A clever way to fill your social media stream with high-quality content is to use the old-school tactic of arranging media coverage for your products and then repurposing those stories as digital content.
This is clever marketing on many levels. First of all, very few companies treat media coverage as a serious marketing tactic. After all, traditional media is old school and who wants that, right? So the herd, enamored with new marketing tactics, loses sight of traditional marketing tactics that are still perfectly viable. A nice media story about a product, even if it was never repurposed digitally, is extremely valuable for three reasons: it’s someone else saying nice things about your product, it reaches massive audiences, and it tells your product’s “story”. As marketing tactics go, it doesn’t get much better than that.
But that’s just the beginning of the value of media stories. Using your website and social channels, you can extend the life of those stories almost endlessly. And once you have moved them into the digital universe, they are available 24/7 to anyone searching for that type of information.
Not many companies have figured out how to make product media coverage an integral part of their marketing. That’s what makes it clever and gives you an edge over competing products. If you can somehow get a flow of one article a week, or even an article a month, and then repurpose the heck out of each story, over time the searchability of those articles can be incredible. Someone searching for information about the need that your product satisfies, is inundated with years of media stories highlighting your product. And if your competitor is asleep at the wheel, their product is nowhere to be found.
We have been arranging product media coverage for our clients for 30 years. The way we flow the tens of thousands of media stories we arrange into digital content is by writing what we call “wrapper copy”. Wrapper copy is us writing about the story. For instance, when we flow the story into the client’s Facebook feed, it might sound something like this: Check out this nice article about our widget. It does a great job of explaining the problem our product solves. One thing I wish they would have included is how we … . You get the picture. We can highlight the things we like about the article and fill in any gaps there may be.
Do a quick Google search of your product and see how many media stories you find written about it. In the search, use quotation marks around the need your product solves (words your market might be searching), like belly bloating, then use quotation marks around your product name, like Bloat Be Gone. So, your search would look like this: “belly bloating” “bloat be gone”. Now look at the URLs for the results, and see if they are media outlets.
Publicity about your product is clever marketing. We are the national experts at arranging both traditional and digital product media coverage, and then repurposing it. I don’t know of any other company in the country that specializes in this like we do. A couple reasons for that are our trademarked Pay Per Interview Publicity® method of charging — we charge per story, not by the hour — and our 30 years of experience.
You should hear some firsthand stories of how we do this with our other clients. Some clients want us to keep our work secret, but others allow us to talk in general terms about the work we are doing for them. The more you learn about how we build up this promotional mix channel for clients, the more you will see how it can work for you. If I were to call us, I’d ask to speak directly with one of our publicists. Just be aware that they are a little skittish about taking calls from prospective customers. One, they are not comfortable in the sales role, and two, they make their money arranging media coverage, not selling. But they are super nice people and they talk to the media every day. No one knows more about getting products in the news than they do.
We can normally have a client set up and getting stories in a month or two. Call Becky Quesnel at 952-697-5269 or fill out our online form. Becky is our office manager. She will forward your call to the right person. If you would like to speak directly to one of our publicists, let her know. Or you can speak to one of our account executives if you like.
