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How to Turn Breaking News into Sales

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Today I want to talk about How Entrepreneurs and Marketers can Benefit from the News. 


Needless to say, I am against making noise about "sensitive" topics, but it just so happened that the last few events managed to perfectly reflect the stated theme of this material. 

So, any important event always arouses excitement in the audience, people start to be interested, search and ask. The media and bloggers react immediately, causing information to spread and lead to some kind of result. 

For a business, this result can be media mentions, website links or sales. I want to share a few examples of how to achieve such a result. 

Who follows the news agenda, the cage fight between Elon Musk and Zuckerberg was actively discussed in the media last weeks, you probably remember. Against this background, the Total Shape fitness company stood out. He got more than 30 quality backlinks to a popular site that he could never get for free. 

How it happened: 

The company noticed the growing interest in the fight and quickly wrote an analysis article with its experts on who would win. This material came out in such a timely manner that within a few hours many mass media, including such giants as The Independent and Daily Mail, began to refer to it. 

WebCanape has a similar experience. Every year they translate several major marketing studies, which are then referenced by the media and other sites. So they get links from Forbes, RBC, Picaboo and etc. 

What you can do: 

Follow the news agenda on your topic, if you can provide expert material, be sure to do so as soon as possible generate and send to the media. 

Media invitation 

This is also a new opportunity. Last month, Combat Tours was invited to a live broadcast of RBC-TV, where the topic of extreme travel was discussed in the background of the news about the submarine Titan. As a result, the brand received more than 5 minutes of airtime on one of the main business channels. 

How it happened: 

Combat-Tours tries to appear in various business media, where it publishes articles on the topic of exclusive travel. Because of this, a certain expert brand was gradually formed in the company, and journalists themselves began to ask for comments on this topic. 

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