Improve Your Brand Authority with Newsworthy Content (Amanda Milligan and Jason Barnard)


Newsworthy Content and Dominating Your Branded Search Results – Kalicube Knowledge Nuggets

In this short video clip with Jason Barnard, Amanda Milligan explains how Newsworthy Content can help with branded search and how Branded Search ties in with Newsworthy Content. Amanda emphasises that a company that creates interesting and data-driven content that is foundational in its industry can be searched along with the company’s brand name. In addition, earned media for newsworthy content can significantly help a company’s website and branded search results. Watch the video right to the end.

  • 00:00 Jason asks questions
  • 00:43 Create something super interesting and data-driven and newsworthy
  • 01:06 Creating newsworthy content with the goal of earning media

Transcript from Newsworthy Content and Dominating Your Branded Search Results – Kalicube Knowledge Nuggets

Jason Barnard: That was actually brilliant. We have the last question, which is always the same, which is all about how Branded Search and your specific topic intertwine? And I didn’t wanna say brand authority and Branded Search. I wanted to say newsworthy content and Branded Search.

Amanda Milligan: Yes.

Jason Barnard: So I was kinder to trick you. Can you tell me how can newsworthy content help with Branded Search?

How does Branded Search tie in with newsworthy content?

Amanda Milligan: Yes, newsworthy content can certainly tie in because I feel like there are a ton of different ways, we can talk for hours.

But one of the things is “if you create something super interesting and data-driven and newsworthy it might get so foundational in your industry, people might link to it so often or need that statistic or whatever it is so often that people will actually start searching for it in your brand”, potentially which is awesome.

That’s a best-case scenario. The other thing is what we touched on before, which is if you’re creating newsworthy content with the goal of earning media. That media that you’re earning for your brand serves as these amazing authoritative bolsters for your site itself in your brand search.

If you’re in our situation and you’re competing against other similar terms or whatever, making sure you’re not ranking those, but also that Stacker Studio or Stacker was mentioned in Digiday, that is on our Brand SERP and it adds authority immediately to somebody looking at your Brand SERP if they see that a respected publication or respected person is talking about you.

So it might not always make it to page one, depends on what the coverage is. But even if it doesn’t, it’s still working in the background to make sure that everything else you’re doing that is more branded has a better chance of ranking because your site and your brand overall are more authoritative.

Jason Barnard: That was brilliant answer. Hugely impressed.

“This Knowledge Nugget is taken from the Branded Search (and Beyond) Podcast with Jason Barnard.”

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