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You are here: Home / Spin Sucks / Spin Sucks Podcast 82: Reworking Earned Media for 2020
The Spin Sucks Podcast with Gini Dietrich (album art)

Spin Sucks Podcast 82: Reworking Earned Media for 2020

December 30, 2019 by Gini Dietrich Leave a Comment

http://traffic.megaphone.fm/OSC1806006405.mp3

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One of the most frustrating aspects of a communicator’s job is how little control you have over earned media.

Not every interview you give is published.

However, if you maintain a good relationship with the journalist, blogger, or influencer, you can repurpose those unaired interviews into your own content.

This episode of Spin Sucks features an interview Megan Dougherty of One Stone Creative did with me earlier in the year…that never saw the light of day.

Until now.

We discuss content creation, the PESO model, and the pros and cons of writing a book.

Here are a few highlights of our conversation:

  • Why we want to systematize our processes and how that allows my team to better serve our clients.
  • The PESO model represents how authority is built when all types of content work together.
  • You have to be willing to put in the time and money to test before you start reaping rewards with content as well as with Facebook ads. Megan says that podcasting is also a long game.
  • The quality of your content matters more today than how often you publish. I recommend making the type of content you are most comfortable creating, whether that’s a blog, a podcast, or video.
  • Being an author makes you more credible to many business leaders. However, you don’t need to be an author to have credibility. We discuss why you should write a book only if it aligns with your goals.

Updates

I update listeners about a few topics discussed in the interview, including Facebook ads.

While they will continue to be more effective than any other social media platform, Facebook ads are going to be more expensive in the new year. Email is cheaper and can produce great results.

Have Your Say

Join us in the Spin Sucks community and we can discuss this episode and more.

Happy New Year!

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About Gini Dietrich

Gini Dietrich is the founder and CEO of Arment Dietrich, a Chicago-based integrated marketing communications firm. She is the lead blogger at Spin Sucks and is the founder of Spin Sucks Pro. She is the co-author of Marketing in the Round and co-host of Inside PR. Full bio

Filed Under: Spin Sucks Tagged With: megan dougherty, one stone creative, PESO Model, spin sucks community

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