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Making content available to the media (also known as digital public relations) is a great way to build authoritative links and brand authority. However, competition is fierce, and journalists are looking for the best, most relevant content in their inboxes. So how can you create something that writers love to publish? Consider these three properties.
Related: Why Your Marketing Team Should Be Journalists
1. Data-oriented content
Unsurprisingly, news sources need to post your content frequently in order for it to be published. However, it is nearly impossible for brands to publish “breaking news” on a consistent basis, making it difficult to achieve the freshness factor.
However, when you do your own studies, surveys, and research, you are essentially creating the news and providing something original and interesting for the publishers. Take, for example, a project by my digital PR firm, Fractl, created for Porch.com that deals with home maintenance costs, which is published in the Washington Post, Reader & # 39; s Digest, Realtor.com, and others was presented.
We used a combination of Porch's internal data on the average cost of various house maintenance activities and then interviewed homeowners to find out how many times during the year they performed these tasks. That meant we could estimate the most expensive home improvement tasks overall – a new perspective that caught writers' attention.
To come up with such concepts, consider the following:
- Do you have internal data that you can post that would be interesting or useful to the audience?
- Do you have questions about your industry that you can answer by collecting and analyzing data?
- Can you interview your customers or customers to gain new knowledge?
Examining your own curiosity and your audience's curiosity about your work and industry can reveal potentially compelling data-centric content ideas for your brand.
Related: The Guide: Harnessing the Power of Public Relations
2. Emotional content
Content without emotion is without human connection or relevance. Can you imagine something that interests you and that has no emotional component?
Because of this, creating emotional content is a key strategy in getting publishers' attention. You might be thinking, "Wait, you just mentioned a home improvement project. How is that emotional?"
While shallow renovations may not be the sexiest topic, it can be very emotional when you think about it from an individual's perspective. It's about the total cost of maintaining a home that comes with the pride of looking after a family, the anxiety that comes with financial planning, and much more.
As you brainstorm or actually create content ideas, ask yourself these questions to consciously connect you to the emotional heart of data:
- What is at stake here? Or why are people interested in this topic?
- How can people use this information to inform, entertain, or otherwise influence their lives?
- What challenges do people face in relation to this topic?
Do you shed light on these problems, do you solve them, or do you address them in some way? If emotions are clearly presented in your project, they are more likely to resonate with writers and readers alike.
Related topics: How to Create Emotional Content That Engages and Engages Your Audience
3. Tangential content
This is the only quality that has a condition. There's no 100 percent need to create tangent content when trying to get media coverage. In my previous Porch example, this content is pretty timely and branded, which proves it can be done (but not something that can often be replicated on a regular basis).
Tangent content helps a significant chunk of the time, especially if your primary goals are link building and brand awareness.
In contrast to current, very brand-related content, tangential content is enlarged a bit to take into account other aspects of your industry that are not necessarily related to your product or service offering.
There are several benefits to this strategy, including reaching out to a wider, more general audience (which is great for top-level awareness) and showing potential clients and customers who care about the bigger picture of your industry, rather than just doing the Sales.
A tangential project we created for Porch analyzed U.S. census data to examine how neighborhood names correlated with property values (and how much CNBC was covered).
Sure, neighborhood names aren't exactly related to home improvement, but anyone interested in which neighborhoods have high value is likely to be interested in buying a home at some point. Also, it's generally fascinating to find out that neighborhood names with "island" on average are the most valuable (and fun to see if your neighborhood name is on the list).
Do you need tips on how to think more tangentially? To attempt:
- Take a specific topic and practice zooming out – and think sideways too. For example, you can do DIY and zoom out home. Then you can think of related topics or subtopics under the Home Improvement category such as Cooking and Family.
- In addition to looking at what your competitors are doing, see which brands are complementing your products or services. For example, a home improvement website might check what a home decoration website publishes.
- Enter industry keywords into tools like BuzzSumo to see how much engagement your niche is building.
It can be scary to stray a little from your core branding, and you can't stray too far from being relevant to your business, but finding that sweet spot can mean massive benefits.
If you're having trouble creating content for writers to cover, focus on these three content characteristics. This strategy has worked wonders for us. With the right digital PR strategy, you can continuously create content that will increase your organic traffic and growth.