A FOUNDER ASKED:

We’d like to get more press coverage and guest on podcasts. But we have a lean team and can’t create much more content. What can we do?

WHAT TO PITCH

The right press coverage and podcast guest appearances can help you reach prospects and build brand awareness faster than many other channels. The challenge? With a lean team, you can’t afford to create endless content. So how do you get media attention with limited resources?

I’ll explain how to harness your startup’s “earned media superpowers” and develop engaging narratives without burning out your team. 

WHY EARNED MEDIA MATTERS

Press coverage and podcast guest spots are considered “earned media.” It’s a win-win situation: your startup shares engaging content, and the media promotes it to their audience (helping you reach your ideal customers). 

Other types of earned media include guest posting or co-hosting events with influencers and organizations. They amplify your content through their newsletters, blogs, or social channels. 

Earned media helps your startup:

• Build brand awareness: Reach your ideal audience through trusted media sources.
• Generate leads: Spark interest among prospects, who may become leads.
• Establish credibility: Generate social proof and evergreen content to share.
• Rank in SEO: Get a visibility boost in search results.

And maybe the best part: earned media coverage doesn’t cost you anything directly. No ad spend is required!

UNLOCK YOUR EARNED MEDIA SUPERPOWERS

You’ll want to identify your content strengths to create compelling pitches with limited resources. These “earned media superpowers” ensure you won’t need to generate ideas and content from scratch. Here’s a shortlist:

1. EXPERT ADVICE

Your team is already solving key customer problems. What expert tips can you share with the media? 

Helpful advice includes:

• Warning signs of common problems, and how to solve them
• Top solutions to consider, and how to assess them
• Best results customers achieve, and how to measure success

Example: If you’re a SaaS startup, pitch advice on how companies can avoid the biggest mistakes in adopting new software like yours.

2. UNIQUE DATA

The media loves compelling data. Even better? They want your expert commentary on insights and why the data matters.

Tap these data sources:

• Product usage and behavioral data 
• Customer surveys and feedback
• Industry insights and trend reports

Example: Share a data-backed report on how remote work trends are impacting your customer base.

3. CUSTOMER STORIES

Human stories resonate with readers and listeners. Position your startup as a source of these narratives.

Tell customer stories:

• “Before and after” transformations
• Trends impacting customers’ lives and businesses
• Success stories from using your product

Example: Highlight how one of your customers doubled their productivity using your solution.

4. EXECUTIVE PERSPECTIVES

Your founders and executives have unique experience and points of view. Their thought leadership can make them sought-after media guests.

Example: Your founder can share a unique outlook on a trend in your industry.

CRAFT MEDIA-READY NARRATIVES

Before pitching content or scheduling interviews, you also need to nail down key company narratives. This will prepare you for reporters’ and podcast hosts’ frequently asked questions.

These talking points make your pitches stronger and interviews more compelling:

PRODUCT NARRATIVE

• What is your product, who is it for, and what problem does it solve?
• How is your product different and better than other solutions?
• How does your startup make money?

FOUNDER NARRATIVE

• Why did your founders start the company?
• What unique skills or market insights did they bring?
• Why is the team passionate about solving this problem?

BRAND NARRATIVE

• What is your company’s vision and mission?
• What are your core values?
• Why do customers love your brand?

SEASONAL NARRATIVE

• What does the press care about right now, and what’s your POV?
• What are trending topics in your industry, and what’s your POV?
• What do your customers care about this time of year?

CREATE A PITCH-WORTHY CONTENT CALENDAR

Now it’s time to plan your content. I recommend creating a quarterly content calendar.  Prioritize content that generates new leads and that you can pitch to the press, podcasts, and newsletters. 

Focus on content that:

• Attracts ideal customers and supports sales outreach
• Nurtures leads, showcasing your product’s value and differentiators
• Opens doors for earned media opportunities

Use your earned media strengths—expert advice, unique data, customer stories, and executive perspectives—to guide your topic selection. Incorporate seasonal and timely themes alongside evergreen content to give your pitches a fresh, newsworthy hook.

Pro Tip: Create 6 core articles per quarter that you can repurpose across multiple channels (website, blog, LinkedIn, email sequences, sales outreach). Then, use that same content to craft pitches for earned media.

NEXT STEPS TO LAND PRESS AND PODCASTS

To set your lean team up for earned media success:

1. Decide on your expert topics: Position your startup as the “go-to expert” on a specific topic that interests your ideal customers and intrigues the media.
2. Identify your superpowers: Focus on developing content that taps existing expert advice, data, customer stories, and executive perspectives.
3. Develop must-have narratives: Get prepared to answer common media questions about your product, company, and founders.
4. Plan a quarterly content calendar: Create content that fuels both your earned media and demand generation efforts.

With these steps, you can start pitching (with the help of an agency, freelancer, or in-house expert) to secure media coverage that will put your startup in the spotlight.