEO capabilities to PR and vice versa.

Stay tuned as we look next at social media in this series!

Christopher S. Penn
Vice President, Marketing Technology

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Posted on January 9, 2018 in Marketing, Public Relations, SEO, Trends, Video

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About the Author

Christopher S. Penn is an authority on digital marketing and marketing technology. A recognized thought leader, author, and speaker, he has shaped three key fields in the marketing industry: Google Analytics adoption, data-driven marketing and PR, and email marketing. Known for his high-octane, here’s how to get it done approach, his expertise benefits companies such as Citrix Systems, McDonald’s, GoDaddy, McKesson, and many others. His latest work, Leading Innovation, teaches organizations how to implement and scale innovative practices to direct change. Christopher is a highly-sought keynote speaker thanks to his energetic, informative talks. In 2015, he delivered insightful, innovative talks on all aspects of marketing and analytics at over 30 events to critical acclaim. He is a founding member of IBM’s Watson Analytics Predictioneers, co-founder of the groundbreaking PodCamp Conference, and co-host of the Marketing Over Coffee marketing podcast. Christopher is a Google Analytics Certified Professional and a Google AdWords Certified Professional. He is the author of over two dozen marketing books including bestsellers such as Marketing White Belt: Basics for the Digital Marketer, Marketing Red Belt: Connecting With Your Creative Mind, and Marketing Blue Belt: From Data Zero to Marketing Hero.
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