DON’T BE A ONE-HIT-WONDER: MAKE YOUR CONTENT WORK HARDER
If you’re a 72Point client, you’ll have the full suite – media compliant research findings, a fully drafted news story, a branded infographic and animated video.
In the background, we’ll be getting ready to distribute everything to the media on your behalf. You’re on track to securing earned media exposure for your brand – your story will be picked up by a whole host of publications and news sites over the coming days.
Exciting!
But it doesn’t need to stop there. You can get more bang for your buck.
You can make your content work harder for you.
Here’s how:
Own it
Publish the content on your own site.
Create a new blog post or landing page using your survey data and news copy as content. Use this opportunity to provide more in-depth information if it’s relevant and interesting to your audience. Don’t forget to illustrate the story by publishing the infographic image(s) and embedding the video onto the page. And make it easy for new visitors to find other key pages and content on your site by including clear links and calls to action – but don’t dilute your story and avoid making it too ‘salesy’.
Some great examples here of clients publishing their research findings in blog posts and illustrating the content with their infographic images and animations:
Drive it
Include a landing page link in the news copy.
Rather than citing yoururl.com in your news copy or press release, include your campaign-specific URL instead. If the landing page contains content that is relevant to your news story, you stand a better chance of it being linked to from the site.
These Groupon and Compare.com landing pages are great examples of story-specific landing pages linked to from a range of publications and news sites.
Amplify it
Share with your own audience.
You’ve invested time and money into creating some unique content. Use it, don’t lose it! Share it directly with your own customers and followers. Feature the story in your email marketing; highlight your survey findings on your home page or other high-traffic pages of your site. Share it across your social platforms.
Mix it up
Keep it fresh on social.
Keep the format fresh and relevant to the social channel you’re posting to. You can share your favorite media coverage of the story or use a sliced section of your infographic to highlight a key stat and drive traffic to your landing page; share the video with a link to your site; or make use of memes to keep it light hearted and topical. Whatever best suits the channel, the story and the audience you’re sharing with.
Get involved
Engage and encourage discussion.
Share quirky, shocking or relatable stats from the story on social. Ask your followers a question, to vote in an Instagram story, or run a Twitter poll to keep the conversation going and the story alive. If you spark a discussion, stay with it and make sure you respond if and when appropriate.
Don’t be shy
Share with other teams.
It sounds obvious, but it’s an easy one to overlook. If you have great content, let your co-workers know about it. Be proud of what you’ve produced and give other teams the opportunity to love and share the content themselves. The data and assets are yours to reuse and repurpose. Make the most of them.
When it comes to earned editorial, there is always an air of caution we adhere to so that the content we distribute to publishers isn’t overly branded. We focus on the strength of the story and stats to secure the coverage. By using your own channels to give an additional push to your story and content, you have the opportunity to go more in-depth, and talk directly to your customers about your brand. It’s a win-win. Try it!
Download our helpful Hints & Tips PDF and start making your content work harder for you.
By Jacob Wertling, Senior Account Director