How to turn a press feature into 20 pieces of marketing content

Landing press coverage is a huge win. It builds credibility, boosts visibility and opens the door to new audiences. But once the excitement settles, many eCommerce brands miss the next (and arguably most valuable) step — turning that one piece of coverage into a whole bank of marketing content.

At PR Dispatch, we believe that every press feature should work harder for your brand. It’s not just about being seen in Stylist or The Independent. It’s about using that moment across multiple touchpoints to build trust and drive sales.

Here’s how to turn a single press mention into 20 pieces of marketing content your audience will love.

1. Share it on Instagram (4 ways)

1. Grid post – share a screenshot of the feature with a caption about the win.

2. Stories – add it to your Stories with a swipe-up or product tag.

3. Create a Highlight — Save all your press coverage in a dedicated “Press” Highlight so new followers can quickly see your credibility.

4. Reel or video – talk about what the feature means to your brand, or film a behind-the-scenes moment reacting to the coverage.
   

2. Turn it into a LinkedIn post (2 ways)

1. Personal post – share the feature from the founder’s perspective.

2. Brand post – highlight the value of your product or service as mentioned in the article, and thank the journalist.
   

3. Add it to your website (3 ways)

1. As seen in... bar. Add logos from trusted publications near the top of your homepage.

2. Press page. Create a dedicated section to house all your coverage.

3. Product page. If the feature mentions a specific product, include a quote or logo to build trust at the point of purchase.
   

4. Share it via email (2 ways)

1. Email your list. Let your audience know you’ve been featured, and link to the product or article.

2. Add it to your welcome flow. New subscribers are more likely to convert when they see trusted third-party validation.

5. Turn it into Pinterest content

Pin the feature, and share the image or quote as a pin that links back to the product or press page.

6. Update your paid ads (2 ways)

1. Add “As seen in” to your creative. This helps with conversion and builds instant trust.

2. Use a quote as part of your ad copy. Reinforce your brand message with a powerful third-party endorsement.
   

7. Use it at events or in outreach (3 ways)

1. Include it in wholesale packs. Press mentions signal credibility to stockists.

2. Mention it in influencer outreach. It helps position you as a brand worth working with.

3. Add it to pitch decks or partnership proposals. Coverage shows you're relevant and trusted.

8. Extend the story on your blog

Write a blog post. Reflect on what the feature means, how it came about, or why that product is so loved.

9. Retarget visitors who found you through press

Build custom audiences — If your feature includes a link to your website, install your Meta Pixel and Google Analytics to track that traffic. Then create retargeting ads for people who discovered you via the press.

Run ads that reinforce your credibility and keep your brand top of mind with offers, testimonials, or additional features.

This extends the value of that coverage and gives you another opportunity to convert warm traffic into sales.

10. Reshare again later

Schedule a “throwback” post – good press is evergreen. Don’t be afraid to reshare it again in a few months, especially around key trading moments like Christmas, Valentine’s Day or peak gift seasons.

Final thoughts

Press coverage isn’t just a one-off moment. When you repurpose it across your channels, it becomes a powerful brand-building tool that adds value far beyond the original article.

At PR Dispatch, we help eCommerce brands not only land press but make the most of it. Our members learn how to pitch confidently, share coverage strategically and keep the momentum going.

One important thing to note is that if you’re republishing coverage through your ‘owned’ marketing channels, you might be contacted by the NLA to obtain a media access copyright license.

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