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The Quest for Content: How Podcasts Can Help

Creating content can be a daunting task. Blogs, contributed articles and commentary, direct marketing communications to prospects and clients – all of these items can be challenging and time-consuming to create.

A growing number of our security PR clients are finding that the fastest path to generating content on pressing topics is to begin with a podcast. A fifteen minute call with a client executive, a customer company, or a partner can quickly yield the necessary content to fuel multiple areas of the security PR mix, with far less effort than was previously necessary.

A good example of this process in action can be seen in eIQnetworks, a Schwartz client with a deep bench of security and compliance experts. eIQnetworks and the Schwartz PR team have worked together to build a process that maximizes the value of the expert interview. These interviews are conducted as discussions of industry trends, emerging regulations like the HITECH Act or commentary on relevant breaking security news, such as the April 1st trigger date for the Conficker worm.

The process is fast – studios and complex editing suites are no longer necessary to produce polished commentary segments. With minimal time investment from company spokespeople, phone interviews are recorded and then edited by Schwartz to create podcasts segments that can be posted in company blog entries and shared through e-mail marketing pieces. These segments are also rich content resource that can be mined to create contributed articles or commentary.

So next time you have a pressing issue that you’re looking to quickly turn into media coverage and marketing activity, let us be your first interviewer – we’ll use it to generate results across multiple high-impact areas of your security PR program. We look forward to discussing this topic more with you at RSA in a few weeks, as well as Infosecurity Europe.

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Dave Bowker

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