Before you distribute your content to the media, you have to ensure that the right media is picking up the stories. Why waste precious time of yours distributing the content to every single news media when none will pick it. That's why we propose a proper media screening beforehand.
The essentials for media screening.
Even if the media carries topics from your industry, it does not necessarily mean they will carry your story?
Why? That's because every story has a news angle. The news angle needs to interest the journalist. The type of news angle
a) Product Announcement
b)Event
c) Award/Recognition
d)Community Projects
Screen through the articles published by the media to check which of the stories above that they publish often. If the media carries more of stories pertaining to events and launches, then you might wish to tell your client to organize an event to invite the particular media for coverage.
The event could be launched to announce a new prototype, product, new premise, new branch, new invention.The basic reason for the journalist to focus on such news reflects the interest of the readers. You will run a higher chance of the getting the story covered with this strategy.
Style of writing.
Every journalist possesses his or her own style of writing. Let me just pick two articles to show you the difference.
The author of the above article has picked up a restaurant to elaborate on the famous dishes that they serve in Chinese cuisine. He elaborates on the interior of the restaurant as wells as providing tips on the queue process at the premise.
As compared to the former, the latter consists of a description of the food, taste, and the savory ingredients of the food. Based on this style of writing, you can pitch different content to different media.
The first one will help with listing your restaurant among the rest and also carries credibility for being listed as one of the top or famous restaurant for a particular cuisine,
Then, you can invite the second media for a food review and explain about your different ranges of a food types that you offer and provide an explanation of the uniqueness of your food.
Media In Different Platforms.
When content are created, it does not necessarily mean it has to be in the form of articles. There are Youtubers who have substantial reach with good content. You can also approach them to cover your story. If you are organizing a concert, hook up a few interviews to create a buzz about your concert. If you have a technology app, pitch to tech influencers, and run a webinar on their platforms to explain about your product.
SEO vs brand credibility
There are certain media such as wired news distribution services that syndicate contents to top news portals. The publishing will help to increase your coverage as well as build SEO for your website or social media network. Ensure that you have inserted important keywords into the article to ease the search on Google and other search engines
Among the news distribution services that you can look at
Media By Audience.
Demographics are very important. Even though publication is often aimed to create brand awareness, it needs to be focused on the right target group. The audience of a particular media will be interested in the general news that it offers such as politics or the latest affair. Hence, you will get a mix of audiences from a broad range of age groups and interests.
If you are selling retail product s or commodities, you can publish an article in the lifestyle section of these media to garner interest. There will be a group of audiences that might be interested to purchase groceries, health or wellness product, fashion, or electronic gadgets. Targeting a wide range of audiences through big media is also a good idea