Group Gordon’s Nick Bonavolonta outlines four pathways for remarketing earned media placements to maximize their value and visibility.
So you landed your dream media placement. Now what? A strategic, substantive news placement can be a major moment for your company or organization and can help to raise its profile, reputation, and leadership status among important audiences. But, the value of an earned media score can extend far beyond that initial placement. Just as important is how it is leveraged in your organization’s marketing, communications, and business development efforts. Below are four avenues for remarketing media accomplishments to maximize their value.
1) Owned media. Strong media placements can meaningfully demonstrate credibility and leadership to your existing audiences. Make it a habit to remarket them across social media accounts and add them to your website’s press or news page. Also consider incorporating that great score into your other direct communications channels, such as a newsletter or mailer.
2) Materials. High-quality scores provide strong third-party validation that can be of enormous value to marketing and business development efforts. Be sure to highlight relevant placements by remarketing them in your marketing materials, such as brochures, one-pagers, and other collateral. Consider also drawing attention to them when strategic in investor or fundraising decks, proposals, sales emails, and other business development materials.
3) Paid media. Putting budget into promoting significant media placements can be an excellent way to turbocharge their visibility. A social or digital advertising campaign around high-value placements can get the story in front of a hyper targeted audience that will find them valuable or interesting. For example, it may be strategic for a corporate law firm that places a byline on a pressing topic in a key client vertical to remarket the piece in an ad campaign targeted at decision-makers at companies in that industry.
4) Internal communications. Finally, don’t forget about your internal audiences. A high-quality media placement can motivate employees and reaffirm to internal stakeholders the vision, leadership, and trajectory of your company or organization. Be sure to highlight media placements on internal communications channels like Slack, internal bulletins, or organization-wide emails to share significant accomplishments.
A substantive media placement is a major validator of your organization’s work and leadership, which is why it’s so important to ensure that it reaches as many strategic eyes as possible. Instead of hoping that your target audiences come across the latest great piece about your organization, consider how you can serve it up to them by remarketing it on your paid, owned, and direct communications channels.