The document provides 5 tips for using media coverage as a content marketing strategy. The tips are: 1) Do not expect others to care about your story without effort on your part; 2) Use media coverage as a platform to tell your story to wider audiences; 3) Tailor your messaging to specific target audiences; 4) Take ownership of your story and how it is presented rather than relying on others; 5) Develop multiple stories targeted to different audiences rather than a single overall story. The goal is to leverage media coverage to raise awareness, drive sales, grow audiences and secure investments.

1. OWN YOUR
STORY
5 TAKE-HOME TIPS TO MAKE MORE OF YOUR MEDIA
COVERAGE WITH CONTENT MARKETING
@JOCOWPER

2. SO YOU’RE IN THE
MEDIA. NOW WHAT?
Tell the world:
• Share socially
• Link from website
• Extracts & testimonials
• Newsletters
• Targeted messages to funders/key prospects
• Etc, etc, etc …

3. WE’RE IN THE NEWS

4. TAKE-HOME TIP 1:
Nobody cares.

5. WHY DOES YOUR
STORY MATTER
A: It depends who you ask
YOU
THE MEDIA  Raise awareness
 Drive sales
 Grow audience
 Secure investment
 Grow community
 Grab attention
 Build reputation
 Personal brand
 Break news
 Sell advertising
YOUR STORY

6. MEDIA COVERAGE &
YOUR OBJECTIVES
✗ Translate directly to sales
✗ Fulfil hard objectives
around sales, quotas, etc
✗ Communicate a targeted
message that fits the needs
of your target audience(s)
✔ Create a platform
✔ Gain the attention of an
audience that is larger than
your own
✔ Serve as shorthand for
credibility and authority
✔ Provides a ‘currency’ that
you may be able to cash in
for sales or more … if you’re
clever about it

7. TAKE-HOME TIP 2:
You’ve got a
platform.
Use it.

8. WHO NEEDS TO HEAR
YOUR STORY?
A: It depends what you want
to happen …
YOU
THE MEDIA  Raise awareness
 Drive sales
 Grow audience
 Secure investment
 Grow community
 Grab attention
 Build reputation
 Personal brand
 Break news
 Sell advertising
B
C D
E
A
YOUR STORY

9. WHO NEEDS TO HEAR
YOUR STORY?
A: It depends what you want
to happen …
YOU
THE MEDIA
 Raise awareness
 Grab attention
 Build reputation
 Personal brand
 Break news
 Sell advertising
Influencer
Partner Customer
Investor
Prospect
YOUR STORY
 Grow community
 Secure investment
 Drive sales
 Grow audience
 Raise awareness
 Drive sales
 Grow audience
 Secure investment
 Grow community

10. TAKE-HOME TIP 3:
Know your
audience(s).

11. CONTENT
MARKETING
“[Marrying] the marketing ambitions of a company with the
information needs of its target audience.”
Custom Content Council

12. CONTENT
MARKETING
“[Marrying] the marketing ambitions of a company with the
information needs of its target audience.”
Custom Content Council

13. CONTENT
MARKETING
“A strategic marketing approach focused on creating and
distributing valuable, relevant, and consistent content to
attract and retain a clearly-defined audience — and,
ultimately, to drive profitable customer action.”
Content Marketing Institute

14. CONTENT
MARKETING
“A strategic marketing approach focused on creating and
distributing valuable, relevant, and consistent content to
attract and retain a clearly-defined audience — and,
ultimately, to drive profitable customer action.”
Content Marketing Institute

15. CONTENT
MARKETING
“Content Marketing is the only marketing left”
Seth Godin

16. TAKE-HOME TIP 4:
It’s your story.
OWN IT.

17. YOUR
STORYTHE MEDIA STORY
EVERYBODY’S STORY
SPIN SPIN SPIN …

18. OWN YOUR STORY
• Embellish, add, highlight, edit, personalise …
• Tell the backstory
• Tell the side-story
• Open a debate
• Challenge the media story
• Create your manifesto

19. WHAT STORY WILL
YOU TELL THEM?
YOU
THE MEDIA
 Raise awareness
Influencer
Partner Customer
Investor
Prospect
YOUR STORY
 Grow community
 Secure investment
 Drive sales
 Grow audience

20. WHAT STORY WILL
YOU TELL THEM?
A: The one they need to hear
YOU
THE MEDIA
 ????
Influencer
Partner Customer
Investor
Prospect
YOUR STORY
 ????
 ????
 ????
 ????

21. GET INSIDE THEIR
HEADS
• Tailor it to suit each audience
• In the places they need to see it/like to hang out
• With the spin they need to understand its relevance to
them
• With the opportunity to engage
• As little or often as you need to
• Achieve your objectives and fulfil your goals

22. TAKE-HOME TIP 5:
It’s more than
just one story.

23. 5 TAKE HOME TIPS FROM
CONTENT MARKETING
1. Nobody cares.
2. You’ve got a platform. Use it.
3. Know your audience(s).
4. It’s your story. Own it.
5. It’s more than just one story.

24. THANK YOU
Questions?
Jo Cowper
Communications Specialist
jocowper.co.uk
@jocowper