Securing editorial coverage for your company
Several members of our team, including the MD, started our careers in journalism. Some of us are still active journalists and work freelance for national publications and influential blogs. As such we know what the media want and how the information needs to be written and presented.
This kind of advantage is crucial at the current time, when editors are inundated with stories from hundreds (sometimes thousands) of companies on a daily basis. Not only do the press know we can deliver, but they also know we won’t waste their time – or yours – spinning weak press releases.
In recent years we have seen significant growth in the circulations (independently vetted) and number of business magazines and information portals. This trend in the context of online and social media can be explained by the esteem in which the best editors are held, and the quality of the independent content they produce.
Advertising will get you so far, especially with simple sales messages, but it is not what readers are looking for. Your customers want ideas, industry news and updates, forecasts and expert technical help – and trade publications provide this. With the exception of direct marketing and exhibitions, there are few ways to target a specific sector or job-role in such an efficient and cost-effective way as media exposure. For example, your company could benefit from regularly appearing before customers with:
Product information
The product pages are amongst the most popular and well-read sections of any trade magazine or portal – make sure your new developments in product and service are publicised.
Case studies
Showcase your best work with details, images and quotes from satisfied customers, especially projects that have special interest or were completed for high profile customers. If your brand is publicly endorsed by respected industry figures, and you can prove the quality of your product or service with facts and figures, think what the impact on your reputation and sales could be.
Industry comment
The main feature articles in a publication tend to include quotes from leading industry figures – so why not you? By finding out what journalists are working on, and supplying interesting comment at the right time, your company profile could be significantly increased.
Extended feature articles
Next time you open your trade journal, look for the longer articles that have been authored by senior executives and CEOs. These are called byline articles and tend to focus on a topical issue or technical development – why not secure this type of exposure for your company?
Once published, this type of marketing asset can be used for direct mail, on your website, to support new business tenders and for leaflets and brochures. Not only do you stand to benefit from the readership of the title, but also the status and recognition that comes directly from sharing the editorial articles with new and existing customers.
Find out more about the media in your industry
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