Paid or Organic

Does relying on acquiring audience through organic channels such as search or social deliver publishers with engaged audiences? Or is there a need to spend money to reach new audiences and build your brand? And how important are newsletters and events in the mix?

Carly Steven of The Sun on paid or organic marketing for publishers

Carly Steven, the Head of SEO at The Sun, was part of the PPA Decodes Paid or Organic breakfast briefing on February 23rd 2022.

Carly has worked in digital media for over ten years. She was responsible for establishing the editorial SEO department at the Daily Mail before moving to Canada to work with the Montreal Gazette and Postmedia as SEO Specialist for the National Post and sister titles. After a period as VP of Search at Reshift Media, a digital marketing company based in Toronto, she returned to London to spend two years as Audience Development Manager at City AM.

Now Head of SEO at The Sun, Carly leads the team in London and is overseeing the expansion of SEO department in New York while working closely with colleagues across News Corp. She is also co-chair of the AOP Audience Development steering group.

Here she tells us what publishers should be considering when deciding whether to focus on paid marketing or organic audience building.

For more from the PPA Decodes Paid or Organic panel click here .