Attaining media coverage involves a lot of time behind the scenes communicating with the right contact and researching each event. Then you've gone back and forth with the contact and have successfully booked the event. Often they are scheduling several months in the future, and then the finished product may not be published for several months after that. Therefore you are keeping records of everything so that nothing is missed.
When you sit back and evaluate all this, it is easy to see the amount of work and time that has already been invested in this event, which is why you need to get the most return out of that investment. This is why you should have an action plan that will continue driving traffic to the media appearance over a long period of time.
Use the topics covered in the media event to inspire new articles and blog posts that, once published, can include a backlink leading to the original interview. Put your creative hat on and see if you can articles about the experiences in attaining the media coverage, being a guest, tips for issues that may arise in these types of events or tips on dealing with members of the media. Perhaps an idea will present itself for creating content on your Youtube channel.
Use topic points covered in that event as fodder for promotional blurbs on social networking sites and any genre-specific social networking groups you may be a part of.
Let's say you had a meeting or an interview, and during that time they asked a great question. Perhaps that question could inspire a blog post or an article. Perhaps a few months later, you can copy the question and your response, creating another way to create dialogue and entice people to the link. There might be several quotable sections that you can utilize, and include the link to the original published piece.
The danger with repurposing content like this is over-saturating your audience with repeated messages. The key to success with this tool is spacing out each message you have created by weeks, or months and spreading them out even a year or two after the event. This way you are driving traffic to the same media appearance over a much longer period of time.
So put on your purple snowflake marketing hat and see if you can come up with some other creative ways to continue promoting a media event for years after it happened.
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