4 Reasons Owned Media Drives Earned Media
With so many brands reaching out to journalists every day, only a select few will get a response, and even fewer will actually get coverage.
So what can you do to set your brand apart from the masses?
One key differentiator is your content.
Quality content grabs the attention of reporters and influencers and gives your brand a solid reputation. Cision’s tip sheet, “71 Ways to Get Media Coverage,” outlines the actions you need to take to create the kind of content journalists want.
But just how does that content turn into coverage? Here are four ways quality content can be a valuable tool in gaining media coverage:
1. It Gets You On Reporters’ Radar
One of your goals for content marketing is surely spreading awareness of your brand. But that awareness doesn’t just apply to potential customers. It includes journalists and influencers, too.
Consistently producing quality content positions your brand as a thought leader in your industry and contributes to its overall reputation. Once you’ve built that reputation, when it comes time to pitch, journalists will remember your name and will be more likely to give your story a chance.
2. It Establishes Your Expertise
You know you have a lot of industry knowledge, but reporters don’t. Your content can prove to them how informed and experienced your brand is in your specific field.
According to Cision’s 2015 Global Social Journalism Study, 39 percent of journalists see experts as an important source of information.
Once you’ve been established as a leader in your space, journalists will start seeing you as a go-to source and come to you when they need a quote or information for a story.
3. It Gives Reporters Something to Talk About
The brands that end up getting the most media coverage are the ones that do something different. What are you doing, or could you be doing, to be more innovative? Perhaps it’s the process of how your product is created or a recent study you just published.
Reporters want unique stories, so whatever your distinguishing feature or angle is, make sure you showcase it through your content. If you can present your story or data in an interesting way, such as with an infographic, you’ll make it easier for journalists to access and reference your content in their story.
4. It Links You to a Conversation
Your content joins your brand’s voice with the other thought leaders talking about the important topics in your industry. Keep up with what’s trending and consider creating content around those topics, too.
If there is a lot of buzz around a specific topic, chances are reporters will follow the crowd. And as long as you’ve established your brand as a leader, they’ll consult you when the time comes.
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Thought leadership and communications strategy for the C-suite written by the C-suite.
A blog for and about the media featuring trends, tips, tools, media moves and more.