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
- Over 50,000 views within a couple of days of the story breaking, and over a quarter of a million across sites in total, to date
- Citations and valuable links from over 50 publications, including the Guardian, Ecommerce Bytes, MediaPost, and Business Insider.
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!