Imagine for a moment, the glory days of print publishing. During this era, industry publications had large teams of writers who penned compelling pieces for their readership. This internal content engine kept publication editors busy—as one might guess—editing. The internet and social media have completely transformed the publishing process. Most publications writing teams have shrunk and savvy editors have leaned into leveraging industry experts for help with content creation.
This shift is an opportunity for established industry experts and thought leaders. Publishing an article as an external contributor allows your organization’s thought leaders to share insights outside of your organization’s typical content platforms. Featuring one of your experts in a leading publication is yet another channel in your content marketing arsenal to highlight your organization’s expertise.
Paid vs. Earned Article Placements
Leading publications have evolved from the quarter-page ad. There are many opportunities to purchase a sponsored article or content-based campaign to be featured in a publication’s print, email newsletter, or other digital formats. This approach shares your expertise and brand with the publication’s audience and is an effective marketing tool. However, these paid placements typically come with language indicating the sponsored nature, which can diminish your credibility.
The alternative to a paid media buy is earning an article placement based on the fact that you are an expert in the industry. Publication editors look for authors who can deliver content that will provide significant value to their readership. This approach can provide more credibility than the paid media approach, however, it is more difficult to accomplish as it requires long-term relationship building, collaboration, and customization. But, it’s a worthy endeavor.