As long as it’s good news, there isn’t a business owner in the world who wouldn’t want their company or product to be featured in the press. But with journalists receiving scores of cold pitches per day and responding to a tiny fraction of them, it’s often an aspiration that remains unfulfilled.

Which is why I’m so pleased to be joined by Natalie Sutton, a Freelance PR and fractional communications leader, to discuss how businesses can achieve cut-through with the press.

In this episode, we discuss:

• In this episode, we delve into the art of gaining press coverage for your business. Our guest, Natalie Sutton, a seasoned freelance PR and fractional communications leader, shares her insights on how businesses can effectively engage with the media. Natalie brings over 30 years of experience in communications, having worked with global technology firms and started, scaled and sold her own PR agency.
• The scale of the challenge to get noticed by journalists and a benchmark for how many pitches a journalist is likely to respond to
• What to start with
• How to measure success
• How to tailor your pitch
• The seven fundamental story arcs that can make your pitch 22 times more memorable
• How you can combine PR with other channels for greater impact
• How you can get even more value out of a successful pitch with shareable content
• The basics of good media relations

CONNECT

• Natalie Sutton on LinkedIn https://www.linkedin.com/in/nataliesutton/ or https://www.fractionalnatalie.com/
• David Richter on LinkedIn - https://www.linkedin.com/in/david-richter-clickpop/ or www.clickpop.co.uk

LISTEN

• Spotify: https://open.spotify.com/show/2rZo9Z5laMfQ9OsY9OVyPq?si=652f6e969f9e42ec
• YouTube: https://www.youtube.com/@MarketingFreedPodcast
• Amazon Music: https://music.amazon.co.uk/podcasts/08eb4a0a-cdfd-4cf7-8801-20f983579715/marketing-freed
• PlayerFM: https://player.fm/series/series-3552796
• Podchaser: https://www.podchaser.com/podcasts/marketing-freed-5619008
• Deezer: https://www.deezer.com/en/show/1000659902

There has never been so much data floating around and accessible to the public, and with AI, the ability for anyone to analyse this data and make sense of it has never been easier.

Along with the opportunity for organisations to use data as part of their own promotional activity, there’s also the challenge of the data uncovering other stories which, perhaps organisations would prefer if the public didn’t know about.

To help us navigate all of this I’m joined by Alex Waddington, founder of Whetstone Communications, a consultancy that helps communicators do more with their data.

In this episode, we discuss:

• What data journalism is
• Where you can find useful sources of data
• Tools you can use to analyse the data and uncover stories
• How to pre-empt and defend against negative stories burried in your data

CONNECT

• Alex Waddington on LinkedIn https://www.linkedin.com/in/alexwaddingtoncommspr/
• Alex’s website: https://www.whetstonecomms.com/
• David Richter on LinkedIn - https://www.linkedin.com/in/david-richter-clickpop/ or www.clickpop.co.uk

BOOK

• Alex recommended a couple of books about information and data analysis, both authored by David McCandless. You can find out more about them here: https://www.amazon.co.uk/stores/David-McCandless/author/B002HYXAUY?ref=sr_ntt_srch_lnk_1&qid=1718966448&sr=8-1&isDramIntegrated=true&shoppingPortalEnabled=true

LISTEN

• Spotify: https://open.spotify.com/show/2rZo9Z5laMfQ9OsY9OVyPq?si=652f6e969f9e42ec
• YouTube: https://www.youtube.com/@MarketingFreedPodcast
• Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5jYXB0aXZhdGUuZm0vbWFya2V0aW5nZnJlZWQv?sa=X&ved=0CAMQ4aUDahcKEwiYgMzw6ryEAxUAAAAAHQAAAAAQNg
• Amazon Music: https://music.amazon.co.uk/podcasts/08eb4a0a-cdfd-4cf7-8801-20f983579715/marketing-freed
• PlayerFM: https://player.fm/series/series-3552796
• Podchaser: https://www.podchaser.com/podcasts/marketing-freed-5619008
• Deezer: https://www.deezer.com/en/show/1000659902

There are a wealth of tools available to anyone who wants to improve the visibility of their website on Google. But one tool that’s often overlooked by business owners is Google Search Console. Not only does it provide a tonne of useful data, straight from the horse’s mouth, it’s also free.

Which is why I’m so pleased to be joined by Dan White, an independent SEO Consultant, to explain how you can use Google Search Console to improve your SEO strategy, enhance your website’s performance, and ultimately drive more organic traffic to your site.

In this episode, we discuss:

• What Google Search Console is
• Using performance data to track and analyze website trends.
• The filters available for your data
• Understanding the significance of impressions and clicks.
• Search appearance and its impact on SEO strategy.
• Page index report: identifying and resolving errors.
• Manual penalties and disavowing links: when and how to use these features.
• Complementing GSC data with tools like Screaming Frog, SEMrush, Ahrefs, and MozPro.
• The benefits of using multiple data sources for a holistic SEO analysis.
• How to uncover hidden opportunities using GSC data.
• Dan’s thoughts on the evolving landscape of SEO and digital marketing.

CONNECT

• Dan White on LinkedIn https://www.linkedin.com/in/danwhitemarketing/
• Dan’s website: https://www.danieljameswhite.com/
• David Richter on LinkedIn - https://www.linkedin.com/in/david-richter-clickpop/ or www.clickpop.co.uk

BOOK

• Dan recommended the book; The Chimp Paradox. You can find out more about the book here: https://chimpmanagement.com/books-by-professor-steve-peters/the-chimp-paradox/

LISTEN

• Spotify: https://open.spotify.com/show/2rZo9Z5laMfQ9OsY9OVyPq?si=652f6e969f9e42ec
• Apple Podcasts: https://podcasts.apple.com/us/podcast/marketing-freed/id1731359462
• YouTube: https://www.youtube.com/@MarketingFreedPodcast
• Amazon Music: https://music.amazon.co.uk/podcasts/08eb4a0a-cdfd-4cf7-8801-20f983579715/marketing-freed
• PlayerFM: https://player.fm/series/series-3552796
• Podchaser: https://www.podchaser.com/podcasts/marketing-freed-5619008
• Deezer: https://www.deezer.com/en/show/1000659902