Companies want to get their content published as a way to gain credibility. Credibility is so expensive that advertisements cannot buy it. It is usually achieved through public relations. Public relation is a broad topic, but we are going to talk about publishing for the good of the society in your field as a public service. This puts your name out there, the public starting to relate your company with solving problems, answering questions and simplifying complicated terms.
These are the steps to getting your content published.
Know your target audience, what they read and put your content there. Create a customer avatar a person who will buy your product or benefit your product in a positive way.
How to create an avatar;
It is not always clear which publication is the right fit for you that is why it is crucial to create a media list. It serves as a lifeline to your press. It is essential that you keep the list updated as the media is always changing.
Start by; making a list of publications where you think your target audience is. How to find this go to Google use keywords that relate to your product. You should pick the most popular websites and add to your list. You can also twitter and check which news outlet is tweeting about your product. If a news outlet is covering topics about your product or even your competition chances are high that they will be interested in your content.
Some media publication do not allow information that is not written by their team. After compiling the medalist is crucial to vet the list and make sure the publications are in a position to publish your work.
Do not pay for content it tarnishes your credibility when the reader finds out that you have paid for the content.
Wouldn’t be just fantastic to peek in the publishing list of a publisher on your media list and give them exactly what they want. What if I told you that this is possible? This is called an editorial calendar most publishers release them to plan to control their content for the entire year.
Find the editorial calendar for the publisher on your media list. Look at what they have on their schedule that is in line with your product. It is safe to pitch the idea three or two months before the date of set to publish.
Through media list, you have the names of the reporter’s name that cover the same bit as in your product.
Make a call this is usually as a last resort to use whichever information on the website to call and ask for the reporter’s information.
We are subject matter experts sometimes we find it so hard to write because we deal with these on a daily. Before you start writing to ask yourself these questions;
After you have created your media list, got contact, written down content do you just send your article to the publishers? REPORTS WANT TO SEE AN abstract a small piece of about 200 words it should include 4 elements
What the reader will get from your content clearly state your point of view and back it up usually they find a unique point of view very appealing
Get your content to tie into what is trending relating it to your product
Answers questions why should the reader’s care what problem are you solving for them
Credibility is the primary objective of getting published have one sentence of who are you and why the public should listen to you.
This is what you write in the body of your email when you attach the abstract. It is a sales pitch about getting the reporters attention.
Let’s first talk about when to not send this email, avoid Tuesday after a long weekend or before a long weekend. The best time to send is Friday morning most deadlines for reporters deadlines are Thursday evening. Your pitch the first impression of you. Craft it well, and you will be published.
Reporters get over 500 emails a day do not panic if you do not get a reply to your email. Unless your content has a timely factor t it, then it is okay to wait a week before checking in. Carefully craft your email remember that you sent a request and you are politely checking if the information was received.
A trick to use is to give additional information as you are checking in to provide you with even more credibility.
When dealing with reports and the media, in general, be ready for rejection and sometimes no feedback at all. Try another reporter do not give up!
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