FYB 67 | Leveraging Publicity

 

Many people don’t make the most out of the publicity and the press they get. You know how hard it is to get someone to write about you; it’s a little easier getting podcast interviews. Still, leveraging publicity and those interviews as well is important. What can you do to make the most out of the publicity, the press, and the interviews that you are getting? Tracy shares three categories of things that you should work hard on to make sure that you are utilizing that publicity to their most potential, and putting any of your press articles, anything that’s written about you, any interviews you do, and use them to help build up tremendous authority in the marketplace.

Listen to the podcast here:

Leveraging Publicity, Podcast Interviews And Press Articles

I have a question that was posted to me on email and I thought I would just share the answer with you because it is a little complex. A subject of one of my articles, an article that was in Thrive Global that got accepted into Thrive Global. Dr. Z sent back a message and says, “How do I leverage the publicity that I just received? Thank you so much for writing the article and what do I do with it?” I thought, “That is such a good question.” Many of you don’t make the most out of the publicity and the press you get. I know because I get the pitches every single day. You know how hard it is to get someone to write about you. It’s a little easier getting podcast interviews, but even still you need to leverage those interviews as well. What can you do to make the most out of the publicity, the press and the interviews that you are getting, even some of your speaking engagements as well? How can you do that? I have three categories of things that you should work hard on to make sure that you are utilizing to their most potential and putting any of your press articles, anything that’s written about you, any interviews you do and use them to help build up tremendous authority in the marketplace. We want to do that. That’s our overall goal and we want to overall improve our digital authority because that’s where everybody’s searching today. It means Google ranking. How can we do that?

Our overall goal is to improve our digital authority because that's where everybody's searching today. Click To Tweet

The number one place that you need to put any articles, images from those articles or thumbnails, if you were provided any graphics, we provide those to every single one of our podcast hosts. We call it guest communication. Guest communication includes article links, blog links and images. In that guest communication, we give them everything they need to be able to share the interview that they’ve done. I try to do the same thing with my Inc. articles. I’m not so great about it in terms of creating graphics for it because Inc. doesn’t do that, but we have the article itself and I always share my Thrive Global link with whoever was the subject of that. Dr. Z’s article, Are You Disengaged at Work? Five Reasons Why and How You Can Heal is an interesting article. He fascinated me and I loved writing it. Thrive Global made the most sense for us to publish it there. What can you do with it? The first thing is you want to put this into your site, your website, your core site. If you have more than one site, let’s say you have a book site, you have a speaker site, and then you have a core company site. You want to put them into both places. What you don’t want to do is copy the content. You cannot repurpose the article. The article belongs to me. I’m the copyright. I wrote it. It also belongs to the publication that published it. They have the only copyright licensing of that.

What you can do though is you can use your own graphic that might be similar. If it doesn’t flow through, you can do a share. You could do a small post with a thumbnail. You can start with the leading paragraph. You can use the first paragraph and then say, “Read more here,” and send it straight into the article. You would also use the Thrive Global logo, the headline, the part of the first paragraph and Read More on Thrive Global. You want to use that in whatever way you can in what you would call your press page. It’s a sub-page within your site or maybe it is on the main site. You could say, “As featured on Thrive Global or on Inc.,” and you have the logo of the company. If somebody were to click that, they would go through the article. I don’t like that one as much because it doesn’t engage them with the topic. I prefer to see where you’ve got the article itself, at least the title of it, even if it’s not more than that. Put it out on your site somewhere. You could use the Inc. logo or the Thrive Global logo on your homepage of your site and then sub-within it on your press page. Have a little more information on what the article was about. That invites people to read it and read more about you than just being in being in Thrive Global, “That’s great. He’s got good social proof,” but go a little bit deeper than that. That’s what you want to do.

What you don’t want to do is ever go Inc.com or ThriveGlobal.com and just say featured there. You want to go very specifically to the article itself. For stuff that helps me as the writer of the article, so it helps whoever publish that or the podcast host, whoever interviewed you, helps them get through to that and get that direct link into that article and into that interview. That’s important. You’re creating a direct link. Also having a sub-level cross-linking go on between your site and their site is a value rather than just top-level homepage linking. This is of great value which shows Google that you have something specific there. That’s of great value too. That will help build up what we call site authority and cross-linking. This is very important. The first thing was the site.

FYB 67 | Leveraging Publicity

Leveraging Publicity: At the end of the day, getting promoted within a publication is up to the publication’s rules and most of it is based on shares and views. The more eyes you can get on it, the better off it is.

 

The second thing is social. You want to do social right away. You want to be excited, “I was featured in this article. I’m so excited about it.” We highly recommend you share it. We try to provide all the good things. You want to definitely go straight to the article page or to the blog post page and share from there. If we’ve given you something in our guest communications, we’re giving you everything you need for you to load up into your buffer and share from your social media and do what you need to do, but the highly recommended way is to click on the article share buttons. That’s the best way to share them yourself. Go right straight to the article, straight to the link. Click the share button and share to LinkedIn, share to Facebook, share to Twitter, share wherever you are active and wherever you have an audience. Doing it, sharing from there helps boost the original articles’ shares, which helps boost it. If you get more circulation, that’s also inviting that publication to boost you out as well. It’s the best way to help grow and get your article to be seen by more eyes. At the end of the day, getting promoted within a publication is up to the publication’s rules and most of it is based on shares and views. The more eyes you can get on it, the better off it is.

In that social share, I’m lumping in emails. If you have an email list, you should share it with your list at the bottom of your newsletter or share it with your list in general. This is a simple way. It’s a logical way to do that. You can do this more than once. You don’t just have to do it out once because remember, social views only go to about 4%. If you share it on your business page on Facebook or LinkedIn or other places like that, you don’t get as much views as you do when you share it to your personal. You don’t get as much views overall as you might if you were out in Google world or if you were at Google ranking. You’re only getting about 4% to 7%, some say at a high in your personal page, you might get 13%. Not a lot of people aren’t necessarily going to see. Don’t think that 100% of your followers are going to see it for the first time. Can you share it in different ways? That is always something that I like to look at and do. I like to create a few different types of posts from any article that has been created about me or interview that I’ve done.

The first is just the immediate share. That’s the first thing you do. I send it to my team and I have my team create different types of graphics. Usually a different type of image graphic where it might be just that header image or a style similar to the image that’s with the article. You can’t use the article’s image. That belongs usually to Getty or to 123RoyaltyFree or it belongs to the column itself essentially. It’s copyrighted images. You want to create your own image. Buy an image that’s similar if you need to buy one or search on Google and make sure you’re getting truly free images and add the title of the article. You could put in your post, “Here I was featured in ThriveGlobal.com and here is the article link and here’s an image of it.” You can also do a quote, something that was said either about you or something you said in it or both. That’s a great way to do it. Those are a couple of other ways you can do it.

You can also just do a straight text post and try and mix up the different types of posts that you do. You can also do a video. You can go on Facebook Live. You could go on LinkedIn Live. You could post a video that says, “I’m so excited to be featured in this, but this article is just the tip of the iceberg on this particular subject. I want to add a little bit more to it. You can read the original article here. It’s listed in the comments below or here in the post text.” You can add onto it and expand on it. That helps people who may want to read the article as a deeper dive into what you’re saying. While I’m listening to you and I think you’re an expert, wouldn’t it be great if I got to see that article out there and go, “Thrive Global thinks you’re an expert too.” It’s social proof out there. Those are some different ways that which you can social share over time. You could do a different one each week and do it in a row and then put it into an evergreen rotation schedule. Twitter, Facebook, LinkedIn, all of those are not sharing with 100% of your followers every day, so you want to get them at times at which you know that they’re reading it.

Leverage any press that you get because it is so valuable to your business. Click To Tweet

The next part of that would be what I would call an add-on social. You don’t want to boost the post but if you’ve got it, you can promote it by making it an ad. Rather than advertising for your business, you can advertise for the article or advertise with that video that talks about the article. Those are some other ways to promote your business or services. Just make sure that your post has a call to action in it that is more than just, “Read this article,” because you don’t want to spend ad dollars on that. Unless your goal is to get more views on it so that it gets promoted within the publication, that could work too. That’s another strategy within the social. We have sight. We have social. Now we have what I call social proof. Social proof is things like testimonials and other places where we might want to use what was said about us.

My friend, John Livesay, one of our podcast hosts who are amazing at this, I wrote an article about him a long time ago and I called him The Pitch Whisperer in the article. He used it on the cover of his book. He uses it in his speaker one sheet. He uses it in his bio. Anywhere where you can use what the article, what the column says, “Inc. calls me this. Thrive Global said this about me.” If you’re on one of those listicles, we were on the top list of CIO’s list of top podcasts to listen to for 2018. We were 21, right after Pat Flynn’s Smart Passive Income as being a podcast to listen to. We’d only been out for six months. It was awesome to be listed in that. To not put that in our bio, to not put that on our site in places, to not put that in our speaker one-sheets and our host one-sheets would have been a mistake. It’s a big win. If something is said, you can quote from there, whatever they say that is the most flattering thing or the descriptor they use about you. Definitely, use that as a testimonial because social proof means someone from the outside says you are great and you are wonderful at what you do. That’s important.

The other thing is that there’s a lot of pay to play going on in the industry. I don’t practice that. It is not what I want. It is not who I am. It is not what I do. I require an interview with every single article I write. I make that happen because I want to have this dialogue to understand the most interesting thing about you that will relate to my audience so that my audience cares about. It’s my job to highlight that out the article. I can’t do that if I’m going off of a press page, if I’m just going off a press release. I won’t pick those up. That’s my personal process. That’s the way that I work. Not all writers do that, but you just need to keep in mind that there are a lot of people who are out there are paying amazing publicists who are good at their job and there are definitely times at which you should have a publicist. There are definitely times that you should do that. That’s what you’re competing against. If you aren’t making the most out of the organic pressure getting when you are lucky enough to get featured in an article, then shame on you. You’ve got to make the most of it because it’s harder. It’s harder to get that authentic press nowadays. I hope this has helped all of you and I hope this helps you get you understanding how to leverage any press that you get and how you leverage publicity in general because it is so valuable today to your business. Thanks again. This has been Tracy from Feed Your Brand.

Important Links:

Love the show? Subscribe, rate, review, and share!

Join the Feed Your Brand community today: