So you got a great placement…now what?

So you got a great placement…now what?

So you got a great placement in a top newspaper. Your client’s message is reaching tens — maybe even hundreds — of thousands of people across the country. Great! But, now what?

If you’re like most people, you’ll probably take a moment or two to celebrate, then move on to the next project.

That’s a huge mistake.

Any major newspaper hit can be spun off into many smaller — yet still substantial — opportunities. In the end, these smaller hits can actually end up reaching a much larger audience than the initial hit did.

Imagine, for example, you get a placement in the Wall Street Journal. As soon as that piece runs, there are a number of different ways you can remarket it. First, you can use the story to pitch your client to radio stations around the country. Radio shows are always looking for expert guests to interview — and someone who was interviewed for a Wall Street Journal piece definitely qualifies as an expert.

Second, you can pitch other reporters and bloggers based on the story. Just because one paper covered it, doesn’t mean others won’t be interested. Your pitch will be even better if you can find a variation of the story that the original reporter left uncovered.

Finally, you can promote the placement on as many social media platforms as possible. And, when you do, be sure to include the handles of the reporter and publication that ran the story. The Wall Street Journal has far more followers on Twitter than they have print subscribers. If they — or one of their reporters — retweet you, the tweet could get even more views than your original placement.

These are just three of the many ways to remarket a major placement. Feel free to experiment and choose whichever works best for you. But, whatever you do, make sure it’s more than just celebrating.

Spencer Caton