Nothing brings PR anxiety like crickets, especially when you pitch contributed content and include the submission. Was the pitch bad? Was the piece bad, or both? Or neither! Or maybe “they just didn’t see it, so I’ll ‘float it to the top of their in-box’ in a day or two.”
>> contributed content
Placing contributed content ideally comes without strings — “pitch it, place it, forget it” — but that’s not how it works at Third Door Media, publishers of Search Engine Land, Marketing Land and MarTech Today. Third Door is in the community business. Community editor Wendy Almeida wants to help but you must help her too.
What makes for a smart approach to contributed content? Answer: something that you know has worked. A Sept. 25 Enterprisers Project piece called “Beware the dark side of agile project management” drew more page views than anything else TEP published that month. Let’s deconstruct why.
G2’s contributed content guidelines are refreshingly explicit and perhaps a bit demanding — you really need to know your SEO. Still, it’s worth it: submitting to G2 may land you a surprisingly effective hit while revealing how trade editors see their jobs these days.
The Enterprisers Project, described by owner Red Hat as “a community of CIOs discussing the future of business and IT,” may represent a contributed content opportunity for you. Content director Laurie McLaughlin (yes, formerly of IDG and UBM) explains why.
“I feel like I spend most of my week saying no,” says Dark Reading contributed content gatekeeper Marilyn Cohodas. The publication’s managing editor reviews the contributions submitted by PR folks. The good authors, she says, “understand the big picture and understand the problems that need to be solved.”
Which publications still accept one-off contributions? Of the 114 titles in our contributed content Google Doc, roughly 100 still accept standalone articles. Unfortunately, the most attractive venues — Forbes, TechCrunch and WSJ to name three — want ongoing commitments. Inc. and Entrepreneur already have hundreds of contributors and don’t hunger for more.
Financial Times opinion and analysis editor Brooke Masters this month produced a short video — and companion article — explaining how to contribute content to the publication. Brooke offers five basic points that every executive author should consider before pitching — to the FT or for that matter anywhere else.
A sharp-eyed subscriber alerted us this week to a cool, little-known Business Insider feature called “My First Day as CEO.” After a bit of sleuthing we identified the editor who oversees the franchise, and she offered us good background and pitching advice.
Thank you Dotted Line Communications, Engage PR, Kickstand Communications, Red Lorry Yellow Lorry and Tanis Communications for renewing your SWMS subscription. And welcome SourceCode Communications!
You can reach this site either by typing/bookmarking mediasurvey.com or samwhitmore.com