As any organization is aware, getting the media to take an interest in your products and services can be a challenge. That’s where content marketing comes in. Content marketing is a highly effective tool for getting the word out about everything your organization has to offer.
But even with content marketing, you have to get the media to sit up and take notice; after all, most journalists are bombarded with hundreds of press releases a day. The secret to getting them to notice is an effective content marketing strategy that includes the following.
Pay Attention to Your Industry
Look at the news stories related to your company’s industry and create content based on it. Google Alerts is just one of the many tools available to professionals. Subscribe based on keywords related to your business and follow any blogs and Twitter feeds, which will help you come up with relevant content for marketing purposes. For instance, if your company is launching a new product, find a news story that ties back to it.
Just don’t overdo it; you don’t want to give the appearance that you’re spamming. And remember, quality trumps quantity every time.
Set Yourself Apart From Your Competition
Even though you may be looking to other organizations in your industry for ideas in addition to related media content, keep your content original. We recommend approaching the content from three or four different angles. Put yourself in the shoes of a journalist and ask yourself what type of content they would look for and what is the most valuable piece of information you can offer.
Make People Take an Interest
If you’re announcing a new product or service, many journalists may look at your press release and ask, “so what?” They receive dozens of similar announcements a week, why should they care about yours?
Whether it’s a blog post or a press release, focus on that one factor that sets you apart from your competition.
How Will You Promote?
Writing a blog post or press release is fine, but that’s also what everyone else is doing. As we mentioned earlier, you need to find a way to set yourself apart. Include images of your product or services as part of your content marketing strategy. Video demonstrating them is another excellent marketing strategy. Creating a YouTube channel also has an added bonus since if there’s enough interest, many people, including journalists, will subscribe and share your videos, creating organic word of mouth.
Use Social Media
Take advantage of social media to market your content, such as by having people subscribe to your YouTube channel. Also join related groups on networks like LinkedIn, “like” pages on Facebook, and follow similar users on Twitter. Make announcements, but again, be careful not to spam everyone.
There are also online tools available for content marketing, so look into the most effective ones before launching your campaign.
Build a Network of Media Contacts
As mentioned in our opening statement, journalists have dozens of companies reaching out to them and telling them they should feature their products or services. What’s worse is that they often only hear from these businesses when they have an announcement.
One of the best ways to effectively market your content is to reach out to writers and keep it casual. Find journalists who cover your industry and make an introduction. That way, once you’re ready to start marketing your content, the rapport will be there. And again, be sure to let them know about the unique offerings you have.
Respond to Feedback
If an article or blog post about your products or services is published, respond to any feedback or questions you may receive. Even if it’s negative, find a way to address the customer’s concerns and, if those concerns are legitimate, use the feedback as a way to improve.
As the leading provider of content marketing strategy for small- and medium-sized businesses, Numero Uno Web Solutions will effectively market your organization to the media using a number of resources such as unique press releases, blog posts, and static content.