1.0BuzzStreamhttps://www.buzzstream.comVince Nerohttps://www.buzzstream.com/blog/author/vincenero/rich600338<blockquote class="wp-embedded-content" data-secret="LjYNJmN0kv"><a href="https://www.buzzstream.com/blog/hero-content-podcast/">Reimagining Hero Content with Amber Carnegie of Verve Search</a></blockquote><iframe sandbox="allow-scripts" security="restricted" src="https://www.buzzstream.com/blog/hero-content-podcast/embed/#?secret=LjYNJmN0kv" width="600" height="338" title="“Reimagining Hero Content with Amber Carnegie of Verve Search” — BuzzStream" data-secret="LjYNJmN0kv" frameborder="0" marginwidth="0" marginheight="0" scrolling="no" class="wp-embedded-content"></iframe><script type="text/javascript"> /* <![CDATA[ */ /*! This file is auto-generated */ !function(d,l){"use strict";l.querySelector&&d.addEventListener&&"undefined"!=typeof URL&&(d.wp=d.wp||{},d.wp.receiveEmbedMessage||(d.wp.receiveEmbedMessage=function(e){var t=e.data;if((t||t.secret||t.message||t.value)&&!/[^a-zA-Z0-9]/.test(t.secret)){for(var s,r,n,a=l.querySelectorAll('iframe[data-secret="'+t.secret+'"]'),o=l.querySelectorAll('blockquote[data-secret="'+t.secret+'"]'),c=new RegExp("^https?:$","i"),i=0;i<o.length;i++)o[i].style.display="none";for(i=0;i<a.length;i++)s=a[i],e.source===s.contentWindow&&(s.removeAttribute("style"),"height"===t.message?(1e3<(r=parseInt(t.value,10))?r=1e3:~~r<200&&(r=200),s.height=r):"link"===t.message&&(r=new URL(s.getAttribute("src")),n=new URL(t.value),c.test(n.protocol))&&n.host===r.host&&l.activeElement===s&&(d.top.location.href=t.value))}},d.addEventListener("message",d.wp.receiveEmbedMessage,!1),l.addEventListener("DOMContentLoaded",function(){for(var e,t,s=l.querySelectorAll("iframe.wp-embedded-content"),r=0;r<s.length;r++)(t=(e=s[r]).getAttribute("data-secret"))||(t=Math.random().toString(36).substring(2,12),e.src+="#?secret="+t,e.setAttribute("data-secret",t)),e.contentWindow.postMessage({message:"ready",secret:t},"*")},!1)))}(window,document); /* ]]> */ </script> https://www.buzzstream.com/wp-content/uploads/2025/06/Amber-Carnegie.png1280720Is hero content dying? Not according to Amber Carnegie, Creative Lead from UK-based digital PR agency Verve Search. Hero campaigns are evolving. They’re not just one piece of content anymore. Instead, they’re campaigns that tag various business groups, such as social, paid, and brand. Or as Amber put it, “Hero campaigns have changed quite a lot in terms of the digital PR space… they can’t just be one thing anymore. They have to be supported by an entire strategy.” I had an excellent chat with Amber about how you can and should utilize hero content to drive your digital PR campaigns. Main Takeaways and Actionable Tips Based on our convo, I tried to extract some actionable tips paired with some quotes from the transcription below. 1. Focus on Relevancy Over Quantity If you’ve been listening to my podcast discussions thus far, you probably noticed a trend by now. But links should be relevant to your audience and industry rather than just chasing high numbers. Quote from Amber: “Clients are getting much more focused on what they want to achieve with the PR strategy, rather than sort of what, again, five, ten years ago, it was just kind of a mass upload.” 2. Create Multi-Tiered Campaign Strategies Amber has some great ways to think about using your hero content to drive a multi-tiered campaign structure. You start with hero content (like an interactive tool) and build supportive blog content, reactive pieces, and expert commentary. 3. Collaborate Across Departments This tip is fairly simple: involve social, paid, and other teams aligning campaigns across channels. This will ensure you not only get the most reach, but the client feels the impact of digital PR across more than just links. 4. Leverage Existing Content and Data Whenever Possible Use your company’s internal data to uncover unique […]