Get Published: Pitching Your Content to Industry Publications
Original story on NewsCred
If you create content, your ultimate goal is to get more eyeballs on your work, and more clicks into your site. You’re doing a great job when visitors come directly to you, but there are lots of ways to increase your reach and get the word out about what you’ve been up to. One way is to grab the attention of another site’s readership by getting content placement in an industry publication.
How it works: In exchange for a new forum to present your thoughts and hopefully score some linkbacks to your site, you provide the publication with quality content to help fill their editorial calendar. It’s a win-win!
So how do you convince an editor or blog manager that they should reserve a spot for your work? We turned to Sarah Skerik, vice president of content marketing for PR Newswire/MultiVu and Susan Lindner, CEO and Founder of Emerging Media for their advice on pitching industry publications and blogs, and how that can help drive your content viewership.
Is pitching publications a good investment of your time?
First off, getting branded content featured in an industry publication equals immediate credibility, says Lindner. “Not only are you designated as ‘the expert,’ but you automatically get the stamp of approval from the publication, on par with their own writers. That’s the kind of credibility that advertising can’t buy,” she says.
Consider this example shared by Skerik. When Facebook launched FB Newswire a couple of weeks back, it generated a lot of conversation among public relations professionals. Skerik’s team was quick to publish a post on its own blog about the launch, but then also realized that the topic was growing legs in the PR sector. That’s when they decided to pitch an article with a newsy angle to Ragan’s PR Daily, which is a well-known publication in the PR industry. The piece ran, and thus far, the article has over 1,000 social media shares by that site’s readers, providing a significant boost in visibility for PRNewswire’s viewpoint.
How can you decide which publications to pitch?
Start with your favorite ones, says Skerik. “They’re your favorites for a reason, and are most likely to be the best fits with your brand’s style and message. As a member of the publication’s audience, you can bring a relevant and powerful perspective to your writing,” she says.
It’s about stepping into the shoes of your current and potential customers, and visualizing the media landscape from their eyes, adds Lindner. “If you’re a social media tech startup, for example, you may want to consider the Re/Code or Pando Dailys of the world. The key is to find environments where you know your target audiences are spending their time,” she says.
Any tips for approaching bloggers?
Keep in mind that bloggers publish more frequently and often in a crowded space, and therefore crave exclusivity and original content to stand out, says Skerik. Before pitching, see if the blog uses guest contributors, and if so, read those posts to get a better idea of how they work with third parties. “Alignment of message and audience are crucial here, too, if you’re pitching a high quality blog,” she adds.
Ready to pitch? Some Best Practices to Try
- Grab them with your subject line. Write the headline you’d expect to see on the finished article in the publication. “Boiling your idea down into that one compelling line that will attract the audience (and the editor),” says Skerik.
- The more targeted, the better. Sending off an email to an email@example.com email address will likely land you in the trash folder. Find out who the editor in charge of content is by looking at the site’s staff page, or try doing a search on LinkedIn so you can directly contact the appropriate person.
- Be timely. If there is a news hook or a compelling reason why your content is most relevant right now, be sure to highlight that in your pitch. Include stats, facts, or other data points that can help sell your idea as well. That being said, make sure your coverage of a story doesn’t look like everyone else’s. Take a unique approach, and have something original to add to the conversation. Publications that are looking to add new voices to their pages will appreciate the fresh point of view; otherwise, they don’t need you.
- Tell good stories. While you might assume it’s easier for well-known executives from major corporations to land great placements in industry magazines, don’t sell yourself short, says Lindner. “The cool, disruptive upstart will always have a shot if they approach the problem with gravitas, new perspectives and hopefully a little wit,” she says. “Never underestimate the power of the underdog to tell a great story.”
Emerging Media Recognized as a Leading Public Relations Agency and Marketing Firm
Many consultants and organizations identify themselves as either a public relations firm, marketing agency or both. For most companies, finding the right partner to improve your brand image, help you generate buzz or work through complex reputation challenges can prove challenging.
The Business Intelligence Group – founded with the mission of recognizing true talent and superior performance in the business world – went on a mission to find the best of the best in our industry. As a result, Emerging Media was recognized by the Business Intelligence Group 2016 PR & Marketing Excellence Awards for it’s breakthrough work with Advantages.
For 20+ years, Advantages has created beautiful and award-worthy campaigns and marketing materials. They grew to become the agency that gets brands noticed, but they never thought to do it for themselves. Wanting to bring in new clients and get noticed for what they’re great at – Purpose-driven marketing – Advantages knew they had to enlist the help of an outside agency that could guide them to the market validation they sought.
Enter Emerging Media. With 15 years of experience and an established partner agency, Emerging Media knew that the best way to get Advantages critical third-party validation was to build a robust awards program. We created a three-phased strategy that would effectively get Advantages noticed and allow them to continue applying for killer awards for years to come.
After six months of working together, Advantages won 15 industry awards including the Hermes, Marcom, The Communicator, The AVA Digital, Davey and W3 and PPAI Awards. Also, Advantages made the 2015 Inc. 5000 list of America’s Fastest-Growing Private Companies for the first time. Advantages was in the top 22% of the list with three-year sales growth of 383% and ranked among the top 100 companies in New York. Now, Advantages has the market validation to prove that they are a force in the industry and have a proven process to bring them success year after year.
“The demand for strategic communications continues to grow, as we are in the golden age of content,” said Russ Fordyce, managing director of the Business Intelligence Group. “The role public relations and marketing play is more important than ever, as consumers are continuing to evolve how they are evaluating brands, products and people. We are so proud to recognize the real leaders within the firms, agencies and corporations that are finding new ways to more effectively communicate.”
iOffice Taps Emerging Media as Agency of Record for Strategic Communications to Reach the C-Suite
iOffice, the only people-driven integrated workplace management solution (IWMS) designed for the commercial real estate industry, has tapped Emerging Media as its Agency of Record. Emerging Media, an award-winning branding, PR, marketing, and social media agency, will handle iOffice’s strategic messaging, thought leadership and public relations efforts for the company.
Elizabeth Dukes and Don Traweek, former Pitney Bowes executives and authors of Wide Open Workspaces co-founded iOffice in 2000 with the mission is to unleash the full potential of the workforce and the workplace. Today, iOffice helps facilities management leaders and C-suite executives at 1,500 global businesses to manage, plan and grow their businesses with a unique SaaS-based platform that is unrivaled in the industry. Growing at a pace of 25% year over year, iOffice touches more than 2.1 million users around the globe.
“We’re so excited to welcome Emerging Media to the iOffice team,” said iOffice Co-Founder Elizabeth Dukes. “We’re confident in Emerging Media’s ability to create connections for iOffice that will elevate us to a new level of awareness in the market with business leaders who share our vision.”
Over the next year, iOffice will be expanding its presence at the industry’s most critical events, speaking at the International Facilities Management Association (IFMA) and Tradeline Conferences about unleashing human potential at work and presenting at CoreNet and upcoming IFMA webinars. They plan to expand their support to the iOffice community, in their marketing, sales and customer service efforts with additional channel partners, a new website, and a user community initiative to gain more feedback from FM leaders.
“How and where we work is changing dramatically, and after learning about the industry, it was clear that iOffice was the Tesla of facilities management software space. I knew we had to work with them,” said Susan Lindner, founder and CEO of Emerging Media. “We’re eager to get them the attention they deserve for their incredible and industry-changing software.”
Emerging Media builds its communications strategies around its Connect4™ program that harnesses the power of branding, PR, marketing and social media to propel brands to the next level of market leadership. By creating a custom roadmap for success for each client, Emerging Media dives into the competitive landscape, building authentic relationships with key influencers. The agency will direct all of iOffice’s messaging, media and thought leadership efforts, as well as manage executive speaking opportunities, conferences, and awards.
See original press release here.
Advantages Appoints Emerging Media as Its PR Agency of Record
Advantages, a purpose-driven design, marketing, and branding agency, tapped Emerging Media as its Agency of Record. Emerging Media, an award-winning branding, PR, marketing, and social media agency, to handle Advantages’ strategic messaging, thought leadership and public relations efforts for the company.
Advantages is a purpose-driven marketing agency building physical brand experiences that move people to act. With more than 20 years of experience, Advantages is a team of thoughtful and engaged individuals, who exist to uncover each brand’s unique purpose, showing the myriad ways to communicate that purpose and get noticed.
“As marketers ourselves, we have an extremely high standard in working with another agency to set and reach our goals,” said Advantages CEO and Founder, Fran Biderman-Gross. “Only Emerging Media met that standard with their proven Connect4 process, but it was their passion, experience and true partnership to helping us get noticed that sealed the deal.”
Over the next year, Biderman-Gross will be involved in several high profile speaking engagements in collaboration with Simon Sinek’s ‘Start With WHY’ organization. Sinek is the famed leadership expert, TED speaker and author of the bestseller, “Start With Why.” Biderman-Gross will share her own experience of his trademarked ‘Golden Circle’ approach, and share specific strategies and tactics to help more companies dive deeply into discovering their purpose.
“I knew that Advantages had something special when they helped me discover my professional ‘why’,” said Susan Lindner, founder and CEO of Emerging Media. “Understanding how we ‘Create Incredible Connections’ for our clients was the cornerstone of our mission, vision, and values, and our team is passionate about sharing their process and successes with the press.”
Emerging Media builds its communications strategies around its Connect4™ program that harnesses the power of branding, PR, marketing and social media to propel brands to the next level of market leadership. By creating a custom roadmap for success for each client, Emerging Media dives into the competitive landscape, building authentic relationships with key influencers. The agency will direct all of Advantages’ media and thought leadership efforts, as well as manage speaking opportunities, conferences, and awards.
See original press release here.
New Client Announcement! Babbler Appoints Emerging Media
Babbler, the first real-time media relations platform for the digital age, tapped Emerging Media as its Agency of Record. Emerging Media, an award-winning branding, PR, marketing, and social media agency, will handle Babbler’s strategic messaging, media, marketing and public relations efforts for the company.
Founded by sisters Hannah Oiknine and Sarah Azan, the entrepreneurial PR pros recognized a fundamental problem: there are 5 publicists for every reporter in America and PR messages are not getting through. While media has gone digital, PR pros continue to contact reporters with emails that go unread and share content in numerous platforms that waste time and resources. Babbler is the only opt-in network that lets media and PR pros instantly share news, content and messages in a single platform. By moving PR out of the inbox, Babbler is helping journalists and PR professionals meaningfully connect.
“We’re so excited to be working with Emerging Media; they truly understand our vision for transforming media relations for the digital age,” said Babbler CEO and co-Founder, Hannah Oiknine. “I am confident in Emerging Media’s abilities to expand our presence in the US with our target markets.”
Emerging Media builds its communications strategies around its Connect4™ program that harnesses the power of branding, PR, marketing and social media to propel brands to the next level of market leadership. By creating a custom roadmap for success for each client, Emerging Media dives into the competitive landscape, building authentic relationships with key influencers. The agency will direct all of Babbler’s media and thought leadership efforts, as well as manage speaking opportunities, conferences, and awards.
“Babbler will be a true disruptor for our industry and we’re honored to share their breakthrough platform with other agencies and brands who will benefit from long awaited shift in media relations,” said Susan Lindner, Founder and CEO of Emerging Media. “Emerging Media and Babbler both believe that the PR industry needs to evolve with the times.”
More About Babbler
Babbler is the first real-time media relations platform for the digital age that helps PR and media professionals communicate better. It is the only opt-in network that lets both groups instantly shares news, content and messages in a single platform. Our B2B service is available for all industries: companies with internal PR resources (all sectors and sizes), PR agencies (consumer and corporate) and PR and media freelancers. Babbler won the French 2013Microsoft Imagine Cup and is listed in Challenges Magazine’s 2014 Top 100 Best Start-ups To Invest In. Babbler has received significant investment to date from Fred & Farid Group, Fashion Capital Partners and high-level angel investors in the PR and advertising industries. Visit www.babbler.us and follow us on Twitter @Babbler_rp and Facebook @BabblerRP.
See original press release here.