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What Do Journalists Want?
Securing Media Coverage For Your
Advisory Business
Wednesday, September 22, 2021
2
Samantha Russell
Chief Evangelist
@SamanthaTwenty
/samanthacrussell
Twentyoverten.com or
Fmgsuite.com
3
Nicole Casperon
Reporter, Investment News
@NicoleCasperson
/nicole-casperson-0820a5133/
https://www.investmentnews.
com/author/ncasperson
What We’ll Discuss
Do’s & Don’ts of working
with Journalists
How to feature where you’ve
been quoted on your website
1
2
What constitutes “news”
that should be put into a
press release?
3
4
How to get yourself or your
CEO, etc quoted in major
publications?
4
5 How to promote on social
media
Do’s & Don’ts
5
Do
● Introduce yourself via email, Twitter
● Share your area of expertise so the journalist is aware of what you can speak on
● Reach out with availability to comment on big headlining news (I’m more than likely
looking for sources to contribute their perspective!)
● Be persistent with outreach (but not pushy)
● Share relevant stories you find interesting, story ideas that relate to the journalists beat!
● Be a human! Just say hi and let’s set up a catch up/intro to get to know each other!
6
Don’t
● Get upset at the reporter if your comments/quote doesn't make it in the article
● Get mad at the journalist if she doesn’t respond to an email
● Peddle your firm when speaking to a journalist for a story comment
● Bombard a journalist with ideas that aren’t timely or relevant but just push your firm’s
agenda (it’ll be very obvious)
● Blast a reporter’s article on social media if there’s something you don’t like (DM us
privately, or email us so we can hash it out)
7
How to Add a “Featured In”
Section To Your Website to
Boost Credibility
8
9
Right Below the
Fold on your
Homepage
Visuals communicate
faster
Easily showcase
expertise
Reinforce credibility
Source: https://prominentfp.com/
10
At The Top of
Your Blog Page
Highlight niche-specific
publications your
audience would be
aware of too
Source: https://wealthkeel.com/blog
11
TIP:
Don’t hyperlink
to the
publications,
which could
cause broken
links down the
road
Source: https://quarryhilladvisors.com/
How to Promote the article
you are quoted in on Social?
12
13
Source: https://twitter.com/lazettabraxton
14
Source:https://www.linkedin.com/posts/danalwilson_fintech-leadership-podcast-activity-6824410
621031936000-ubwI
How Can We Help?
15
Overwhelmed? Need Help?
We Get it!
✔ Lead-generating websites
✔ Automated marketing + Lead Gen Tools
✔ 60+ BD integrations
✔ Customizable Blog & Video Content
✔ Branded Landing Pages for each individual
advisor
✔ Social Media Scheduling & Campaign Tools
16
17
Out with Boring
Advisor
Marketing
Customizable Content
Built-in SEO tools
Landing Pages
Copywriting, Logo
Design, we do it all!
Sample Lead Gen
Campaigns
✔ Are Annuities a Good Fit for your
Retirement Income Strategy?
✔ Equity vs. Salary Compensation: A
Complete Guide For Tech Employees
✔ Are You Making These Common Tax Errors?
✔ Everything to Know About Setting up a
401(k) for your employees
✔ How the Age at Which You Take Social
Security Will Affect Your Benefits
18
19
Execute on
Linkedin w/ Lead
Pilot
Engaging Content
Social Scheduling
Intel on Leads
Email Campaigns
Questions?
https://twentyoverten.com
marketing@twentyoverten.com
Get Started: https://sales.twentyoverten.com/calendar/team/t/32

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