Thought Leadership and Original Data PR
Publishing proprietary statistics at intervals so that everyone writing about the category has to cite you as the origin of the numbers.
Analogy Mental model
Whoever publishes the national statistical yearbook gets cited in the first paragraph of every paper written on the economy.
In practice What you actually do
Once or twice a year, field a survey or aggregate anonymised data from your own product, and publish a report in which every finding is a bolded sentence with a number and a chart beneath it. Title it by year, because the year is what people search for.
Where people get burned Pitfalls
Journalists need current figures more than they need anything else you can offer. Citing your report earns you links, and the hundreds of articles that cite it are what teaches the models that you are the authority.
This entry was written in English from the Chinese original, not machine-translated. Read the Chinese version →