Trading up the chain

Moves a story from a tiny blog to national coverage, so each level becomes the source for the next.

Ryan Holiday's framework, from Trust Me, I'm Lying, pp. 18 to 125.

Level 1: The Entry Point
Place the story on a small, understaffed, traffic-hungry blog or hyperlocal site, ideally one whose posts larger sites already pick up.
Level 2: The Legacy Media
Use the first coverage to get a mention on the blog of a newspaper or local TV station, whose output looks as weighty as the print outlet.
Level 3: National
Let the lower-level coverage do the pushing, with a soft sell through fake tips and the sites national reporters already read.

From chapter: Book One: Feeding The Monster: How Blogs Work, pp. 18–125

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