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How Blogging Can Get You Press Coverage
For anyone wondering how blogging can help your company’s brand awareness and thought leadership profile via press coverage, here are a few real life examples of how blogging has helped generate press coverage for my business.
In August I posted some advice on the best way for a company to handle a bad Consumer Generated Media thread. Last week I was contacted by Vawn Himmelsbach, a writer from ITBusiness.ca, an electronic news outlet owned by IT World Canada. The reporter, told me that she found my blog post using Google’s regular search (not blog search). Last week Vawn published her story called "How do you stop a disgruntled employee blogger?" and if you read the piece you will see that I was quoted heavily throughout the story.
Here’s another example. In March 2007 I asked "Should corporate blogs use ghostwriters?". That lead to a call from a reporter Tony Kontze, a reporter for Investors Business Daily and this story called "Writing Blogs Can Be Hard, So Get ‘Help’". Unfortunately, you can’t read this piece without setting up a trial subscription but if you do you will also see that the reporter cited me repeatedly and gave me the last word.
How did I do it? Very simple. In both cases I took questions that I was hearing over and over again from my target audience and tried to offer my own insight and perspective on the matter. I laid it out there and cited a few related posts that helped make my point. Days, months or years later a journalist does a search in Google, finds my post and says here’s a person that will give me a good quote or two. I made their job very easy. How is this different from traditional PR and media relations? I’m not a PR expert but I think reporters like to dig things up on their own but they’re not out there pounding the pavement, their using the instant and relevant gratification of your typical Google search or the more timely search power of blog search engines like Technorati.
Simple things you can do. Talk to your customers, and monitor the blogs. At conferences listen to the questions that people are asking the ‘expert panel’. Talk to your sales people and people on the front lines with your customer. Figure out what the reporters in your industry are going to be looking for in the next 2 - 10 months, pounce on the issues surrounding the big hairy questions and make sure you post it on a blog that does a decent job at getting indexed by Google.
Now, it may seem like I’m taking this opportunity to toot my own horn, and I am, but here’s my point. I’m a big advocate of blogging but I don’t blog every day. In fact my average blog post is about one per month. However, my blog posts deliver relevant search traffic to my site, get me invited to speak at conferences, inlinks, and del.icio.us social media bookmarks and quoted in major and minor publications. Here are two clear cases of how blogging can help put your business (in this case a small company) in front of journalists at the critical moment when they are conducting their research and looking for relevant voice.
Tags: blogging strategy, IT World Canada, media relations tactics, Online PR, press coverage, reporters, Vawn Himmelsbach
Filed under: Blogging ROI, Blogging Strategy, Blogging Tips, New Communications, Viral Marketing
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