In this episode of Marketing vs The World, Abbie Dando sits down with Natasha Hill, Managing Director and Co-owner of Bottle, to explore how PR can influence every stage of the funnel—not just brand awareness. They delve into the evolving landscape of digital PR, its impact on SEO, and how to integrate it across marketing strategies. On a more personal note, Natasha shares her experiences pushing herself outside of her comfort zone, both professionally and personally, and why it’s important to keep growing. Listen in for insightful strategies on PR, and tips on how to challenge yourself in both work and life. In this episode, Abbie and Natasha discuss: Natasha Hill’s Career Journey Natasha’s path from working at a large agency in direct marketing to becoming the Managing Director of Bottle. How she transitioned from in-house marketing roles to co-owning a digital PR agency. The challenges and triumphs of completing a management buyout just before the pandemic. Demystifying PR: Traditional vs Digital PR What PR really means and the difference between traditional and digital PR. Digital PR for SEO: Why PR isn’t just about brand awareness, but also plays a crucial role in driving organic traffic and search engine rankings. How forward-thinking brands like Gusto and AXA Healthcare are using PR for both fame-building and SEO. PR’s Role Throughout the Marketing Funnel Fame, Findability, and Fulfilment: How PR influences every part of the funnel from brand awareness at the top to driving conversions at the bottom. Fame-building campaigns vs. findability efforts: How campaigns are designed to boost brand visibility and improve SEO rankings through strategic media placements and backlinks. Examples of how Bottle uses PR to create integrated strategies for clients, with the AXA Healthcare "Sleep Hub" campaign as a case study. Evolving Trends in PR and Search The rise of TikTok as a search platform and its implications for brands. How to leverage TikTok insights for PR, even in sectors like B2B. Why Google isn’t dead and how search continues to evolve alongside new platforms. Stepping Outside Your Comfort Zone Natasha’s personal journey of joining a hockey club despite having no experience and how it helped her form new connections and build confidence. Her ongoing quest to reignite her creative side through painting, and the challenges that come with stepping into new hobbies later in life. The importance of continuing to learn and grow, even when life feels more settled. Key Takeaways From This Episode PR is more than just media coverage: It’s a strategic tool that can drive traffic, build authority, and influence all parts of the marketing funnel. Digital PR matters: Don’t overlook the impact PR can have on your brand’s SEO, particularly through strategic backlinks and well-placed media stories. Push yourself personally as well as professionally: Whether it’s joining a new sports team, picking up an old hobby, or even solo travel, stepping outside your comfort zone helps you grow. Integrated marketing is key: For the best results, ensure PR, SEO, and social strategies are working together. What You’ll Get From This Episode This episode will help you better understand the value of PR in both traditional and digital landscapes, particularly how it integrates with SEO to impact your brand’s overall visibility and authority. Natasha’s personal stories will also inspire you to step out of your comfort zone and take on new challenges, both...