Here you find a comprehensive guide to elevating their brand's visibility and securing coveted spots in media publications. From establishing authority in your industry to celebrating every milestone, this article outlines actionable content ideas designed to not only attract media coverage but also forge a lasting impression in the competitive startup ecosystem.

Be the authority within your sector

Even in an overcrowded market, you can stand out by establishing your startup as an authority in your industry. Luckily there are many ways to ensure that your brand’s authority will build slowly but steadily. First of all, you have to specify your niche and make it small enough to go in deep and wide enough to attract a larger audience. Find out your client base’s questions and ensure you have the right answers. Provide them with content filled with data, and statistics, shine some light on trends and forecasts within your industry, and build your status.

Niel Patel is a good example of being the authority in his sector.

Harness the power of trending topics

This lines up with the first point because you want your consumers to come to you when they have specific questions about your niche. For example, one of the hot topics of 2024 is generative AI and other machine learning. If you can relate this trending topic to your niche, you can take advantage of a newsjacking strategy, which is when a brand leverages a trending news story to gain media attention.

Foster collaborations with influencers and experts

The best way to reach your target audience these days is through influencers. Every industry, from beauty and fashion to tech and parenting, has its own online mascot. Seventy-seven percent of Gen Z and 50% of Millenials follow social media influencers. When people see their favourite influencer make content with your product, they are more likely to check it out, creating a snowball effect. 

Spotlight your presence at industry events

Attending any industry event is an excellent way to showcase your product to consumers and make connections with other companies in the same sector. There are several large global conferences and summits that target startups specifically, but it is also important to stay on the lookout for any local events. If there is even the slightest link with the theme of an event, it’s always a good idea to show face and promote your participation. For example, attending an event in the sports industry might not hurt if your startup is all about healthy food. This will make sure you have media coverage in different industries.

Embrace and promote ESG and CSR initiatives

Showing your commitment to ESG (environmental, social, and governance) and CSR (corporate social responsibility) can help you connect with your target audience. A recent study from McKinsey showed that consumers care about sustainability and are willing to pay for it. At the same time, corporate responsibility is also heavily influencing consumer buying decisions. Make sure to always explain to your customers why you are making certain decisions and soon you will be a leading example in the media.

PRNEWS.IO is a great example of companies that embrace social responsibility.

Celebrate the voice of your community with UGC

User-generated content is a powerful testament to your brand’s impact, so encouraging your users to share their experiences is always a good idea. Even though the influencers have a very large impact, nothing will resonate with your customers more than testimonials and feedback from real people. At the same time, it will give customers the feeling they are not just spectators, but are participating in your growth. Just make sure to make your products picture-perfect so your customers, and soon enough, your brand will be all over social media.

One great example of this is Sugar Factory, one of the most Instagrammed restaurants in America.

Enrich your audience with how-to-guides

Most of the time, consumers are unhappy with a product because they are not using it correctly. Even if you think that your product is self-explanatory, another person might not know how to use it. A how-to guide and tutorials will offer your customers valuable insights and reinforce your startup’s role as an informative and helpful leader in the industry. You could make these tutorials yourself, but it’s also an option to have existing customers and influencers make videos.

Check out Diana Tower’s ‘How To Build a Profitable Online Community’ for some insights.

Launch products with a bang

A well-executed product launch can significantly amplify your startup’s visibility. Create content that builds up to the launch and reveals some of the new products’ behind-the-scenes details. Make sure to give just enough information to get people’s attention while leaving enough out to build anticipation. A strategic narrative around the launch will capture the attention of your targeted audience and the media.

From Apple to startups like Robinhood and AirBnb (in its early stages), have a look at some stellar product launches that will for sure give you insights into your own launches.

Announce fundraising and investor milestones

Sharing your fundraising successes and new investor partnerships serves as a testament to your startup’s growth and potential and attracts further interest from potential investors and partners. Articles and content detailing these achievements underscore your startup's viability and momentum in the market. This narrative of growth and potential is crucial for gaining media coverage, as it positions your startup as a burgeoning force within the industry, capturing the attention of journalists and media outlets interested in reporting on the next big thing.

One Water’s recent £30 million fundraising milestone is a good example.

Publicise strategic partnerships

Pairing up with trusted companies also makes your startup much more trustworthy while showcasing your commitment to growth and collaboration. Make sure to go into great detail about how each partnership will benefit your startup by offering new opportunities, solutions, and enhancements for your customers. Announcements like these can pique the interest of media outlets and offer a fresh angle on your startup’s expanding ecosystem. 

Back in 2014, when Uber was just starting its journey, it partnered with Spotify, allowing guests to make a playlist for their ride.

Celebrate awards and recognitions

Sharing your achievements and industry accolades is not bragging. Any content that celebrates milestones and innovation will only enhance your startup’s reputation, so don’t hesitate to make it public. When you’re the best in any field, you can count on the media to be on top of it. Even if they challenge whether you’re the best, any form of publicity is good publicity. Media entities thrive on covering success stories and leaders in innovation, making your awards and recognitions a prime focal point for articles and reports about the cutting edge of your industry.

The last winner of the Global Startup Awards is the Kenyan company Kubik. It makes low-carbon buildings out of plastic from the environment and has gained worldwide publicity because of the prize.

Document company milestones

Whether it’s surpassing user numbers, product updates, or expansion news, company milestones are pivotal moments that showcase your startup's journey and growth. Documenting these milestones in articles keeps your audience informed and builds a narrative of progress and perseverance, inspiring confidence in your brand’s direction and future. By documenting these milestones, you craft a story of ongoing progress and ambition that is attractive to the media. This continuous stream of updates and successes makes your startup an appealing subject for coverage.

Levels, for example, is a company that is very transparent about its growth. Co-founder Sam Corcos regularly writes blogs about how the company has been doing from its early days until now. They have found that this not only makes their hiring process easier and makes customers more invested in the brand, but it also makes for an interesting story in the media.

Conclusion

Achieving media coverage as a startup requires a strategic approach, where each content piece serves as a stepping stone toward greater visibility and industry recognition. By focusing on key strategies such as establishing your brand as engaging with current trends, fostering meaningful collaborations, and celebrating your startup's achievements, you can craft a narrative that resonates with media outlets and your target audience alike. 

Each strategy you employ advances your immediate goal of media coverage and contributes to the broader narrative of your startup's journey and impact, making your brand an irresistible subject for media coverage and discussion.