It's frustrating when one of the key publications in your industry comes out with a major article highlighting your company's category of products but doesn't mention any of your products. Beyond losing this key promotional opportunity, chances are that there are 5-20 less visible opportunities every month for your company's products to be mentioned in publications or websites that cover your product, technology category or target markets. Many of these opportunities are relatively easy to take advantage of because the publications are often not looking for you to go to the trouble of drafting a complete article but simply want you to provide information that may already exist or would like to interview an appropriate person at your company.
How can you best take advantage of these opportunities? The first step is to obtain editorial calendars for the publications that target your prospects and customers. Prepare a spreadsheet of relevant issues and articles sorted by the publication's deadline for materials to be submitted. Contact the publications a month or so before their deadline to offer to provide materials for the article or issue. Offer to provide background information such as product releases and white papers, make your executives available for interviews or submit a contributed article. Editors are busy so there's a good chance your original message might be overlooked. Be prepared to follow-up as needed to make sure your offer is received and considered. If the editor accepts your offer, then after you provide what is requested, further follow-ups will be needed to keep the project on track and get a copy of the finished article.
We can help by taking charge of the complete process of tracking and following up on editorial opportunities for a low monthly fee. We utilize a database of editorial opportunities to identify targets and track submittals and follow-ups. A key advantage is that we have the technical background to understand what editors are looking for and can identify and select relevant information from existing materials or write it from scratch if it does not exist. We have written and placed over 9,000 articles in nearly every area of technology. If you are interested, please send me an email and I will send you examples of articles we have written and placed in your field. We also write white papers, technical papers, collateral, press releases, web pages and other type of marketing materials and also distribute press releases. Hope we can work together in the future!