One business growth strategy is to showcase your expertise in specific sectors. This often means placing your brand naturally via PR and editorial content in front of decision makers in those sectors.
For example, if you are aiming to win work in the food and drink industry, having an expert commentary piece published in titles including Fine Food Digest, Better Wholesaling and The Grocer would elevate your company as the go-to firm.
The first step is to identify which media outlets are consumed by your prospective clients. Ignore new, online news sites at your peril: web visits to these sites, including in niche areas, are constantly increasing.
Understand what content will be of interest to the reader by reviewing the articles published in recent additions. A firm of solicitors announcing expansion plans is highly unlikely to be of interest to a trade magazine such as the Timber Trade Journal. But a piece from a leading solicitor warning wood recyclers of upcoming legislation changes would.
Draft case studies highlighting your skills and how they benefited a client. Trade media covering the sector your client operates in will consider using the news release.
Journalists and editors are constrained by time. Ensure all copy is written in a journalistic style and approximately 350 words in length, unless otherwise agreed with the media outlet, to reduce the amount of time a journalist spends editing your work.
Commission press-style photography to help secure additional coverage: editors covet such images and will use them where possible.
As part of your proactive PR approach, maintain contact with journalists. Discuss potential ideas for content, including upcoming features. Put your brand forward to contribute to such pieces.
Regular media coverage will position you as an expert and attract invitations from the media to provide copy for topical items and features – further cementing your credentials as an industry leader.
Integrate the earned editorials in trusted third party publications with your own communication channels.
Recycle the press releases and expert commentary articles prominently on your website to make sure web visitors not only know and like you, but trust you as well.
Send tailored e-newsletters, linking through to the content on your site, to your database of contacts in those sectors.
And talk about it on social media. Insert hashtags used by target sectors, including relevant events and exhibitions you are attending.