How to get featured on Adweek and deep dive into its propaganda bandwagon
Written by Angel Mora
Making the public opinion get familiar with your offer, then having them putting financial interest in it so that it even becomes a necessity can be a quite complicated task to assume for a rising entrepreneur. If that is your case, my advice is simple: Stop what you’re doing right now and focus only on jumping into Adweek’s propaganda bandwagon.
Why? Because a successful brand can praise itself for being one only because consumers talk about it regularly and it is part of their lives to some degree.
For that reason, in today’s article, I’m going to share with you Media Coverage’s very own strategies for shaping the online presence of startups from scratch and turn your brand into a newsworthy subject for Adweek.
Also, I will give my top personal advice and recommendations that you can adapt throughout the entire journey. But first, let’s talk about priorities.
Adweek’s digital exposure
If you still don’t feel confident enough about whether it is possible to appear (as a brand, opinion leader, or contributor) on Adweek, let me tell you that I understand you. There is a lot of filler information in today’s experience. But I have decided as my mission to clarify some issues about bandwagon propaganda and the questions that are useful to ask to guarantee the best outcome:
Today there are two options: let things take their course on your company or do what you can to make your online presence matter.
The impact factor that Adweek has with respect to others in its field (more than 2.8 million visitors daily and is in the Top 50 of the most respected publications in the online environment) currently makes it very important.
Unlike micro-exposure platforms, Adweek has a recognizable collaboration policy, tone, and perspective for both Internet users and Google algorithms.
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On the other hand In the middle of 2020 and for the last 3 years, Adweek has climbed positions away from the portals that only offered a digital version of his magazine on advertising, to become one of the most important opinion leaders and news portals.
In such a way that being able to locate yourself in the area of expertise of their staff or collaborators can allow you to get a publication on their website and get the attention of more than 2 million daily visitors.
Why is online reputation an indispensable business resource?
During the early stages of the online venture, it is very common to have doubts about whether or not you can take your company afloat. After all, we are so used to big ad campaigns that we don’t pay attention to what real success looks like.
Last year alone, more than 600,000 companies were created worldwide, and this year e-commerce promises to become a crucial economic stronghold, as noted by a recent Forbes article. If we analyze this fact, it can be found that there is a wide variety of strategies behind brand success; and that all of them point to reputation as a vital asset.
But what you can achieve is something like this article released back in 2019:
I know. A direct comparison with a streaming giant may seem like overkill. However, by deconstructing this news we will find out what really attracted Adweek to publish the note:
- Participation: If you take a look at any recent statistics about Internet use, you will notice that consumption peaks are a relevant topic, and media outlets like Adweek are interested in winning clicks through the most used keywords.
- Guide: In a saturated market, users respond positively to direct recommendations. Give readers what they want.
- Social relevance: It is an issue that directly affects the population and generates debate.
In summon, to appear in Adweek you only need to convey a relevant story, that generates impact and relates to its readers. But for that, you need to gain a previous reputation base.
The real nature of online exposure
Reputation can be created from available ingredients without spending. These can be summarized in 3 main categories:
- Content is the foundation of value.
- Web traffic.
- Audience engagement.
For its part, jumping into Adweek’s propaganda bandwagon means carrying out a positioning plan made up of coordinated actions that together will help you build the ideal corporate image, conquer the top places of the search results and produce genuine connections with the Internet users and journalists.
Therefore, if you really want to boost online sales, take an active role in the narrative of your niche.
Fortunately, technology has opened the door for companies just to improve their reputation following these past elements as long as they create a good company message, solid distribution platforms, and know where to find their target audience (both outside their media and within the reader population of sites like Adweek).
So, how to replicate this approach?
To give a better reading, I want you to do a simple exercise: Google your brand (if you haven’t launched it yet, you can also try out looking up your name).
It does not matter if you have been in the field for a long or short time, what you are looking for right now is to distinguish what is the digital footprint available to users who currently bump with your offer or will shortly.
There are 3 options:
- Positive results: You can easily find on the first page of results your channels as well as various interactions or reviews, which point to a good reputation.
- Negative results: The communication channels don’t appear in the first results, symbolizing a major lack of palpable online record.
- Irrelevant results: There is no mention of you or your brand whatsoever.
Yet in addition to the most remarkable elements of reputation, such as posts or comments, pay specific attention to the multimedia material, just as if you find mentions of your rivals in the industry; This will give you a good indication of the value that your commercial presence currently holds and the foundation you should start working from.
Right now there’s probably a long way to go, and that can be a good thing. The reason is that it is possible to channel brand value in a new direction because in a globalized society the events that circulate on the Web do so rapidly, continually changing market dynamics and rules.
At this point, the reputation vehicle is content creation. If you generate enough online entries with relevant information that speaks not only of your product or service but topics relevant to the industry demands it will serve three objectives:
- Make your brand accessible to consumers.
- Counteract possible negative circumstances with “positive indicators”.
- Create a more defined channel of communication with Adweek contributors.
Let’s see how this is accomplished.
What is Adweek’s digital propaganda bandwagon about?
Digital promotion from content is in full swing, and there’s a good reason for it since there’s an impressive amount of business benefits, and big players like Amazon know it. But for more exact purposes, let’s condense the end-goal into 2: segmentation, follow-up tone.
- Reach your ideal audience through segmentation
Depending on the nature of your brand (technology, finance, goods, and services), there is a particular type of audience to target. This segment of the population is characterized by having doubts surrounding demands or solutions similar to what you are about to launch on the market.
However, it is possible to get much more specific than that when scrutinizing Adweek’s readers and followers on social media. When we talk about the buyer’s profile you can focus on aiming specific users (potential clients) according to:
- Consumption behavior.
- Personal interests and-
- Digital spaces that they frequent.
Let me further on this subject presenting a common brand situation:
For an online startup dedicated to divorce legal advice, its ideal audience is composed of the population statistically most likely to split, which is people between the ages of 35-45. Surprisingly, this is the same group that comprises Adweek’s main visitors.
To this let’s add aspects such as nationality, the search indices of its groups according to their region (romantic advice), the most popular social networks within that segment (ie, Instagram), and the influencers they follow (to extract the appropriate tone and language to be used later).
All this data is stored on the Internet and you can access it through tools like Google Analytics. These will give you the key to designing your content according to the segments present within the buyer persona profile.
- Manage the tone of the conversation through the formats
Following the lines of the previous fragment, now you have the necessary information to create accurate messages appealing to the public’s interests. At the same time, it is extremely important to dictate this approach to visibility formats.
Nowadays we see more and more gurus saturating audiences with the notion that boosting a brand’s positioning strategy and reach the public is limited to frantically posting images, uploading YouTube, or IGTV videos.
More recently with the political climate in the US, many characters have chosen to issue controversial opinions since the purpose at first is simply to attract traffic, even if it is hate.
While all of these strategies are valid, they don’t mean the world when it comes to building trust and long-term loyalty. Ask yourself: Would you trust more the brand that just posted a Tik Tok challenge with nothing to contribute or one that offers you what you need in terms of information and commercial value? Here’s an example of one of Adweek’s recent articles:
Consequently, it is important to talk about the positioning of the content from the bandwagon propaganda and its corresponding dynamics, such as:
- Press releases.
- DIY articles.
- Criticism or opinion articles.
- Listings and top tips.
These formats are especially convenient since it leaves aside the monotonous and impersonal tone of conventional advertising to adopt one of humanity. Also, things like creativity, intention (knowing what is the best moment to post) as well as distributing capacity are at stake here.
Additionally, journalists are interested in the compendium of relevant information, credentials, reputation, and innovation when choosing from among all the proposals received, the next story they will tell.
But how do you know that it does work?
Closely monitor the progress of your content
Boosting digital brand reputation from a backstory tactic calls for the response and participation of users, and as you know besides the obvious sign of receiving shoutout, every campaign generates records for Google.
Thanks to Big Data, ROI is not just about money. Periodically checking results such as how many people readers your content draws, the number of comments on all communication channels combined, subscriptions rate, and the origin of traffic provides a clear picture of the level of reach your brand is sustaining.
Although the full scope of the public’s opinion is difficult to measure offline, outside of sales or ads, it is possible to decide whether an action is effective or not by developing an evaluation criterion.
Having said that, the criterion must then handle two aspects:
- The level you’re hoping to reach (it can be accumulating a specific number of members in your online communities) in an expected period (monthly, quarterly, or semi-annually).
- At the same time, its comparison with past results for obtaining the average acceptance curve.
A close and deep monitoring of these KPIs will allow you to identify which are the tactics having more traction within the target audience, which ones are going unnoticed or are generating negative impact.
Brand native reach vs outsourced
We have already talked about how the native digital propaganda (Owned Media) gives the consumer a window to the benefits that surround your offer at any time and frequency they want it. However, that freedom also has its disadvantages.
Let’s keep in mind that although the content held in your portals is visible 24 hours a day, 365 days a year, the effectiveness of keywords utilized will achieve a limited performance when your brand doesn’t count on massive clout.
So, does that mean the above-tackled points just “kind of” help you? No. Instead, it means that they are the basis for a much more forward-looking strategy that appeals to buzz, such as outsourced content or press coverage.
The resume your brand has when sending a pitch to Adweek is worth everything. But if you follow the previous steps and contact a wide variety of communicators, I assure you that in a short time you will be able to put yourself on the right spot at the right moment.
Free advertising in the press?
Consider this as a preliminary step to secure your feature on Adweek.
The pages that have complied best with Google’s algorithms (given more value to more people) are the ones located at the top of results. It’s not a casualty that they are usually news portals and expert blogs.
It is then possible to be in the top places with long-tail phrases and keywords of little demand by brands but that deprives you of accessing a larger market. Meanwhile, looking to compete directly with the big ones in your first positioning stages will never be the smartest take; but being featured or receiving a mention is.
In recent articles, I talked about the right method for reaching out to the press with the sole purpose of increasing the reputation and visibility of your offer in the search engines. The great thing about it is that you can link said outsourced content with your own platforms to create a more fluid user experience (entertainment and utility).
And, it doesn’t necessarily have to be the largest channels. Many companies are pushing their content and managing to capture the attention of various relevant people in small niches and their audiences. The purpose is to scale positions and increase their exposure.
To wrap up, it is clear that the promotional actions you carry out from your Owned Media must be developed from a one-on-one- standpoint between your brand and potential customers -which consists of transparency, useful information, solutions, channels, and strong communication channels. The weight you place on each of these elements will influence public perception as a wh
In short, having a good commercial reputation supported by a place like Adweek, without a doubt, is the most valuable intangible asset that you will ever have as an entrepreneur. The long-term goal is to directly link your content to a level of undeniable, translatable, and periodically calculable prestige based on market values, with its 3 main indicators:
- Competitive advantages.
- Search Engine Optimization (SEO).
- Approval of influential characters in the industry.
I hope you are much more clear now about why jumping into Adweek’s bandwagon propaganda represents a huge advance for your business.
Also, I would like to highlight that in today’s article we only reviewed a general scheme that you must adapt both to your level of expertise and to the stage the brand is in, which will take a good amount of time and effort on your part.
But, are there faster and stronger reputational actions?
If you’re looking to boost the brand reputation of your small company with professional strategies and success guarantees, you should take a look at our media plans. In Media Coverage, we not only take on the tasks of creating content and pushing visibility, but we also have contacts with portals and authority figures for bringing quality traffic to your website.
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