This story was first published by Digiday sibling Modern Retail
The humble gift guide is taking on even greater importance this holiday season.
Beyond driving immediate sales, brands this year are angling to get into gift guides to help them with SEO and GEO, and build overall awareness in the long term. But, rather than taking a “spray and pray” approach, companies are getting more selective about who they pitch, and why, to increase the odds that they get into the most relevant gift guides for their brand. That includes pitching Substacks, developing relationships with human editors and finding the right niche audiences.
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