Build Your Profile By Getting Your Blogs in the Media

Some businesses don't see the value in blogs.

I get it. For years, marketing experts have told you best practice means posting regular blogs on your company website.

Businesses hear this and invest a lot of time and money in their blog content.

But when they find that barely anyone's reading them, they get frustrated and stop.

But what if I told you your written content could be a gateway to building your reputation and brand image through media placements?

It's not just possible. It's one of the easiest and most cost-effective marketing strategies you'll ever employ in your business.

How to Turn your Blog into a Media Article: A step-by-step guide

Getting your article in the media is not as simple as sending your blog to a journalist. And if it is, your success depends on factors outside your control.

For any media outreach to work, your blog must come from a well-thought-out communications strategy that aligns with your business's goals.

Here's a step-by-step guide to creating media-ready content for your business. 

And to help, I'll add an example at each step from a recent communications project I worked on with a client in the professional services industry.  

Step One: Set your Communication Objectives

While the premise of a blog on your website may be to improve your Search Engine Optimisation or generate leads, an article in the media raises brand awareness or builds your profile.

Before deciding what you will pitch to the media, set a communication goal.

It may be establishing your position as an expert in your field or establishing a business as the "go-to" destination for the services you offer. Much of the "grunt work" that goes into achieving those goals will come from your marketing, but a media placement will act as a magnet at the top of your sales funnel. That's why your marketing and media articles must align. 

Step one in action: 

My client, a boutique professional services firm, offered its employees uncapped remote work, flexible working options, and a parental leave policy that matched that of the largest firms in Australia. 

However, outside that organisation's four walls, no one knew about it. They wanted to promote these initiatives to be seen as an employer of choice, ahead of other boutique firms that don't offer the same benefits.

Step Two: Identify the Most Appropriate Media Outlets

Not all media outlets are equal. Getting your article in a high-traffic tabloid is useless if their audience isn't in your target market.

Find a media outlet your target audience frequents and trusts to bring them the kind of content you're offering.  

Identifying media outlets that already have articles on the topics you want to promote makes it much easier for you to pitch yours.

Do some research into the topics that align with your communications goals, and see which media outlets are having the most impactful conversations about it. Those conversations are the ones you need to join. 

Step two in action: 

We identified an industry-specific publication that shared news, insights and human interest articles. The outlet was also where the firm's larger competitors announced their employee benefit policies. Given the target market for our communications plan was potential employees rather than potential clients, it was the perfect place to find them.

Step Three: Rewrite Your Blog in the Style of the Target Publication

Journalists have a lot on their plates. So if you send them your blog as-is, it's their job to modify it into an article in the style of their media outlet.

So if you want a journalist to publish your article, make their job easier. Media outlets have a comprehensive style guide that all published content must follow. And the closer your writing is to that style guide, the higher the chance they'll post it.

Review the articles already published in their outlet, and amend your blog to mimic those articles.

Step three in action: 

We looked at how the outlet had presented articles about competing firms announcing their policies. Using them as a guide, we adjusted existing articles and created entirely new ones in the same style.

Step Four: Pitch Your Article

Last but not least, now's the time to pitch your article!

If possible, find the contact details of the publication's editor, as they have the final say on what gets published. Although, reaching out to a journalist works as well.

And as for justifying why your article should get published, let the content speak for itself. The fewer words you need to use to relate your article to the topics they cover, the better. After all, journalists also don't want to read paragraphs about why they should run your article!

Media outlets want to give their viewers a reason to tune into them, so it's best to only pitch to one outlet and offer the story exclusively.

How long should you wait after pitching an exclusive article to a media outlet? 

It's best practice to give your chosen outlet two weeks to respond. If they haven't responded by then, send them a follow-up email reminding them of your pitch and letting them know that you would like to be able to pitch to other outlets if they aren't interested. Often, an email like this can spring them into action!

Step four in action: 

Here's the email we sent to the editor pitching our first article:

Hi Editor,

I hope you are well.

I'm reaching out to enquire if (publication name) would be interested in running the attached story (title).

This story will contribute to the conversation about (the topic).

Please let us know if you're interested in running this story, which I would like to offer exclusively to (publication name).

Kind regards,

The digital writing expert.

Step Five: Keep the Momentum Going

So you've got your article in a media outlet. Well done!

Now, it's time to let your community know about it too. Share a link to the article on your communication channels.

It's also a great idea to send an email to the journalist/editor you pitched to thanking them for the opportunity. Building rapport with the publication and individual journalists increases your chances of getting more articles placed in the future.  

Looking to Get Your Blogs Featured in the Media? We Can Help!

If you need some assistance at any stage of the process, our team of expert writers and communications specialists are here to help.

From coming up with a winning communications strategy through well-informed research and media monitoring to putting together the perfect article and pitch, we'll guide you through every step of the way.  

Are you looking to build your profile and make your writing count? Get in contact with us today.