For years, communications strategies revolved around earned media. Brands focused on securing media coverage, landing interviews and earning headlines to build awareness and credibility. But as AI-powered search changes how people find information online, owned media — including your website, blog and resource center — is becoming one of the biggest drivers of SEO and AI search visibility.

While earned media still deserves a spot at the table (call us!), the digital landscape has changed. Brands can't rely on media placements alone to tell their story anymore because people, and their favorite AI search tools, are getting information directly from owned content. What exactly is owned media? It includes any of the content you control, like your website, blog, case studies, videos, newsletters and more. Since you own it, it lives on your channels long after it’s published and your brand has full control over it.

Your Website is Now One of Your Most Important Marketing Assets

Translation? Your website just got promoted.

As tools like ChatGPT, Google AI Overviews and Gemini reshape search behavior, owned media is having its moment. According to Axios, AI search tools increasingly rely on publicly available corporate-owned sources such as websites, blogs and FAQs when generating answers.

So yes, that blog your marketing team has been (nicely) asking you to write for the company website? Turns out they were onto something. Shocker.

The lines between communications, marketing and SEO are growing blurrier as you read this. Your press releases create new content for your website. Your blog answers the questions potential customers are asking. Your case studies build credibility. Your social media reinforces your brand authority and amplifies your website content. It's all inter-connected. Together, they create signals that both search engines and AI tools use to understand your expertise.

Yet some brands are still treating their websites like online brochures from 2019.

A press release buried in someone’s newsroom inbox isn't a content strategy. Neither is a homepage full of buzzwords that says a whole lot of nothing. If your website hasn't been updated in years aside from changing the copyright date, we need to talk, bestie.

What Makes Content AI Search Friendly?

Brands that want to stay visible need to stop thinking only about announcements and start building authority. That means creating content that answers real questions, showcases expertise, and gives people and “Chatty G” (or your bot of choice, hey, Claude, hey) a clear understanding of who you are and what you do.

Some marketers call this AI SEO or Generative Engine Optimization (GEO), but the principle is simple: create trustworthy content that answers questions better than anyone else.

Instead of keyword stuffing or trying to outsmart an algorithm, create content that:

• Clearly explains what you do in plain language
• Answers the questions your customers are asking
• Showcases your brand’s expertise, successes and authority
• Keeps information current – because outdated content doesn’t inspire confidence

According to McKinsey & Company, AI-powered search is becoming the "new front door to the internet," completely changing how brands are discovered online. The brands that will win in this next era won't necessarily be the loudest. They'll be the ones with the clearest message, the strongest content and a website that actually earns its keep.

Earned media still builds credibility. But owned media gives you something just as valuable: control over your own narrative. Luckily, we can help!

If you're ready to build an owned media strategy that boosts AI search visibility, strengthens your brand and supports your PR efforts, explore our digital marketing and content strategy services or contact our team to start the conversation.

When I talk about how I got into PR and digital marketing, I usually start with this: I created my first Instagram account at 10 years old — during the platform’s first year in 2010. That tends to get a dropped jaw, but it was a very different era, when social media felt simpler and, in many ways, safer. Then, by the time I was 12, I had bought my first camera and was already experimenting with what we now call content creation, long before it became a buzzword.

But if we go back even earlier, creativity has always been a constant in my life.

My earliest influences came from my family. My late grandma and great grandpa were some of the most incredible artists I had ever seen, who flourished in all methods of drawing and painting. My grandma, especially, filled my childhood with hands-on creativity, from decoupaging Easter eggs to decorating candles and painting rocks we collected from her pond. She made creativity feel playful, accessible and part of everyday life.

That carried through with my mom, who kept our house stocked with endless art supplies and made sure my sister and I always had the option to create something. She took every opportunity to get us outside with sidewalk chalk — and in case you didn’t know, the best time to draw with chalk is right after it rains.

And as much as my dad tries to hide it, he is an incredible artist too. While we can rarely convince him to sit down and paint with us, he has always found practical outlets for his talents, like designing and building the most epic childhood swing set for my sister and me.

Creativity didn’t just surround me and my sister; it evolved with us. My sister now knows her way around a pottery wheel like nobody else and has recently started teaching classes. She was also the one who convinced me last year to take a jewelry-making class with her at her studio, which felt like a full-circle moment.

Looking back, I can’t help but think how incredibly lucky I am. It’s clear that the foundation my family built gave me the confidence to explore different creative outlets, from photography and modeling to journaling and writing poetry. None of it felt forced; it just felt like a natural extension of how I was raised.

What I didn’t fully realize at the time is how directly those experiences would translate into my career.

Modeling and freelancing taught me professionalism early on; how to manage my time, communicate with different personalities and understand the importance of building a strong personal brand. It also gave me an understanding of visual storytelling and how presentation shapes perception, which directly translates into marketing and PR today.

Journaling and poetry gave me the freedom to write creatively without the pressure of perfection. Over time, that helped me develop adaptability in my writing style and confidence in communicating ideas, both of which are essential when working across different brands, audiences and campaigns.

Years of experimenting with photography and content creation also taught me how to think visually and strategically at the same time. Long before I understood analytics or engagement rates, I was already learning what captures attention, tells a story and connects with people online. That made my transition into working at a digital marketing and PR agency feel seamless, allowing me to adapt quickly to different brand voices, perspectives and visual identities.

When I think about where I am now in life and in my career, it doesn’t feel accidental. It feels like the natural progression of everything that came before.

If there’s one piece of advice worth carrying through every stage of your career, it’s this: don’t stop trying new things. Your brain needs to understand that failure is part of the process and that everyone starts somewhere. Some of the interests or hobbies that seem small today may eventually become the very skills that shape your future career. And just as importantly, fill your life with people, environments and opportunities that challenge you, inspire you and align with where you want to go, both inside and outside of the office.

Did you know that your outfit (or really great watch) may be a great way to break the ice when networking? Taking the time to develop a distinct personal style can be a surprisingly powerful marketing and networking tool — one that does half the heavy lifting for you.

If you’ve ever struggled with mingling and small talk at industry functions, you’re not alone. It is a true unicorn (to me) who feels comfortable striking up conversations with strangers at networking events. There are only so many times you can ask and answer, “So what do you do?” at an event where everyone essentially does the same thing.

Luckily, I inadvertently “ad-dressed” the issue of being an introverted extrovert — or am I an extroverted introvert? (Ambivert or omnivert? Discuss.) By wearing unique, bold accessories, developing a distinct, funky clothing style — and having blue hair — people will come talk to me! Half the work is done for me.

Find a “thing” that people can’t help but comment on. My “thing” is big, steampunk-type watches. I have a large collection of them and can wear a different watch every day for weeks, depending on my mood or outfit. My watch never fails to elicit a comment. Boom — the ice is broken. Now this new friend and I can evolve our small talk into hot takes and observations of the event, industry trends, client work or the best place to get biscuits in town. The world is our oyster! When our newest intern, Sloan, pulled out her super cool pocket watch to check the time, our team pounced with questions and compliments. This tactic works!

Having just gone through a health and nutrition transformation, I find myself having to resupply my wardrobe. I’d say I’m in my fun patterns and layers era. Whether I’m meeting up with friends, walking down the street or just buying my weekly matcha latte, I am consistently greeted with a, “cool top,” “love that jacket” or “oh, fun shoes!” And trust me, we really do say (where appropriate), “Thanks! It has pockets!” followed by the brand endorsement of where we got our really cool items. (Fine, I’m a Temu and Shein girl, don’t judge.) Again, my point is that people came to me. I merely existed in a place and all I had to do was respond politely and carry on a conversation.

How does fashion help with marketing, you may ask? Well, I’ll tell you that the compliments that I get on my watches and clothes give me a real boost in confidence and admittedly makes me feel really great. When I’m feeling good or appreciated, I feel creative, and I pour that into my work.

It’s a good thing I’m in a creative field with more flexibility in professional appearance. I’m not even the only team member with blue hair. c21’s other vice president, Jamie, also has a full head of color. Currently it is also blue, but it has been pink, purple, green, red and platinum blonde. She loves vintage clothing and has an extensive inventory of funky platform shoes and fun earrings. We were once informed after leaving a prospective client meeting, that a board member asked how they can be sure if our firm would be creative enough, and another colleague exclaimed, “They have blue hair!” We got that account, by the way.

And it’s not just the executives; this applies to our entire team as well. Account Manager Sydney models on the weekend and has make-up and clothing brands in her DMs. New mom and Senior Account Manager Shayla always makes sure her hair and nail appointments are regularly scheduled and dresses her new mini-me to the nines. (She’s too cute). Director Meghan gives off cool mom vibes with her tattoos and Director Carter has clients fighting to sit next to him to spill the tea with his preppy business casual attire. Our fearless leader, Sharon, grew up a trained dancer and does not feel comfortable in anything lower than a three- or even four-inch heel. Her shoe collection would make Carrie Bradshaw jealous.

Personal style is a powerful and underutilized marketing weapon, but it doesn’t need to be a secret. (Who are we to gatekeep looking awesome and feeling like our best selves?) Whether you’re rocking a steampunk watch, vintage sweater, bold color or a pair of shoes your inner 16-year-old would have envied, your personal style is an invitation to connect. (Conversely, you can be the hero by noticing something and flattering someone else to break the ice.) Dress as the most authentic version of yourself, then let’s find each other at the next networking event and trade compliments, swap hot takes and maybe even build something great together — fashionably and fabulously.

From the title of this blog, you are probably about to ask me, “what could someone possibly learn about marketing from watching horror movies?” And the answer is: surprisingly a lot.

The thing about movies — of any genre — is that, if you look past the surface-level plotlines, you often find motifs, metaphors or morals that can easily be applied to any part of life. Horror movies are no different. However, given that the genre may be what some consider to be an “acquired taste,” many people miss out on the fun ways that horror movies can connect to pretty much anything you want them to. In this case, that includes the marketing industry.

So, as a year-round horror fan (who also happens to be part of the marketing industry), I am here to give you a few examples of marketing tips from the horror genre.

Take advantage of trends, but try to make them your own

In the age of social media, the concept of trends and the desire to go “viral” is something that companies have been learning to capitalize on. When a dance, song or challenge is trending, it is not uncommon for thousands of people to jump on the bandwagon during the height of its popularity.

“Trends” also exist within media, though they are more often referred to as “tropes” — every genre has their own set.

When it comes to the horror genre, one trope has never seemed to lose popularity: zombies. Since their onscreen debut in 1932, zombies have been the textbook example of “viral,” both literally and figuratively, making hundreds, if not thousands, of appearances in movies. With so many iterations — so many “strains,” if you will — you may ask yourself, “how have we not gotten bored of these guys yet?”

The answer is quite simple: no two movies raise the undead in the same way.

In movies like Night of the Living Dead and Dawn of the Dead, zombies are slow and lumbering. In others, like World War Z and Train to Busan, they are terrifyingly fast. In some movies, it takes days for someone to turn into a zombie while in others, it happens in seconds. Every take on the zombie film stands out in its own way, ensuring the survival of the “trend” (though not always the characters).

When it comes to marketing, taking advantage of current trends and being memorable are not mutually exclusive. The videos that truly go viral are the ones that differ from the majority in some way, while still remaining recognizable as being part of a specific trend. Virality often comes when people add a new spin to familiarity.

Trends and tropes both exist for a reason: they consistently get an audience. If you can find a way to get that audience looking at you, do it.

Know your audience

When it comes to marketing campaigns, one size does not always fit all. One of the most important things when working in marketing is knowing who your target audience is. Once you figure that out, you can tailor your campaigns to appeal to those specific demographics.

The horror genre is known for playing off people’s fears, both in-universe and in real life.

In-universe, the most effective antagonists in horror movies are ones who use their targets’ fears against them. In movies like Nightmare on Elm Street and IT, Freddy Krueger and Pennywise terrify the films’ protagonists with personalized dreams/visions meant specifically for them.

In real life, horror movie creators often use society’s fears to create a concept that extends outside the fictional realm and into the audience. Movies from the 50s like Invasion of the Body Snatchers and Them! used America’s fear of a hidden threat from Communists, while more current ones like M3GAN and I Am Mother explore the concept of AI-gone-deadly.

When movie characters have to face something that is not just “scary,” but rather something from their exact nightmares, it creates a more terrifying fight for survival. When we as the audience can relate closely to the object of fear in a movie, it creates a more impactful viewing experience.

In marketing, the most effective campaigns are the ones that know who they are trying to reach, whether that is people within a specific age range, cultural demographic or even just people who all have the same hobby. The more personal something feels, the more likely someone is to interact with it.

Never underestimate word of mouth

Marketing campaigns can be executed in a multitude of ways: radio ads, televised commercials, billboard signs, social media posts; it’s a list that could go on and on. However, there is one way that often seems to be overlooked: word of mouth.

In horror movies like Candyman and The Ring, the antagonists are supernatural forces based on urban legend, whose killings cannot start without our protagonists — or the ill-fated unnamed character who dies a few minutes in — doing something, such as saying a name or playing a tape. Because they seem so reliant on outside factors, you would think that it would be simple to put an end to these figures’ rampages, right? Wrong.

It is not as simple as it sounds, because even if our main protagonists manage to defeat the antagonists’ physical forms, they can never manage to defeat the stories that keep them “alive.” People in those universes will continue to tell scary stories to their friends, daring them to do whatever actions correspond with the legends.

With marketing, the idea is relatively the same: if you can get people talking about whatever it is you are marketing, they will tell their friends who will tell their friends and on and on until everyone is talking about your story, product or service, even long after your ads have finished running.

A perfect example of this exact phenomenon can be found in horror marketing.

In the late 1990s, in what is still considered to be one of the best movie marketing campaigns, the team behind The Blair Witch Project brought the legend of the movie's unseen antagonist into the real world through fake testimonials, missing posters of the cast, articles, journals and links spread in chatrooms on the still-nascent internet.

In the months leading up to the movie’s release, the team was able to generate so much anticipation that, by the time its theatrical run ended, The Blair Witch Project grossed over 4,000 times its original budget — just from getting people talking. Today, 27 years later, people still rave about The Blair Witch Project’s marketing.

Truthfully, this article could keep going. As someone who watches at least one horror movie a week, I have a surplus of horror-based marketing tips stored up.

Good Boy: trust your instincts, Heart Eyes: consistency is not predictability, Scream: keep an eye on your competitors, The Menu: not everything has to be over-the-top and overcomplicated; the list goes on.

The horror genre will always be something of an “acquired taste,” so if this post is the closest you will likely ever get to delving into the horror genre, remember horror movies may be scary, but the marketing industry does not have to be.

Like other large cities, one foundational pillar of Atlanta’s infrastructure is the public transportation system: Metropolitan Atlanta Rapid Transit Authority or MARTA. As Atlanta heads into a busy and event-filled soccer-focused summer, MARTA is working to complete key projects to enhance rider safety and improve operational reliability.

MARTA is a year-round necessity for many businesses within the Metro Atlanta area, including us here at c21. It gives employees with longer commutes a faster, safer, more sustainable and more accessible way to get to work — one that doesn’t involve idling in traffic for hours or driving while they (or others around them) might still be waking up.

Over the past few years, MARTA has been steadily working through updates to ensure a quality experience for daily commuters, casual riders and visitors – with the updates scheduled for completion before mid-June. Here are a few:

“Better Breeze” Fare Cards

MARTA is completely re-vamping its reloadable “Breeze Cards”— switching to a new system, complete with new fare gates, new machines, new payment options and a new app.

The most notable feature of this change is that commuters will have the ability to pay for their MARTA fare with their mobile wallets and/or bank cards using tap-to-pay, rather than needing to buy a physical ticket or pre-loaded Breeze Card.

This is expected to be especially beneficial for international travelers, making it easier for them to access public transit.

Station Upgrades

In addition, MARTA has been updating its rail stations to make them more welcoming, including MARTA’s busiest station - Five Points Station, which is the central transfer point for all four rail lines.

The upgrades to Five Points Station — which include new lighting, better pedestrian access, public art installations and expanded public space — are expected to be completed by summer 2026.

New Trains

Currently, MARTA’s rail cars are 40 years old and are responsible for more than 50% of the system’s delays. The multi-year, multi-million-dollar solution: 56 brand new trains.

The custom-designed train cars have been completely reimagined to include external lights on the train faces to clearly indicate the line, a significantly opened floorplan — with more space for standing-room, disability accommodation and strollers/bikes/scooters, as well as better sight lines for security. The cars will also include electronic and digital features like real-time maps and charging stations.

While the entire fleet is not projected to be fully operational until as far as 2029, several trains are slated to be ready and running this upcoming June. 

The goal for these multi-area improvements to MARTA is not just to improve the system’s functionality, but also to improve riders’ experience. For Atlanta’s workers, MARTA offers an alternative way to get to work and avoid the hassle of rush hour traffic. For its visitors, an easier and safer way to experience the metro area and the ability to explore all the city has to offer in business, leisure and entertainment.

As we move into the summer, we’ll have to wait and see how all these updates and upgrades unfold.

By: Sloan Salinas, intern

During the second semester of my freshman year of college, I decided to try my hand at writing for the entertainment section of the Georgia Tech student-run newspaper, The Technique.

You might wonder why an engineering major might take such a leap. I desperately missed writing things that weren’t lab reports, so when someone offered me the chance to write about the music and media that I liked, I jumped at the opportunity — which then resulted in my (shocking) change in major later on.

I proceeded to spend the next three and a half years as a contributor, then the official staff writer, before eventually becoming the assistant entertainment editor for The Technique. During that time, I was fortunate to have opportunities that I couldn’t have imagined — opportunities that taught me lessons that not only helped me throughout college but have carried over into my life after graduation.

Some of those lessons are:

You don’t have to prove anything to anyone else

As a young reporter, I had no shortage of “should I really be here?” moments. There were times when I was the only student journalist at an event or the only female photographer in the pit. Then there were times when I was the youngest and the only woman in the room.

At the beginning, I couldn’t help but feel like I had to prove that I belonged there alongside reporters who were much more seasoned. But as I gained experience and started to feel more comfortable in a variety of industry settings (and learned how to look like it, even when I didn’t), I also learned how to accept that it didn’t matter if I was a minority in the room because I got into the room just the same as everyone else.

Realizing that I didn’t have to prove my capability to anyone, and that I should be able to feel confident in my abilities, was something that didn’t just impact me internally; it was also visible in the way I carried myself and interacted with people at events and interviews.

Preparedness is crucial, but so is a level head

As a photographer, preparedness meant making sure both camera battery packs were charged the night before a show and that the SD cards had space on them. It also meant looking up the venue beforehand to make sure I knew where to park and where to meet my contact.

Similarly, as an interviewer, preparedness meant researching whoever I was going to be talking with and reading their past interviews to make sure I wasn’t wasting any time on previously answered questions. It also meant deciding which of my planned questions were most important in case my time was cut short.

At the same time, it’s important not to get so obsessive about planning that preparedness turns into anxiety. Learning to balance the two is a skill that doesn’t just apply to the journalism world but the world in general, whether regarding a job or a phone call with a friend.

Expect last-minute changes

While being prepared is a must, being able to pivot is also essential. Adaptability at a moment’s notice was something I learned primarily from interviewing high-profile subjects. When working with musicians, performers, actors and directors, you learn quickly that their schedule — and yours, by default — can change on a dime.

The details of the first interview I ever conducted, the lead singer of a band while on tour in Atlanta, weren’t confirmed until I was standing in the line for the show. Then, those details were changed later — just minutes before the band went onstage.

From a venue’s box office losing a photo pass, to an actor’s schedule suddenly changing, to a band’s crappy cell service interfering with an over-the-phone interview, or a PR agency sending a new address less than an hour before an event, I had my fair share of experiences where adaptability and flexibility were absolutely necessary — but that’s show biz for you!

As someone who doesn’t like last-minute changes, this part of the job was never particularly enjoyable, but having no choice but to accept and roll with such changes, while still retaining professional composure, turned out to be a most valuable skill.

Don’t be afraid to ask for things you want

Entertainment journalism is not a career for the timid — being bold is often a requirement in order to advance. When covering concerts, there were times where we’d get an invitation from the artist, but other times, the onus was on me to ask my editor to put in a request for media credentials for the shows that I wanted to cover. While I started small, eventually I started requesting bigger artists in larger venues. I told myself that the worst they could say was, “No” (which happened a fair number of times), but nothing truly “bad” would happen if they did.

At the beginning of my college career, I had never even considered writing for a newspaper as something I would do. Now, I can look back and say that my life would not be the same if not for it.

Although fashion trends may have brought us back to the 2000s, it’s not 2005 anymore and your YouTube channel shouldn’t look like it either. Gone are the days of 10-minute upload limits and video titles that are just file names.

Today, YouTube is the second most visited website in the world and nearly every media outlet, business and brand runs a YouTube channel. This means every video uploaded is competing with the big leagues now.

The good news is you can make some simple upgrades to make your YouTube channel look more polished, professional and like you know what you’re doing. (And if you need help, you know where to find us!)

Easy Ways to Make Your YouTube Channel Look Professional

1. Search Optimize Everything – Believe it or not, YouTube is one of the largest global search engines, so make sure you’re including related search terms everywhere possible. That means including relevant keywords in the channel description box. This goes double for your video uploads. The title is ideally descriptive, keyword-rich and enticing. The video description should be as well. Think about what your audience might type into the search bar and make sure your written content answers it.

2. Don’t Neglect Your Banner Image – It can be tricky to get it just right, but uploading an on-brand, designed banner image that works across all devices makes a YouTube channel look professional. It’s often the first visual impression visitors get.

3. Take Advantage of Playlists – Group your videos into playlists so people can easily find related videos and video series — and keep watching your content longer. You can even curate a custom playlist of videos from other YouTube channels to display on your channel. Add sections to your channel’s home page to display these playlists and your most popular content. That also makes your channel easier to navigate.

4. Create and Display a Channel Trailer – This is a video shown to non-subscribers who land on your channel’s home page. Ideally this gives a visitor an overview of what your content is about, explains your company or previews your most popular content. Think of it as your channel’s elevator pitch.

5. Use Custom Thumbnails – Don’t let YouTube choose a random frame for your video’s display image. Custom thumbnails with bold text, clear imagery and consistent branding improve click rates.

6. Embrace Vertical Video – The age of vertical video is still among us and YouTube is no exception. Recycle your Instagram Reels and TikTok videos on YouTube or edit your existing YouTube videos into vertical ones. This will make your channel look current and the short form content is a great way to get discovered by new viewers.

7. Add End Screens – You know the screen at the end of a YouTube video with links to view other related videos? Adding that to your videos instantly makes you look more legit, plus it drives views to your other videos. Win-win.

8. Don’t Forget Subtitles – YouTube will often automatically add subtitles to your video (eventually) but there are things it can get wrong. Review the generated subtitles for spelling, punctuation and name errors or upload your own captions. If you have a script on hand, you can even use YouTube’s auto-sync feature to add perfectly timed subtitles. Subtitles also make your content more accessible while also allowing viewers to watch without sound.

YouTube remains the most important video platform on the internet, but like any other social network, the site is always evolving — and staying current (and looking good doing so) can take time. If your channel could use a refresh (or if you’re thinking about launching one), we’re happy to help.