For years, digital marketers have been tasked with optimizing their websites for search to improve organic traffic. All major SEO efforts were centered around owned and onsite content, leaving external content as an afterthought. Today, the focus on discoverability falls onto many locations within a brand’s web presence, including offsite content, user generated content, and the use of influencers.

Krista LaRiviere discusses the benefits of brand-related content you do not own and how to leverage it for brand awareness and ultimately, on-site discoverability in this sponsored webinar by gShift.