End-to-end outreach workflow
Vince Nero
Vince is the Director of Content Marketing at Buzzstream. He thinks content marketers should solve for users, not just Google. He also loves finding creative content online. His previous work includes content marketing agency Siege Media for six years, Homebuyer.com, and The Grit Group. Outside of work, you can catch Vince running, playing with his 2 kids, enjoying some video games, or watching Phillies baseball.
Pitch the shift, not the problem. An evergreen issue ("women don't understand their hormones") isn't news on its own.
Chase counterintuitive data, not confirmatory data. The "obvious" result typically doesn't work.
Write for the consumer, not the journalist. What would the target audience would Read more
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SPF tells inbox providers which servers are allowed to send email on your behalf.
DKIM adds a cryptographic signature to every email you send so providers can verify it's genuinely from you.
DMARC tells providers what to do when SPF or DKIM fail.
Incorrectly set up domains can reduce open Read more
URL accessibility is the top citation factor
Ranking for query "fan-outs" (the secondary searches AI runs alongside the main query) matters more than any single keyword ranking
Matching your content's structure to the answer format correlates strongly with getting cited.
llms.txt has zero Read more
Across 106 email templates and 13 campaigns, Google, Apple, and Microsoft's AI summaries varied enormously — Microsoft Copilot's averaged 156 words, Google Gemini's just 29.
Bullet points were the single formatting technique that most influenced what AI pulled into a summary (up to 92% inclusion Read more
AI citations are wildly fragmented, and prompt type drives citation patterns more than any other domain.
Informational prompts pull nearly 3x more citations than brand awareness queries
ChatGPT cites far more sources than any Google platform.
Reddit, the most-cited site, accounted for just Read more
Self-promotional listicles are already getting hit. Google has changed how it ranks this content, and ChatGPT appears to be following suit.
A lot of what's "working" right now, like prompt injection widgets, paid mentions, scaled comparison pages is a liability in disguise.
E-E-A-T isn't a Read more
SEO and digital PR work best together—not in isolation.
Think "three legs of the stool": technical SEO, content, and link reputation.
The best campaigns have all three—a commercial angle, a PR hook, and SEO value.
Tie campaigns to specific products to draw a clear line from coverage Read more
Prompt type has a major impact on AI citation behavior.
ChatGPT cites the most sources, averaging 18.2 citations per query.
Informational/exploratory prompts generate the most citations, averaging 23.3 citations per prompt.
Evaluative prompts show the highest cross-platform agreement.
Our Read more
International digital PR still runs on the same fundamentals — relevance, accurate data, and journalist relationships — no matter the market.
Native speakers on your team are non-negotiable for real, long-term success; translation tools alone won't build relationships.
Journalists work Read more
Start with real customer language — pull prompts from support logs or sales interviews to understand what actual buyers are asking.
Don't chase the big lists — top cited domains shift dramatically by prompt type, platform, and funnel stage.
Think beyond citations — track mentions and Read more
