Where to Tell Your Story Part II
This is the second half of my two-part series on content marketing channels. If you missed the first part, check it out here. Or, you can download the complete guide to releasing effective and efficient content. As you begin pushing content through these channels, keep in mind the rule of quality versus quantity. It is better to consistently release quality content through a few strategic channels on a consistent basis rather than pushing subpar content on multiple channels sporadically.
Remember, if you provide valuable content consistently, you’ll develop a loyal audience in each of the outlets you choose.
4/ Press releases
A press release is a notice you send to media publications to provide a suggestion for a story they could run. They will likely need to do a little more research, and they absolutely write the piece themselves, but you provide the highlights. It is very easy to do a bad press release, and it’s a waste of time to do so because it’s just going to be immediately thrown away.
A good press release looks for a unique, newsworthy angle to the story. How does this news affect the community? What are you doing that’s never been done before? Why are you excited about it—besides the idea of making money?
Social media platforms such as Facebook, Twitter and LinkedIn are platforms where you can promote content. Like any other channel, there are a few ways to do it well and a lot of ways to do it poorly. First and foremost make sure you are providing value to your social connections. Since you’re going to be producing valuable content, pushing that content on your social channels is appropriate.
Just make sure you are also participating on these platforms socially. Listen and react to what other people are doing. It isn’t solely a channel for you to broadcast your message.
6/ Guest author
If you can find opportunities to get in front of someone else’s audience (assuming there is significant overlap with your target market) it is a fantastic opportunity. These opportunities might include a column in a serial publication where you share your opinion in your area of expertise, give an interview to someone or write a guest post on someone else’s blog.
One of the most effective ways to establish expertise in your industry is to get up in front of people and speak. You can start small by running a workshop or a lunch-and-learn. Eventually you can work up to appearing on panels or giving presentations at industry conferences. In broad terms, speaking is extremely scalable. You can (and should) repeat your presentations and adapt them to almost any size audience.