How Can Challenger Brands Get Some Good PR?

Are you looking for ways to get more awareness and exposure for your company or products without having to spend a lot of money (well, who isn’t?)? Consider this public relations tactic.

Try packaging your message as a learning experience for a targeted publication’s readers. Marketing dressed as content. For example, a software company might offer an article on how and when to implement software upgrades to maximize productivity and minimize downtime. A bank might offer an article on teaching kids the best ways to handle money. Or a builder might offer decorating tips to help make your home more energy efficient. You get the picture. You just need to be creative.

Editors are hungry for good articles that teach their readers how to solve a problem. If you are a Challenger Brand, these “how-to” articles are one of the best ways to promote yourself to your target audience and should definitely be part of your marketing strategy. In fact, you can even customize your article for different audiences and different publications.

When your name and company is recognized as the author of an article, it gives you immediate credibility as an expert. Best of all, when you reprint these articles, they can provide you with powerful marketing materials that will be worth their weight in gold.

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