How a Hall of Fame on Your Website can Quickly Build Trust, Provide Content for Social Media and Ensure Placements Go Further
By: MMM Editorial Team
"What do I with my placements and interviews once they come out?"
This is a question almost every client and customer has asked us at some point and over time, for our premium clients, we have started to include ideas and ways to reuse interviews as part of their package because it's such a major issue.
While many come to us wanting to just 'get news coverage.' Many soon find out that the news itself cannot grow your audience. Think about it this way: You're exposed to a lot of brands and organizations in your daily reading habits; how many do you actually follow on social media? How many do you purchase from after that article?
Exactly.
Instead, news builds trust, which over time increases revenue. For example, days later someone who is shopping may remember that article/interview and check you out. You don't make the link but that's how news work. It's more of an indirect force in our lives guiding us when we're finally ready to make a decision.
A few months ago, we discussed the power of adding your placements to your checkout page! This can be a great way to put third-party verification right in front of the people who need it most.
Now, let's make a Hall of Fame page.
This is where your best placements will live online for people to check out the second they want to learn more about you! Here are some things to keep in mind when formatting this page and thinking about where to place it:
Make it part of your "About" page. This can be a section or slideshow under your company bio or you can make it a subpage that can be clicked on. Placing it here puts it in front of people who already want to know more about you!
Only include major articles and interviews that center you. NEVER include negative coverage or a competitor where possible. Remember this is content that shows you at your BEST!
Have fun with the formatting: Mix in embedded videos from your coverage, so that your Hall of Fame isn't just a list of links. Web designers can also do fun blog formatting and place all of your links into a slideshow or gallery! Bonus tip: Use behind-the-scenes images to breathe life into these placements.
Share it occasionally. This can be in your newsletter or on social media but you have to point people back to this space as one of the best examples of your effectiveness. While reviews are great, seeing that you've been quoted in the NYT or hearing you speak for thirty minutes straight on a podcast can be a great way for people who want to connect with you to learn about you – also saving you time!
It's important to not let the grass grow under your feet (as one of my favorite clients always says). If you spend the time securing and completing a news interview, you should really make sure you get the maximum benefit from this work and give it a great space to live online. This can not only help more people see the placement, but they're also more likely to see it as important because of the weight you've put on it!
Take some time to flesh yours out. It's not a project you have to rush! Have fun with the final design and you'll see a bigger return.
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