Whilst placing a paid advert in a magazine is always an option,not enough businesses get involved in editorial opportunities. And yet, they can be more credible and cost less! Have you got plenty to say? Ever asked the question: how do you get featured in magazines? You'll find this post interesting then.
Let’s face it, we all want positive press coverage. And maybe you work hard to achieve this by banging out regular press releases to a list of contacts? Granted, that’s one way. But with some lateral thought and effort, you could do a much better job. And achieve more.
Press releases tend to be about you
Nine times out of ten, a press release will communicate your new product, or a company development. That’s the big story, right? And sometimes, this works. Editors will publish your news on their product pages, or your new appointment on their “people” pages.
I’m not saying this is wrong. It’s part of the story.
But, it’s all about you. And what you want to say might not be the same as what your target audience wants to read.
So many press releases end up in the bin – the email trash or the physical waste bin. Loads. All that time and effort, yet you’re playing a probability game, along with everyone else.
By all means, keep doing it (making sure you’re creating attention-grabbing press copy – a future post for me). But widen your sight to other press opportunities too.
Editorial is for them
ALL magazines need high quality editorial, whether they’re trade or consumer-focused. That’s their bread and butter. Many have in-house editorial teams researching and writing on a regular basis. Others involve freelancers due to a tighter team.
Here's something you might not know…
Many will work with reliable industry contributors from time to time. And that could be your business.
Unlike advertising, editorial is never guaranteed. But it’s always more credible to the reader – your target audience. And with some time and know-how, you might be able to land yourself a two-page article to boast about.
How do I know?
Because I’ve achieved it countless times for many clients.
Want to see some examples? Just get in touch.
But remember this. To get involved in the editorial game, you must be open-minded. The reader is the focus, not your company. And the editor is always right. After all, they own the pages.
You might be able to create a great advisory article about an area of your industry. Imagine how that could position you as an expert. Or perhaps, there might be the opportunity to develop a Q&A with your MD on a topical issue.
It’s not always a straight-line idea of shouting about your new product, but it can reap huge rewards when it comes to enhancing the awareness and profile of your business among your target audience.
How you get featured in magazines: step by step guide
I’m sure you’d find a few views here. Mine come from experience. The general logic is to be very focused in your efforts. Know what you want to achieve and who you want to reach. Then, take the time to research this well.
The following steps are my recommendations on how to get featured in magazines. Not all are necessary in every instance, but you won’t go far wrong if you follow them:
Step 1: Understand what your target audience read
You want to reach them, so be utterly clear on who they are and what magazines (or online resources) they read. If you’re not sure, ask some of your customers.
Step 2: Know the key editorial contacts
Each magazine has a team of people behind it. Identify who your best contacts will be for relevant editorial.
Step 3: Have a look at past issues
Given their structure and style, gather some thoughts on how you might be able to contribute. You might even have some subject ideas or topical angles to suggest. Look also for features lists that tell you what they’ll be writing about in future issues.
Step 4: Get in touch
By phone or email (often both) introduce yourself to your editorial contact. If you’ve done some decent homework, you might suggest something of value to them and start a conversation about contributing.
Step 5: Deliver what they want
This is an important step. If you want to develop a strong relationship, create the contribution they need, on time and to their specifications. Make their life easy and they’ll remember you for further contributions. Let them down, they’ll remember that too.
Step 6: Respect the editor
Remember: this is not advertising. Editors can alter your words to fit their brief. But they’ll generally want you to be happy too. So, keep talking and working together.
Step 7: Showcase your achievement
When your article or contribution is published, ask for a copy, a PDF or a website link. Then tell the world! Share it on your website, via social media and email. Give copies to your sales team to use too.
Step 8: Keep the conversation going
You’ve done the hard work achieving your initial contribution. Now keep talking and offering further ideas for future issues.
Feeling a bit daunted? Not got the time or people in-house? I’ve helped many clients get featured in magazines of relevance to their market. I can help you too. Please contact me and we’ll have an initial chat.
Email: anna@cantaloupemarketing.co.uk
