In a time when artificial intelligence and natural language processing can mimic human content creators, now more than ever readers crave high-quality and accurate insights directly from industry experts. As a result, publications that feature content from expert contributors have an edge in connecting with target audiences. Contributed content is a powerhouse when it comes to building your brand’s presence, bolstering credibility and demonstrating your firm’s expertise to an audience in need of solutions.
Contributed content can take the form of any material handed over to a publication or platform, typically by someone who isn’t a journalist. This includes articles and blogs in trade publications, industry journals, magazines and blog platforms, but it doesn’t stop there. Videos, interviews or eye-catching visuals can also serve as contributed content. Many editors prefer materials from industry experts and thought leaders over journalists because they can address real audience problems with experience from the trenches. That said, delivering content that will capture the attention of readers and editors demands a strategic approach.
How to Deliver Contributed Content that Engages Readers and Editors
Before spending the time and resources on developing content without a strategic approach, it’s essential to understand what readers and editors are looking for in an article, blog, video or interview. Although each media outlet has its unique focus and audience, there are a few universal best practices that every aspiring contributor should keep in mind:
1. Be an expert.
While compelling headlines grab a reader’s attention, controversy alone won’t make insights worth publishing. Contributed content must be well-informed, credible and supported by reliable sources. Readers are looking for actionable solutions and insights from proven experts. What does “proven” mean? It varies by publication, but some, like The Enterpriser’s Project, have clear criteria. They publish from contributors with titles like CIO or equivalent IT leaders for an “IT leaders, by IT leaders” perspective. For others, it may mean gathering insights from additional key industry players.
2. Write with a specific audience in mind.
As an expert, it’s essential to be well-acquainted with your field. The same goes for a publication and its audience. Every magazine has its unique mission and a dedicated readership with specific challenges, interests and knowledge levels. Align your content with the interests of the niche audiences the publications have already established. Your content should hit the bullseye by addressing readers’ unique characteristics, needs and pain points.
3. Deliver value over self-promotion.
While there is a time and place for self-promotion, contributed content is a platform for sharing valuable insights, not boasting about your accomplishments. Leave personal bias and any mention of your products or company at the door. Savvy readers recognize an advertisement disguised as an article. In fact, 79 percent of editors surveyed by Influence & Co. said they rejected guest content pitches because they were “too promotional.”
4. Strive to hook and engage readers.
Even though B2B subject expertise can require specific knowledge or niche skillsets, readers still want information delivered in a compelling and interesting way. Both readers and editors crave articles that are riveting, fresh and even controversial. Before writing, review the publication’s previous articles and find that sweet spot where you can offer a fresh perspective or a new spin on a valuable topic. The power of storytelling cannot be underestimated, especially when it’s backed by personal experiences, use cases and real-world examples.
5. Follow submission guidelines.
Every publication has its own rules about word count, referencing, inclusion of graphics and style. Some guidelines are more intricate than others, so it’s wise to review each outlet’s contributor policies and procedures. With guidelines in mind and a solid understanding of existing content, model your submission after other successful articles.
6. Do not underestimate the value of proofreading.
The editing and proofreading stage is not just about catching typos; it’s about ensuring your content is crystal clear, logically organized and factually sound. Bring in fresh, trusted eyes to provide feedback and refine your work. Great content is a result of collaboration, not a solo performance.
Opening Doors for Connection
Contributed content is a formidable tool for companies that seek a competitive edge in their marketplaces. Whether you or your company is looking to attract new customers, establish thought leadership or build thought leadership, contributed content can foster vital connections. Knowledge reigns supreme and platforms like trade magazines, news websites, business journals and blogs offer a valuable stage to share that knowledge. Delivering articles to the right publications puts your company and its thought prowess on display and opens doors to business growth. Contributed content is a strategy that increases visibility, boosts credibility and engraves your name in the minds of your target audiences. That’s why savvy companies make it a priority.
