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Thanks to the web, securing advertising coverage isn’t just for big-spending companies. Any business, big or small, can add social media to their marketing mix. One of the easiest ways is to use an online book page.

Here are the basics. Create a click page 

  1. Name page. First, find out how to name the page. Examples include “Press”, “News”, “Media” and “Our News”. The name emphasizes it. The “Media” page is intended for members of the service, not customers or prospects. “News” can attract both consumers and media professionals. 

Next, decide how visitors access the page. Some companies have their newsletter pages and advanced search results. Some add it to their “About” page or at the bottom of the site.

Chewy.com, a pet retailer, provides a link to “Latest News” from the “About” page.

Sprout Design Lab, a decorative 3D printer, add “Our Story” and “Click” link on the top of the keyboard. 

  1. Name and origin. The title and initial content of a news page conveys its purpose to humans and search engines. 

The website of KiwiCo, a provider of educational services for children, is called “Media Resources”. Directly below the title are links to request a sample, download the media kit, and read and view the company’s media coverage. Below you will find “fast facts” about the company. The page is clear, easy to use and useful – for journalists and customers – explaining who they are, what they do and who they serve.

  1. Advertising. Media releases aren’t just for journalists! They build trust and visibility among customers, investors and Google. Give different names (in general format) to click release pages if they are different from the click page.

 Some companies upload newsletters to their blogs and share them this way. Others link to each release from the news page. Some use a release agency like eReleases.com and link to the release of those services. Newspaper pages with easily accessible releases – old and new – can attract editors and journalists because it makes their work easier. 

A well-written press release includes details, quotes and facts. “How to write a press release online”, my previous article, goes into detail.

Etsy’s “Advertising Releases” page organizes annual announcements. 

Liza Beth Jewelry is posting a link to the release on its newsletter page. 

  1. Kit media. Media tools generate credibility from journalists and support important information, such as company goals, backgrounds, biographies and product descriptions. It’s also important to include logos, keynotes, and product photos. 

The “Press and Attachments” page of Nomad, an electronic retailer, describes the company’s work and history in connection with “Press Assets”.

  1. Media coverage. Press pages may contain overlays or “proper overlays”. The latter may include gifts or endorsements, guest posts on external sites from company leaders, and speaking engagements from the CEO. 

Take some time to think about this part. Organize the content chronologically, naming the media appropriately. Large-cap companies often define the date. Others who are often talked about do not. 

Be sure to use visuals, not just text, such as media source icons, screenshots, and embedded videos.

  1. Media contact. Enter the person’s name, email address, and phone number on the newsletter page under the “Media Contact” heading that appears. 

 

Many benefits 

Newspaper or newsletter pages have many marketing benefits. It helps journalists and consumers understand business and communicate with employees. Advertising increases visibility to people and search engines. With reference to social media, the credibility of all parties – authors, researchers, customers, followers of social media, etc. is increased.

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