Editors are a content marketer’s best friend. As gatekeepers of influential posts, they can help content marketers reach large, engaged audiences through their own written words.
Luckily for marketers, publishers also have a soft spot for quality content. In fact, my company, Influence & Co., surveyed 153 editors to get their thoughts on contributed content, and 92% said they preferred articles from industry experts over journalists or other sources. They want content from people who speak the language of their audience and can provide expert insights from years in the trenches.
With 86% of publishers planning to increase the amount of content contributed to their sites, marketers have a better chance of engaging with relevant audiences on third-party playgrounds.
Experts offer real-world wisdom on how to break into or thrive in their fields. Editors are eager to publish this knowledge, provided it provides real value to readers. Of the publishers surveyed, 83% say non-promotional and personal experience content performs best. Brands can see huge returns on content marketing by tapping into these publishers’ audiences, but you need to know what publishers want and how to successfully showcase that content.
Find the right publication
Content marketing is designed to help brands stand out as thought leaders and get in front of the right people. Developing a content marketing strategy takes hours of research and honing, but all the hard work on third-party distribution is wasted if you’re not working with relevant publications.
Here are some questions to ask before contacting publishers to identify the right publication composition:
- Who do you want to reach? Identify your target audience and find out which posts they read the most. Where do they live online? Where do they go to find industry news? What is a popular publication in this industry? Look at the post’s demographics, traffic data, rewards, page rankings, social media tracking, and more to gauge its relevance. You won’t gain quality engagement if you pass content on to an audience that doesn’t care about your topic.
- What is your purpose? Refer to your content marketing strategy and decide if your priority for an article is to build brand awareness, drive leads to your site, or build your subscriber base. The goal should help you narrow down the list of posts you want to submit to.
- What type of content do you produce? Before choosing a publication, consider whether you want to publish a long analytical article, a topical topic, a how-to article, or an impactful and timely op-ed. Then go look for publications specializing in this form.
Some writing styles also lend themselves to one post over another, so pay close attention to your brand goals and the tone of the post. For example, Brazen Careerist posts content with a spunky and sassy tone, so if you want to position your brand as serious and professional, this medium wouldn’t make sense. Always make sure your writing style and branding match the post.
- Is the medium valuable to my brand? Carefully assess the post’s audience, traffic data, page rankings, and social media engagement to ensure you’re reaching enough relevant readers and driving enough engagement to make the post choice worthwhile. the penalty.
Win over publishers with 6 tips
Once you’ve identified the best-fitting posts for your brand, prepare your pitch and start writing the article.
Editors are often drowning in pitches, so they’re quick South Korea Phone Number to reject a submission that won’t work well for their publication’s readership. To develop the content publishers want to publish and build relationships with them in the process, start with these six tips:
1. Avoid promotion
Editors cited too much branding as the #1 issue with contributed content, followed by a dearth of original and valuable information. Editors want to educate their audience, so build your content around solving common industry issues or offering unique insight into emerging trends. You can draw examples from your own experiences, but don’t include them to mention your brand.
Before we publish a piece of content, we ask if the company mentions serve a purpose in the article. If they help illustrate a point for readers, the references remain. Otherwise, we cut them and refocus on the original ideas. Promotional content drives readers away and weakens the publication’s credibility. Your team should fully understand the difference between promotional and educational content (and why promotional initiatives lead to content blinding) before pitching to publishers.
2. Discover the presentation protocol
Ask editors if they’d rather see a pitch or a finished article (or check out the outlet’s submission guidelines). Many publishers accept pitches before ordering an article, giving you the opportunity to get feedback on your idea before spending time developing it. However, if they want finished pieces, don’t submit pitches. Ignoring publishing protocol decreases your chances of getting published and makes publishers hesitant to work with you.
3. Follow posting guideline
These metrics inform all content decisions, including topic ideas. These guidelines describe the style of the post to create content consistency. Paying close attention to audiences, writing styles, and background details will increase your chances of getting published and minimize the amount of work an editor will have to put into it.
4. Carefully edit your article
Most publishers receive many submissions. They don’t have time to clean up sloppy prose and bad grammar. Rigorously edit and check your piece, then run it through an online plagiarism checker before submitting it. Clean, well-written content sets editors apart and lays the foundation for an ongoing relationship.
5. Listen to editor feedback and take it seriously
Take Content Marketing Institute, for example. When I first contributed to this site, Lisa Dougherty, the Community Blogging and Operations Manager, took the time to make some comments on the article. In the email, she mentioned liking the piece, but that wasn’t enough. She wanted it to be in perfect condition for the CMI audience.
Don’t let your ego get in the way of this valuable advice. Editors know their audience better than anyone, and they can help you develop better content and become a better writer. The revised piece I rendered was significantly better after making the changes based on Lisa’s feedback.
6. Share it like crazy
Once you submit your article and the article goes live, share it widely with your networks. Post it in relevant LinkedIn groups and encourage your team to share it. You and the editors of the publication want to get as many people as possible to read and share the article, so develop a social media strategy to promote your branded content, and you will drive traffic to the publication and your article.
Publication editors crave raw, original content from real experts with real experiences. Take advantage of this unique opportunity to reach your audience on a more personal level and build your credibility. But remember: try to educate the readers of the publication first, and over time they will begin to contact you for more useful, high-quality information and will see your company as a trusted partner and resource. .
Need help identifying content marketing tactics to move your business on the path to success? Check out CMI’s guide to creating the perfect content marketing mix: execution tactics .