How to Pitch Your Brand-Made Content to Industry Publications
Brands are definitely playing in the content marketing game these days, and let’s face it, getting your branded content featured in an industry publication equals immediate credibility. Not only are your designated as “the expert,” but you also automatically get the stamp of approval from both the publication and their writers. That’s the kind of credibility that advertising can’t buy.
So how do you get those great industry publications to say ‘Yes’ to sharing your content? Here are a couple of tips:
- Know where your readers are:
Seek out the publications that your customers are actively reading. It’s about stepping into their shoes, and visualizing the media landscape from their eyes. “Where are my customers seeking their information? What outlets have the biggest influence over them?” If you’re a social media tech startup, for example, you may want to consider the Re/Code’s or Pando Daily’s of the world. The key is to find environments where you know your target audiences are spending their time. If you know your customers well enough, you’ll know where they’re going to fuel their curiosity and begin to form new relationships with the brands they love.
- Don’t be shy, ASK!
First, identify the reporters and editors who are writing about your industry. Next, determine how you could share your insights, NOT YOUR SALES PITCH, with the publication’s readers. What do you know about your sector that other’s don’t? How can you bring fresh ideas to the conversation already going on within the publication?
- Know the focus:
Industry publications often have their own branded focus or mission. Think about the publications out there that really stand for something concrete, or cater to a very specific audience. Fast Company, for example, seeks to connect with the world’s most progressive and forward-thinking business leaders. Their mission is to inspire readers to think far beyond the traditional boundaries of business – to inspire the creativity and unmatched innovation that will reinvent the future of businesses. Just as you would seek connection points with customers, seeking these same connection points with publications and publishers is an equally efficient method for building relationships. With relevant, informative and truly engaging content, brands have the ability to represent themselves as credible resources for the industry publications they aspire to be published in. And brand-made content is a way for publications to diversify what they’re already offering, in order to enhance the relationships with their current audiences, and connect with entirely new groups.