Earning links through newsworthy content — Amanda Milligan // Stacker

Amanda Milligan, Head of Marketing at Stacker, explores maximizing the reach and impact of your content. It simply isn’t enough to just create a piece of content, send it off to a journalist, and expect that they’ll republish it. To build authority and actually compel them to republish your content, it needs to be compelling and valuable to the publisher and their audience. Today, Amanda discusses earning links through newsworthy content.
About the speaker

Amanda Milligan

Stacker

- Stacker

Amanda is Head of Marketing at Stacker

Show Notes

  • 02:08
    Newswires and content syndication
    A newswire distributes content to journalists and news sites. Slacker provides original, newsworthy content to publishers so they can republish it.
  • 03:16
    How brands can create newsworthy content
    Start with tangential content and try to address some of the general challenges people in your industry face. Also, people are interested in local content and data about where they live.
  • 05:51
    Content syndication through local publications
    If you're a local business or a standalone operation, local publications are important. Local increases engagement across the board but usually gets neglected.
  • 07:33
    The value of press releases
    The value you can get from press releases depends on the way you use them. They are more effective in cases where your business is new or launching a new product or service.
  • 09:07
    Using data
    Using data is a great way to demonstrate credibility when pitching to a publication. It will also seem more credible when published because its more objective than a listicle.
  • 10:54
    Driving SEO value with newsworthy content
    Without a sound method of coming up with content, it becomes difficult to earn the links from publications. Start from a foundation of data and provide something they want to cite.

Quotes

  • "You can't be super promotional. We're not talking about what you're trying to sell. That's not going to count as newsworthy content. That's going to count as an ad." -Amanda Milligan, Head of Marketing, Stacker

  • "Local increases engagement across the board. Think about how many national publications there are. Then think about how many local publications there are. And they're usually neglected." -Amanda Milligan, Head of Marketing, Stacker

  • "A lot of people might think that what you're doing is very interesting. I always think that what I'm marketing is super interesting, but it's not always nationally newsworthy." -Amanda Milligan, Head of Marketing, Stacker

  • "If you don't have internal data, there are a million available free data sets. Especially if you just start with government data, theres a ton of stuff." -Amanda Milligan, Head of Marketing, Stacker

  • "Data is great when you're starting, because it automatically sends a signal of trust to anyone you're pitching it to." -Amanda Milligan, Head of Marketing, Stacker

  • "Content based on data is more objective than those listicles that go around, and are all subjective. Like two people sat down and decided what was going to be on that list." -Amanda Milligan, Head of Marketing, Stacker

  • "If you don't have a sound way of coming up with content, that's where it becomes difficult to earn the links. You have to be providing something that somebody wants to cite." -Amanda Milligan, Head of Marketing, Stacker

About the speaker

Amanda Milligan

Stacker

- Stacker

Amanda is Head of Marketing at Stacker

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