Senior editor of Bulldog Reporter Richard Carufel talks to Heidi Sullivan, global vice president of media research at Cision, to discuss our products, influencers, and content marketing.

“A lot of trend spotting you need to do at niche level with bloggers,” Sullivan says. “It’s not always about eyeballs and impressions.”

According to the Content Marketing Institute, the biggest goals of content marketers are brand awareness, thought leadership and engagement with community.

“That’s really at the heart of what PR does,” Sullivan says. “As we look at ways to amplify content, we need to go away from just the traditional press release and pitching the media and find ways to connect with our end users.”'

About Lisa Denten

Lisa Denten is the Social Media Manager of Cision U.S., where she leads social strategy, coordinates the blog editorial calendar and manages public relations campaigns. She regularly hosts Cision webinars, was chosen as a #FollowFriday guest on industry blog Spin Sucks, and has spoken on panels for Inbound Marketing Summit and Publicity Club of Chicago. She worked in the newspaper industry before joining Cision in 2008. Connect with her on LinkedIn or Twitter at @lisaml15.