Integrated marketing relies on being able to capitalize across channels and disciplines that were once, and often still are, perceived as unique "silos" in the marcom universe: Each discipline can do great work, yet typically mainly serves the goals of that department.

PR and social media are about creating and spreading fame. Driving awareness and positive impressions relies on being top of mind, being present, and being found. And, as each day passes, the importance of ongoing SEO becomes even more critical.

To achieve the greatest publicity—being found and heard from, both online and offline—we have to transition away from the way we think about marketing in general. Having all functions of marketing, from PR to SEO/SEM to social media, working on a planar level increases the power of the keyword strategy.

Here's how marketing used to look:

Strong marketing performance requires coordinating across platforms at a high level:

Why is PR important to SEO, and vice versa?

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image of Brian Bennett

Brian Bennett is the founder and president of STIR Advertising + Integrated Messaging, a full-service agency that specializes in B2B integrated and digital marketing.

LinkedIn: Brian Bennett

Twitter: @STIRstuff