How to Drive Organic Impact with Press Content
By Katie Parr
Publicity and media coverage can skyrocket earned media results when prospects search for your business online. It’s also a well-known industry fact that media logos on your site can increase conversion rates and build trust with your target audience.
While pitching and securing media coverage is often a critical component of a content marketing strategy, the promotion of earned media is often an after-thought. This can be problematic for your content marketing strategy since it’s creating thin content, duplicate rankings, and a poor user experience.
Here are a few strategies we use at UPRAISE to help our clients maximize the impact of their press coverage:
Incorporate Press Mentions into Your Content Strategy
If you’re not considering media relations as part of your current content strategy, you are missing out! What you’re doing in one area of your marketing program impacts how everything flows in another area, so to be the most effective, all of these tactics need to work together. Public relations is connected to your content strategy and overall business goals because it helps executives and spokespeople really own a topic, and helps you build authority and trust with your audience.
When our clients receive a press hit, we look to see how much of the interview was actually published in the article. If we draft a few pages in response to interview questions from a reporter, but only one line was used in the actual quote in the placement, it creates a huge opportunity for us to repurpose that content.
Amplify and Repurpose Content
It takes a lot of time and energy to develop press content in the first place, so how can PR pros make the most of that content once it’s received from our clients? The possibilities are essentially endless. We can take your publicity content and turn it into amazing content like eBooks, long-form articles, blogs, speaking abstracts, etc., and help you increase your domain authority and your authority online in general.
The same thing is true for webinars and podcast interviews. We know our clients’ time is valuable, and it usually takes a lot more of their time to write their ideas down. But, to get them on the phone or to do a podcast interview might only take an hour. For every podcast interview or media briefing, we can produce a transcription that’s around 7000 words. It’s our job to then sift through that transcription to determine how we can make that content go further.
Do Your (Keyword) Research
Once we have an interview transcription, the first thing we do when considering how to repurpose it is conduct keyword research. We look at the interview and determine that it can be an article on XYZ topic. Then, we look up that topic and see if people are actually searching for that. If so, how many people are searching for it? And, in what format do they want that information?
Keyword research is one of the most powerful tools from a public relations standpoint because the results dictate the future of both the content marketing strategy and the PR strategy. For example, we can see the results and tell our clients, “We noticed you’re always talking about ABC topic, but people aren’t necessarily searching for that, so it would really help the program (based on this keyword research) if we shift our PR strategy and pitch you to talk about XYZ topic instead.”
Diversify Your Content
People learn in different ways. Some people want video content, other people want to read it, and another group may want to hear it. It’s important to make sure you’re producing content in all of those areas to capture all potential audiences.
Your website analytics can help you find gaps in your content production. For example, if you have a video on your website that has no option to download a transcription or some kind of written content on the page that summarizes the highlights, and the page analytics show that people were not on the page for the amount of time it should’ve taken them to watch the video, that tells you that there’s a gap you need to fill to help them consume and absorb the content in a way that works best for them.
Do you need help leveling-up your content marketing strategy? Contact us!