In today’s continuous news cycle, the average lifespan of an article is 2.6 days. So how can you ensure your media placement lives longer? Here are five tried-and-true ways to leverage your placement:
1. Cross-promote on social media
The quickest way to amplify your media placement is to share across the organization’s social media channels. This way, people who follow your brand, whether on LinkedIn, Twitter, Facebook, Instagram or all of the above, will see the piece, read it and share it with their peers.
When cross-promoting on social media, think of the unique audiences your organization has on each channel. Will your Facebook audience value your placement about a specific trend in your industry as much as your LinkedIn or Twitter audience? If the answer is “no” or “unsure,” it may be best to select only a handful of your channels to amplify the placement.
2. Boost with paid social
As the social media industry improves its news feed algorithms, it’s more important than ever to use paid social. While not every media placement is worthy of investing a large budget for social promotion, consider using effective methods, such as targeting a specific email list or targeting specific demographics such as job titles and location, to ensure your ad or paid boost is getting the most bang for your buck.
3. Incorporate into email
Email is one of the top places marketers are investing their resources, according to Marketo’s 2017 Marketing Benchmark Report, and rightfully so. An Abobe Systems study found U.S. workers spend about 6.3 hours a day checking email. Incorporate the placement into your company newsletters to help amplify its reach.
4. Write an owned content piece
Does your organization utilize a content hub or newsroom? Consider creating a related piece of content, linking to the earned pickup. You may also want to develop related content in the form of a blog or whitepaper that further explains your organization’s take on this topic and links back to the original media story.
5. Repurpose into video
According to Hubspot, watching videos makes up one-third of all online activity. If your media placement is a print piece, why not create a short video to include in a social media post, email or owned material that discusses the topic to drive further conversation? Be sure to add a link to the media placement within your video description to help drive people back to the article.
Each placement may not demand all five of these turnkey tactics. Before executing these amplification tactics, map out the lifespan and connectivity of your promotion to ensure the placement is leveraged most effectively and efficiently.
Most importantly, ensure you have tracking in place to measure the impact of these efforts against your KPIs and overarching business goals.
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