From a single quote to a full-page feature, media coverage comes in many forms. Sometimes, when our clients are interested in educating a target audience, propelling a message or otherwise developing thought leadership, that coverage comes in the form of contributed content. One way to leverage contributed content on an ongoing basis is by becoming a recurring contributor.
However, an author’s willingness to write isn’t enough to secure an ongoing column. Like following the directions in a recipe, there are steps to take when it comes to landing a repeat opportunity. Here are five elements you’ll want to combine when working to secure a contributor opportunity for your company.
1. ONE CONTRIBUTOR
A contributor is the most important ingredient in a contributing opportunity, like flour in a cake or eggs in an omelette. In order to secure a contributor profile, you must first have an author to offer. A person might be fit to be a contributor for a variety of reasons, but when it boils down to it, every contributor has one thing in common: they are an expert in their field. Whether that proficiency lies with your VP, CEO or CMO, consider which area of expertise you want to promote when selecting your contributor.
2. A SPRINKLE OF TARGET AUDIENCE
Part of the appeal of becoming a repeat contributor is consistently getting your company’s voice in front of an ideal audience. In order to make a contributor opportunity valuable to both you and the outlet, your target audiences must align. Decide which audience your company is most interested in reaching and determine which publication matches that audience.
3. A SPLASH OF VOICE
An author simply adding to the noise in the industry won’t make a good contributor. The key to making a potential contributor stand out is presenting that individual in a way which demonstrates their niche — a field or two they know better than anyone else. Contributors that present their industry expertise with a fresh angle and unique voice appeal best to publications.
4. A HINT OF COMMUNICATION
More often than not, publications have a contributed content gatekeeper in charge of selecting contributors and ensuring they maintain the standards of the outlet. Instead of sending your email to an alias and crossing your fingers that your message gets through to someone on the other end, try to connect with a real person. Contributed content gatekeepers can have many different titles, so make sure to do your research prior to reaching out — or consider working with a team that is familiar with managing these types of media relationships.
5. A CUP OF CONTENT
The final ingredient? A piece of content! Sounds simple, but it is one thing to draft a piece of content, and another to draft a piece that will make it to publication. Outlets have guidelines that must be followed by contributors to ensure content meets the expected standards. Your contributor shouldn’t simply produce their best work, but their best, relevant work, in order to be considered. Incorporating the brains of an entire team to draft, edit and review content can help perfect a piece for publication.
If you’re looking for a master chef to whip up a recurring contributor opportunity for your company, contact Lindsey Groepper and discover how the PANBlast team secures recurring contributor opportunities for our B2B tech clients!