Cision named contributor marketing as one of the top trends for 2017. Contributed content is an incredibly useful tool for PR pros—whether you’re looking to raise the profile of your client or your agency. Contributed marketing is creating content then pitching it to appropriate outlets. The demand for content is rapidly increasing. The Atlantic reported that “The New York Times publishes about 230 pieces of content—stories, graphics, interactives, and blog posts—daily. This number has risen by more than 35 percent this decade.” An increasing number media outlets are turning to contributors for content on their sites. Below are some things to consider when contributing content and some potential beneficial outcomes.
1. Reduce, Re-Use, Recycle Content
Work smarter, not harder. Many companies have their own blog (like the one you’re currently reading) with quality content. Re-using this material is beneficial in two ways. First, it saves you time. If your company blog content is strong, there’s no need to spend the time and energy wracking your brain for new topics. Spending time updating and polishing a blog post is easier than starting from scratch. Secondly, refurbished blogs that are posted elsewhere often point back to the original blog site. This can draw readers back to the first site and result in increased visits.
2. Establish yourself as thought leader + target online outlets
What expertise can you or your clients share? Craft this know-how into blog or article form and offer it to specialized publications. Many outlets have online sites that churn out an incredible volume of content—and also receive considerable viewership on their site. Most will also post recently published articles on social media platforms—another way to reach a larger audience. CIO outlines some characteristics that indicate strong potential for contributor marketing including: industries with cycles of innovation, customer problems, specialized information or an established online presence.
We say it over and over: PR and earned media is about relationships. Contributed content is a great way to develop them. Bloggers are always on the search for fresh content and ways to draw readers to their site. Guest blogging and collaborating with like-minded, knowledgeable people is mutually beneficial. If the contributed post is successful on their site it’s possible that an established relationship will develop.
The only caveat with guest blogging is ensuring the site you’re partnering with is legitimate. No one wants to read an a post (regardless of content quality) on a spammy sight with multiple obnoxious pop-up ads. Take the time to research different outlets to target the best platform for your content. Think about the target audience of each platform and who you’re striving to reach with your content. Do the two match up?
Hopefully these suggestions can help you move forward with a successful contributed content marketing strategy in 2017.