A good story idea should offer interesting information that people want to read without sounding like an advertisement. For example, positioning a story such as *5 Reasons Why You Should Use a Breville Sandwich Press is an Ad, it is boring and it is less likely to get picked up, while *5 Ways to make a killer sandwich is something that the media may pick up and a reader may click.
- Utilise new stats, research and big news stories. TV and radio for example usually run segments based on the news, so if a story comes out that you could comment on, put a pitch together and try to leverage it. For example, Business Insider ran an article about why Scarlett Johansson’s PT suggests eating chocolate before a workout instead of having coffee. At the time I happened to have a chocolate client so I pitched them straight into TV off the back of the article.
- Do you have a twist that you can pitch in or a new way of doing something that people are already familiar with? For example, the Uber of Pet walkers, or one I worked on recently, the launch of KOMBOFFEE (Kombucha and coffee).
- Do you or your brand have a unique story or heritage? Can you pitch an entrepreneurial style story about how you started?
- Do you have an opinion on a particular topic? Just be mindful not to bad mouth your competition as that will not put you in a good light.
- Consider weeks that are relevant to your business. If you are a health expert there is pain week, healthy weight week, diabetes week and more that you could leverage off of with your tips.
- TIP: Keep in mind that when you provide content to the media, it must be repurposed. If you give a journalist identical content that has already run on the internet, google may penalise one or both of you and that is not good from your ranking. Plagiarism is frowned upon so be careful not to do that.
- TIP: Don’t give competitors the same story. If you get a story into news.com.au, DON’T send the same type of content into SMH. That is not how you get people to like you
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