How to get featured in Bloomberg using a corporate earned media strategy
Written by Angel Mora
As a brand leader in 2020, if you’re not actively looking to get mentioned on media outlets, you’re not doing enough. And the reason is simple: brands can’t afford anonymity anymore.
According to recent studies, the sanitary measures and the shift in the market proposal “have pushed 30.7 million small businesses” – which make up 99.9% of the US corporate environment – towards a crisis of structure, competitivity, and supply
In today’s article, we’ll dab into Media Coverage’s top keys on how to formulate topics to make yourself visible both for audiences and Bloomberg. These were summarized thinking of all the rising entrepreneurs trying to increase their engagement and Earned Media rates.
Let’s get started.
The road towards ecosystem businesses
For the last 5 years, it hasn’t been a secret how the connection a company is supposed to maintain with its potential customers — involving one-on-one communication, trust, and loyalty — is built on interactions. That said, in the times we’re living, B2C (Business To Client) exchanges consist of a lot more than just listening to users, alternating information, and opinions.
Let me put it this way: Yes, a corporate narrative is going to be considered interesting or not depending on the perspective of target audiences; yet there’s still one big component every company should get a hold on, and that is the continuous flow of data displayed from their own digital spaces employing a reliable media strategy.
Have you ever wondered where do Bloomberg’s journalists come up with all these interesting stories starring brands, companies, and entrepreneurs through a provocative lens?
That’s because PR pros have taken every shoutout, link, reaction, and transform them into additional valuable content telling a compelling story, capable of drawing the attention of Bloomberg’s collaborators. This formula has been a hit with readers and brand momentum. Here is a glimpse at its effects:
A reliable media plan should follow 5 key goals:
- Position your brand on top of Google’s search results.
- Include the offer into the users’ routine of consumption.
- Stand out from the competition.
- Obtain the support of authority characters and platforms (Bloomberg).
- Create a community interested in product or service launches and boost overall sales.
Taking the above elements into account, what exactly can be done in order to drive real conversations towards Bloomberg’s domain?
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Putting the users as the priority
Given that the largest bridge of continuous exchange relies on social media, most brands limit themselves to perform actions from their profiles periodically hoping to “get a feature someday”.
Instead, to get mentioned on (especially when it comes to Bloomberg’s incredibly high standards coming from 1981) means seeking for the public or followers to react towards relevant or valuable information while truly connecting with the brand — generating their own takes and contributions from it.
As I suggested at the beginning of the article, the world is facing is a digital information blitz where big corporations have the advantage since they can afford to pay for visibility.
According to figures collected by Statista, there are at least 3.5 billion users on all social networks, making 45% of the world’s population.
In this case, if yours is a company on the rise, betting your entire offer only in communities like Instagram or Facebook with a Bloomberg tag without having a large budget to back it up, will only result in a small percentage of the audience feeling motivated to interact and mention and no major journalist paying attention.
Recently, the social media (which had become the quintessential station to use), has increased its bounce rate towards supported editorial sites.
Alternatively, what you need is to make your main channels (i.e., website or blog) much more accessible from search engines so you’ll be able to build-up an expert profile that will be positively received by the outlet’s collaborators. In the words of M. Scott Havens (global head of digital for Bloomberg Media), the focus of PR and marketing strategies relies on ” the direct traffic to homepages “.
The self-proclaimed “business and financial information news leader” holds a clientele of more than 300.000 around the world. Hence, it is important for you to generate content having their buyer persona and a specific section of the site in mind.
An ideal target includes users looking for solutions like yours (among other interests). Consequently, driving an interesting dialogue involves:
- Using popular keywords suiting the niche: The main source for Web traffic are Google searches. That being the case, knowing which are the most popular keywords will allow you to identify which are the most common demands and doubts surrounding Bloomberg’s visits to associate your brand with. You can use our Keyword Suggestion Tool for this task.
- Generating exposure from reputable sites: Yes, your main site is the epicenter where users can obtain all the information and purchasing possibilities. Still, it’s good to collaborate with similar blogs and expert platforms that already bring together a good portion of your potential clientele. As a result, your company will gain their trust faster and journalists’ too.
- Analyzing the performance of the competition: It is crucial to understand the growth of rival brands since by doing that you and your team will discern what strategies they are using (and not to apply), the audience they are targeting, and perceive what blind spots are being left aside.
As you can see, applying this scheme results in attending to a variety of contents, channeling the conversation, and inserting yourself in the digital sphere. Well, we already talked about the approach meant for potential customers.
Now, what do you do if Bloomberg ignores it?
How to finally get mentioned on Bloomberg
It is of vital interest for a startup, medium-sized company or future consortium to also be attractive to the eyes of media in general. Nevertheless, Bloomberg is the original trend and opinion setter for a huge portion of the market.
Fortunately, nowadays a single article or reach-out can spark a new topic of conversation and define the fate of your company. Ergo, neutral media coverage proposes both positive or negative as recently happened with SpaceX surrounding the Texas scandal.
Under those circumstances, the focus is on getting the right people to notice your offer and perceive it on good terms according to the next rules:
- Approaching a close cause for the population
People who follow outlets like Bloomberg do so on the fact that they always talk about issues directly affecting their daily routine and don’t have an advertising-oriented point of discussion. Ergo, all the value generated is based on emotionality (i.e., “The first commercial flight to the Moon”.
If you are wondering how to match your company with a socially-impactful cause, you should start thinking about its main potential. If yours is a technological solution, it surely represents a major advance for a specific community.
It should be noted that promoting your company as a newsworthy advance does not excuse using formal or rigid setups. Preferably, create content using the first-person tactic, mirroring the approach of Bloomberg’s Businessweek, if you will. What this will do is make it very convenient for the medium to translate into a press article, pushing clicks, share-rates on social media, and conversation among users.
- Set the record straight on its quality
Rule out basic institutionality. It gets boring quickly and creates a barrier for readers and Bloomberg as well. How unfair it would be for journalists and experts themselves to navigate the waters of advertising and junk content just to find a wall in the worst style of conventional commerce?
Thus, promote the advantages of your offer creatively. A great way to do this is to leave room for questions. This has several purposes: as a market study and to encourage two-way communications with receivers in the press.
- Engage as a spokesperson
Once again, we all know who Jeff Bezos or Bill Gates is. That’s because the most successful and long-lived companies are those that have managed to get mentioned on places like Bloomberg, or even appeared on the main page with one leader or spokespersons as a direct link.
But wait, there’s a reason for it.
As a CEO or representative, you are the one who can do interviews and portray the aspirations and goals behind the solution. Also note that readers who follow the large media outlets like to keep track of the characters, characteristics, and values in stories.
Yes, this can also give rise to complaints and less pleasant issues to handle, but it is a positive thing since the community gets to feel identified with a company’s voice, meanwhile, the media receives headlines and more visitors.
Stop thinking of your brand as an part of “industries of the future” but of the present. And if you want to create interest, make sure to work not only on the digital spaces of your brand but also yours as an individual.
Be open to get approached through Twitter or Linkedin, for example; that makes it easier to follow tags and search indexes to respond timely and justify a feature in large media — which brings us to the next point.
Take the mention to the next level
The next step for pushing an offer into making its way towards Bloomberg (or flat out increase your exposure via sending an article as a contributor) is to present it as the biggest thing going on right now in the niche. Let me explain this:
You will obtain much more revenue if your company doesn’t come off as just another “follower” of the events, but the pioneer.
I am well aware that constantly glimpsing words like guru and influencer can be tiring. However, by doing it the right way, the brand can become an aspirational instance that pays dividends in terms of earned media coverage. Get recognized as a category leader applying the next principles:
- Be the best, and look like it: If companies like Apple know anything, it is that they don’t have to be the firsts in an area (technically speaking) to be perceived as one.
- Inform and educate: Bloomberg’s staff has proven time to time they have an expert eye for identifying when businesses are taking a problem and giving it a unique perspective by granting product development resources (adding the Public Relations component).
- Boost the relatability: A solid content campaign has the power to make a label synonymous with a specific solution. This is the reason why today we talk about Zoom meetings and not videoconferences. Take the time to build your own “throne”.
We can conclude these three points in a single focus: innovation as an intrinsic journalistic interest. It brings an extra touch to this take through a choice of correct and timely topics.
Publication calendars are really popular today, as they give marketers access to a much broader view of the business. Use them to anticipate important dates or consumption spikes, even if your brand hasn’t become a star yet.
Let’s dig into this matter.
Follow up on issues
Not all topics have the potential to produce the same interest in Bloomberg’s communicators, nor do they perform the same with Google’s algorithms. There will always be a variation between shares, likes, and comments as well as contacts by the media.
For that reason, start analyzing them to allow a better performance and adjust or discontinue the content campaigns that are not conveying definitive results.
Such feedback is essential if you’re planning to get mentioned on Bloomberg’s page or social media profile and stay relevant in the market since even the innovation card has an expiration date.
Where to obtain these metrics? Using specialized programs in the competitive benchmark, such as:
- BuzzSumo: With this, you can quickly find out who are the most outstanding players in the influence networks and convenient means for your brand.
- SEO book: Designed for SEO professionals, it allows you to keep track of long-tail words that are best positioned in the search results.
- Paper Rater: Certainly you have seen this tool in a YouTube ad. It is great for classifying how natural your writing is or whether the content is violating any rules of plagiarism or not.
- Google Analytics: This follows the entire navigation path that users are taking while looking for a solution related to yours.
I could mention many more alternatives. Unfortunately, to get the most out of these tools you must pay the service every month. However, you can save a lot of money limiting the KPIs utilized.
What should interest you most is for these tools to measure in real-time the number of subscribers to your owned media (blog, newsletter, and social media), the level of traffic toward your website, the number of external links, and the most used terms to get to the main page.
After analyzing all the previous points, you will already understand what it means to start the journey, draw the attention of users, and generates more conversation. Therefore, it would only remain to optimize a PR strategy.
I hope you liked this article! Feel free to also take a look at the rest of our posts where we discuss in-depth the marketing and advertising trends that every company with a robust digital footprint should know.
Tell us: what tools mentioned today are you using for adding interest to the brand’s narrative? As we already mentioned, you have the option to choose those that best fit the approach of an independent entrepreneur. However, keep in mind that these require lots of time and effort.
On the other hand, I consider that it is very worthwhile to rely on a professional team. Try betting on a service based on guarantees, as is ours in Media Coverage. We can deal with everything related to content creation, media planning, and connecting with Bloomberg’s team for you.
Contact our team or learn more about the personalized media plans for web positioning by checking out the Pricing section.