Twitter account to capture earned media

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While this is the "traditional" route and it works, another tactic that has worked well for us is to create content around so-called "source" keywords. Source keywords are terms that journalists are likely to search for when looking for facts and data to reference in future posts. Examples include: [Topic] Statistics [Topic] Statistics [Topic] Facts [Topic] Figures To find these keywords, enter some relevant keywords in Ahrefs' Keyword Explorer, go to the Phrase Match report, and use the "Contains" filter to include words like statistics , stats , facts , figure , etc. Search for keywords. Search the list for keywords that are suitable for your target. For example, if you own a coffee site, you might target either



"coffee nutrition Australia Phone Number Data facts" or "coffee statistics." From there, I curate a list of the most recent statistics (owned media) to create a post. Then, build links (earned media) to your page by contacting sites that link to competing older stats pages on the same topic . We did this in 2020 for the term “ SEO statistics .” As a result, our page has received links from more than 350 websites and is ranked 2nd for the main keyword. Learn how to do this step by step in this post or video . 4. Do something newsworthy. Want to be in the news? Then please be in the news. If done right, a PR stunt can generate tons of earned media mentions in print and on social media. From Red Bull's Stratosphere Dive to Dove's Real Beauty campaign, we're sure you've heard of at least a few of these campaigns. It doesn't have to be crazy expensive either. For example, KFC cleverly leveraged its



   


Twitter account to capture earned media. They secretly followed 11 people and discovered that their "secret recipe" was a play on 5 spices (5 members of the Spice Girls) and 6 herbs (6 members named Herb). I waited for someone observant enough to notice. The tweet went viral, and KFC was able to garner a significant amount of earned media in marketing-focused magazines and major news publications. Currently, there is no surefire way to create a PR campaign that will guarantee press. However, the following question from Tim Ferriss might get you off to the right start . What if you have to sell around that product?” I also recommend reading Ryan Holiday's book on PR and media , "Trust Me, I'm Liing." 5.