Use media placements to nurture relationship with customers, industry peers

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 28, 2021, 1:50 PM GMT+0

Brands must treat their placements in news publications as the starting point of a larger content creation and audience engagement exercise.

Businesses should focus on developing amplification strategies that can help them boost the reach of their placements and generate awareness around the brand. Brands must first identify content aggregators like newsletters, blogs and associations within the industry. Once a placement goes live, marketers can pitch such aggregators to re-share that article to further its reach and searchability.

By promoting media placements on owned media channels, marketers can reinforce key messages driven by the brand while also establishing credibility. In case the post quotes a certain executive team member of the organisation, develop a personal social media plan to share the story on their personal networks. Capitalise on the story to interact with their network, boost the placement‘s reach and establish those quoted executives as thought leaders.

Including media placements in email campaigns and newsletters can further help companies expand their placement’s reach. It can also help marketers reinforce the brand image, build on customer trust and use the opportunity to include specific CTAs for further interactions.

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