NEW FROM RESOUND
Own the conversation.
Resound’s Strategic B2B Content Offering reinforces company positioning, expands visibility,
and increases competitive share of voice through a new category of owned editorial.
introducing owned editorial. UNIQUELY reSOUND.
Earned media alone is no longer enough.
The B2B PR landscape has changed – and we’re not afraid to say it. Today’s brands need an editorial presence that includes owned and paid channels alongside earned to build the visibility and authority they need to compete.
Whether you’re looking to attract customers and partners, raise capital, expand into new markets, or position for an exit, your digital presence tells a story about the strength and trajectory of your business.
Resound’s proven approach combines AI intelligence, competitive PR insights, media trends, and strategic messaging to build a multi-channel content strategy that drives B2B growth by reinforcing company stability, industry leadership, and growth potential with the audiences that matter.
Available alongside an earned PR program or as a standalone strategy.
Strengthen your digital footprint.
Build a consistent body of authoritative content that reinforces the topics, messages, expertise, and stories you want to share.
Improve AI & search visibility.
Target the sources and channels most likely to strengthen visibility across AI and traditional search platforms.
Boost website authority.
Build credible backlinks from authoritative sources that lead to your website to improve search performance and referral traffic.
Own your brand’s story.
Reinforce category language, share your company narrative, and establish authority around key topics and trends.
What is owned editorial?
Owned editorial is authoritative, factual content built around your company’s growth narrative, key milestones, and unique industry insights. Unlike advertising, it is designed for editorial value and distributed through credible owned, contributed, and paid channels. Yet unlike earned media, it provides greater control over the topics, positioning, and expertise your company shares.
Earned media builds third-party credibility. Owned editorial gives you the consistency and control to reinforce the messages that matter between media wins.
The result is a strategic content presence that strengthens brand positioning and demonstrates industry leadership across channels.
01
Press Releases
Channel: PR and trade newswire networks that distribute branded news
Content: company news, milestones, data, and growth stories
02
Contributed Articles
Channel: business and trade media with paid contributor opportunities
Content: executive thought leadership around category and industry trends
03
Content Partnerships
Channel: vertical/industry trade publishers offering sponsored content programs
Content: white papers, webinars, data reports, directory listings, and more
04
Trendjacking Engine
Channel: business, vertical, tech, and trade media
Content: executive quotes developed around timely news and trends
05
Brand Content
Channel: company website, blog, email, and other owned platforms
Content: insights, research, company news, data, executive POVs, and more
06
Social Content
Channel: LinkedIn and other business-focused social platforms
Content: priority items adapted from the program to extend reach and engagement
How It Works
Our structured process includes:
Onboarding & Discovery
Our discovery phase includes interviews with key stakeholders to understand strategic messaging, leadership POVs, business priorities, target audiences, and growth goals.
AI/GEO Intelligence
We build a proprietary AI Intelligence Dashboard to analyze brand and competitor positioning, cited sources, semantic associations, and priority anchor terms for AI visibility.
PR Intelligence
We conduct a comprehensive media audit to evaluate competitive PR activity, share of voice, and media trends to align company messaging with editorial priorities.
Messaging Blueprint
Informed by our discovery and intelligence process, we build a strategic content roadmap for owned editorial storytelling.
Editorial Strategy
We determine the right mix of channels, cadence, and opportunities to put your content into market based on your budget and goals.
Content Engine & Distribution
We manage your strategy from content development, edits, and approval to editorial coordination, distribution, and optimization.
Ready to find out more?
Contact us using the form below or email us directly at makesomenoise@resoundmarketing.com.
Frequently Asked Questions
Still have questions? Check out some common answers below.
Is Owned Editorial the same as content marketing?
Not quite. Traditional content marketing often starts with what to create. Owned Editorial starts with what you want to be known for, then promotes those messages through paid and owned channels with editorial relevance.
Do I need earned media to do Owned Editorial?
Not necessarily. Owned Editorial works as a standalone B2B content program, or in tandem with an earned media relations strategy that can generate objective, third-party credibility via top-tier press, analysts, and influencers. Owned Editorial gives your brand more consistency and control over the messages, expertise, and company story you put into the market.
Why can’t I just publish content on my own channels?
Your website, blog, and social channels are an important part of the strategy, but they can only take you so far. Publishing through authoritative editorial channels expands your reach, builds third-party authority, creates valuable backlinks, and strengthens the signals that can influence traditional and AI-driven search. Owned Editorial builds a presence across both, so your expertise doesn’t live only within your own ecosystem.
Why do I need all this content anyway?
Great content goes beyond just a single placement or post. It reinforces your key messages, builds a consistent body of proof around your expertise and growth, and creates valuable assets your sales team can use to engage prospects and support conversations. The same content can be extended across a wide range of needs – including marketing, recruiting, investor relations, customer engagement, employee communications, and more.