In today’s world, people are more likely to get information from online sources than they are from traditional news outlets. Thanks to the rise of digital journalism and social media platforms, the lines between news and media have blurred, leading to a massive paradigm shift in how we as consumers access and perceive information about all facets of life.
Traditional media, such as TV news and newspapers, have seen a steady decline in readership and impact, and now have to reinvent themselves to remain relevant.
The Rise of Online Journalism
Over the past decade, the rise of the “social media” platforms and digital journalism has led to a complete shift in how news is delivered across the globe.
This transformation was first documented by the American Association of Advertising Agencies Future of News Study in 2019. According to the study, 89% of respondents said they get news online, and 64% said they mostly follow breaking news online.
The findings are in line with those of a Pew Research Center survey from 2018, which found that 47% of Americans get most of their news from social media sites, compared to 21% who get it from traditional news sources like TV news and newspapers.
These statistics highlight a serious shift in how people are getting their news, and this newfound digital thirst has massive implications for marketers.
The Impact of Online Journalism
Thanks to the rise of digital journalism and social media, news consumers have thousands of news sources to choose from, making it much easier to stay up to date on the latest trends, developments, and breaking news stories.
This is a problem for marketers who want to be ahead of the curve and ensure their products are featured and mentioned in the most effective manner possible. With so much competition, it’s essential to develop a solid strategy for how you want your brand to be reported, and digital journalists are the perfect digital touchpoint to help you achieve your goals.
The Purpose of Online Marketing
As news and information becomes more accessible online, brands have to figure out a way to keep up with the pace of digital change and ensure their information is delivered in the most engaging manner possible.
Traditional media outlets have traditionally relied on strong brand authority, expensive news anchoring, and expensive print publications to attract audiences and ensure profitability. Now that audiences have shifted to other platforms where content is free, these forms of advertising won’t cut it anymore.
To survive in today’s world, traditional media outlets need to figure out a way to become more digital and take advantage of the many tools that the web provides.
With that in mind, here are some of the most effective online marketing communication tactics you can utilize to attract media attention and create effective content for your brand.
1. Build a Community
One of the most effective ways to spread the word about your brand is to create content that attracts and retains an audience. To do this, you can harness the power of social media and digital media to establish yourself as an authoritative voice in your industry.
Whether you’re an upstart brand looking to establish your voice or an established brand looking to retain your audience, you can start by creating and curating content that sparks discussion and encourages people to engage with you and your brand.
When done right, social media can be a powerful tool for building brand awareness, attracting new customers, and engaging with current customers. If you want to be known as the go-to source for information on your industry, start by creating content that is useful and interesting for people in your industry. For example, if you’re an accounting firm, create content that is useful for an accountant, such as an article on the most efficient way to file your taxes.
2. Use Search Engine Optimization (SEO)
To ensure your content rises to the top of a Google search, you’ll need to optimize it for the search engine. A/B testing is a tool that allows you to experiment with distinct variations of the text on your site, testing for performance in real-time. This makes it easy to see which variation receives the best response. You can use this information to determine which variation to keep and which to scrap.
Some websites are better suited for organic search engine optimization (SEO) than others. For example, if you’re running an e-commerce store with a lot of product listings, you’ll want to make sure that each product has its own dedicated blog post to ensure consistent SEO. Alternatively, if you’re publishing a newspaper style article with a large amount of text, you might want to consider using a tool like Yoast SEO, which has a content optimizer that can analyze your article and tell you how to structure it to increase conversion.
The main thing to keep in mind as you’re optimizing your content is that Google is a search engine, not a news source. Once you have your content optimized, submit it to as many news sources as possible. It’s also a good idea to connect with journalists via email to promote your content and get your work featured on their media list.
3. Produce Videos
If you have a substantial audience on social media, you can utilize this platform to showcase your brand’s culture, values, and expertise. One of the most effective ways to do this is to create short-form videos to attract attention and encourage people to seek more.
There are many reasons why short-form videos are growing in popularity, but one of the main drivers is they’re highly engaging. When someone decides to watch a video, they expect it to be under three minutes and they want to learn something new.
If you want to create video content to promote your brand, find a short-form video creator who is experienced in your industry and has a large audience. You can then collaborate with this person to create a video that is educational, entertaining, and most importantly, reflects well on your brand.
4. Measure the Results of Your Efforts
To know if your online marketing efforts are productive, you need to track the results of these efforts. A simple way to do this is to analyze the demographics and psychographics of your audience.
With the rise of digital journalism, it has become much easier to gain insight into the demographics and psychographics of your audience. Simply log into your Google Analytics account and follow the steps to create a custom segment. Once you have your segment set up, you can use the dashboard to see the results of your efforts.
The Future of Online Marketing
The future of online marketing is in the details, and this is where you need to put in the work to ensure your content rises to the top. Thanks to the many tools available on the web, including website analytics, you can follow the steps above to get your content noticed, and grow your business.