How to Integrate Blogging into Your Media Strategy

Quite often businesses take separate approaches to their strategies for connecting with the media and fostering those relationships and blogging. While both can play a critical role in the growth of your business, they don’t have to be mutually exclusive. In fact, integrating your blog into your media strategy can pay off well.


  1. Cover their content. Presumably, you’re following the articles or posts from your chosen media representatives. Why not occasionally write content that addresses something that they’ve recently written? For example, let’s say a reporter writes an article on a new study.

You might then write a blog post or social media post on what to do with the information in the new study. Give the reporter credit when you cite facts from their article and, and be sure to link to the piece. Also, consider giving the reporter or journalist a head’s up, depending on your relationship with them, and let them know about the article.

  1. Quote them. When relevant and appropriate, consider quoting targeted media representatives in your blog content. Don’t overdo it, it’ll be obvious that you’re trying to win their favor. However, when done appropriately this can be a good way to further establish your credibility with your audience and blog readers and to connect with media reps.
  2. Consistent, Fresh Content. Media representatives are interested in working with businesses that have a solid position in their industry. That means that not only do you have an interesting story, but that you also have respect, authority, and credibility in your industry.

A large blog following helps too because, let’s face it, your readers are their audience too. Create a content marketing strategy that focuses not only on growing your audience, but also strengthening your brand.

  1. Share Your Blog Content on Social Media. Finally, make sure that your blog posts become part of your social media content strategy as well. Share a snippet of the post or a teaser, for example, and include a link to visit your blog and read more.

Share quotes from the blog post and publish them on Twitter. Share images from the post on Instagram. Leverage social media to get the attention of the media and to help build relationships with them.

Blogging and content marketing are a tactic that reaches far and wide. It helps you achieve a number of your business goals. Integrating it with your media strategy is relatively straightforward. When creating your blog plan, make sure to align your goals and tactics to support media outreach and relationship building.

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Anthony Santiago is Director of Marketing at Newswire. With over a decade of experience in PR, he helps ensure that clients understand the value of brand messaging and reach.

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