Contributed content, sometimes referred to as guest posts, describes any content published by a media outlet that was written by an individual who is not a journalist. Typically authored by subject matter experts working in the field, contributed content comes in the form of articles and blogs for trade publications, industry journals, magazines, social media, and blog platforms. It can also be video content, interviews, or infographics. Research shows that 92 percent of editors prefer contributed content from industry experts over journalists. This is due to the subject matter experts’ unique ability to address real-world challenges with proven experience.
Contributed content can significantly boost your brand’s visibility, credibility, and thought leadership. Despite its value, several myths and misconceptions can hinder brands and thought leaders from fully leveraging this powerful tool.
Myth Versus Reality: Six Misconceptions About Contributed Content
Contributed content that appears in highly targeted and established publications offers companies and thought leaders a unique opportunity to reach the audiences who need their insights most. To leverage this channel effectively, it’s essential to separate myth from reality.
Myth #1: Contributed Content Isn’t as Credible as Journalist-Written Content
Reality: Editors seek contributed content from industry experts with proven backgrounds and insights in their field. Trade publications editors are often industry experts themselves and seek content from practitioners who can offer real-world insights and practical solutions. This expert-driven content resonates with readers looking for trusted and actionable information, building your brand’s presence and establishing your expertise in the field.
Myth #2: Contributed Content is Self-Promotional
Reality: Although some publications may charge a fee to publish contributed content, it is not advertising. Instead, it focuses on delivering value rather than self-promotion. In fact, 79 percent of editors reject guest content pitches that are self-promotional. While it’s true that contributed content can enhance your brand visibility, it’s not about overtly promoting your products or services. Rather, it’s about sharing valuable insights, solving industry challenges, and demonstrating thought leadership. Readers and editors seek content that provides genuine solutions, and industry experts are uniquely positioned to offer these insights in practical ways.
Myth #3: Trade Publications Aren’t Relevant in the Digital Age
Reality: Trade publications, whether digital or print, remain highly relevant and powerful in the B2B marketing mix. When channels like email and social media can become crowded and overwhelming, trade publications reach highly targeted audiences. They offer a platform for practical, insightful, and action-oriented content from field practitioners. These specialized publications cater to niche markets, making them ideal for reaching prospects and customers.
Myth #4: Contributed Content Doesn’t Require a Strategic Approach
Reality: Delivering engaging and impactful contributed content demands a strategic approach. It’s crucial to understand what readers and editors look for in an article, blog, video, or interview. It’s just as important to know the practices for pitching and the standards of editors. This can mean working with a ghostwriter or a marketing agency that can support your subject matter expertise. In 2024, 48 percent of content marketing is outsourced to agencies or third-party companies to ensure high-quality content that meets the standards of readers and editors alike. This includes having a rich understanding of the audience, developing valuable and customer-centric content, following editorial guidelines, proofreading thoroughly, and submitting content on time and in the format required by the publication.
Myth #5: Contributed Content Doesn’t Influence Buying Decisions
Reality: In a noisy digital landscape, especially with the rising use of generative AI tools, buyers seek content from proven experts who serve as trusted sources when making a purchase. According to DemandGen’s 2023 Content Preferences Survey, 82 percent of buyers seek content that addresses relevant or specific topic areas when looking to make a purchase. By contributing high-quality content, businesses and thought leaders can build a strong reputation as reliable sources of information, converting readers into customers, partners, or advocates.
Myth #6: Technical Content is Too Niche
Reality: Technical content in trade publications is highly valued by professionals seeking to stay up to date with the latest trends and advancements. This type of content offers actionable solutions, fosters trust, and establishes value-based relationships from the first touchpoint. Additionally, technical content enhances the contributor’s reputation as an industry authority. In fact, DemandGen’s respondents recommended increasing technical expertise, with 43 percent stating content should focus less on product specifics and more on business value. Moreover, 38 percent recommended adding more insights from industry thought leaders and analysts.
A Win-Win Solution
Despite the dramatic transformation of traditional publishing, contributed content offers a valuable tool for thought leaders and businesses who seek to capture attention, demonstrate thought leadership, and gain a competitive advantage. Editors are always looking for quality content that’s a fit for their readers. Sometimes, trade publications are short of staff and looking for ready-to-publish content. If you can provide what editors are looking for, it’s a win-win. By contributing to relevant publications and media outlets, businesses can showcase their thought leadership and engage with audiences in innovative ways, building strong industry relationships, and achieving business growth.
