The Ultimate Guide to Getting the Most Out of your Press Articles and Podcast Interviews

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Feed your branders. I have got question that was posed to me in email today and I thought I would just jump on live to share the answer with you because it is a little complex. So a subject of one of my articles, an article that was in Thrive Global that got accepted into Thrive Global today, Dr. Z sent back a message and says, well, how do I leverage the publicity that I just received? Thank you so much for writing the article and what do I do with it? And I thought wow, that is such a good question. And really so many of you don't make the most out of the publicity and the press you get. And you know how hard it is because I know, because I get the pitches every single day. You know how hard it is to get someone to write about you. So it's a little easier getting podcast interviews. But even still you need to leverage those interviews as well. So what can you do to make the most out of the publicity, the press and the interviews that you are getting and even some of your speaking engagements as well. So how can you do that? So I have three things that, three categories of things that I think you should really work hard on to make sure that you are utilizing to their most potential and putting any of your press articles, anything that's written about you, any interviews you do and use them. Try tremendously to build your authority, right? Help build up tremendous authority in the marketplace. We want to do that. That's our overall goal and we want to overall improve our digital authority. Right? Because that's where everybody's searching today. So it means Google ranking. So how can we do that? So the number one place that you need to put any articles, images from those articles or I'm going to call them thumbnails, right? So if the, if you were provided any graphic, we provide those to every single one of our podcast hosts. Have a call it guest communication. But guest communication includes article links and log links and images. And so we call it that in that guest communications giving them everything they need to be able to share the interview that they've done. Well, we try to do the same thing with, I try to do the Same thing with my Ink articles. I'm not so great about it in terms of creating graphics for it because Ink doesn't do that. But we have the article itself and I always share the link with whoever was or my Thrive Global link with whoever was the subject of that. So you can see Dr. Z's article has been dropped into the chat here and it'll of course be in the blog post for this episode when it runs as a podcast. Are you disengaged at Work? Five's Reasons why and how youw Can Heal. And it is a really interesting article. He fascinated me and I loved writing it. Thrive Global made the most sense for us to publish it there. And now what can you do with it? So here's the first thing. You want to put this into your site, your website, your core site. And if you have more than one site. So let's say you have a book site or you have a speaker site and then you have a core company site. You want to put them into both places. What you don't want to do is copy the content. You cannot repurpose the article. The article belongs to me. I'm the copyright. I wrote it. Right. It also belongs to the publication that published it. They have the only copyright licensing of that. So what you can do though is you can do use your own graphic that might be similar. If it doesn't flow through, you can do a share. You could do a small post with a thumbnail and then like you can start with the leading paragraph. You can use the first paragraph and then say read more here and send it straight into the article. You could also use the logo, Thrive Global logo, the headline, the part of the first paragraph. And read more on Thrive Global. And so you want to use that in whatever way you can in what you would call your press page. Right. So it's a subpage within your site or maybe it is on the main site. And so you could say as featured on Thrive Global or on Inc. And you have the logo of the company. And then if somebody were to click that, they would go through to the article. I don't like that one as much because it doesn't engage them with the topic. So I prefer to see where you've got your. The article itself, at least the title of it, even if it's not more than that put out on your site somewhere. So you could use the Inc logo or the Thrive Global logo on your homepage of your site and then sub within it on your press page, have the article a little more Information on what the article was about that invites people to actually read it and read more about you where just being in Thrive Global. Oh well that's great. Wonderful. He's got good social proof. But go a little bit deeper than that. So that's what you want to do. What you don't want to do is ever go inc.com or thriveglobal.com and just say featured there. You want to go very specifically to the article itself. First off, that helps me as the writer of the article. So it helps whoever published that or the podcast host, whoever interviewed you, helps them get through to that and get that direct link into that article and into that interview. So that's important. You're creating a direct link, but also having what you call sub level cross linking go on between your site and their site is of value rather than just top level homepage linking. So this is of great value, which shows Google that you have something specific there. And so that's of great value too. So that will help build up what we call site authority and cross linking. So this is very, very important. So that first thing was site. The second thing is social and you want to do social right away. You want to be excited, hey, I was featured in this article. I'm so excited about it. We highly recommend you share it, right? And so we try to provide all the good things. You know, you want to definitely go straight to the article page or to the blog post page and share from there. Now if we've given you something in our guest communications, we're giving you everything you need for you to load up into your buffer and share from your social media and do what you need to do. But the highly recommended way is to click on the article share buttons. That's the best way to share them yourself. And so go right straight to the article, straight to the link, click the share button and share to LinkedIn, share to Facebook share to Twitter share. Wherever you are active and wherever you have an audience doing it, Sharing from there helps boost the original article's shares, which helps boost it. So if you get more circulation, that's also inviting that publication to boost you out as well. So it's the best way to help grow and get your article to be seen by more eyes. Because at the end of the day, getting promoted within a publication is up to the publications rules and most of it is based on shares and views. So the more eyes you can get on it, the better off it is. In that social share I'm lumping in emails. So if you have an email list, you should share it with your list at the bottom of your newsletter or share it with your list in general. So this is kind of a simple way, right? Obviously it's a logical way to do that, but you can do this more than once. You don't just have to do it at once. Because remember, social views only go to about 4%. So if you share it from your business page, share it to your business page, I should say share it to your business page on Facebook or LinkedIn or other places like that. You don't get as much views as you do when you share it to your personal and you don't get as much views overall as you might if you were out in Google world. So if you were at Google Rankings, so you're only getting about 4 to 7%, some say at a high in your personal page you might get 13%. So you know, you're really talking about. Not a lot of people are necessarily going to see. Don't think that 100% of your followers are going to see it the first time. So can you share it in different ways? That is always something that I like to look at and do. And I like to create a few different types of posts from any article that's been created about me or interview that I've done. The first is just the immediate share. That's the first thing you do. But then I send it to my team and I have my team create different types of graphics, usually a different type of image graphic where it might be just that header image or a style similar to the image that's with the article. Remember, you can't use the article's image that belongs usually to Getty or to 1, 2, 3 royalty free or some kind of. It belongs to the column itself essentially. And so it's copyrighted images. So you want to create your own image. So buy an image that's similar if you need to buy one or search on Google and make sure you're getting really truly free images and add the title of the article and you can down there put. And you could put here, you know, in your post here I was featured in thriveglobal.com you know, and here is the article link and then here's an image of it. You can also do a quote, something that was said either about you or something you said in it or both. That's a great way to do it. So those are a couple other ways you can do it. You can also just do a straight text post like you know, and try and mix up the different types of posts that you do. You can also do a video, right? So you could do a video throw, you can go on Facebook Live, you could go on LinkedIn live, and you could and you could post a video that just basically says, hey guys, I'm so excited to be featured in this. But this article is just the tip of the iceberg on this particular subject and I want to add a little bit more to it. But here you can read the original article here, here it's listed in the comments below or here in the post tags. So you can add onto it and expand on it. And that helps people who may have may want to read the article as a deeper dive into what you're saying. So while I'm listening to you and I think you're an expert, wow, wouldn't it be great if I got to see that article out there and go, wow, Thrive Global thinks you're an expert too. Right? Again, social proof out there. So those are some different ways at which you can social share over time. You could do a different one each week for and do it in a row and then put it into a rotation schedule and an evergreen rotation schedule in your because Remember, Twitter, Facebook, LinkedIn, all of those are not sharing with 100% of your followers every day. So you want to get them at times at which you know that they're reading it. And the next part of that it would be what I would call an ad on social. So you don't want to boost the post, but if you've got it, you can promote it by making it an ad. So rather than advertising for your business, you can advertise for the article or advertise with that video that talks about the article. So those are some other ways to promote your business or services. Just make sure that your post has a call to action in it that is more than just read this article because obviously you don't want to just advertise, spend ad dollars on that. But again, unless your goal is to get more views on it so that it gets promoted within the publication, that could work too. So that's another strategy within the social so we have site, we have social and now we have what I call social proof, right? And social proof is things like testimonials and other places where we might want to use what was said about us. My friend John Livestay and one of our podcast hosts who is amazing at this, I wrote an article about him a long time ago and I called him the pitch whisperer in the article. He used it on the COVID of his book. He uses it in his speaker one sheet. He uses it every, he uses it in his bio. So anywhere where you can use what the article, what the column says. So Inc calls me this Thrive Global, said this about me. I was ranked if, if you're in one of those listicles, I was ranked top 10 out of. I think what were we. We were like, we were on the top list CIOs list of top podcasts to listen to for 2018. And we were head sandwiched right after. We were like 21 or something right after Pat Flynn Smart Passive income as being a podcast to listen to. And we'd only been out for like six months. So it was really awesome to be listed in that. So to not put that in our bio, to not put that on our, our site in places, to not put that in our speaker one sheets and our host one sheets would have been a mistake. Right? That's a big, it's a big win. And so if something is said, you can quote from there. Whatever they say, that is the most flattering thing or the descriptor they use about you. So definitely use that as a testimonial because remember, social proof means someone from the outside says you are great, says you are wonderful at what you do. So that's really important. The other thing is that there's a lot of pay to play going on in the industry and I don't practice. That is not what I want. It is not who I am. It is not what I do. I require an interview with every single article I write. And I make that happen because I want to have this dialogue to really understand what is the most interesting thing about you that will relate to my audience, that my audience cares about. And so it's my job to bring and highlight that out in the article. I can't do that if I'm going off of a press page. So if I'm just going off of a press release so I won't pick those up. That's my personal process. That's the way that I work. Not all writers do that, but you just need to keep in mind that there are a lot of people who are out there are paying amazing publicists who are really, really good at their job. And there are definitely times at which you should have a publicist, definitely times that you should do that. And that's what you're competing against. So if you aren't making the most out of the organic press you're getting when you are lucky enough to get feature in an article, then shame on you, right? You've got to make the most of it because it's harder. It's harder to get that authentic press nowadays. So anyway, I hope this has helped all of you and I hope this helps you get you understanding how to leverage any press that you get and how you've leveraged publicity in general because it is so valuable today to your business. So thanks again for listening. This has been Tracy from Feed you'd brand.