How To Effectively Create SEO Buy-In With Leadership
episode
Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast
17 min
2 speakers
2 chapters
transcribed 29 days ago
Transcript
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The Voices of Search Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast? I Hear Everything delivers podcast production, growth, and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit IHear Everything.com. Welcome to the Voices of Search Podcast, a member of the I Hear Everything Podcast Network. Ready to expedite your company's organic growth efforts? Sit back, relax, and get ready for your daily dose of search engine optimization wisdom. Here's today's host of the Voices of Search Podcast, Jordan Cooney.
Hello SEOs and marketers. My name is Jordan Cooney from Previsible. Joining me today is Anaiz Cayo, who is the Director of Content Marketing and Production at PBS Public Broadcast Service, which is a nonprofit organization that provides educational programming and resources to the public. It offers a wide range of content including documentaries, children's shows, and news programs. Yesterday, Anais and I talked about how to create good relationships with product and development teams. Today we're going to continue our conversation by discussing how to effectively create SEO buy-in with leadership. Okay, here's my conversation with Anais Kayo, the director of content marketing and production at PBS.
Anais, welcome back to the Voiceless Search Podcast.
Thank you, Jordan. Thanks for having me.
So super pumped to jump into day two. But before we do that, um, yesterday we covered some really impactful ground in my opinion. We talked about how PBS operates and builds relationships. With product and engineering from a marketing, from a content distribution standpoint. We dove into not only what it means to build these relationships, but also you gave a really fascinating example at the end about a new colleague who's just getting started building those relationships versus yourself who's been at PBS for I think 13 years, you mentioned. And I think that that's a really valuable thing that so many of us are taking for granted. As during the pandemic, there were so many job changes, there were so many leadership changes, and in many cases, we don't have established roots in organizations.
So that means that it's a little bit heavier lift in terms of building and maintaining these relationships. For today, we're talking about our new relationship, right? How we work with leadership, how we get buy-in from leadership, what it means to have uh leadership buy-in. And before we we really unpack that whole piece Anais, can you give us a little bit of the lay of the land of how PBS is organized, what leadership looks like, and also share with our listeners, maybe those listeners who didn't join us yesterday, please do, by the way, if you didn't listen to yesterday's episode, tell us a little bit about how PBS is different from other organizations or companies.
All right. All right. I'll take my my best step. Um, so PBS, um, and I'm specifically talking about PBS headquarters in Arlington. We are about maybe 400 employees. We also have a different arm called Technology and Operations, also in Virginia, as well. So PBS has a programming department, it has a publicity department, it has station. station services or station relations. It has digital and marketing, which I'm gonna get into and that's the group I'm in. A lot of typical departments you would see to any media organization, except for the station services, is much larger than anywhere else. Sure. So digital and marketing, we have the product team. We have my department, which is marketing and content. And
so Anis, real quick. Sure, sure. There's a lot of different parts to this org, right? In terms of your specific group, tell us a little bit about how this group interacts with all those other functions and partnerships within PBS.
Yes, great question. So part of my team uh creates experiences on PBS.org, whether they're microsites for particular shows, like for example, Ken Burns, we curate uh all of his websites on pbs.org.
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