In the world of digital marketing, we all know that content is king. Better content leads to better success chances. But the hassle and grind do not stop at generating the best content. A well-written blog, article, or even a press release holds no value unless it is shared and appreciated by relevant media personalities. This sounds pretty easy, right? Unfortunately, getting media personalities (bloggers or journalists) to share and promote your content is not an easy job.
Marketing departments have to work their fingers to the bone when trying to distribute their content to journalists. Content creators spend day and night trying to get a teeny tiny bit of attention from media personalities. In this article, explore different ways to get your content to journalists, bloggers, and media personalities.
Predetermine Relevant Journalists
Journalism is a vast field that is further divided into many different categories. When it comes to identifying journalists relevant to your business, find those journalists which fall in the same category as your business.
For example, if you are an online business that sells clothes for women, it is best to follow and target journalists who are a part of the fashion industry.
All thanks to the Internet, finding relevant journalists is not a challenge anymore. Sure, it takes some time to build a strong database but with a little bit of effort, relevant journalists are found in no time. The following method can be used when trying to find relevant journalists:
- Locate them on social media platforms, connect with them, make comments on their work, and get them to notice you.
- Attend events at a local scale to meet with relevant journalists.
- Provide them with helpful material.
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Build Relationships with Media Personalities
Having no relationship with media personalities in the marketing world means your marketing mix is equivalent to rubbish. One of the most basic requirements of delivering content is to own a long and strong list of journalists and bloggers.Because let’s face it; a random stranger asking for a favor from you is much less likely to receive it than a friend asking for the same favor. Similarly, if an organization has a healthy relationship with the world of media and are on good terms with different journalists, the chances of getting their story picked and published are much higher.
Therefore, it is hereby advised that as soon as a business is started, it is of utmost importance that journalists are brought in the loop. Start connecting with them before your organization requires their services.
Accomplishing that is not an easy task. You can simply approach them on their social accounts and engage with them through it. Almost every journalist likes to tweet on Twitter, use this as a tool, and start retweeting their posts. By developing and harnessing proper relationships, getting content to the journalists, bloggers, and media becomes a lot less difficult.
Create the Perfect Narrative
Now that you have a strong contact list of journalists, it is time to tell the perfect story. To do that, understand the dynamics of your targeted journalists. See how they work and incorporate press releases of other organizations in their work. Try to work on your press releases accordingly. Give a unique voice to your story which makes it genuinely interesting for the readers.
Do not fill it up with facts and figures. No one wants to read multiple jargons and technical slogans which hold no meaning in their normal life. Identify angles which of your narratives makes it stand out from the rest of the market and then deliver it accordingly. In the end, give a flawless pitch for the perfect narrative. Apart from that, there are a few topics of content that attract readers much faster than the rest:
- Use odd but unique ways (unoffending and appropriate) to promote a service or product
- Content which is a guide and helps the audience (A how-to press release)
- Present an existing product or service in an interesting and intriguing way
Deliver What Was Promised
Always consider the best-case scenario. Assume that your story will be picked up by any of the journalists. It is a common practice of journalists or bloggers to have a look at things in detail before sharing it with their audience. This means that once you have pitched your story to relevant journalists, it is time to ensure that everything else is prepared when journalists demand it. Try to deliver whatever information which is required on time.Conclusion
At the end, nothing in this world comes easy. To capture the attention of the media is especially not a piece of cake and requires a lot of critical thinking, planning, and proper content creation. For every journalist out there, there are 20 press releases available every day. Competition is at an all-time high making it very difficult to get any kind of news out there.But there is no need to lose hope. The best thing to do when writing a piece of content for journalists, bloggers, and media is to think of yourself as one of them and see whether you would like such content or not. Keeping these tips in mind can help you go a long way when handling media personalities and pitching your content to them.
Utilizing a press release and a newswire service like iCrowdNewswire to convey it is a great method for sparking interest. This same intrigue can prompt stories, interviews, and eventually good quality links.