When I began pitching our shoppers’ content material to media, I ignored a main part of a profitable outreach marketing campaign. I believed it was too formal and pointless. Upon reflection, I don’t know the way I acquired alongside with out it.
A press pack or media equipment sounds easy and apparent for public relations execs pitching media to write about a firm. But many entrepreneurs don’t take into consideration how a press equipment (and even the media normally) could be useful to their content material promotion. They don’t go the additional mile to produce and distribute property that journalists can leverage to help their reporting or that different third-party content material suppliers can use for his or her content material wants.
A journalist’s typical day is a marathon of deadlines. Often juggling a number of tales, they’re overworked and strapped for time. When performed proper, a press pack helps the journalist perceive key factors of the subject and supplies methods to function probably the most related elements of your content material for his or her readers and viewers.
A press pack on your #content material supplies visible property most related for the media’s viewers, says @Britt_Klontz. Click To Tweet
Let’s undergo some important components of a press pack to get your content material acknowledged – and used – by journalists and content material retailers. I’m utilizing the instance of our consumer Traveloka, an Indonesia-based journey firm.
In December 2018, Traveloka requested 100 folks within the United Kingdom and United States to draw the very first thing that got here to thoughts for 10 cities: London, New York, Paris, Venice, Dubai, Sydney, Rio, Cairo, Tokyo, and Berlin. They have been instructed to spend not more than two minutes per drawing.
The outcomes led Traveloka to create a microsite, Urban Scrawl, and disseminate to journalists a press equipment in regards to the revealed assortment, which supplies a humorous perspective on the cultural sights these folks most related to every of the foremost cities.
Deliver high-quality visuals
Journalists have been launched to the content material by means of a static embedded picture with a drawing for every of the 10 cities. The visible additionally aced as a hyperlink so editors might click on by means of to the content material assortment:
The Urban Scrawl press pack additionally included a hyperlink to folders for PNGs of each drawing categorized by metropolis:
Traveloka additionally created folders with pictures of probably the most regularly cited landmark in every metropolis drawn to improve the variety of methods a journalist might use the content material. Media might use the property to produce a slideshow or listicle piece, showcasing the sections or photographs most related to their audiences in addition to drawn-vs.-reality comparisons.
TIP: Create a doc itemizing attribution data for any photograph which may require one – and embody the credit score within the file title too.
Create doc itemizing attribution data for any photograph which may require one, says @Britt_Klontz. Click To Tweet
The visuals have been revealed when media wrote in regards to the findings, together with this text in Fast Company:
USA Today created this video utilizing the photo-illustration side-by-side comparisons together with its personal B-roll of the locations:
These media retailers and others revealed content material utilizing their artistic freedom and highlighted the elements of the offered content material most related to their audiences.
Think social too
Traveloka additionally offered visuals – static and GIFs – sized to match most popular dimensions for Facebook, Twitter, Instagram, and Pinterest.
Media retailers, together with journey bloggers, shared the content material on their social channels too, like Nomadic Daniel did right here:
Include #socialmedia pleasant photographs in press kits so writers publish your #content material, says @Britt_Klontz. Click To Tweet
Don’t neglect the fundamentals
Anticipating the wants of a journalist or content material web site is vital to securing protection. Beyond together with high quality imagery in your press packs, don’t neglect the basics:
- General launch or overview outlining the “news” of your content material – highlighting findings or nuggets most related to the journalists’ viewers (and detailing the methodology).
- Quotes out of your subject material specialists.
- Links to any content material your organization beforehand revealed on the subject.
- Contacts to prepare interviews or get extra info.
Anticipating the wants of a journalist or #content material web site is vital to securing protection, says @Britt_Klontz. Click To Tweet
TIP: If your content material marketing campaign includes information evaluation, make sure that to have the uncooked information obtainable. Journalists might ask to see it to be sure that your evaluation is correct earlier than reporting on the findings.
Journalists will admire having ready-to-go visible property and tailor-made info in order that they don’t have to go digging for the suitable info whereas juggling a number of deadlines. By guaranteeing that your press pack contains the elements above, you’ll rating “brownie points” and achieve respect from the journalists. And subsequent time you might have content material to promote, they’ll be extra doubtless to work with you.
Have you discovered success with utilizing press packs to promote your content material? What ideas do you might have? Let me know within the feedback.
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Cover picture by Joseph Kalinowski/Content Marketing Institute