What It Is
Engineer ad campaigns to function as newsworthy events, and boost your best-performing organic posts as paid ads targeted not at buyers but at journalists and editors. The goal is to make your campaign the thing the press covers, positioning you as the source they call rather than just another advertiser buying impressions.
How It Works
- Design a campaign with an inherent hook or spectacle that a reporter could plausibly write a story about.
- Identify the specific publications and editorial desks that cover your space.
- Take your highest-engagement organic post and run it as a paid ad narrowly targeted to that editorial staff.
- Make it easy for a journalist to cover you by packaging the angle, assets, and contact into the creative.
- Track earned coverage as the primary KPI, treating buyer conversions from the ad as a secondary bonus.
Who Recommends It
- Justin Oberman endorses — Advocates targeting the editorial staff at outlets like Adweek, AdAge, and the NY Times so they become the ones who call you. Unscripted SEO episode →
Difficulty & Time Estimates
HardDifficulty
Campaign sprintsTime to Results