Having a guest article published on an industry-specific or national news site can be a great way to build on your thought leadership and promote your brand. However, it’s not always an easy feat, as editors receive hundreds of submissions every day from others clamoring for the same opportunity. It’s easy to understand, then, why publications must be stringent in their submission and review process–they must ensure that only the most high-quality and valuable content makes it through. For this reason, it’s critical to have a well-executed strategy in place before you begin writing or submitting an article for consideration. So what can you do to successfully get published online? Having had dozens of articles published on behalf of clients and my team, I’ve listed some top tips that you should consider when trying to obtain a guest article placement.
Leverage a Relevant Time or News Peg
An article is much more powerful and engaging if there is a relevant news peg tied to it. This means leveraging a trend or story currently taking place in the news (whether it be mainstream or industry-specific) and tying it into the focus of your article. An editor will be much more likely to publish your story if it ties into a larger theme and conversation that is of interest to their target audience. For example, if you are a marketing and branding expert with a focus on social media, it would be wise to use the latest Facebook algorithm change to discuss how this shift in users’ newsfeed could impact brands and organic reach. Time pegs are another very effective way to add relevancy and a sense of urgency to your story. For example, MLK Day or Engineers Week are both examples of time pegs that could be leveraged for an article.
Provide a Unique Angle
While it’s incredibly important to tie your article into a larger narrative or trending story happening in the news, you must also be sure to provide a unique angle to that story. You never want to simply regurgitate what has already been said. One method to help ensure that you’re not writing something that has already been covered is to do a quick search of related topics on a publication’s site to determine whether they’ve already written about the story you’re pitching/writing. This will help you to fine-tune your idea and shift the angle if needed.
Understand the Publication’s Audience
It might seem obvious, but even the most well-written, interesting article will go ignored if the topic and angle doesn’t appeal to a publication’s audience. It’s important to understand what an audience (and editor) will be drawn to. For example, if you write a guide on the best educational teaching tools out there, but the audience of the publication is primarily students, it won’t be of any use or interest to them, despite the fact that they both pertain to the same industry. You must tailor your content and angle to something that the audience will find beneficial and worthwhile in order to be seriously considered.
Make Sure to Follow any Submission Guidelines
Few things will disqualify you more quickly in the eyes of an editor than completely disregarding clear directions for writing and submitting an article for consideration. This can turn you and your article into more of a nuisance than anything else and cause an editor to overlook the hard work you’ve put into the actual content. With this in mind, take note of their submission requirements and follow them as closely as possible.
Also, unless they explicitly say otherwise, it’s usually a good idea to send the editor a short pitch outlining your article idea before you begin writing it. If it’s not in line with what they’re looking for, this tactic will allow you to either pivot your angle or focus your time and effort on other publications instead.
Have Sources to Back Up Your Claims
Although contributed articles tend to be opinion pieces, it’s still important to include credible sources that help to support and back up your claims and position. Adding in these sources will only strengthen your stance and illustrate that you’ve put in the time and effort to provide a piece of content that has merit and which goes beyond your own personal ramblings. Citing stats or studies but failing to hyperlink to the sources can also prolong the publication process, so it’s important to properly reference and link to any sources used from the get-go. Keep in mind that news sites (almost always) prefer hyperlinks to sources over more traditional APA citations and footnotes.
To learn more about our digital PR services, read here: Digital PR.
Caroline brings a wealth of knowledge in communications, marketing, and account management to the Circa Interactive team, and she has worked with partners such as HP, Cisco, and Adobe. Graduating with honors in Business Administration and Marketing from the University of Oregon in 2011, Caroline now plays a key role in Circa Interactive’s digital PR strategy by building long term relationships with internationally recognized media outlets on behalf of our clients.