how to get your content published on influential sites · marketing - social, newsletter, forums,...
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How To Get Your Content Published On Influential Sites
@themattkamp #HUGSTL
We build thought leadership for brands through original, high-quality content.
• Founded in 2011 to address the emerging trend of thought leadership, now ~65 FT employees
• “Top 5 Agency of the Year” in 2015 by Content Marketing Institute
• 2,136 articles published in 2015 generating 1.84M social shares for our clients
QUICK POLL!
How many of you regularly create content?
QUICK POLL!
How many of you regularly create content? Bylined content?
80% of business decision-makers prefer to get
company information in a series of articles versus an
advertisement.
GOOD NEWS!
Content marketing is all about PEOPLE
Goals of Content Marketing
Build trust. Boost awareness.
Showcase credibility. Marketing & sales enablement.
SEO in 2016 = High Quality, Engaging Content
Plus…
External Content
How do I get published?
How to create content editors crave
What Editors Of The Top Online Publications Had to Say
Influence & Co.
Influence & Co.
1. Document your content strategy (and create a knowledge bank)
2.Research the publication’s audience
3.Share your expertise & get personal
4. Back it up with data
5.Perfect your piece before submission
How Brands Can Get Published
Document a Content Strategy
Only 32% of marketers have a documented content strategy,
down from 35% last year.
-Content Marketing Institute
1)
Value prop
Competitive analysis
Brand voice
Personas
Pain points (i.e. topics)
Mediums of distribution (hint: work backwards)
Goals / Metrics
Elements of a Document Content Strategy
Organize Your Expertise With A Company Knowledge Bank
2) Research The Pub’s Audience
• Is your message relevant? • Is it non-promotional? • Does your content educate? • Is it unique?
The Value of Niche Sites
• Quality > Quantity
• PR credibility vs content marketing that performs
consistently
• Educated traffic = More engaged visitors
@InfluenceandCo #ATwebinar
“It’s imperative to get direct content and insights from key players in the industry, whether they are peers of our readers or general colleagues.”
— Editor surveyed in the State of Contributed Content Report
3) Share Your Expertise & Get Personal
4) Back Up Your Content With Data
• Edit, edit, edit • Fact check • Plagiarism check (use Copyscape)
5) Perfect Your Piece
Tips for reaching out to editors
Option #1: Find email on publication
Option #2: Social media outreach
Option #3: Contact forms last
…and you’re published!
Now what?…
BONUS!
Maximizing the value of your content
Qualitative + Quantitative ROI
TACTICS:
Marketing - social, newsletter, forums, paid, nurturing leads
Sales - before/after calls, activate leads
HR - hiring, Slack/IM, company awards
Execs - bio, speaking, email signature
All departments - share for max reach!
Q&A?
