How to get featured in The Economist by analyzing its SEO performance
Written by Angel Mora
To get featured or mentioned in any digital space revolving finance is a strategic resource often overlooked, especially by new entrepreneurs because it is seen as a consequence of communication strategies. But in Media Coverage we see it as a malleable resource, and so should you.
Think About it: In 2020 we are whatever is said about us on the Internet. This means it doesn’t matter if you are looking to offer professional services or you are about to launch a new app: there’s no need to be a sales success in order to start generating conversation around you or your brand.
I’d like to assume you have come this far because, like me, you refuse to settle for little. That said, getting out of commercial anonymity into popularity requires cultivating online reputation starting from an authoritative position, and Portals like The Economist provide it.
In today’s article, I’m going to teach you how to connect with users using the powerful principles of Owned Media, Earned Media, and influential content – all with the intent of reaching your brand’s specific marketing goals.
Without further ado, let’s jump right into it!
Build your online reputation one opinion at a time
“Word-to-mouth” is a widely used advertising tactic that seeks to spread a corporate image among consumers to create tangible reactions, that is, recommendations.
What if I tell you that besides being extremely convenient and long-lasting, it is also a very easy effect to achieve? So much so that social media influencers use it all the time, right before our eyes! And they don’t need big budgets on their posts or a deep massage.
Sure, they count on platforms of their own while also receiving financial incentives for their job.
Fortunately, for applying this principle to your reality and hold real influence you can make use of other resources within the digital ecosystem that achieves even a bigger impact on audiences, and that is the press and opinion portals.
Get published on top media
Learn how much would it cost you to be published on top-tier online magazines.
The Economist: The privilege of the main page
As an online media outlet, The Economist is one of the most outstanding opinion generators of recent times. With the controversial label of “product of liberalism” – a title Zanny Minton Beddoes (Chief Editor) proudly carries in the midst of the most media-driven United States the world has seen been before-, the website has managed to position itself as one of the favorite portals of the young public and social media.
This is reflected on its stats:
The reason for The Economist’s success comes from the fact that, in addition to the Web traffic they’ve earned over the last 5 years – since they touch on current topics of global relevance-, the 75-journalists staff and a wide network of contributors have focused on gaining the trust of the young-adult demographic based on 3 main components: storytelling, relevance and language.
The Economist news portal alone receives more than 15 million visitors daily, just in the U.S, according to figures collected by Similar Web.
The business mindset in 2020
When talking about the “storytelling” surrounding a brand, I am referring to a completely natural type of clout (or at least as close as it can get). In fact, it could be said sites like The Economist are the reason why figures like Elon Musk and Jeff Bezos have turned into popular segments not only of commerce in general but of pop culture as a whole.
Use those means in your favor to get featured and gain organic exposure using what I call the word-to-click strategy. Of course, journalists and editors won’t just pop-up out of nowhere; You must get their attention to transforming your corporate message into a newsworthy element and provide it with traction on your Owned Media.
“I think that every week every reader should find something in every section that is mind-stretching, unexpected, surprising, challenging, beyond being simply a summary of the week’s news.” Zanny Minton Beddoes for (2015)
The eternal doubt of rising companies
There’s always an infinite parade of news saturating the platforms; therefore, getting to be the most prominent of them is directly related to the amount of time, effort, and commitment you put on.
For example, by analyzing The Economist’s SEO and authority approach, we can summarize its strategy in 3 important aspects:
- Give a distinctive and human voice to your brand.
- Appeal for the impact to generate clicks.
- Encourage interaction.
I know very well that assuming these tasks while trying to figure out how to run a business can be overwhelming to try since it involves facing public opinion and judgment right from the start.
However, the pace of market development is pressing, and every minute counts when it comes to boosting your earned media. To make things better, let’s debunk the most common limitations you’ve probably encountered so far:
“Mine is just a very low-budget project”
The belief that success is equated with financial investment is part of an outdated concept brought from conventional advertising. The truth is that thanks to all the platforms available, you are a potential public relations officer with full control of their platforms.
A significant number of featured brand stories come not from sponsorships but from the effort of CEOs to give a voice and image to their businesses within the right platform based on the nature of his business.
“I have no contacts in the industry”
I’m not going to lie: having the prior support of other market players can facilitate positioning indeed. But, when you scratch large campaigns and launches, you’ll notice that all the current commerce demands from you is being able to create a one-on-one relationship with user and readers.
Gentrification no longer exists when it comes to online media, as there are a wide variety of ways to reach out to them. In The Economist’s case, the gateway comes precisely from its content sources.
Accordingly, your online performance will depend on achieving alliances all over the digital sphere that bring you closer to the website.
“I’m no marketing expert”
For this mindset, I only have one question: So what? Discipline is a virtue that can be encouraged. The most important thing is that you choose a structure that suits the nature of your brand; then, use it to shape your online reputation.
Having everything clear, let’s dab into the intricacies of corporate narrative: content that appeals to emotionality and search engine positioning.
The word of PR SEO
So far, you’ve come to learn that as a brand leader, the primary goal to tackle is getting the media to talk about you and thus reach a new level of visibility towards audiences. But in addition to that, the formula extracted from brands featured on The Economist follows the lines of generating spontaneous conversations under a positive light.
Consequently, it will be worth making sure that the message you deliver incites a new online consumer behavior (comments, sharings, tags, subscriptions, etc.). Here’s an example:
On the other hand, PR SEO embraces the Publicity approach (free press clout), but this time on creating valuable content from your Owned Media that attracts the attention of journalists, authority figures, and customers alike, who would contribute in turn with commentary (Earned Media) your brand will benefit from.
What is valuable content?
Unlike the impact an ad can have – which is limited to promoting a product or service briefly being predominantly effective for large corporations that already have clout – in this context, valuable content provides a solution or response to user demands while giving reference material for external sources.
In short, this can be summoned as useful information that goes beyond the barriers of mere purchase promotion to provide a humanized business-to-client link. The methodology is divided into 3 stages:
- Communicate: Create a meaningful piece (informative, educational, or entertainment) for the media outlet and the reader.
- Capture: Generate intrigue and influence.
- Contact: Reach out to communicators and ask them to follow the story on their platforms.
During stage one, it is necessary to bring the content closer to the specific market niches in which your brand operates.
In the case of The Economist, we can see that it’s tone and keywords are ready to capture the attention of a target audience on social media familiar with terms and trending topics.
In the next phase, the idea is to build a material pointing to virality and the third revolves around using the track record of internal and external links arranged to make your website more accessible once you contact the journalist or blogger of your choice.
The challenge of this PR SEO strategy is to encourage engagement during the entire journey. Proceed by asking yourself (or your team):
- Where can be found the brand’s ideal audience? Remember, the message will only be effective if it reaches the right public.
- Do you know which means are best suited to your type of business? Every community that works around a site of influence has a particular behavior and codes, and these must align with your brand line, otherwise, the message won’t be properly received.
- What topics are most popular in your industry? Offers are born from a business opportunity funded by market demand, that is then translated in search term and keywords.
If you are not entirely clear about all of these questions, don’t worry. We’ll find them just now.
How The Economist’s positioning works
In previous articles, I talked about how to do a market study for identifying the target audience and create lists of journalists and portals to reach out to. Accordingly, amid a high-consumption social media environment, there are plenty of approaches to gain user and media attention through PR SEO.
Although one of the most prominent is multimedia formats (infographics, explanatory videos, or podcasts), the text continues to lead the market story-wise. It should be borne in mind that the dynamics of information exchange – both from potential customers and authority media – remain in constant evolution.
- Until April 30, online media consumption rose 36% compared to the figures recorded in 2020, Forbes says.
It is also possible to identify trends related to global concern like greater social and political awareness, as well as a much broader moral sense.
Considering this, there is an inescapable reality: all people want to see themselves and feel heard by the content they consume. At the same time, the media’s main concern is to gain clicks and accumulate more readers. Then, the opinion obtained may be both positive and negative.
Eliminate any trace of risks and take control of the conversation by focusing on 3 basic elements inspired by The Economist’s SEO journey:
- Need: Work from the behavior of your niche to offer a discourse, sincere language, tone, and information appealing to their realities. In exchange, you will increase the chances of getting featured by 80%.
- Importance: “How to” or “DIY” articles can be published by anyone, but users and the media appreciate when an expert takes, as it is useful and can be used as a reference later. Ergo, try to support your news with relevant data.
- Closeness: Don’t be afraid as a brand of being transparent. Consumers react to the human character behind the brands, and journalists will find an emotional vehicle to tell their story.
That’s it for material composition. Now, let’s dive into the components of a successful PR SEO strategy:
- Always provide a good experience:
Web content is considered optimized when it has a healthy amount of keywords distributed throughout the reading.
This means that if you want to position-specific words to stand out from the competition and scale positions in the SERPs, these should not be too similar to those used by rival companies. Together, keywords and info are supposed to provide a coherent argument complying with the standards of algorithmic quality and perception.
- Breaking barriers
A good way to draw the attention of public opinion is to releasing a critic review or news coverage on a current event that benefits both your audience and the reputable medium you are trying to reach out to.
- Cover several spaces simultaneously
I mentioned earlier that text serves as the basis for the positioning strategy. In the same way, make sure to provide the same value line across multiple channels to grant spreading a well-distributed, unified message. This is:
- Extract the most important information into a social media post.
- Having an additional website for specific sections encompassing your offer.
- Create special press releases and pitches to send out to journalists and bloggers.
The more you adapt the brand and its newsworthy narrative content to platforms, the better experience and image you will leave abroad, and the greater chances you will have of spiking genuine conversations that favor your business objectives.
To get featured on media and start winning clients, it is crucial to empower each element of your brand individually, only in this way can you make a multipurpose call to action, with fluid communication and visibility as the main theme.
If you meet the above requirements, I assure you that from now on you will take control of your narrative and you will obtain a great index of earned media that will be reflected in your sales, as well as the overall digital activity. This can even include earning an organic feature on The Economist or contact some of its staff.
Likewise, as I previously suggested, the goal of PR SEO is to achieve an effect in both offline and online ecosystems, to introduce you into the routine of the environment.
If you’re looking to keep up to date on your strategies, feel free to check out the rest of our articles where I explain in detail marketing and PR issues. We are willing to learn from you as well, so leave us your thoughts and suggestions in the comments section.
Also, if you need help to promote your content plan, we have a team of experts and a catalog of media plans where we guarantee both the creation of content and to get featured on prestigious portals.