But simply tailoring a pitch to the biggest publication or looking at baseline social data like page views and social media impressions often fails to capture the true value of these third-party placements.
It's all about determining how you're reaching those key stakeholders - whether it's an institutional investor, the general public or even an employee who might work for the brand; that's where the real value lies.
A huge part of the value is in the credibility that it builds for your brand; the real value comes when the story that you're telling and the media that you earned is able to convince the consumer.
The rules about EMV have changed; a feature in a top trade publication or a tweet from a celebrity praising a product can sometimes do better for your business than a mention in top-tier outlets.
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