Let’s face it, marketers are professional attention seekers. It’s not a bad thing. Some things need the attention of others, and we’re going to do everything we can to get that attention. Whether it’s a paid search ad, an organic social post, or even a sign on a bus stop bench, we want somebody to see it.
When you want the whole world (or just part of it) to see what you’re all about, press coverage is a huge help. While any press may be good press, we’re talking about the kind of press you plan for – not the press you get when a hacker takes over your Twitter. Here’s how to earn press coverage for your brand in 5 steps from Moz.
- Ideation. Before you even decide on your piece of content, figure out what kinds of press outlets you’d like to see coverage in. Are they national news outlets or industry-specific sources? Furthermore, what headlines would you like to see? Working in reverse will help you better define the means to the end you wish to pursue.
- Producing a content marketing campaign. Determine what question you want to answer in your content piece and think about what kind of data you’ll need to back up your answer. Will a survey allow you to collect the data you need? Perhaps a history of a topic’s popularity on Google Trends can show you its wavering relevance over time. Pick the best source of data to accurately inform your readers.
- Design and copywriting. Organizing your data and using it to tell a compelling story is a must. Think about how you can present your data and story in a chart or infographic as well. These sorts of graphics are constantly used in press coverage, so don’t miss out on creating a well-designed and easily shareable graphic. Include your logo so people will know who created it even if it isn’t linked to you.
Press on for the remaining steps.