You can access the slideshare here and watch the full webinar video
via the last page of the above SlideShare.

Guest speakers

  • Joe Griffin, CEO and Co-Founder of ClearVoice
  • Andy Crestodina, Co-Founder of Orbit Media
  • Chad Pollitt, Co-Founder of
  • Robert Rose, Chief Strategy Advisor for The Content Marketing Institute


Learn the best practices for aligning your content to maximize engagement opportunities, whether via SEO, social or other channels. In this webinar hosted by SEMrush, our CEO, Joe Griffin, kickstarts the conversation with the presentation above, followed by a roundtable discussion with fellow experts.

In this webinar you will learn how to:

  • Choose the appropriate channels for your content.
  • Target the right audiences with your assets.
  • Optimize assets according to their distribution channels.


Andy Crestodina:

  • I’m an advocate for collaborative content. If you look at anything that I do, you’ll find that there’s a face, a name, a company and a link, and I’m filling my content with contributor quotes.
  • It seems like content should be engineered for an outcome. If you just start with an article and then ask yourself how to get traction to this everywhere, that doesn’t always work.

Chad Pollitt:

  • When I create content, I create my own media to earn media. That’s the attitude that I have. And if my content is good enough to earn media, then it’s quality content and I’ve achieved my goal.
  • There’s nothing wrong with pulling out the old PR book and flipping to the chapter on media relations.

Joe Griffin:

  • We want to ensure that we’re delivering to our customers and prospects what we said we’re going to deliver. The way we communicate that is key. It’s important that we communicate in a specific way to each of the audiences we’re trying to serve.
  • I may even target them [pieces of content] at different channels, depending on the persona. That’s one of the first fundamental areas of optimization. It’s super fundamental and important.

Robert Rose:

  • When we’re creating content, if we don’t understand what the purpose is, then that’s when we really get confused about what is good and what is just good enough.
  • One of the things that I often say is if you want to tell a story, put a person in it. Nobody wants to read a story about industrial manufacturing. They want read a story about Bob or Mary in industrial manufacturing and their challenges, what they’re faced with, those kinds of things. That’s where stories come to life.


This webinar was recorded Sept. 27, 2017. Length: 1:01:31.