The eCommerce Marketing Podcast walks you through everything that goes into ecommerce marketing — from inbound marketing to paid advertising to conversions. Learn the strategies top marketing experts use to grow their businesses.
Marketing Strategies Revealed in this Episode:
- What is pageview journalism?
- How newsrooms work these days versus the good old days
- How does a business get reporters and bloggers to cover them
- What’s the easiest way to get quoted?
Episode Title: Mastering Media Coverage for Your Brand with Ky Trang Ho
Guest: Ky Trang Ho, Communications Jedi Master and Author of “Humans of Shark Tank”
In this engaging episode of the eCommerce Marketing Podcast, host Arlen Robinson interviews Ky Trang Ho, a seasoned journalist with over 20 years of experience across TV, radio, print, and online media. Ky shares her journey from covering Shark Tank for Forbes.com to her current role in marketing and PR for a blockchain startup. She offers invaluable insights on how entrepreneurs can effectively gain media coverage to build their brand and drive sales.
Key Takeaways:
- Introduction to Ky Trang Ho and Her Background (00:01:00):
- Ky’s extensive journalism career and transition to marketing and PR.
- Her experience covering Shark Tank and the impact of media coverage on entrepreneurs.
- Understanding Pageview Journalism (00:05:45):
- The significance of page views for news outlets and journalists.
- How page views drive ad revenue and influence editorial decisions.
- Changes in Newsrooms in the Digital Age (00:10:30):
- The shift in newsroom dynamics due to the digital landscape.
- The increase in workload for fewer journalists and the rise of content reposting.
- Steps to Get Reporters and Bloggers to Cover Your Business (00:15:20):
- Importance of creating a comprehensive press kit.
- Providing original data or research, staging events, and creating how-to guides or videos.
- Finding the Right Reporters and Bloggers (00:22:15):
- Using media databases like Cision, Meltwater, or Muck Rack.
- Boots-on-the-ground approach by researching relevant keywords and using tools like SpyFu and Ahrefs.
- How to Get Quoted by Reporters and Bloggers (00:27:30):
- Signing up for Help a Reporter Out (HARO) to respond to media queries.
- Providing valuable insights and unique perspectives to stand out.
- Securing Long-Form Interviews (00:31:50):
- Developing and writing your own compelling story first.
- Following the hero’s journey model to make your story engaging and relatable.
Guest Information:
- Ky Trang Ho
- Author of “Humans of Shark Tank”
- Twitter: @kytrangho
- Website: Ky Trang Ho
