Editorial Services for Growth Companies
At Red Cup, we provide a suite of editorial services to develop and expand your online network. Your network will include your customer/user base, potential investors in your next funding round, journalists who are interested in writing about you, radio and tv producers who are interested in doing stories about you, and podcast producers who will want you as a guest on their popular show.
That’s a big list, so naturally our process begins with research to determine what your competitors are doing, what channels work best for your industry, and which groups in your network we need to start on first. We craft an approach that fits your goals. Our method centers on creating editorial content together with you, blended with some traditional PR approaches. When we create content, it looks like this:
- Podcast development and production
- Blog posts
- Guest posts placed in high-traffic blogs
- Op Ed pieces researched by Red Cup and written by you
- White papers researched and written by Red Cup
- Ebooks from research to writing to production and publication
- Rich media that blends images and text
To build a network, you have to deploy a narrative about yourself. People need stories, and they need stories about you, your company, and your mission. The story they receive helps them position you in their mind. Your story is the crux of your thought leadership. It is how they get to know you and decide to work with you, use your product, write about you, or spread the word about what you do.
Red Cup helps you build the right stories that express who you are and show you where those stories need to land online.
When we use traditional PR approaches, we will pitch to our large database of journalists. We are an agency client of Meltwater, a research firm that maintains a dynamically-updated database of 350,000 journalists, bloggers, reviewers, broadcasters and social media influencers. We write pitches, send them to our database, handle followups. Our PR approaches can include:
- one-to-one or mass pitches to journalists
- media advisories
- press releases
- social media dialogue and connection
- getting you booked on popular podcasts
When your story needs an accelerant, we will use advertising. One of the most effective platforms we’ve discovered is called Outbrain. It is an agency that places links to your blog posts on the homepage of outlets like Forbes, The Huffington Post and Entrepreneur. When the user clicks the link, they are taken back to your site. If your story needs a local presence, we find that targeted Facebook ads and Instagram ads work well. If we are working on an enterprise level, LinkedIn text ads or promoted posts will bring the right people to the table.
Most of us who work at Red Cup come from a production or journalism background. We are writers and producers. These skills serve us well when we produce podcasts for you. We pride ourselves on our production skills. Podcasts get your message out in a way that conversational and creative. They build your network because your guests promote their own appearance on your show. You show your domain expertise. You interview guests in your niche or cohort, and you get to meet potential clients in a way that doesn’t need to draw on sales or marketing techniques or skills.
We pursue a holistic approach over our three-month cycle of editorial services. If we produce an ebook with you, it will likely need promotional support. That support could come in the form if booking you as a guest on podcasts, developing your own podcast around the ebook, or using advertising as an accelerant.
Ready to talk about your project needs? Book a call with Communications Director Lee Schneider.
Who are your clients? These days we work with growth companies in education tech, medical tech, food tech, and authors. We’ve worked with consultants, teachers, and media companies. Here’s a selected client list.
Does Red Cup do ongoing campaign management? Yes. Developing and deploying your ideas using the right delivery system over time is exactly what we do.
Is Red Cup a content marketing agency? I need SEO-friendly posts. We approach things differently. We research potential posts from the influencer perspective: We want to know who has the strongest voice in your field, and learn how they achieved that. When we develop content with you we are aware of keywords and SEO factors, but we write in your voice, in your niche, and for your industry. Our work together must be expressive of your voice. When we partner with you on editorial projects we take the editor role seriously. We help you develop your topics, build outlines, put our writers to work, or work with yours. We will take your project straight through to publication, whether it is a blog, a white paper, or an ebook.
Does Red Cup produce ebooks? Yes, from idea to publication and distribution.
Are you guys a PR agency? A traditional public relations approach is an aspect of what we do. We think PR only works if you have a story to tell; we are deeply invested in helping you develop that story.
Three months is a long time for us. We’re startup and we need traction now. Do you do growth hacking? We believe that so-called growth hacking is a short term solution. It only works if you can create a culture around your product or startup. If you are doing a product launch, crowdfunding campaign, book launch or other fast-start project, get in touch and we can discuss our discounted media advisory program.
Do you maintain social media feeds for clients? Will you post to Twitter and Facebook for me? We include social media posting in our larger campaign management packages, but we don’t do it on its own. We’ve found that the Return on Effort, not to mention Return on Investment, isn’t sufficient when using social media channels by themselves. They need to be part of a larger program in order to be effective.
What if I am an author or solopreneur? Do you offer personal branding services? Yes. Check out redcup.us for our six-month consulting program.