Garrett French says, “The problem: You have a PR team. They keep getting great coverage… in the same 10 publications. You have a content team and dozens of writers. Engagement has never been higher, but they don’t think beyond the confines of your website.

The solution: Your content, your brand, your expertise needs a way out to the hundreds if not thousands of niche publishers who collectively speak to the whole of your fragmented audience.

The content development process for reaching diverse audiences

What follows is my agency’s process, refined so that one person (you) can start up, test, perfect and pass the job off to your content team. In six to nine months of steady effort, you’ll develop operations for reaching those untouched publishers that PR doesn’t want anyway, thus building referral traffic and increased brand recognition from “lost audiences” (and maybe a link or three).

1. Choose your targets

Pick five to 10 publishers where you think brand exposure could drive a return on your time and effort. These will be publishers that are too small/niche for PR to bother with.

To find them, you could look at the title tags of publishers your PR team already pursues and engages with, then search Google for those terms + [news], [blogs], [community]. Also, try this Google query — [related:adomainthatPRtargets.com] — and see what comes up”.

Earned engagement and fragmented audiences: kickstart your process in the enterprise

Search Engine Land

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