Create Media Buzz – Ghostwriting for a ‘Boring’ Industry

Targeted Content Marketing Strategy Gets Media Attention

Buzz – an atmosphere of excitement or activity.

Social media is the dominant communicator of buzz today for your brand. You can create buzz through intentional content marketing or it can happen organically from an unrelated event that causes people to share, post and get excited about your services.

What’s so exciting about professional service industries? They have a reputation for being boring, but they are also known as stable, reliable, smart and indispensible for business owners. These latter traits are a journalist’s dream source. Professionals have seen, lived through – and helped their clients live through – all types of business climates and situations that make great stories.

Click to read our story about one firm’s ghostwriting strategy.

Professionals sometimes tell us that they don’t know how to use their “boring” work to get media buzz. Well, here are eight tips from our experience as ghostwriters working with professionals and media. You can use them to provide story ideas, articles or quotes that actually get picked up in top trade and business publications.

Strategize your media buzz.
Read the publications and listen to the broadcasts where you want to be visible. With that knowledge, tailor your story pitches. If they call a section “Business Briefings,” you should call it by the same name when pitching your idea. Look for the names of authors in the columns or sections where you want media coverage. Choose a few publications or news shows and focus exclusively on them.

Build up trust.
Good business reporters don’t like to get information wrong. As a source – above everything else – be trustworthy. Share the facts. Tell the truth. Don’t jeopardize your chances of being quoted again.

Create relationships.
When reporters and editors move around, they will take their best sources with them. Never blow off a reporter because you think the publication isn’t important enough. If it’s read by your target audience and fits your market, return the reporter’s call. Reporters will remember you as they move up the ranks of their journalism careers.

Don’t over-reach.
One of the main mistakes we see with professionals is that they reach out to the wrong contact. Don’t call the main editor unless it’s a staff of three. Contact the business reporter or the freelancer who covers business frequently. This strategy relates well to the previous tip on building the right relationships.

Thank them.
They like to pretend they don’t care, but every reporter will keep forever the few thank-you notes they’ve ever received. Send a sincere email or phone call, commenting specifically about something they’ve written. Just don’t send gifts, as journalists are ethically unable to accept them.

Get quoted and published as frequently as you can. It can take at least six months (with professional ghostwriter support) to 12 months to get traction with reporters or publications and broadcasts. Become a regular contributor so that when other reporters or editors start looking for sources online, your name will pop up more frequently on specific topics. To increase your odds of coming up on an Internet search for a specific topic: write an op-ed piece, contribute a how-to article, speak at a conference and apply for an award. Be in the news and you will continue to be in the news through Internet search.

Tell the world.
Don’t keep this great press to yourself! Share it on your website news page, post it on your social media profiles, send links to your friends for them to share. Add it to your speaker’s bio or PR bio. You PR bio is that little blurb that you use at the end of how-to articles to promote your experience and services. It’s the golden opportunity to talk about your experience without getting self-promotional in the article.

Embrace the chaos of media.
Many people have a love/hate relationship with ‘the media.’ They like to stay informed and they love when they get positive press, but sometimes reporters make mistakes. Sometimes your competitor gets quoted and you don’t. Sometimes you just can’t seem to get their attention with your ideas. Don’t give up. Don’t complain or ask for equal billing with your competitors. Earned media doesn’t work that way.

Keep trying with new ideas or ask Ingenuity for help with your content marketing strategy. Earned media is a big part of building the media buzz that leads to real business leads and new clients.

BONUS TIP: If you get attention from someone in the news media, have something to say…even if it’s a written statement or talking points. Lack of follow-up with a reporter or using “no comment” is just a good way to get dropped off their source list. Ingenuity’s professional ghostwriters can help with this too!

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