{"id":1453,"date":"2025-02-26T10:40:08","date_gmt":"2025-02-26T18:40:08","guid":{"rendered":"https:\/\/www.gordonbenzie.com\/blog\/?p=1453"},"modified":"2025-02-26T10:42:00","modified_gmt":"2025-02-26T18:42:00","slug":"marketing-strategy-shift","status":"publish","type":"post","link":"https:\/\/www.gordonbenzie.com\/blog\/marketing-strategy-shift\/","title":{"rendered":"Now Is a Great Time for a Marketing Strategy Shift From Paid to Earned"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Marketing has a long history of change. There are many reasons why. Sometimes it is a new technology. Buyer criteria could change. Or there was just a need for something new. Today we are witnessing another major transformation. Today\u2019s marketing strategy shift has been building over the past few years. Artificial Intelligence or AI has amplified the disruption.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">One repercussion \u2013 and an opportunity \u2013 is to adapt what I\u2019ll define as a marketing strategy shift from \u201cpaid\u201d to \u201cearned\u201d programs (borrowing from PR jargon). Those taking advantage of this shift can boost the attention, engagement, and trust of target audiences. This includes customers and prospects, partners, and employees.<\/p>\n\n\n\n<!--more-->\n\n\n\n<p class=\"wp-block-paragraph\">Traditional advertising and digital marketing tactics that once dominated the industry are losing effectiveness as audiences become more skeptical of paid promotions. Consumers are inundated with a constant stream of advertisements, leading to ad fatigue and decreasing trust in brand-driven messaging. We are now seeing this increase as AI continues to be leveraged to drive more sales qualification and marketing demand generation activity. Further, privacy regulations and advancements in AI are changing the way marketers can reach and engage their target audiences. Businesses must adapt by placing more focus on building credibility, fostering trust, and leveraging third-party validation.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">My experience working in public relations taught me how important it is to have a diversified PR strategy that includes each type of PR coverage, as summarized below. Marketers can learn from this approach and consider applying these concepts to their marketing strategies.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">The Four Types of PR Coverage (PESO Model)<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Public Relations professionals know that PR coverage can be classified into four categories: Paid, Earned, Shared, and Owned media. Each plays an important role in brand visibility (<a href=\"https:\/\/prlab.co\/blog\/the-peso-model-in-pr-paid-earned-shared-owned-media\/\" target=\"_blank\" rel=\"noreferrer noopener\">source<\/a>). <\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Paid Media<\/strong> \u2013 Paid media involves promotional efforts that require financial investment. Examples include pay-per-click (PPC) ads, social media ads, and sponsored content.<br><strong>Pros:<\/strong> It offers immediate visibility, precise targeting, and measurable results.<br><strong>Cons:<\/strong> It is costly, short-lived, and increasingly ignored by audiences.<br><br><\/li>\n\n\n\n<li><strong>Earned Media<\/strong> \u2013 Earned media refers to organic coverage from third parties. It includes press mentions, customer reviews, and word-of-mouth.<br><strong>Pros:<\/strong> It builds credibility, increases brand trust, and has long-term value.<br><strong>Cons:<\/strong> It is difficult to control, takes time to develop, and requires consistent effort.<br><br><\/li>\n\n\n\n<li><strong>Shared Media<\/strong> \u2013 Shared media includes content shared on social platforms. It involves interactions, comments, and viral reach from audiences.<br><strong>Pros:<\/strong> It can amplify reach, foster community engagement, and create brand loyalty.<br><strong>Cons:<\/strong> It is unpredictable, requires constant monitoring, and can lead to negative exposure.<br><br><\/li>\n\n\n\n<li><strong>Owned Media<\/strong> \u2013 Owned media includes channels fully controlled by a brand. This includes websites, blogs, newsletters, and social media accounts.<br><strong>Pros:<\/strong> It provides full control over messaging, is cost-effective, and fosters direct customer relationships.<br><strong>Cons:<\/strong> It requires ongoing effort, time, and strong content to maintain engagement. It also is seen as (obviously) reflecting a vendor\u2019s marketing messaging, so it might not be seen as 100% authentic.<br><br><\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">The Declining Effectiveness of Paid Marketing<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Paid digital ads and SEO are quickly becoming less effective \u2013 just as paid media isn\u2019t as effective as quality placements in respective publications. Several factors have contributed to this decline. Consumers see too many ads daily, leading to ad fatigue. Many ignore or block them entirely. Privacy regulations, such as GDPR and CCPA, are increasingly restricting data collection, making ad targeting less effective. This is also impacting email campaign effectiveness and visibility.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Lastly, let\u2019s not forget about AI and how this technology has disrupted traditional SEO strategies. Search engines now prioritize high-quality, human-centric content, while AI-generated content floods the internet, making it harder to rank. Additionally, the ROI on digital ads continues to decline. As competition for advertising space increases, costs rise, yet engagement rates continue to drop.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">The Rise of Earned Attention<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Consumers trust brands with authentic engagement. Earned marketing content fosters this trust. Businesses must increasingly focus on credibility through thought leadership and industry influence. Engaging with media and analysts can help build this authority.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Customer advocacy and organic word-of-mouth are powerful tools. Happy customers become a brand\u2019s best promoters, and their authentic recommendations drive better conversions than paid ads. Partnerships and analyst relations can further enhance reputation, providing credibility that paid ads cannot. Brands must invest in high-quality content and storytelling. Informative and engaging stories create deeper connections with audiences and strengthen brand loyalty.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">The Future: Marketing Strategy Shift to Building Trust<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Consumers are increasingly skeptical of automated marketing tactics. This continues to drive a marketing strategy shift to embrace a more authentic approach. Strategic partnerships with trusted organizations can boost credibility and expand reach effectively. Analyst community engagement is essential. Industry analysts influence buying decisions. Their endorsements carry more weight than traditional paid ads.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">Read more on this topic, <a href=\"https:\/\/www.gordonbenzie.com\/blog\/community-of-trust\/\">Building a Community of Trust is Critical&nbsp;\u2013 Now More Than Ever!<\/a><\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">Influencer and media relations help build long-term relationships with industry voices, leading to continued engagement. Event marketing and thought leadership are additional ways to establish expertise. Speaking at industry events, hosting webinars, and participating in panels enhance brand authority and foster greater trust with target audiences.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Marketing is shifting \u2013 once again! Today, growing evidence points to a transition away from paid and more to earned engagement strategies. Of course, a good marketing mix will include multiple options. Buyers learn differently. Marketers must accommodate. Brands must prioritize trust, credibility, and authentic engagement. Partnering with analysts, industry experts, and customers drives long-term success. Those who continue to adapt to this marketing strategy shift will be the brands that remain viable in today\u2019s evolving marketplace.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Marketers should take a playbook from the PR world and apply a marketing strategy shift from paid to earned programs.<\/p>\n","protected":false},"author":2,"featured_media":1461,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[114,57,35],"tags":[118],"class_list":["post-1453","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analyst-relations","category-marketing-strategy","category-public-relations","tag-marketing-strategy-shift"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Now Is a Great Time for a Marketing Strategy Shift From Paid to Earned - Making Every Word Count<\/title>\n<meta name=\"description\" content=\"Marketers should take a playbook from the PR world and apply a marketing strategy shift from paid to earned programs.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.gordonbenzie.com\/blog\/marketing-strategy-shift\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Now Is a Great Time for a Marketing Strategy Shift From Paid to Earned - Making Every Word Count\" \/>\n<meta property=\"og:description\" content=\"Marketers should take a playbook from the PR world and apply a marketing strategy shift from paid to earned programs.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.gordonbenzie.com\/blog\/marketing-strategy-shift\/\" \/>\n<meta property=\"og:site_name\" content=\"Making Every Word Count\" \/>\n<meta property=\"article:published_time\" content=\"2025-02-26T18:40:08+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-02-26T18:42:00+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.gordonbenzie.com\/blog\/wp-content\/uploads\/2025\/02\/marketing_strategy_shift_42885378_l_1504x1080.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1504\" \/>\n\t<meta property=\"og:image:height\" content=\"1080\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Gordon Benzie\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Gordon Benzie\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/marketing-strategy-shift\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/marketing-strategy-shift\\\/\"},\"author\":{\"name\":\"Gordon Benzie\",\"@id\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/#\\\/schema\\\/person\\\/73f83175cad0c07bed5148c9f843650f\"},\"headline\":\"Now Is a Great Time for a Marketing Strategy Shift From Paid to Earned\",\"datePublished\":\"2025-02-26T18:40:08+00:00\",\"dateModified\":\"2025-02-26T18:42:00+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/marketing-strategy-shift\\\/\"},\"wordCount\":933,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/#\\\/schema\\\/person\\\/73f83175cad0c07bed5148c9f843650f\"},\"image\":{\"@id\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/marketing-strategy-shift\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/wp-content\\\/uploads\\\/2025\\\/02\\\/marketing_strategy_shift_42885378_l_1504x1080.jpg\",\"keywords\":[\"marketing strategy shift\"],\"articleSection\":[\"Analyst Relations\",\"Marketing Strategy\",\"Public Relations\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/marketing-strategy-shift\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/marketing-strategy-shift\\\/\",\"url\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/marketing-strategy-shift\\\/\",\"name\":\"Now Is a Great Time for a Marketing Strategy Shift From Paid to Earned - Making Every Word Count\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/marketing-strategy-shift\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/marketing-strategy-shift\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/wp-content\\\/uploads\\\/2025\\\/02\\\/marketing_strategy_shift_42885378_l_1504x1080.jpg\",\"datePublished\":\"2025-02-26T18:40:08+00:00\",\"dateModified\":\"2025-02-26T18:42:00+00:00\",\"description\":\"Marketers should take a playbook from the PR world and apply a marketing strategy shift from paid to earned programs.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/marketing-strategy-shift\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/marketing-strategy-shift\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/marketing-strategy-shift\\\/#primaryimage\",\"url\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/wp-content\\\/uploads\\\/2025\\\/02\\\/marketing_strategy_shift_42885378_l_1504x1080.jpg\",\"contentUrl\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/wp-content\\\/uploads\\\/2025\\\/02\\\/marketing_strategy_shift_42885378_l_1504x1080.jpg\",\"width\":1504,\"height\":1080,\"caption\":\"Meeting on the discussion topic of marketing strategy shift.\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/marketing-strategy-shift\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Now Is a Great Time for a Marketing Strategy Shift From Paid to Earned\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/#website\",\"url\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/\",\"name\":\"Making Every Word Count\",\"description\":\"Insights on effective marketing, messaging, and positioning strategies.\",\"publisher\":{\"@id\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/#\\\/schema\\\/person\\\/73f83175cad0c07bed5148c9f843650f\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":[\"Person\",\"Organization\"],\"@id\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/#\\\/schema\\\/person\\\/73f83175cad0c07bed5148c9f843650f\",\"name\":\"Gordon Benzie\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/wp-content\\\/uploads\\\/2021\\\/04\\\/GBMC_logo.png\",\"url\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/wp-content\\\/uploads\\\/2021\\\/04\\\/GBMC_logo.png\",\"contentUrl\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/wp-content\\\/uploads\\\/2021\\\/04\\\/GBMC_logo.png\",\"width\":600,\"height\":600,\"caption\":\"Gordon Benzie\"},\"logo\":{\"@id\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/wp-content\\\/uploads\\\/2021\\\/04\\\/GBMC_logo.png\"},\"description\":\"Gordon Benzie is a B2B marketing and analyst relations leader with over 25 years of experience helping technology companies increase visibility, strengthen market positioning, and accelerate revenue growth. In his fractional role, he works with enterprise software, SaaS, and hardware organizations to craft differentiated messaging, expand analyst and customer awareness, and leverage third-party validation to build credibility, generate demand, and support business growth.\",\"sameAs\":[\"https:\\\/\\\/www.gordonbenzie.com\",\"https:\\\/\\\/www.linkedin.com\\\/in\\\/gordonbenzie\\\/\"],\"url\":\"https:\\\/\\\/www.gordonbenzie.com\\\/blog\\\/author\\\/gordon-benzie\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Now Is a Great Time for a Marketing Strategy Shift From Paid to Earned - Making Every Word Count","description":"Marketers should take a playbook from the PR world and apply a marketing strategy shift from paid to earned programs.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.gordonbenzie.com\/blog\/marketing-strategy-shift\/","og_locale":"en_US","og_type":"article","og_title":"Now Is a Great Time for a Marketing Strategy Shift From Paid to Earned - Making Every Word Count","og_description":"Marketers should take a playbook from the PR world and apply a marketing strategy shift from paid to earned programs.","og_url":"https:\/\/www.gordonbenzie.com\/blog\/marketing-strategy-shift\/","og_site_name":"Making Every Word Count","article_published_time":"2025-02-26T18:40:08+00:00","article_modified_time":"2025-02-26T18:42:00+00:00","og_image":[{"width":1504,"height":1080,"url":"https:\/\/www.gordonbenzie.com\/blog\/wp-content\/uploads\/2025\/02\/marketing_strategy_shift_42885378_l_1504x1080.jpg","type":"image\/jpeg"}],"author":"Gordon Benzie","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Gordon Benzie","Est. reading time":"5 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.gordonbenzie.com\/blog\/marketing-strategy-shift\/#article","isPartOf":{"@id":"https:\/\/www.gordonbenzie.com\/blog\/marketing-strategy-shift\/"},"author":{"name":"Gordon Benzie","@id":"https:\/\/www.gordonbenzie.com\/blog\/#\/schema\/person\/73f83175cad0c07bed5148c9f843650f"},"headline":"Now Is a Great Time for a Marketing Strategy Shift From Paid to Earned","datePublished":"2025-02-26T18:40:08+00:00","dateModified":"2025-02-26T18:42:00+00:00","mainEntityOfPage":{"@id":"https:\/\/www.gordonbenzie.com\/blog\/marketing-strategy-shift\/"},"wordCount":933,"commentCount":0,"publisher":{"@id":"https:\/\/www.gordonbenzie.com\/blog\/#\/schema\/person\/73f83175cad0c07bed5148c9f843650f"},"image":{"@id":"https:\/\/www.gordonbenzie.com\/blog\/marketing-strategy-shift\/#primaryimage"},"thumbnailUrl":"https:\/\/www.gordonbenzie.com\/blog\/wp-content\/uploads\/2025\/02\/marketing_strategy_shift_42885378_l_1504x1080.jpg","keywords":["marketing strategy shift"],"articleSection":["Analyst Relations","Marketing Strategy","Public Relations"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.gordonbenzie.com\/blog\/marketing-strategy-shift\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.gordonbenzie.com\/blog\/marketing-strategy-shift\/","url":"https:\/\/www.gordonbenzie.com\/blog\/marketing-strategy-shift\/","name":"Now Is a Great Time for a Marketing Strategy Shift From Paid to Earned - Making Every Word Count","isPartOf":{"@id":"https:\/\/www.gordonbenzie.com\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.gordonbenzie.com\/blog\/marketing-strategy-shift\/#primaryimage"},"image":{"@id":"https:\/\/www.gordonbenzie.com\/blog\/marketing-strategy-shift\/#primaryimage"},"thumbnailUrl":"https:\/\/www.gordonbenzie.com\/blog\/wp-content\/uploads\/2025\/02\/marketing_strategy_shift_42885378_l_1504x1080.jpg","datePublished":"2025-02-26T18:40:08+00:00","dateModified":"2025-02-26T18:42:00+00:00","description":"Marketers should take a playbook from the PR world and apply a marketing strategy shift from paid to earned programs.","breadcrumb":{"@id":"https:\/\/www.gordonbenzie.com\/blog\/marketing-strategy-shift\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.gordonbenzie.com\/blog\/marketing-strategy-shift\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.gordonbenzie.com\/blog\/marketing-strategy-shift\/#primaryimage","url":"https:\/\/www.gordonbenzie.com\/blog\/wp-content\/uploads\/2025\/02\/marketing_strategy_shift_42885378_l_1504x1080.jpg","contentUrl":"https:\/\/www.gordonbenzie.com\/blog\/wp-content\/uploads\/2025\/02\/marketing_strategy_shift_42885378_l_1504x1080.jpg","width":1504,"height":1080,"caption":"Meeting on the discussion topic of marketing strategy shift."},{"@type":"BreadcrumbList","@id":"https:\/\/www.gordonbenzie.com\/blog\/marketing-strategy-shift\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.gordonbenzie.com\/blog\/"},{"@type":"ListItem","position":2,"name":"Now Is a Great Time for a Marketing Strategy Shift From Paid to Earned"}]},{"@type":"WebSite","@id":"https:\/\/www.gordonbenzie.com\/blog\/#website","url":"https:\/\/www.gordonbenzie.com\/blog\/","name":"Making Every Word Count","description":"Insights on effective marketing, messaging, and positioning strategies.","publisher":{"@id":"https:\/\/www.gordonbenzie.com\/blog\/#\/schema\/person\/73f83175cad0c07bed5148c9f843650f"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.gordonbenzie.com\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":["Person","Organization"],"@id":"https:\/\/www.gordonbenzie.com\/blog\/#\/schema\/person\/73f83175cad0c07bed5148c9f843650f","name":"Gordon Benzie","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.gordonbenzie.com\/blog\/wp-content\/uploads\/2021\/04\/GBMC_logo.png","url":"https:\/\/www.gordonbenzie.com\/blog\/wp-content\/uploads\/2021\/04\/GBMC_logo.png","contentUrl":"https:\/\/www.gordonbenzie.com\/blog\/wp-content\/uploads\/2021\/04\/GBMC_logo.png","width":600,"height":600,"caption":"Gordon Benzie"},"logo":{"@id":"https:\/\/www.gordonbenzie.com\/blog\/wp-content\/uploads\/2021\/04\/GBMC_logo.png"},"description":"Gordon Benzie is a B2B marketing and analyst relations leader with over 25 years of experience helping technology companies increase visibility, strengthen market positioning, and accelerate revenue growth. In his fractional role, he works with enterprise software, SaaS, and hardware organizations to craft differentiated messaging, expand analyst and customer awareness, and leverage third-party validation to build credibility, generate demand, and support business growth.","sameAs":["https:\/\/www.gordonbenzie.com","https:\/\/www.linkedin.com\/in\/gordonbenzie\/"],"url":"https:\/\/www.gordonbenzie.com\/blog\/author\/gordon-benzie\/"}]}},"_links":{"self":[{"href":"https:\/\/www.gordonbenzie.com\/blog\/wp-json\/wp\/v2\/posts\/1453","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.gordonbenzie.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.gordonbenzie.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.gordonbenzie.com\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.gordonbenzie.com\/blog\/wp-json\/wp\/v2\/comments?post=1453"}],"version-history":[{"count":9,"href":"https:\/\/www.gordonbenzie.com\/blog\/wp-json\/wp\/v2\/posts\/1453\/revisions"}],"predecessor-version":[{"id":1470,"href":"https:\/\/www.gordonbenzie.com\/blog\/wp-json\/wp\/v2\/posts\/1453\/revisions\/1470"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.gordonbenzie.com\/blog\/wp-json\/wp\/v2\/media\/1461"}],"wp:attachment":[{"href":"https:\/\/www.gordonbenzie.com\/blog\/wp-json\/wp\/v2\/media?parent=1453"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.gordonbenzie.com\/blog\/wp-json\/wp\/v2\/categories?post=1453"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.gordonbenzie.com\/blog\/wp-json\/wp\/v2\/tags?post=1453"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}