Why is this relevant to marketers? You or your client has been featured in the media. Congratulations! Way to go. Now what? How do you get the most mileage out of your media coverage?
Below are 27 ideas to amplify your media coverage.
Start with your company website.
Create a newsroom on your website and post links to media coverage. The more traffic you can drive to the original article / video, the more likely the editor or producer is to use your company as a source in the future.
On your homepage, include an “As featured by” section that showcases the logos of the media outlets that have featured your company.
Link to the media coverage as often as possible in other areas on your website, including blog posts, marketing content, etc.
Write a blog post about the experience or write a blog post that expounds upon the content. For instance, if you were quoted in an article, write a blog post with background information on the topic from your perspective and link to the original article.
Share it on social.
Go to the original article / video and use the share buttons to post the content on your company’s social media accounts. All media outlets want shares and engagement. By sharing directly from the media outlet’s website, the number of shares increases, validating the value of the content.
Invite employees, vendors, clients, etc. to post the coverage on their LinkedIn accounts. Tag anyone that is relevant to the media coverage when possible, including the publication, writer, etc.
Post the coverage on your LinkedIn company page.
Add the coverage to your LinkedIn profile under “Accomplishments.”
Post the content on your social media accounts more than once. Consider the following schedule:
The day it is published
Later the same week
One more time this month
If a media outlet posts the content on their social accounts, reshare it and thank the media outlet for their interest in the topic.
See who else has shared the coverage on social media and thank them for sharing it.
Monitor all comments on the coverage on the media outlet’s website and respond when appropriate.
Consider investing a few advertising dollars to boost posts that feature the media coverage.
Mention the media coverage in your email signature line and link to your newsroom.
Include a link to the media coverage in an email to your network of contacts.
If you have multiple media hits, do a roundup email that features the most recent media coverage, as well as links to past coverage.
Build content around it.
Reference the article in future content marketing pieces and link to it.
Build a white paper, checklist, downloadable guide or infographic that expounds upon the topic featured in the media coverage.
Use it in branding.
Include a sentence in your company’s official bio and boilerplate that highlights where your company has been featured in the media.
Get more media coverage.
Pitch the same media outlet in the future and mention the previous coverage in the first sentence.
When appropriate mention the media coverage in future pitches to other media outlets. For instance, if you are featured by Forbes, include a link to the article in a pitch to an industry trade publication to add credibility.
Share it internally.
Send an email to employees sharing the media coverage. Invite employees to share the content on their social media profiles.
Decorate the office with your company’s media coverage.
If you have digital signage and monitors in your office, include the media coverage in the feed.
Use it in advertising.
Consider creating an ad that features the media coverage.
Print an image of the media coverage and hang it on your office wall. This is great to have in the background when you do online presentations and video calls!
Add “As featured by” with the names of the media outlets that have featured your company on your business card.
Challenge for Marketers:
Next time you or a client is featured in the media, use this checklist to get the most out of your media coverage.