So, you’ve finally gotten some awesome media coverage that goes over you and your brand. But how do you go about actually analyzing this coverage?
In this article, we’ll discuss the best ways to analyze media coverage and how you can determine the exact value of this coverage for your brand and your goals.
Analyzing media coverage
Analyzing media coverage is one of the most important things for any business in today’s media climate. Why?
It allows you to make targeted marketing decisions, which is a must for any business looking to grow.
The first thing to look at is the type of media you’re getting coverage in.
What type of media outlets are you publishing to? What’s the type of readership you’re getting?
Does this audience fit your target demographic?
Also, take a look at what kinds of content they publish. If your competitors are reporting on your products, what’s their focus?
Is it more industry analysis or coverage on their own new products? If your products are in the news, what was the product, the model, the age, and so forth?
See what types of stories are being covered. While it may seem self-explanatory, you can make better marketing decisions based on what will generate the most value for your business by studying media coverage.
While many business owners try to read articles about their competitors to determine what type of coverage they’re getting, this is the wrong way to do things. While this is a great way to analyze your competitors, it’s not going to give you a better understanding of your own business.
Many business owners will start by getting a bunch of information from Google News. You can find it by searching your target keywords.
But when you do this, you’re relying on Google to do the heavy lifting for you, and Google News’ reporting is rather rudimentary. It’s basically a massive aggregation of thousands of media reports.
It doesn’t necessarily have a good sense of the overall tone and content of the coverage.
Instead, I suggest taking a good look at some of the data that Google News creates and the NewsLab. They generate the most relevant news for your business by aggregating articles from many different sources and are constantly evolving with new data.
It has been said that all the data in the world will never give you a completely accurate picture of what’s going on in your business. Still, data-backed analytics should give you a better idea of the larger trends within your industry.
One of the best and easiest ways to use the data provided by Google News and NewsLab is to do a Google Adwords report. These reports allow you to get a real-time glimpse into your campaign performance and how you’re performing as a business about your competitors.
By analyzing data from this report, you can see how your performance compares to your overall industry. You can also break it down by keyword, marketing channel, media channel, etc.
This is an important tool because it allows you to determine what media outlets help your business perform and which ones are hindering it.
It also helps you see where your online marketing is working well and where you need to make adjustments.
Another important part of media coverage analysis is determining where your business is making the biggest impact or where your customer engagement is impacted the most.
How do you figure this out?
With a combination of Google News and Google Adwords reports, you can get an idea of the following:
- Where are people reading your content?
- What type of content are people most likely to click on, read, and share?
- How many people are clicking on your content?
- What are the most searched keywords and phrases?
- How many people are actually clicking through and viewing your content?
- What’s the distribution of your traffic?
- What is the bounce rate?
- If your bounce rate is high, what is the biggest cause of the high bounce rate?
The best way to tell the story of your business is to find out the how, the why, and the what of your most successful customers.
If you’re looking at the overall media coverage picture and are wondering where your business is performing well and where it needs improvement, then you need first to figure out your overall media strategy.
If you are running a website-based business, then the most important thing you can do is focus on content. You need to provide content that answers your customer’s questions, gives them information, and lets them know what you offer.
This might sound like a simple task, but here’s the problem: Most business owners don’t take the time to understand their customers and see their content truly. When we first started Paparazzi Boutique, I remember a conversation I had with a potential customer who asked me the most important question she could ask me:
“If I have a question, and I want to ask you about something, what can I do to get you to answer my question?”
This was a callous question because we weren’t a full-service store.
I remember telling her that the answer was simple: if I answered her question, I would be giving her permission to buy from me. I told her never to ask someone who they do not offer a service to answer any question.
However, if you’re willing to do this, then you’ll have the best relationship you’ve ever had with your customers because they’ll trust you to give them the information they need.
You can get ahead of your customers and become a one-stop-shop. And, best of all, your customers will thank you for it.