4 Tips for Writing Guest Articles Without Ruffling the Fur Editor. Companies of all shapes and sizes will go crazy for
content marketing, with many companies spending more than 40 percent of their marketing budget to create content, and 76 percent of B2B marketers say they will produce even more in 2016. However, many companies are struggling with actions to balance quality versus quantity in their content marketing strategies. Unfortunately, a lot of focus is on the latter with the false belief that flooding the internet with their brand names will bring customers in, regardless of whether the content is valuable or not.
However, it doesn't have to be like this. As the chief executive officer or founder of the company, your experience has given you a lot of knowledge that you can share in the form of guest articles. Contributing authoritative content on respected websites or in reputable publications is a powerful way to build personal brands and social proof for yourself and your company. The term "thought leader" is now bound free, and consequently has lost its value, but if you take the time to comment on industry trends and share past experiences, the value generated for your company will be more than a few clicks to your website.
As with all types of marketing strategies, it is important to take the time to plan, and make sure your valuable time is used properly. How can you get opinions and your experiences included in leading publications without being the wrong editor?
Writing guest posts as your content marketing strategy.
Don't Promote Your Article.
As a PR company, one of our daily tasks is to help plan, write, and edit possible guest articles with clients. Common conversations - but equally frustrating - almost every day we have, are with clients who are determined to promote their company in the text, or use covert references that might not name their company, but openly promote services or products them and think that the editor was born yesterday and won't pay attention.
"Why do you have to use a social media marketing software platform" made by companies that specialize in the types of software right discussed in this article is - you guessed it - promotion, and we strongly advise you not to waste time writing it. . When planning guest articles, pretend you are playing a family fun game "Taboo." On your little white card that you can't mention - not even - is "why my product is important", "my company, ...". One slip and you get out of there.
Leading publications do not accept promotional guest articles, and can sniff out self-promotions like sniffer dogs. Sending promotional content that is falsified as a guest article to an editor is a surefire way to make a bad name for yourself and risk future contributions simply being rejected. The only link to yourself or your company must be in the byline that offers information about the author. Most prominent publications will allow you to provide a direct link to your website. The value of an article does not have to come from promotion, but rather from the fact that you have contributed valuable opinions and suggestions for wider conversations.
Write Something when You have Something Useful to say.
While trying to publish guest articles a million times better than making weak public relations announcements, the same rules apply: If you don't have something new and interesting to share, it's better not to share anything.
You have built something from ideas to real and functional products or services, and no doubt have an educational path along the way. Reflect on your personal experience as an entrepreneur and value whether there are actionable suggestions that you can offer to others. Then do a search on Google and see if the story has been covered before, if it's already, then it's best to go back to the drawing board.
Take a step back and look at your area of expertise. Look at broader trends in your industry or connected fields, and then assess whether you can contribute a number of new ideas that will appeal to the general public, or if you decide to navigate industry-specific publication routes, what will attract competitors, potential customers and coworkers.
If the idea doesn't flow freely, then look at the content that your competition produces, and try to find new perspectives or opinions that others think are useful and informative. That said, it is best to stick to topics related to industry and your own experience, because that is your social proof that will validate your ideas. You must explain the reason why you are the best or the right person to discuss the topic.
Don't Enter each Article into TechCrunch.
Look at your industry and the value of publications which offer direct routes to your colleagues and potential consumers. Niche publications allow for more technical, industry-relevant themes that will allow you to share your in-depth knowledge with the audience involved. If you write about technology, don't put all your eggs in one basket. Prepare a few places to think about. Sometimes getting a placement is just about reaching the right editor at the right time.
Having an idea of which publication you are going to go to before you start tapping your masterpiece is the key, because that will determine the tone and style of writing you should use, and the writing guidelines that you must follow. Most leading publications offer shipping guidelines, and adhere to strict rules regarding the number of words and links to external sites. Some publications such as TechCrunch offer an editorial calendar for sending guests, with each month based on certain themes such as politics, environment and finance.
Don't be afraid to Call Competitors.
Like any journalism, you need to back up your ideas with supporting evidence. The internet is full of misinformation, so be prepared to support every claim you make with hard data and opinions from other experts or face a counter-attack from the editor.
Even though you may have photos of your rivals on your office dart, offering olive peace branches by quoting competitors or mentioning their work in your field might cause them to share articles with their contacts and client base, and they might even return them. favor in the future.
Planning, researching, and writing guest articles that can be published is a long and time-consuming process that should not be underestimated. Throwing on behalf of the CEO or founder offers more social proof, than for example a head of marketing, but if writing is not your expertise, then let the long-winded colleague get on the plate. That said, try to get involved in the process and offer real insights and opinions, because in the end the finished product will have your name on it. Submitting guest articles is a great way to generate incoming links and build brand awareness, but the main goal is to make yourself a real industry leader based on quality, not the quantity of your contribution.
