Having a great story isn’t enough to get your business seen. There are constantly new articles and social media posts popping up all over the internet, so there’s a lot of content to compete with. Creating content is only part of the battle. The more challenging aspect is getting your stories to reach the right audience.
To ensure your story is effective, you need to start with the basics. The following tips can help your content reach your target audience.
Focus on What People Care About
Creating content only matters for your brand if it draws people in. Rather than just talking about the features of your products or services, think about why your brand matters to people now. What challenges, concerns, or trends can your products help with? Then, center your content around that to resonate with your target audience.
Include Credible Data When Applicable
You can make your approach stronger by adding facts to back it up. The best statistics are ones that are fresh, so use your own data or work with a research firm to compile information to back up your products and services. Find ways to quantify the impact of your brand or reveal something surprising about what you’re offering. Showing research alongside a topic people care about will build your brand’s credibility in an appealing way.
Make Content Easy to Understand
No matter how complicated your brand’s offerings are, you need to create content that your audience can visualize and understand. Adjust your wording so it gets your point across without including overly complex language that could drive people away. Offer comparisons to help people better understand topics they might not be familiar with. Outcome-based comparisons, such as comparing the amount of time you save to specific activities, are often the most effective.
Add Visuals to Enhance Explanations
People may lose interest in media coverage that’s only text. Adding relevant images and charts can enhance content and make it easier for people to browse and comprehend. Rather than just explaining research, include an infographic if available. Yet, you should avoid generic stock images in your content. The visuals you advertise your brand with should be impactful and highlight the benefits of what you’re offering.
Include Real-World Reviews
Your perspective isn’t the only one that matters for marketing. It’s obvious that you’ll talk highly about your own brand. Hearing about your products and services from other people is what many consumers want to hear. Include customer reviews and analyst perspectives to make your brand’s credibility stronger.
Offer Product Samples
Giving away free products is sometimes the best way to make a profit. When reaching out to journalists for media coverage, offer product samples for them to try. They can write honest content about it, letting consumers hear about your items from another source. This is a great way to get news stories about your products in a way that offers feedback from real people.
Stay Ahead of Trends
Trends are everything for marketing today. Using tools like Google Trends can help you stay on top of the constantly changing market. You can see when certain searches spike, allowing you to target those keywords in your content before the competition can. Creating content before trends can also help you get other sources to link to your content.
Get a PR Expert’s Help
There’s more competition than ever on the internet. While the right framework can help brands achieve top-tier media coverage, it can still be tricky to navigate. Working with a PR company is a great way to ensure you’re choosing the best strategies for your brand’s unique needs.
Avenue Z can turn reputation into revenue with unique marketing strategies. Contact us today to see how we can help your brand achieve successful media coverage.
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