In this episode of Resting Pitch Face, Lee and Dan discuss the process developed by Google and the Boston Consulting Group, which we've adapted and enhanced for our clients to show where they stand in terms of attention, relevance, trust, and reach - it's called Influence Mapping.From discussions about SEO being in the prime position to deal with changes in the marketing space, to our own proprietary tools that show clients the true value of underused services such as PR, they explore what influence mapping means, why businesses need to capitalise on brand, and the misconceptions when it comes to SEO and PR. They get into:- How we created our Influence Mapping process, and why it's important for digital strategy- Our tools: Goose and Bound, and what they mean for clients and the value of work- Why PR is underestimated as a digital marketing strategy- The shift of digital marketing channels with a focus on brandIf you're managing your brand, but don't know what to do next when it comes to strategy with all the talk of GEO, AIOs, SEO, digital PR, and getting in front of the right audience, this one's for you.