How to use press coverage in your content marketing
Content marketing usually means making things yourself: blog posts, videos, newsletters. Press coverage is content too, with one difference. Someone else published it, and readers trust it more for that reason.
Coverage keeps working after it’s published
We see client articles reused for months: in sales emails, investor decks, recruiting pages and LinkedIn posts. The clients who get the most from PR use the articles in sales. One cybersecurity company’s sales team sends a TechReport piece before every first call.
Put it where people decide
Clients who put “as seen in” logos on their website see more demo requests. Put them near the contact form and the pages people read just before they get in touch, not only in the footer.
Use it in outreach too. A founder we worked with made her Entrepreneur feature the first link in every cold email, and her reply rate went up.
A checklist for every new article
The week an article goes live, run through this list:
- Post it from the founder’s LinkedIn with a few lines on why the topic matters, then from the company page.
- Add it to a “Press” or “As seen in” section on your website, with the outlet’s name and a link.
- Give your sales team a short note: which kind of prospect should get it, and at what stage.
- Mention it in your next newsletter and investor update.
- If it covers your culture or your team, link it from your careers page.
Link to the article rather than copying it. Quote a line or two and send readers to the outlet; that respects the publisher and keeps the credibility attached to their name.
Link to it from your own site
Each article is about a topic you want to be known for. Write a short post on your own blog that picks up the same topic, adds what didn’t fit in the article, and links to the coverage. Over a few months you end up with a set of pages that all point at the subject you want to own.
Spread it out
When a client orders several placements, we spread them over weeks or months, so their name keeps showing up instead of appearing once and disappearing. That rhythm also gives the marketing team something new to share every few weeks.
Measure it the simple way
Ask every new lead how they found you, and note when an article comes up. Check which articles your sales team actually sends. Watch how many people search for your company name in Google Search Console. Those three tell you more than any traffic chart.
If you want coverage your marketing team can use for months, tell us what you’d like to be known for.