A FOUNDER ASKED:

We got this amazing press coverage, but how do we actually make it work for us?”

Your Startup Got Great Press Coverage. Now What?

You just landed a great article in a major publication. That “yes” from a journalist feels huge — and it is. It’s hard to break through with media, and now you’ve got proof that your startup is one to watch.

If you’ve been featured in TechCrunch, Fast Company, or a top trade publication, that’s just the start of the win. With the right plan, you can use the coverage to:

 ✅ Attract new prospects
✅ Re-engage current pipeline
✅ Build brand awareness and trust
✅ Drive compelling sales conversations
✅ Create credibility for future pitches (to press, partners, and investors)

Here’s how to turn that one article into 3–4 weeks of high-impact content and an evergreen credibility-building asset.

STEP 1: Know Who You’re Talking To

Before you post anything, get clear on who you want to reach and what they care about most.

• Prospects want proof that your product is credible and that others trust and choose your solution.
  
• Partners, press, and influencers look for signals that your brand is gaining traction and relevance.
  
• Investors want to see momentum, market validation, and smart execution.
  

When you share your press coverage, you don’t need to repeat everything. Emphasize what matters to each audience so your coverage translates into sales interest and trust.

STEP 2: Use All Four Content Channels

To make your press coverage break through, it needs to show up across multiple touchpoints. I call this the surround sound strategy: share a consistent message across multiple channels over a focused time window.

Here’s how to distribute your coverage effectively:

✅ OWNED

Start with the channels you fully control.

• Homepage banner: Highlight the punchline and link to the article.
  
• Landing page or media page: Share a quote or excerpt with the article link.
  
• Blog: Write a short recap with your own commentary.
  
• Sales deck: Add an excerpt, takeaways, or press logo to your slides.
  
• Email to pipeline: Engage leads with a short note and the article as social proof.
  

✅ EARNED

Capitalize on the publication’s authority and reach.

• Search visibility: Track how the article ranks in both traditional and AI-powered search. High-authority press domains can boost your visibility.
  
• Future press: Use this coverage in future media pitches. “As featured in [X]” builds instant credibility.
  

✅ SOCIAL

Get visible on the platforms where your audience already engages.

• Exec posts: Have key leaders post about the coverage multiple times. Try these three approaches:
  
  1. Summarize top takeaways
     
  2. Share a standout quote
     
  3. Offer a trend or industry outlook
     
• Company account: Share the article, then repost highlights from execs.
  
• Team, investors, and advisors: Ask advocates to comment and reshare for broader reach.
  
• Engage: Respond to comments and join conversations to drive traction.
  

💡 Pro tip: Don’t post just once. Post at least three times with different angles. Most people won’t see every post, and repetition builds familiarity.

✅ PAID

Use a small test budget to amplify what’s already working.

• Boost: Promote your best-performing posts on key social platforms for a week or two.
  
• Search ads: Consider testing a lightweight search campaign if you notice a spike in branded search.
  

STEP 3: Refresh Your Sales Enablement

Your press coverage is credibility fuel. Use it to reinforce confidence mid-funnel and in late-stage sales conversations.

Update your sales materials to include:

• A quote and logo in your sales deck
  
• A highlight or excerpt in your outbound emails
  
• A PS in your follow-ups:
  “Check out this recent article about how we’re changing the game in [category]…”
  
• A link in your team’s email signatures
  

Press coverage can re-engage quiet leads and create momentum with new ones.

STEP 4: Extend the Life of the Article

Don’t let the value fade after a few posts. Plan a four-week cycle to maximize reach and re-use:

• Week 1: Exec posts, share article from the company account, update sales deck
  
• Week 2: Blog recap, email to prospects in the pipeline
  
• Week 3: Reposts and follow-up content (quote cards, excerpt teasers, videos)
  
• Week 4: Add to nurture campaigns, investor updates, and case studies
  

You now have an evergreen asset. Make sure this press lives on in your:

• Pitch deck
  
• Sales deck
  
• About or Media page
  
• Onboarding materials
  
• Email sequences and nurture content

Bonus: This Works for Your Organic Content Too

You don’t have to wait for a journalist. If you’ve published a valuable blog post, guide, or report, you can follow this same playbook.

Start by sharing the content in your owned channels. Then amplify through social and sales. Consider earned media too, pitching your content as a fresh perspective to newsletters, podcasts, or the press.

This surround sound approach helps useful, credibility-building content reach the right prospects and drive action.

Press Coverage Distribution Checklist

If you land a great article, take full advantage of it. Here’s your checklist:

✅ Clarify your audience and message
✅ Use all four types of content channels
✅ Equip your sales team
✅ Repost and refresh for 2–4 weeks
✅ Make it easy to find, share, and reuse

Great press creates authority and trust. But that only happens when people see it, understand it, and connect it to your value.

With a smart system and consistent execution, one article can do much more than build awareness: it can build sales momentum.