8. Put Yourself in the Editor’s Shoes
If you’re trying to get a piece of content published through an established source, such as CI or TD, consider that, while you and the editor probably share a goal of educating readers, the editor has some unique objectives as well. Some advice for winning over editors:
- ✔ Don’t limit yourself to reaching out to the top editor. Sometimes another editor or writer on the masthead might have more time and more ability to focus on your content idea.
- ✔ Put yourself in the editor’s shoes and make a case for why the content would be beneficial for their readers. That will be the first question that pops into their head, so help them answer it.
- ✔ Editors understand it’s a two-way street, so be honest about your objectives behind pushing the article out. They might be able to help.
- ✔ Look for editorial calendars online and look for good fits, but don’t limit your pitches to the topics listed. Those are guidelines, and a good idea can be implemented at any time.
- ✔ Tone down the marketing and promotional speech. That will be a red flag for any good editor.
- ✔ Don’t be married to your creation. Give a green light to edit and tweak.
- ✔ Mention that you’ll help to promote the content through your newsletter or social media. Editors want as many eyeballs on good content as possible.
- ✔ Offer to work with them on generating additional articles and topics.
9. Content Isn’t Limited to Articles
OK, so maybe not everybody is a writer. By the way, not everybody is a reader.
Integrators and consultants that want to put their voice out there and establish thought-leadership have lots of options beyond writing columns. Some folks are better speakers than they are writers.
Consider participating in podcasts. Is somebody in your organization talented at editing video? Consider creating short videos. Is there a graphic designer who can create cool infographics (you can also auto-create infographics)? What about participating in webcasts as an expert panelist on appropriate topics?
Today’s media consumers like to watch and listen at least as much as they like to read, so don’t think of “content” as merely articles. By opening your mind when it comes to content, you allow yourself and your colleagues to do what they’re good at.
10. Creating Content vs. Getting Covered
Integrators and consultants that are in a position to solve customers’ problems are naturally also excellent sources for articles that aim to address industry challenges. So you, more than likely, are a person who reporters at trade publications want to interview about something. Here’s the thing: You probably know what that something is better than we do.
Read Next: Keep Your Enemies Close: When to Suck It Up and Partner with Competitors
The trick is to put yourself in a position where a reporter will think to interview you for an article that will showcase your expertise and thought-leadership, so establish a relationship with editors. Most of us like to meet as many readers as we possibly can, because our readers are potential sources on industry issues, technology trends, project case studies and corporate profiles. Reach out. Phone calls and emails can’t hurt. If we’re too busy to chat, we’ll let you know — but a good trade pub editor considers that his audience members’ (the ones that are actually out there doing the things that he’s just writing about) time is more valuable than his.
Once an editor knows you (and knows that you know him) he’ll be more likely to reach out for an interview.
11. Projecting Your Great Projects
A big focus for most trade publications, including CI and TD, is to uncover stories about successful projects that will carry lessons for the market. Very often when integrators or consultants want to “get covered,” they want articles written about their projects.
Know that on whatever day you pitch a project to an editor, it’s probably not the first or last project pitched to them on that particular day. Make an effort to stand out by demonstrating that you have good photography of the project. A video of a project is a huge plus. Equipment lists are always nice. Be prepared to convey why readers ought to care about the project. That a project is “amazing” isn’t always good enough; it’s sometimes better if the project is relatable.
Finally, know the details — the who, what, where, why and how — because you’ll be asked those questions.
Editor’s Note: This article includes contributions from CI editor-at-large Craig MacCormack.
