Earn Press Coverage for Your Brand in 5 Steps - Carney
The Daily Carnage

Earn Press Coverage for Your Brand in 5 Steps

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.

  1. 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.
  2. 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.
  3. 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.

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