Capitalize On Your Content

In an article that I just read from Marissa Lyman of Marketo, she talks about “Four Things Smart Marketers Do With Press Coverage”. The same can be said about great marketing content.

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“A member of your public relations team just secured a killer placement for your company. Congratulations! This is big news—pun intended! This article has it all—corporate messaging pull-through, a nice quote from your executive, complimentary language about your organization—it’s a win all the way around. You’ve passed it around internally and everyone has replied all with comments like “very cool” and “great hit.”

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You’re done, right? That’s the extent of the value that this coverage will bring to your org.


If you think the press coverage is a one-and-done type of deal, think again! There are lots of things that you can do with a press hit to make it go the extra mile for your brand. You can (and should) take all that free publicity and make it work for you. Here’s how:

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Socialize It

Post that article to your social followers! Sharing stories like this over company accounts is a nice break from traditional corporate announcements and shows validation for your brand by third-party sources. Even though press coverage isn’t an endorsement, sharing articles where your company is reported on externally adds legitimacy to your narrative. That’s because studies show that earned media is considered the most trustworthy form of marketing.

And of course, if you have an executive quoted in the piece or maybe a partner or customer featured in the article, make sure all of them are tagged to give them some extra love, like greater exposure and even more follows.

Incentivize It

There are lots of tools available now to incentivize employees and brand advocates to share news like this via their social channels. Doing so allows them to spread the word to their social networks for additional reach. The benefits of using platforms like GaggleAMP or Influitive is the element of gamification, which entices employees more than an email that just says, “please share.” It’s easy to set up a rewards program (Swag! Giftcards! Money! Oh my!) through these tools, further incentivizing your coworkers for their efforts.

Put Some Paid On It

I said that to the tune of “I got five on it,” by Luniz (if you don’t know that reference, please look it up). Just because you got the hit for free doesn’t mean that you can’t give it an extra “boost.” Putting paid promotion behind the post on any social network or via a content distributor ensures that more eyeballs— especially more of the right eyeballs—will reach the article.

Much is given to a company’s website—pricing pages, product specs, customer testimonials, C-suite bios!—but I urge you to consider the page where I spend most my time: the press room. Your press room should not only include staples like your company’s most recent boilerplate and announcements (maybe even a link to your corporate blog, if you’re feeling fancy), but it should also include recent mentions of your organization in the news. It’s one thing for people to see what you’re saying about yourself when they look at this page. It’s an entirely other thing for them to see the nice things other people are saying about you”.

At the end of the day getting press coverage or creating awesome marketing content alone doesn’t ensure the results your looking for. It is critical to share the content through as many channels as possible. Looking to attract more borrowers? Maybe it is time to share more.

About The Author

Michael Hammond

Michael Hammond is chief strategy officer at PROGRESS in Lending Association and is the founder and president of NexLevel Advisors. They provide solutions in business development, strategic selling, marketing, public relations and social media. He has close to two decades of leadership, management, marketing, sales and technical product experience. Michael held prior executive positions such as CEO, CMO, VP of Business Strategy, Director of Sales and Marketing and Director of Marketing for a number of leading companies. He is also only one of about 60 individuals to earn the Certified Mortgage Technologist (CMT) designation. Michael can be contacted via e-mail at