Now Available
On Demand
No Navel Gazing: Aligning Your Long-Form Content to the Zeitgeist for Maximum Earned-Media Spread and PR Pickup
JP Lespinasse (VP of Brand, Content & Communications, Lightcast)
Location: Room 104
Date: Tuesday, October 6
Time: 2:45 pm - 3:15 pm
Pass Type:
All Access, Digital, CMWorld 2-Day, CMWorld 3-Day -
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Session Type:
Session
Track:
Earned Media, PR, & Brand Visibility, CMWorld
Vault Recording: Video
Long-form content earns attention when it connects an organization’s distinctive expertise to a conversation people already care about. In this session, JP Lespinasse will unpack how Lightcast aligned proprietary insights with a looming global crisis to create The Rising Storm, winner of the 2025 Content Marketing Institute Award for Best Use of Original Research; which got pick-up in the NY Times, Newsweek, Forbes, NPR and more. Attendees will learn how to pressure-test ideas against the zeitgeist, transform complex topics into an accessible and newsworthy narrative, and involve PR from the beginning so a report generates stronger headlines, more media angles, and sustained earned attention.
Takeaway
A practical framework for identifying the intersection of audience interest, cultural relevance, and an organization’s ownable expertise.
Techniques for turning complex research into a timely, media-ready story with a clear narrative, memorable language, and compelling proof points.
A content and PR planning model that equips journalists with credible data, expert voices, audience-specific angles, and follow-up stories that extend coverage beyond launch day.