You work really hard to earn high-quality media mentions, only you see them lose visibility very quickly. You get an initial jolt then watch the piece slip down the Google rankings until it’s buried. And where’s the best place to hide a dead body? The second page of a Google search! So, what’s a PR pro suppose to do to keep our high-value media mentions evergreen?
Keeping your positive mentions in the spotlight isn’t just a matter of pride. According to a Forbes survey, 85% of consumers said articles, reviews, blogs, and videos by experts were the most influential online media when considering a purchase. Without some help, your mention will simply slip from memory like sand through the hourglass. Fortunately, there are several ways you can extend the shelf life of your media mention and keep it working for you over the long term.
Most brands immediately share any positive media mentions on all of their social channels, which is great, but only a first step. The Internet is a busy place and people don’t always react to or notice every article they see. That’s why one-and-done isn’t a good strategy for social amplification. Instead, formulate a plan to share your positive mention multiple times on all of the channels that work for your brand. Switch up the headline, use different quotes and add impactful images. There are a number of low-cost and free social media management tools like Buffer and Hootsuite that help by automating posting. It is also important to encourage your employees, customers, industry influencers, and others to share, engage with, and re-post your good news.
Sponsored articles, or “native advertising” as it’s often referred to, is a method of advertising on an online publication in the form of editorial content that looks like it's intended to be there. This works because association with a trusted publication and the chance to engage its audience can drive awareness, website visits, and leads. For example, the New York Times has noted that in some cases ad-sponsored posts, known as “paid posts,” have done better than traditional news stories.
Outbrain and Taboola are two popular content distribution platforms. They push content to high traffic websites like The Wall Street Journal, CNN, LA Times, USA Today, NYTimes, ABC News, TMZ, Mashable, and many more.
Zemanta is another good option. It aggregates and indexes your articles for multiple content sponsorship formats like promoted recommendations, in-stream ads, and in-text ads.
A simple AdWords campaign can also help keep your media mention fresh. In fact, we have an on-demand webinar "SEO & SEM Strategies that Drive PR Success" that dives deep into using paid ads to boost earned media. The great thing about AdWords is the amount of control it gives you. You can carefully select the right search queries that will deliver your message to your most important target audiences. Consider long tail keywords that will be less competitive and more likely to reach someone in the buying cycle. You don’t have many words, so be very thoughtful about your ad. Consider using the emotional headline analyzer from the Advanced Marketing Institute to make sure that you are getting the most impact from every character.
You can take your link building efforts even further by repurposing the content on your own website. Every high-quality link to the media mention helps with it’s ranking, so you want to give it a few. Adding it to the section of your site that lists news is obvious, but there’s more you can do. Write a blog post with your thoughts on the article or a behind-the-scenes look at the story.
Why not send an email to your customers and prospects, inviting them to have a look? A positive media mention is a great addition to your newsletter. Do you have a knowledge base or support website? If so, you have another opportunity to add the link.
It’s not every day that you get a relevant third party to say something great about your brand. When you do, don’t sit back and relax. Make sure you milk it for everything its worth by sharing it broadly, getting others to pass it along, and boosting its page rank as much as you can. Of course, you should also be sure to measure the results and celebrate your success.
Watch the on-demand webinar below for a deep dive on SEO & SEM strategies PR professionals can use to extend the life and increase the impact of your earned media mentions.
About the Author
Passionate about public relations and empowering practitioners, Lacey Miller found her dream job at TrendKite, where she carries the crown of 'word nerd'. With a background in public relations and technology, she's a great fit with her desire to innovate the industry! You can find her most days writing for PR Forward, PRSA, and other marketing trade publications.Follow on Twitter More Content by Lacey Miller