A colleague recently asked me which online PR company they could use to publicize their book. My response was, “I’ve never used a press release–ever.” I have only ever been my own media coverage. I see no reason to go backwards and use outdated PR tactics.
When I started in internet marketing, I didn’t have any knowledge about traditional publicity tactics. I started online and mostly stayed on that channel because I soon discovered that blogging could help me fuel my own publicity. In the process, it would generate media coverage. Here’s how you can do the same:
1. Blogging still matters
Despite the fact that there are thousands of bloggers on the scene, it’s still a vital part of generating your own media coverage. I had to put a lot of time into creating content and building awareness, but once I did, it became a solid foundation to generate even more coverage.
At the time I started my blog, I had a lot of time on my hands as I recovered from an injury. Now, with a lot on my plate as an entrepreneur, I have assistance from a team that helps produce content. Most entrepreneurs are likely struggling for time, so daily blog posts aren’t always at the top of the list. Schedule time each day to produce content and consider hiring a freelancer to assist you. Use content management systems like WordPress to create, manage, and publish your content.
Whatever you choose to do, write blog posts on what you know, including the industry, pain points that impact it, and trends that impact you and your audience.
2. Focus on email marketing
People tell me how much they look forward to my weekly emails. The content covers some main pain points and showcases existing content they might not have seen.
Whatever you do, give your email subscribers some type of takeaway (e.g. a free download or a set of helpful tips). This will ensure they come back for more or, better yet, forward it to friends (i.e., prospects).
3. Try new multimedia tools
Multimedia has kicked into high gear with tools that offer an incredible way to create your own visual media, like online videos and podcasts. Even better, Periscope gives entrepreneurs the power to create their own broadcast without turning to TV stations to cover a story.
I’ve been able to take control of the whole broadcast environment and film everything from events my company hosts to trade show appearances and daily life at the company. Other entrepreneurs use this platform to make their own talk shows, do industry interviews, participate in panel discussions and full-fledged, magazine-style television programs, and create an exciting new format for broadcast.
4. Create a mini content factory
I truly enjoy crafting and distributing content to various online publications. It gives me and my team an opportunity to research and explore interesting topics beyond what we supply in terms of solutions for our audience.
The content covers areas I struggle with in terms of my own productivity, leadership, work-life balance and more. Sharing this kind of information with others creates publicity because readers follow my articles on various syndicated websites. The content (like this article) contains a backlink to other posts on my website. It brings in more traffic and generates more interest in what my company offers.
The power of collaborative media
I see the media as a place where we can all meet and offer a more even distribution method for all types of companies to get media coverage — where unrecognized startups can be featured right next to big box brands.
The idea that media can be more collaborative turns us all into media stars of our own making. How much we put in tells us how much we will get out of our media efforts. So, begin creating!
This article has been edited.
John Rampton is the founder of Palo Alto, California-based Due, a free online invoicing company specializing in helping businesses bill their client easily online. Connect with @johnrampton on Twitter.