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Seven Content Marketing Tips for Media Pickup and Massive Exposure

by Larry Kim  |  
September 23, 2014
  |  4,729 views

Content marketing can be a great way to gain exposure for your company, but getting the media to care about your brand's news is difficult. Unless you're a Fortune 500 company, mainstream media, and even industry publications, probably won't cover your news.

You can try newsjacking—inserting your ideas and commentary into breaking news in the hopes of being quoted. Journalists get a ton of such press releases, though, and yours is usually just another needle in the haystack.

So how can you use content marketing to break into popular news stories?

We recently got in on a story that generated a massive amount of exposure and valuable citations for my company, WordStream. Our blog post on the effect that Google's Panda 4.0 algorithm had on eBay's organic search rankings ended up earning...

  • Over 400 views a minute on our website at the height of its popularity
  • Front page, top-spot placement on Hacker News (see image below) and an Editor's Pick mention on ArsTechnica

       


When news media talked about why eBay's stock price plunged, they cited our branded research:

You may not have the resources to do this on a weekly or monthly basis, but every company could have at least a few content marketing wins a year using the following tips. Imagine what that could do for your Web presence and reputation!


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Larry Kim is the founder/CTO of WordStream Inc., provider of the AdWords Grader and 20 Minute PPC Work Week.

Google+: Larry Kim

Twitter: @larrykim

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  • by FranL Tue Sep 23, 2014 via web

    Larry,
    Terrific article...and obvious from your content that you are a pro. One of the most complete MarketingProf articles I have read in a long time...complete with examples, metrics, tips, visuals - well done, thanks so much. Loved the "Takeway" comments.

  • by Bob Zeitlinger Tue Sep 23, 2014 via web

    Larry,

    I agree with FranL. Tremendous article. Thanks for taking the time to run through the process. A "home run" is not dumb luck, nor is it blasting out comments on the fly. It typically involves 1. deep thinking. 2. research over time. 3. further research once the opportunity appears.

    quick questions: how did editors find the content? did you some find it themselves and others contacted by you guys?

    one more question: this was the success story. How many similar efforts (more or less) didn't get media play?

    before you answer, I'm onboard with the fact that even if no media picks this up, you've "won" in that you created valuable content for clients and prospects that they received directly from you, or via various social media platforms.

    Creating content for one purpose (e.g. placement on LinkedIn) is silly. If the creation of content is costly and time consuming, it makes sense to have a plan to use that content as broadly as possible. Social media, a media pitch, a proposed presentation at a conference or trade show, etc.

    Bob Z.

  • by BMcEwan Tue Sep 23, 2014 via web

    Thanks for this highly useful article. A lot of this stuff I know, but to have it all organized and presented in so logical a way makes my random knowledge actionable. This is by far one of the best pieces I've read in months.

  • by Hooman Thu Dec 10, 2015 via mobile

    Big like??

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