Placement-gap campaigns
Get considered on the pages customers use to compare.
Category guides, best-of lists, comparisons and reviews often shape buying decisions before a customer reaches your website. Lula finds relevant pages where competitors appear and your brand does not, then identifies a credible route to consideration.
Find the gaps that matter
Not every missing mention deserves a campaign. Commercial relevance, audience fit, competitor presence, page quality and a realistic inclusion route all decide whether a gap is worth pursuing — or whether the answer is no action.
A credible request respects the publisher's criteria
Lula reviews the categories, evidence, testing approach and statements used on the page, identifies what genuinely differentiates the product for that audience, gathers approved proof, and flags commercial requirements or relationships that need review rather than presenting every opportunity as earned editorial coverage.
Placements
Verified results, checked before they are counted
- Followed link
Manual month-end reporting feature
The Fintech Ledger · Coverage
- Brand mention
Best reporting tools for finance teams
Payments Weekly · Listicle
- Show notes link
Audit trails, explained
Data & Compliance Podcast · Podcast
- Live listing
Company profile updated
Industry directory · Citation
The workflow
- 01
Qualify the gap
Check commercial relevance, audience fit, competitor presence, page quality and the inclusion route before committing to a target.
- 02
Build the inclusion case
Explain why the brand belongs in the category, use approved differentiators, data, certifications or examples, and make an appropriate offer such as product access, an expert or corrected information.
- 03
Track the placement
Follow each page from identified to researched, contacted, reviewing, live, rejected or not suitable, and record the URL, wording, link, position and publication date.
Find the gaps that matter
Not every missing mention deserves a campaign.
Commercial relevance
Prioritise pages connected to real category, problem and buying intent.
Audience fit
Check whether the publication and readership match your target market.
Competitor presence
Identify which comparable brands are included and how they are positioned.
Page quality
Consider editorial value, recency, visibility and whether the page is maintained.
Inclusion route
Determine whether the next step is editorial outreach, a product review, an application, a partnership or no action.
Understand the page before asking
A credible request respects the publisher's criteria.
Existing selection logic
Review the categories, evidence, testing approach and statements used on the page.
Brand fit
Identify what genuinely differentiates the product for that audience.
Evidence readiness
Gather approved proof points, product information, access, assets or customer evidence.
Conflict and disclosure
Flag commercial requirements or relationships that need review rather than presenting every opportunity as earned editorial coverage.
Build the inclusion case
Give the editor something useful to evaluate.
Clear relevance
Explain why the brand belongs in the category and who it serves.
Specific evidence
Use approved differentiators, data, certifications, product details or examples.
Appropriate offer
Provide product access, an expert, an asset or corrected information when it supports a legitimate review.
Focused outreach
Contact the relevant writer, editor or publisher through the best available route.
Measured follow-up
Continue only within the campaign rules and recipient preferences.
Track the placement
Monitor the page, not just the email.
Target status
Follow each page from identified to researched, contacted, reviewing, live, rejected or not suitable.
Live inclusion
Record the URL, wording, link, position and publication date when available.
Changes over time
Monitor important pages for additions, removals or material updates.
Downstream value
Observe referral visits, backlinks, branded discovery and selected search or AI visibility signals.
Transparent reporting
Separate earned editorial additions from paid or commercial placements.
In your conversation
Lula brings relevant work and decisions into Slack or Microsoft Teams. Ask about a match, review a draft or check the outcome there; the web workspace keeps the detailed record.
See how Lula works
Susan, a journalist at The Fintech Ledger is looking for finance leaders on manual month-end reporting. Deadline: tomorrow at 17:00.
Finance leaders on manual month-end reporting · 94/100 fit
Your benchmark covers the question; Susan is the suggested spokesperson. Angle: manual reconciliation is a control problem.
Want me to write a response in Susan’s voice?
Evidence, with context
Presence includes up to 25 listicle, comparison and review targets per month for each brand. Contacts researched for these pages count within the plan's total targeted-contact allowance. Daily reporting is included on every plan.
Building the third-party footprint that local clients and AI answers can verify
3
Priority local news sites
10
New listicle inclusions
15
New directory listings
28
Verified new references
Questions
Related reading
See what Lula finds for your brand.
Presence is $495/month, paid upfront. Access starts after payment.