When you want to get the most bang for your public relations buck, it's helpful to consider the PESO model, looking at paid, earned, shared and owned media in turn. And one of the easiest ways to amplify press coverage and content is using your owned media – the channels that you own and have control over.

So if you do achieve a great piece of coverage in an influential publication, the easiest way to make the most of this credibility is posting about it on your company website/blog. Google encourages the publication of fresh and relevant content, which is exactly what great coverage is! Just be careful not to look like you’re keyword stuffing. Keywords are important, but natural language is the goal here.

Posting links to coverage and the original content to your website allows you to optimise the page for Google and use this credibility to make your brand more findable on Google. Just bear in mind that Google will penalise you for duplicated content, so make sure that you either change your copy or include a short intro that says something like “In the most recent issue of The Times, we were featured in an article on XYZ”, before going into detail and posting the link. It’s also an important step to take so that you don’t get into a copyright spat with the publication. Use your branded social media channels to push this out to your followers too. When you’re working with your owned channels, in particular your website and blog, you should keep SEO in mind.

You can also find out who is visiting your website, using paid for tools like Lead Forensics or free plugins for WordPress like ExtraWatch. These will give you information like which pages visitors landed on and which pages they went on to look at. Paid versions will also tell you the name of the company, but if you have the free option, you can do a reverse IP look up to figure out who is visiting your website. Clearly, you can also look at ‘user flow’ in Google Analytics, but all the data is anonymised.

Let’s not also forget outbound marketing too; remember to ask yourself whether the content or coverage is something you should include in your outbound activities.

The content being provided has already secured media placement so you can have a high degree of confidence that this is something that your prospects and customers will also find relevant. Whether you’re using marketing automation tools like Hubspot or Marketo, or just using Mailchimp for email marketing, consider filtering content generated by your PR team into outbound activity to help nurture prospects with content.

Over the coming weeks, Firefly will be sharing tactics on how to use owned, shared and paid options to help take your earned media and PR content further. Tune in next week to learn about how to amplify coverage and content using shared channels.