Page 102 - SKU-000506274_TEXT.indd

Chapter 27—Articles

Contributing articles to trade publications, newspapers, and
online news sites is a great way to demonstrate thought
leadership. Industry publications voraciously seek contributions
from industry stakeholders. These outlets are often publishing
one issue a month, and they rely on companies and members
to provide interesting content.

Here are 8 steps for generating and submitting articles to
industry publications:

Step 1: Build your List. Create a list of the 3-5 publications
that have the greatest reach across your target market and
create a longer list of publications that reach your audience
but to a lesser extent. You can pitch some articles to the
3-5 priority publications and others to the lower priority
publications.

Step 2: Review Guidelines. Identify the content
submission guidelines for each publication. These are
the rules you have to follow to be eligible for publication.
Pick opportunities that allow you to contribute knowledge
and experience to the publication and that provide your
company with the greatest exposure.

Step 3: Review Editorial Calendars. Most publications
develop an editorial calendar for the year. Know which
upcoming issues will feature themes/trends that are closely
related to your products and services.

Step 4: Review Articles from Past Issues. To get a sense
of what the publication is looking for, pay attention to the

115

© 2012 Lisa Shepherd