3 tactics for getting marketing publications and websites to run your content

Every day is a grind when you’re sending content to marketing publications.

Many other marketing experts are sending pitches, as well. Content marketing, including guest posting, is a common strategy.

Editors at marketing publications, too, are familiar with content marketing themselves and already field countless pitches, so they have to scrutinize those pitches intensively, making them less inclined to respond to just any pitch.

[FREE GUIDE: The 7 questions you should be asking about brand journalism]

Here are a few challenges to expect when targeting marketing publications, along with ways to address each:

1. Make timeliness work for you.

It’s up to you to give an editor a reason to push your content to the front of the line.

One way to do that is to write on a timely topic. Because evergreen content has an extended shelf life, it's often moved to the back burner, and it could take months for your submission to be published.

When your pitch doesn’t speak to a specific, popular trend or an issue in the current marketing and advertising news cycle, it’s not likely to prompt an editor to push aside the rest of his or her agenda. New marketing trends emerge all the time, and your content should prove that you’re on top of the changes.

2. Promote your knowledge, not your services.

For example, if you work at an experiential marketing agency, avoid writing benefits-of type pieces. Instead, focus on using your expertise to provide analysis through a case study or by commenting on something newsworthy in that niche.

Another option is to present yourself as a marketing expert and prove your expertise by speaking to bigger marketing principles or your ideas for the industry. Plus, by addressing trends instead of using content to promote your company’s services, you build equity with publication editors and show them how far your expertise stretches.

3. Show your commitment through your pitch.

Demonstrate that you understand what type of content they need, and elicit feedback from them. Follow three steps:

• Prove the exclusivity of your submission by stating as much and explaining why it’s a fit for a certain section on their site and for their audience.
• Look through their submission guidelines to determine whether they prefer to see an outline first or simply want a final edited version of your article. Some editors want to influence a concept early in its development. Others are more exacting, and it’s up to you to submit a stellar final submission and only that version.
• Offer to help publication editors with revisions. They’re swamped, and if you want them to invest time in reviewing and publishing your piece, show them you’re willing to help them every step of the way.

Daniel Trevinos works for Influence & Co. A version of this article originally appeared on Influence & Co.’s blog.

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