Though the article is 2 years all, it is still relevant good thorough read and a great piece of knowledge, thank you for sharing. Having a talk with our PR manager recently about newsworthy events interesting for media like launch, update, new cool features etc and what to do between them to stay on top, we came to confusion (again) that content like research, analytics, tests, content cards etc should cover those gaps and the questions we still have is whether to pitch it to media as an exclusive content for them or put in on your blog, create dedicated landing page designed for this content and share it with media? I know that it works both ways for different companies, but as a marketer I am more interested in the second option, while PR likes the exclusivity of course. What are your best practices to stay on top while there are no real product news in-between?