BuzzStream Digital PR and Link Building Podcast

Garrett French has been in the SEO game for 25+ years and is the founder of Citation Labs, Zip Sprout, and Xofu. In this episode, Garrett breaks down why chasing links and vanity metrics is a losing game — and what to do instead. We dig into citable elements on product pages, link impact reporting , and how AI is changing the way we think about content and citations.If you're an SEO, link builder, or agency owner trying to prove ROI and keep your clients (and your job), this one's for you.⏰ Chapters:00:00 – Intro02:26 – What are citable elements?07:23 – Decisioning efficiency11:16 – Friction-inducing, latent, unasked questions15:29 – Does traditional keyword research still have a place?18:29 – How customer research feeds your link building and PR strategy25:38 – Why Garrett started tracking link impact30:08 – AI overviews, LLMs, and what's actually changing33:51 – What "helpful content" actually means — and why it's scary43:55 – Where to find Garrett: Citation Labs, Zip Sprout, and Xofu🔗Links:Citation Labs: citationlabs.comZip Sprout: zipsprout.comXofu: xofu.comGarrett on LinkedIn: linkedin.com/in/garrettfrenchFull episode: https://www.buzzstream.com/blog/bottom-line-link-building-podcast/

LLM source data is shifting fast — and if you've been watching the studies, you might be wondering if your entire digital PR strategy needs a rethink. Spoiler: it doesn't.In this episode, Vince sits down with content and growth manager with Semrush, Amanda Milligan, (founder of Brand Authority Club, formerly of Fractl, Stacker, and iPull Rank) to break down what's actually happening with LLM citations, why the volatility shouldn't send you into panic mode, and what digital PR professionals should really be focused on right now.Whether you're deep in digital PR or just trying to figure out how AI fits into your marketing strategy, this one is worth a listen.⏰ Timestamps0:00 – Intro1:53 – The LLM sources study that sparked the panic3:01 – Why you shouldn't overhaul your strategy6:20 – The problem with chasing Reddit citations9:20 – Why LLMs are giving PR people more buy-in for niche placements12:42 – Knowledge base vs. retrieval layer explained16:45 – Why brand mentions are finally winning the argument21:22 – Start with brand messaging before anything else28:25 – What "Citation Core" means for your niche30:44 – The bigger opportunity for PR and social🔗 Links and Resources mentioned:https://www.buzzstream.com/blog/llm-volatility-strategy-podcast/brandauthority.clubhttps://backlinko.com/llm-sourceshttps://www.linkedin.com/in/amandamilligan/https://www.buzzstream.com/listiq

In this insightful interview, journalist and PR expert Joni Sweet shares her unique perspective on pitching stories, building relationships with journalists, and navigating the modern media landscape. Discover practical tips for crafting compelling pitches, understanding editorial calendars, and leveraging data to increase media coverage.⏰ Chapters00:00 Introduction01:42 A Day in the Life of a Freelance Journalist08:41 The Art of Pitching: Insights for PR Professionals11:28 Understanding Editorial Calendars and Trends16:09 Quality vs. Quantity in PR Coverage22:48 Impact of Coverage: Quality vs. Quantity26:05 Aligning PR Strategies with Client Objectives27:19 Building Relationships with Journalists31:20 The Challenge of Fake Experts34:26 Quick Questions37:35 Pitch Fix Live Workshop Announcement 🔗 LinksJoni Sweet Website - https://jonimsweet.comJoni SweetSubstack Newsletter - https://jonisweet.substack.comList IQ Media List Builder - https://buzzstream.com/listiq

What do you do when you have a brand new app and nothing "newsworthy" to pitch? You build the story yourself.In this episode, Vince sits down with Tori Khutorna, PR Manager at Hily.Tori breaks down how she thinks about creating stories from scratch, finding the emotional hook, nailing the timing, and getting coverage even when your product isn't making headlines on its own.If you're doing PR for an app — or any brand in a crowded market — this one's for you.⏱ Timestamps0:00 — Intro5:06 — Why founders think everything is newsworthy (and how to handle it)8:41 — How to create news when you don't have any13:09 — How to get product teams on board with PR-driven features16:08 — Why timing and emotional hooks make or break a pitch21:34 — Does every pitch need a "why now?"28:51 — Aligning every PR story to your company's mission29:50 — The Trejo's Donuts collab and how to find the right brand partners33:22 — Where to find Tori and wrap-up--📩 Connect with Tori on LinkedIn: https://www.linkedin.com/in/viktoriia-khutorna-tori-torn-23998919b/🌐 Check out Hily: https://www.hily.com🔗 Check out List IQ: ⁠https://www.buzzstream.com/listiq/

What separates a forgettable digital PR campaign from one that actually gets coverage, links, and results? In this episode, Vince sits down with Katy Powell — PR director and co-founder of Bottled Imagination — to talk about what it really takes to build creative campaigns that stand out.They get into everything: how to stress-test ideas before you pitch them, why you should be thinking more like an ad agency, how to mitigate risk when going big, and what "So What Reporting" actually means for your clients. Plus, Katy shares the stories behind two standout campaigns — a fake footballer designed to raise gambling awareness, and a very unusual protein shake flavor event involving pickles and chocolate.If you're in digital PR and feel like you've been stuck doing the same thing over and over, this one's for you.⏰ Timestamps00:00 – Introduction02:26 – What makes Bottled Imagination so creative?06:02 – How to stress-test a campaign idea08:27 – What actually makes an idea press-worthy?13:38 – The ProteinWorks pickle & chocolate campaign18:04 – Overcoming data and execution challenges21:43 – Getting the data you need (and the AI trap to avoid)29:11 – The Jordan Rees fake footballer campaign33:03 – How to measure creative campaigns beyond just links35:54 – "So What Reporting" explained🔗 Links and resourcesFull post: https://www.buzzstream.com/blog/creative-digital-pr-podcast/Bottled Imagination: https://bottledimagination.comConnect with Katie on LinkedIn: https://www.linkedin.com/in/katy-powell-333717127/Try ListIQ (media list building tool): https://www.buzzstream.com/listiq/BuzzStream: https://buzzstream.com---💬 Have a question about creative digital PR? Drop it in the comments!👍 If you found this useful, like and subscribe for more episodes on digital PR, link building, and content strategy.

Getting your brand mentioned in AI answers isn't luck — it's a strategy. In this episode, Vince sits down with Bernard Huang, founder of ClearScope, to break down exactly how AI models like ChatGPT and Gemini decide what brands to recommend, and what you can do about it.They cover the three layers of how AI generates a response, why links are becoming less important than co-mentions, how digital PR fits into the AEO playbook, and what "topical authority" actually means in a world where AI answers questions before anyone clicks through.If you're in SEO, digital PR, or content marketing, this one's worth a watch.---⏱ Timestamps00:00 — Intro03:07 — Training data vs. real-time grounding: what's the difference?03:45 — The 3 layers of how AI generates a response09:08 — Do you need on-site content, or can off-page do the job?12:13 — Is informational content still worth making?17:10 — Chunking, character budgets, and content depth20:00 — Two schools of thought: cosine similarity vs. information gain23:35 — How digital PR and entity mentions work for AEO28:31 — Real-world example: reactive PR and the halo effect33:01 — How to track digital PR success for AI visibility---🔗 Links- ClearScope: https://www.clearscope.io/- BuzzStream List IQ: https://www.buzzstream.com/listiq- Full post: https://www.buzzstream.com/blog/ai-brand-playbook-podcast/- Bernard Huang on LinkedIn: https://www.linkedin.com/in/bernardjhuang/Subscribe for more episodes on digital PR, SEO, and content strategy.

Reddit has quietly become one of the most powerful platforms for brand visibility — and most marketers are doing it wrong.In this episode, Ross Simmonds (founder of Foundation Marketing and author of Create Once, Distribute Forever) breaks down exactly how brands should be showing up on Reddit in 2026 — from reputation management to influencing AI-generated search results.We cover:✅ Why Reddit is now critical for LLM visibility (ChatGPT, Perplexity, Google AI Overviews)✅ How to audit and monitor the subreddits that actually matter for your brand✅ The right way to build karma and credibility before posting✅ Why comments matter more than upvotes when it comes to AI citations✅ The black hat tactics that will get your brand permanently banned✅ How to measure Reddit's impact on pipeline and revenueTimestamps:00:00 – Intro2:35 – How Reddit is different from other social platforms6:21 – The 3 types of marketers approaching Reddit right now9:31 – Reputation management: how to handle negative Reddit threads16:18 – Building karma and credibility before posting26:43 – Which subreddits Google actually associates with your category29:42 – Black hat tactics and why they backfire35:33 – Measuring attribution and ROI from Reddit🔔 Subscribe for more marketing strategy, PR, and outreach tips from the BuzzStream podcast.📖 Ross's book Create Once, Distribute Forever: https://www.amazon.com/Create-Once-Distribute-Forever-Creators/dp/1544541295🌐 Foundation Marketing: https://foundationinc.co/🎙️ Previous episode with Ross: https://www.buzzstream.com/blog/content-distribution-podcast/🔗 BuzzStream: https://www.buzzstream.com/📋 List IQ: https://www.buzzstream.com/listiq/

Is your PR strategy still living in 2015? In this episode, Mady Lanni (PR & Communications Manager at Manychat) breaks down why social media needs to be at the center of your digital PR strategy—not just an afterthought.Mady shares how she's building Manychat's PR function from the ground up with a social-first mindset, why the creator economy is poised to reach $200 billion by 2030, and how to turn viral social moments into legitimate PR wins.Whether you're agency-side or in-house, this conversation will change how you think about content distribution, influencer partnerships, and the future of earned media.🔗 Linkshttps://www.linkedin.com/in/madysonlannihttps://www.instagram.com/theprgirlie/Try ManyChat: https://manychat.comTry BuzzStream's ListIQ: https://buzzstream.com/listiq⏰ TIMESTAMPS:00:00 - Intro01:37 - Mady's background: From agency to in-house at Manychat07:58 - How to insert your content into trending conversations08:28 - Creating social-first content: The soundbite strategy11:58 - Understanding your audience: Which platforms actually matter?20:05 - How to spot trends: Metrics vs. gut instinct22:56 - Three ways to use social: Ideas, outreach, and content creation27:01 - How to identify and reach out to influencers 31:01 - Final hot take: The creator economy is the future of all media---⭐️ KEY TAKEAWAYS:✅ Social media should be integrated into your PR strategy from day one, not added as an afterthought✅ Train a separate social media account's algorithm to catch relevant trends for your brand✅ Not every viral moment is right for your brand—focus on relevance over virality✅ The future of PR is fully integrated: SEO + Social + Influencer + Email + Comms✅ Budget for influencer partnerships—it's becoming table stakes---👍 Like this episode?Subscribe and hit the bell for more digital PR strategy insights.

In this episode of the BuzzStream podcast, host Vince Nero interviews Metehan Yesilyurt, Chief Growth Officer at AEO Vision, about the significance of AI training data, particularly Common Crawl. They explore how AI models use this data, the importance of metrics such as page rank and harmonic centrality, and the challenges posed by data accessibility. The conversation emphasizes the need for relevancy in AI citations and the evolving landscape of AI and SEO.⏰ Chapters00:00 Introduction02:17 Understanding AI Training Data04:49 Exploring Common Crawl07:37 The Role of Common Crawl in AI10:12 Metrics: Page Rank and Harmonic Centrality12:31 AI Citations and Brand Positioning15:21 The Future of AI and Data Sources17:35 Relevancy vs. Authority in Links20:20 Challenges with Common Crawl22:52 Final Thoughts and Future Predictions🔗 Links and Resources:Connect with Metehan:https://www.linkedin.com/in/metehanyesilyurt/https://aeovision.ai/His tool and study:https://metehan.ai/blog/cc-rank/https://webgraph.metehan.ai/Common Crawl's article:https://commoncrawl.org/blog/how-seos-are-using-common-crawls-web-graph-data-for-ai-ranking-signalsBuzzStream's article:https://www.buzzstream.com/blog/publishers-block-ai-study/ListIQ:https://www.buzzstream.com/listiq

Data has a reputation for being boring, but it can do wonders for your marketing. This podcast is all about getting your heads out of the spreadsheets.In this episode, host Vince Nero sits down with Thierry Ngutegure and George Sinnott, co-founders of Six Chillies — a UK-based, data-centric agency on a mission to make data-led content feel human* creative, and actually useful.If you’re in digital PR, content marketing, or SEO, this one’s packed with practical insights.⏰ Timestamps00:00 — Intro03:47 — Why data gets labeled “boring”09:08 — Is AI making data storytelling easier or harder?11:33 — How to use AI the right way for ideation16:12 — Best data sources to start with20:54 — How to find stories *without* living in spreadsheets24:47 — What makes a data story “cool”?31:50 — Strategy frameworks for pitching + presenting data40:40 — Biggest mistakes people make with data-led content🔗 Linkswww.sixchillies.comhttps://www.linkedin.com/in/thierryngutegure/https://www.linkedin.com/in/george-sinnott-020738133/

In this episode of the BuzzStream Podcast, host Vince Nero speaks with Ellie Hearn, a digital PR strategist at Re:signal, on how to start a successful digital PR service.Ellie Hearn has been in the digital PR world for years, working with some of the UK’s top agencies, including Digitaloft, iProspect, Aira, and Journey Further. We covered everything you need to know to get started: services to offer, how to hire, what to charge, and the challenges along the way.Ellie sets a fantastic blueprint for anyone interested!🕰️ Time stamps00:00 Intro02:24 Ellie's Journey in Digital PR05:13 Understanding Traditional vs Digital PR08:02 Core Services of Digital PR13:37 Client Management and Expectations16:30 Quality Over Quantity in Link Building19:11 Determining Costs and Fees for Digital PR22:03 Building a Digital PR Team27:46 The Community and Support in Digital PR🔗 Linkshttps://resignal.com/https://www.linkedin.com/in/ellie-hearn-b18612141/

YouGov has published thousands of surveys—so what separates the ones that break through from the ones that don’t?In this episode of the BuzzStream podcast, host Vince Nero interviews Brian Reitz, Senior Marketing Manager at YouGov, to discuss the intricacies of survey design and the factors that make surveys newsworthy. They explore the internal processes at YouGov for determining survey topics, the importance of brainstorming, and the balance between timely and emotional content and much more.⏰ Timestamps00:00 – Introduction05:10 – How YouGov chooses survey topics10:28 – SEO vs. news value: Should search demand shape survey strategy?18:22 – What actually drives coverage (emotion, simplicity & authority)27:31 – Demographics, negativity & common survey PR mistakes37:28 – Real survey example + final advice for PRs running surveys🔗 Links and Resourceshttps://www.linkedin.com/in/brianmreitz/https://yougov.com/https://www.buzzstream.com/blog/yougov-survey-analysis/https://yougov.com/en-us/business/engage/reality-checks

In this episode of the BuzzStream podcast, Vince Nero interviews Chloe Osunsami, head of digital PR at Aira, to discuss the intricacies of conducting a digital PR audit. Chloe shares her approach to understanding new clients, the importance of competitor analysis, and how SEO metrics are crucial to shaping PR strategies. ⏰ Timestamps:00:00 - Intro01:12 - Understanding the Client and Competitors03:54 - The Role of SEO in Digital PR07:06 - Tools for Digital PR Audits11:49 - Quantifying Relevance in Backlinks13:48 - Client Collaboration in Strategy Development20:53 - Evolving Audit Strategies25:37 - Using Existing Content for PR29:31 - Ongoing Audit Processes🔗 LinksChloe's LinkedInAiraRead the Full Article on BuzzStream

It's about what sparks that talk. That's the key to successful survey ideation.In this episode of the BuzzStream Podcast, host Vince Nero interviews Rick Maughan, head of content at Talker Research.They discuss the intricacies of survey ideation, the importance of collaboration in research, and how to make seemingly boring topics engaging. ⏰ Time stamps00:00 - Introduction02:28 - The Ideation Process for Surveys08:11 - Making Boring Industries Interesting10:55 - The Importance of Human Stories in Data16:08 - The Role of Methodology and Sample Size23:02 - Understanding Sample Sizes and Statistical Significance27:46 - Building a Narrative Around Data35:44 - Creative Approaches to Data Analysis🔗 Links and Resources Mentionedhttps://www.linkedin.com/in/rick-maughan-0705ba18https://talkerresearch.com/https://talkerresearch.com/research-reveals-the-perfect-movie-length/https://wearetalker.com/https://www.buzzstream.com

Wondering how to pitch journalists to get coverage? Why not ask someone who runs comms for one of the leading media databases?In this episode of the BuzzStream Podcast, host Vince Nero speaks with Linda Zebian, VP of Communications at Muckrack, about the evolving landscape of journalism and public relations. They discuss the increasing number of pitches journalists receive, the challenges faced by the media industry, and the importance of relevant pitching. Linda emphasizes the need for PR professionals to build trust and relationships with journalists, rather than just focusing on quantity. ⏰ Time stamps00:00 - Intro00:52 - State of Journalism: The Influx of Pitches09:47 - State of PR: Relevance in Pitches12:12 - Building Relationships in PR22:28 - AI's Impact on Journalism and PR Strategies27:58 - The Future of PR: Embracing New Opportunities🔗 The linkshttps://www.linkedin.com/in/linda-ezziddin/https://generativepulse.ai/report/https://muckrack.com/research/state-of-prhttps://muckrack.com/research/the-state-of-journalismhttps://www.buzzstream.com/listiq/

Thinking of ways to boost your brand? Have you considered hosting your own conference or event?In this episode, Vince Nero interviews Rich Brooks, the president of Flyte New Media, discussing the Agents of Change Conference and the importance of events in digital marketing. Rich shares insights on lead generation, the challenges of event planning, and the balance between promoting one's brand and providing value to the audience. He emphasizes the significance of human connections in a digital age and how podcasts can complement event promotion.00:00 Intro01:32 The Agents of Change Conference: Origins and Purpose05:24 The Benefits of Hosting Events for Branding and Lead Generation08:36 Key Considerations for Organizing Your Own Event11:49 Balancing Brand Promotion with Audience Engagement15:24 Marketing Your Event: Strategies for Success17:50 Choosing Speakers: The Art of Curation23:05 Virtual vs. In-Person Events: Making the Right Choice25:43 The Role of Podcasts in Event Promotion29:10 The Importance of Human Connections in a Digital Agehttps://www.theagentsofchange.com/https://www.takeflyte.com/https://www.linkedin.com/in/therichbrooks/https://www.buzzstream.com/newsletter/

Building brands just got harder. But in this episode, I'll show you why it's not rocket science.In this episode of the BuzzStream Podcast, host Vince Nero is joined by Harry Clarkson-Bennett, the SEO Director at The Telegraph in the UK and the creator of the Leadership in SEO Substack. Together, they discuss the challenges and strategies for building a brand in the post-AI era. The conversation covers a wide range of topics, including the importance of understanding your audience, the evolving role of SEO and backlinks, and the impact of AI on content visibility. Harry also shares insights into the internal workings of a major publisher and the competitive landscape of digital PR. ⏰ Timestamps00:00 – Intro00:14 – Building a Brand in the Post-AI World00:44 – Creating Demand for Your Brand08:25 – SEO Strategies & Backlinks in AI19:22 – Spam and SEO Tactics27:29 – The Role of Big Publishers in Digital PR36:25 – Impact of News on SEO & PR Strategies39:59 – Inside the Operations of a Major Publisher🔗 Some Links for YouHarry Clarkson-Bennett on LinkedInLeadership in SEO SubstackHarry's article: Build a Brand With SEO Post-AITry BuzzStream ListIQ

In this episode of the BuzzStream podcast, host Vince Nero is joined by Madeleine Dykes, head of digital PR at Rise at Seven, to discuss all things reactive PR in the US.Madeleine shares insights on the importance of staying current with news, strategies to pitch expert commentary, the differences between UK and US media landscapes, and how to use reactive PR to build relationships with journalists.⏰ Timestamps:00:00 – Intro01:07 – Daily Routine in Reactive PR03:32 – Finding Hooks and Trends05:17 – Pitching Commentary and Expert Opinions08:05 – Creating Full-Fledged Stories11:52 – Building Relationships with Journalists21:57 – Differences Between UK and US Reactive PR🔗 Check out all links here:https://riseatseven.com/https://www.buzzstream.comhttps://www.linkedin.com/in/madeleine-hennessy-dykes/If you want to learn more about how to master reactive PR, check out our post: https://www.buzzstream.com/blog/reactive-pr/

Unlock the secret to combining SEO, PR, and content in the AI era!Tamara  Sykes joins us to explore how brands stay visible, trusted, and discovered in today’s landscape.In this episode, BuzzStream’s Vince  Nero sits down with Tamara  Sykes (Head of Client Strategy, Stacker) to explore how the boundaries between SEO, PR, and content are blurring.We cover how traditional roles are changing, how those teams can work better together, and what smaller organisations need to do to stay aligned and effective.You’ll also learn:Why SEO and PR teams must speak the same language and work toward one “visibility” goalHow content teams can prioritise and adjust their roadmap using signals from PR and SEOPractical advice for smaller businesses (or agencies) with limited resources on keeping SEO, PR and content efforts alignedAnd much more.⏰ Timestamps:00:00 Intro 00:17 The Changing Landscape of SEO and AI's Impact01:07 Understanding the Overlap Between SEO, PR, and Content01:50 The Role of Discoverability and Visibility in AI03:13 Traditional vs. Digital PR in the AI Era04:12 The Importance of Collaboration Between SEO and PR05:23 Challenges and Solutions in PR and SEO Collaboration06:22 Insights from the State of Digital PR Study08:56 Aligning PR, SEO, and Content Strategies09:18 The Role of Data in PR and SEO Collaboration12:28 Content Strategy and Prioritization16:21 Flexibility in Planning and Adapting Strategies20:12 Navigating Industry-Specific Challenges22:08 The Importance of Flexibility and Communication23:04 Dealing with Internal Red Tape24:22 Aligning Goals Across Teams28:13 Simplifying Strategies for Small Businesses31:18 Measuring Impact and Success33:24 Final Thoughts and Contact InformationLinks mentioned in the video:Stacker: https://www.stacker.comBuzzStream: https://www.buzzstream.comConnect with Tamara Sykes on LinkedIn: https://www.linkedin.com/in/tamarasykes/

In this episode of the BuzzStream Podcast, host Vince Nero speaks with Kelsey Libert, co-founder of Fractl, about the evolving landscape digital PR now that LLMs are in the mix.Kelsey shares insights on building relationships with journalists, adapting to changes in Google search, and the significance of niche publishers in LLMs. The conversation emphasizes the need for marketers to create valuable content and leverage AI tools to enhance their strategies.⏰ Timestamps00:00 - Introduction to AI and SEO02:52 - Understanding Generative Engine Optimization (GEO)05:47 - The Role of Links in the New Landscape08:27 - Digital PR Strategies in the Age of AI11:12 - Building Relationships with Journalists14:05 - Navigating Google Search Frustrations18:56 - Expanding Beyond Google: Multi-Channel Strategies21:32 - Leveraging AI for Content Syndication27:32 - Key Metrics for Tracking Performance32:11 - The Future of Niche Content in LLMsCheck out Kelsey's work at frac.tlCheck out BuzzStream at buzzstream.com