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When it comes time to decide how to use the content, you’ve got to remind yourself of the big goals. Do you want to use the story to generate leads in the next two quarters? Is it to expand the intellectual “footprint” of a new regional office? Is it intended to help shift the overall perception of the company over time? Is it a brand new idea backed by lots of proprietary research, or a viewpoint based on empirical client work?
Answers to those kinds of questions will determine, for example, whether you opt simply to post the story on your Web site or try to place it in as many external publications as possible. If external publication is a linchpin of your approach, a whole new set of questions emerges: questions about circulation rates, co-branding opportunities, reprint costs, and so on.
Ergo Editorial has been there. Our longtime roles as chief editors in business and trade media mean we know everything you need to know about third-party placements. Our deep experience in professional services marketing allow us to see every story as an invaluable tool for helping to reinforce the company’s brand – and as an asset that the client can use in all sorts of ways.
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