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PR and marketing tips and advice to help you get the word out about your small business -- delivered to your inbox monthly 
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In this edition:  Wringing the value from your earned media coverage; Will I see you at Content Marketing World?; More companies are turning to freelancers, according to a survey; and this month's MVT (most valuable tool), SparkToro.
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Here’s How to Wring ALL the Value from Earned Media Coverage    
 
Often when I help clients earn media coverage by pitching stories to journalists, they are, of course, initially happy and even excited. To see the fruition of our work come to life in the form of a story in the news IS exciting. 

But what happens after that?

Often, nothing. 

When you’ve put a lot of effort into securing earned media coverage, it feels a little, shall we say, lacking, to celebrate only the day you see the piece - then stop there.
 
Press coverage can help your brand gain visibility and increase credibility – but not if no one sees it.
 
So, what can you do to get more value from the media placements you’ve worked so hard to earn? 
 
6 Ways to Make the Most of Your Publicity

Here’s how to leverage your earned media wins and wring all the value you can out of each one: 
 
1) Post it on your site: The best place to post media coverage on your site is in a dedicated newsroom or press area.

Having a newsroom is important if you want to make it easier for journalists to find ALL the information they may need about your company in one place. You can include press releases, executive bios and headshots, logos and other visuals.
 
Not every company has a newsroom on its site, so if you don’t, you can also post it in the About section. (One place I wouldn’t suggest posting it is on your blog, which should be dedicated to posts written internally.)

2) Share it on social media: Share the media coverage on your social media channels. Pull out a quote or a line you particularly liked when you create the posts. You can even pop a favorite quote from the piece into a tool like Pablo by Buffer or Canva to create visuals.  
 
If you’re a B2B company, LinkedIn is the most popular social media outlet to post on, but you can share it across your preferred social media platforms. Include a link to the original and a photo from the piece. On Twitter, it’s a good idea to share it multiple times over the span of a few weeks.

You can also share different snippets from a piece of coverage to generate a “fresh” social media post. Not everyone will see your first post, so don’t be shy about scheduling multiple posts varying the days/times. 
 
Also, be sure to tag the journalist and the publication when you share. Journalists DO notice. It’s not a vanity thing, but if a story performs well, they may be more likely to be assigned similar stories. “The best way to get more assignments from a publication is to have the stories you have just done for them do well,” journalist Aly Walansky says in this post.
 
3) Include it in your newsletter: If you publish a newsletter, you can also include your earned media coverage with links there. Those who follow your company would probably love to see it featured in the news.
 
4) Share it internally: You can share it internally, as well. Seeing the company you work for in the news can make you feel good about working there.

In addition, the HR team may want to highlight earned media coverage when it communicates with potential new hires. 
 
5) Use it as a sales tool: If your sales team is so inclined, they could share the coverage with prospects who may be considering buying your product or solution. It may help tip the scale in your favor if they read some favorable media coverage.
 
6) Don’t forget to share it with other audiences who may be interested: As you communicate with your partners or investors, those audiences would be interested in seeing the coverage, as well.

Promote Your Earned Media Coverage 
However you choose to do it, you’ll want to publicize any media coverage of your company. You’ve worked hard to earn it - be sure it has a life beyond the day it went live. 

 
Need advice on how to get more media coverage? Or on how to make the most of it once you do? Book a time to chat here

And, if you have a topic you’d like me to cover or a question you’d like answered, just hit reply to send me an email. I’m always happy to hear from you. Lastly, please share this with a colleague if you found it valuable. Thank you for reading!
 
Photo by Andrey Metelev on Unsplash

Will I See You at Content Marketing World?

    
I'm excited to speak again this year at Content Marketing World in Cleveland, Sept. 13-16, with a virtual option Sept. 21-22.

I'm presenting on the topic, "How to Effectively Work with Journalists to Gain Increased Visibility for Your Content and Stories."  My session is Thurs., Sept. 15 at 2:30 p.m. in Grand Ballroom A. 

My talk is all about how to promote your content once you have it by building relationships and pitching it to journalists.

I hope to see you there! 

Visit https://buff.ly/3xOlXYT to learn more and save on registration with promo code GARRETT100.

Businesses More Likely to Hire Freelancers in Uncertain Economic Conditions            


Freelancing is growing in popularity. More companies are hiring freelancers - and more people are choosing to freelance.

About 78% of business leaders said they are more likely to hire freelancers rather than full-time employees while economic conditions remain uncertain, according to a recent survey

According to McKinsey, 36% of employed respondents said they work as independents, up from 27% in 2016.


Working with freelancers can provide flexibility and allow businesses to scale up or down as needed. 
MVT - Most Valuable Tool of the Month: SparkToro
     This month, my MVT recommendation is SparkToro
     Need to find out where your audience is spending time? Or who might influence an audience you're trying to reach? Try SparkToro.
     You can type in a keyword and it will show you media outlets, influencers and other sources that are talking about that topic. I often recommend it and use it to research media outlets to pitch on behalf of clients.
     "SparkToro is an audience research tool that shows the websites your customers visit, social accounts they follow, hashtags they use, and more — so you can do marketing that works," says the website. There's a free version you can try. Pricing starts at $38/month. 
Remember to follow me on social media for more tips and advice. To read more of my posts, head on over to the blog by clicking here

If you're looking for help with your writing, public relations or content marketing initiatives, please get in touch to discuss your needs.
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