You worked hard for weeks writing a compelling story, getting client approvals and calling reporters. After all of that hard work you get an outstanding hit in a top publication. Now what? You don’t want that article to just fade away.
Take this article from @NASA that was tweeted on January 4, 2017:
In the graph below you can see that it the article reached 21M people but was declared “dead” only about 6 hours after it went live.
Listed below are some easy ways to amplify your client’s content and extend the life of a PR hit.
Given that it’s 2017 your client likely has a social media account. Once that article hits a link to that article should be shared on social media. As you’ll see in the PEW research below, more and more people are turning to social media for their source of news.
Bonus level: if you have an employee advocacy program in place where your employees can share thought leadership content within their personal and professional networks your PR hit will go even farther.
Promoting a post is a great compliment to posting organically on a social channel. This option can be more cost effect than more robust paid advertising since you can boost a post for as little at $5. The biggest different between a promoted post and a paid ad is the goal. By amplifying your content you’re hoping more people will click the link and read the article and become aware of it. With a paid ad, your goal is typically for someone to take action, like filling out a form or purchasing something.
This tactic is slightly different from promoted posts but has the same spirit of reaching a larget audience. Just like with promoted posts, the difference between a syndication campaign and a paid advertising campaign is the goal. Typically within an article you don’t have a call-to-action (CTA) but rather a link back to the client’s website. The goal of a syndication program is impressions, or people looking at the article to become aware of the client. The advantage of a syndication program is the targeting. Depending on the advertising platform you choose, you can pick the publications where you’d like your article to show up. Alternatively, similar to paid advertising, you can choose to target based on demographics and behavior.
If you’ve worked hard to get a great PR hit for your client, you should also consider some tactics that will help you extend the life of the article. The more people that your article reaches are more opportunities for people to become interested in that brand and ultimately purchase something.
Director, Marketing Technology