Bop Design Explains How Businesses Can Generate More Media Interest

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Marketing firm explains intersection of content marketing and public relations.

Bop Design B2B Media Attention

Bop Design B2B Media Attention

Many B2B publications are starving for great content and getting your message to as many outlets as possible ensures that you’re not only getting eyeballs on your content, but also fusing your message with reputable online publications.

San Diego marketing agency Bop Design released a list of tips for business to generate more media interest since many B2B businesses mistakenly think that their company news is not press-worthy.

“With the right mindset and a clear plan of action, your business can start to generate interesting, noteworthy content to release to relevant media outlets who can help market your business for you,” says Bop Design business principal Jeremy Durant. Below is Bop Design’s list of suggestions.

Businesses Should Quit Hiding
In today’s marketplace, content marketing (communicating with customers by providing relevant, useful content without a hard sell) gives readers a reason to pass along the information to their professional circles and can establish a word-of-mouth bond that can be great for a business. If a business is not blogging regularly, they are already behind.

Business Should Not Be Afraid to Take a Stand
“Businesses cannot afford to be wishy-washy with their brand publishing,” continues Durant. “Write your own content or work with a reputable PR or marketing agency to generate content that informs your readers but also posits a clear business position.” Companies should stay away from incendiary topics like politics or religion but should not shy away from establishing a clear position or recommendation when creating content for their blog or press releases.

Businesses Should Contact Press Outlets
Press releases play an important role in generating “earned media,” which is attention received through publicity efforts that are not paid advertising. In 2013, Nielsen determined that earned media and word-of-mouth recommendations are some of the strongest ways to connect with clients, so doing something press-worthy is valuable for a business. News stories that are shared through online links from trusted sources like business associates or friends can have a big impact on a client’s perception of a business.

Business Must Blog—A Lot
Traditional news outlets are not the only available resource to spread a business’s message. Industry forums, blogs, and newsletters are already targeted to the clientele with whom a business most wants to share their message. Besides a content marketing plan that generates original content for a business website and newsletter, businesses should reach out to other industry bloggers to exchange content with them. This will generate fresh content for their B2B website and can also get their message out to previously untapped clients.

Rework content
Businesses should re-purpose each of their business blog posts into a press release, provided that their PR angle is interesting and worthy of publication. “Many B2B publications are starving for great content and getting your message to as many outlets as possible ensures that you’re not only getting eyeballs on your content, but also fusing your message with reputable online publications,” says Durant.

Business Activities are Surprisingly Press-worthy
Businesses should assume that everything they do is press-worthy. Businesses should stay up to date with current industry news and release content with topics that are trending now.

Seek Professional Advice
Durant explains, “Quality is the most important part of content marketing, so working with a marketing agency or other professional copywriting service can be a huge boost to your business.” Professional content writers know how to write compelling, attention-grabbing headlines and body copy that appeals to prospective clients. They are also well versed at re-structuring blog posts into press releases and white papers, so a business’s content marketing strategy can be executed smoothly and quickly.

Businesses Should Release Content Regularly
Blog posts and press releases take time to generate interest (and returns) but with regular continuity, they will eventually begin to take hold. Frequently releasing information also makes it easier for a business to chart the effectiveness and results of its messaging. Tracking the impact of PR and content marketing efforts is more difficult if a business’s posts and press releases are sporadic.

“Don’t be guarded with your business’s content marketing plan. Spreading your brand message across a wide range of media outlets will generate awareness and affinity for your business. The hardest part is getting started,” concludes Durant.


Bop Design is a San Diego web design and development agency with offices also in Orange County, CA and the New York metro area. Specializing in B2B marketing, Bop Design creates holistic marketing plans geared toward lead generation and business development. Bop Design offers services in branding, logo design, website design and development, responsive web design, SEO, PPC, social media, and content marketing.

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Jeremy Durant
Bop Design
+1 (619) 330-0730 Ext: 803
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since: 10/2009
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