How Advisors Can Submit Custom Content to Gain New Readers

by | Jun 25, 2019

Now that I’ve covered how powerful content marketing can be when you share articles with your own audience via your website, social media, and email list, I want to discuss the mechanics and benefits of submitting custom content to relevant publications.

In part nine, How to Share Financial Content With Your Readers, of The Ultimate Guide to Content Marketing for Financial Advisors, I went into detail about the logistics of effectively sharing your content with readers using the channels you control.

Now it is time to talk about how to submit custom content to publications to expand your reach and gain more readers.

When developing and executing a financial content marketing plan, submitting custom content to publications is an important opportunity that should not be left unexplored. To reach people who have never heard of you or your website, who aren’t connected with you on social media, and are not subscribed to your email list, you can work to get your name and content into publications your target audience is already reading.

Appearing in respected online media and publications will open doors to connect with potential clients and offer worthwhile networking opportunities. It will help build your authority and credibility as a go-to expert in your field and raise awareness about your firm.

Publishing on relevant high-authority sites will also give you the opportunity to link back to your company’s website, boosting your SEO and potentially generating valuable leads.

So now that you are thinking about getting published, what are your next steps?

Many financial advisors may not even know where to begin. The simplest answer is to consider what sources you use to get your information. Think about various online publications like LinkedIn Publisher, Investopedia Advisor Insights, and local outlets.

You will need to research and locate each outlet’s submission guidelines and follow them when sending your content. You’ll also need to try to find the name of the person responsible for receiving outside submissions. Locate their individual contact information if possible, or their title if a specific name isn’t available, and direct your submission there. Create a database of who and how to send your submissions and keep it for ongoing use.

Possible Media Outlets for Financial Content

When coming up with a list of publications to submit your content to, don’t be afraid to go big. Think outside the box and consider who your target market really is. You should be considering publications that the types of clients you want to do business with are subscribing to and already reading.

Submit a guest blog post to top business or lifestyle sites, such as:

  • Business Insider
  • Forbes
  • Huffington Post
  • Inc
  • Money.com
  • AARP
  • DailyWorth

Submit content to local media, such as:

  • Local news outlets
  • Local business journal
  • Professional associations
  • Trade magazines
  • Chambers of commerce
  • Business and social clubs
  • Hyperlocal publications targeted to affluent neighborhoods in your area

Keep in mind, submitting content is free and it also carries more weight than buying advertising in the same publications. While people often skip over ads, they are reading the publication for its content and already consider it a trusted resource. Publishing there will automatically elevate your reputation by brand association.

How to Pitch Financial Content Ideas

You don’t need a publicist or PR agency to get started with getting your content into publications. Before you reach out to media outlets, get clear on what you want to be known for first.

Then, brainstorm specific financial content that you can best cover and identify the subjects you’re most passionate about discussing. Next, consider whether or not there is widespread interest in the topic and think about the special perspective, insights, or angle you can offer. If a topic comes up in the news that’s relevant, consider how you can put your spin on it or what value you can add.

Get creative, keep an open mind, and work to build relationships with editors by becoming a helpful resource for them. Engaging with editors ahead of time on Twitter or LinkedIn can help you stand out when you show up in their inbox with an idea.

Here are some good points of contact when you’re looking to submit content for publication:

  • Local or regional financial publications: editor
  • Daily community newspaper: contact the city editor or the editor in charge of the section, which is likely the business editor
  • Weekly newspaper: editor
  • Magazine: editor or managing editor

There are several options when it comes to submitting content. I will try to cover the most important points of the two most popular options – online and email.

Submitting Content Online

Sometimes you have the ability to upload the article directly to a website over a secure submission platform. If this is an option, use it! Submitting your content directly to a platform simplifies the process and it is already set up to reach the right people.

Some online publishing platforms require registration along with a username and password every time you publish. I recommend using the same username and password with each publication. This makes things a little easier. I would also create a template in Word or Google Docs so when you’re ready to publish everything will be in one place.

One word of caution: avoid bulk article submission sites. While these sites were once a trusted method of getting your content distributed online, they were overused and now your content may be marked as “spam” by the search engines if it’s found there.

Submitting Content via Email

If the outlet doesn’t specify a method or gives you options, I suggest emailing your content. You need to address it to the appropriate editor or department to save the editorial staff valuable time and to make sure it doesn’t get discarded while trying to reach the right person. Again, I would also create a template in Word or Google Docs so when you’re ready to publish everything will be in one place.

There are a few guidelines when writing and sending your email.

  • Subject Line
    The subject line should read: “Article Submission: Post Title” This will grab the editor’s attention but also make it clear what the email is.
  • Body
    The body of an emailed article submission should have the content pasted into the email and/or you can also link to your article in a service like Dropbox, Box, or Google Drive. If you attached the file, they may delete it because it takes too much time to download and could contain a virus. You can use much of the same email text for each submission, but be sure to send each one separately and personalize it enough to let the editor know you’ve taken the time to understand their publication. Do not mass mail one email to several outlets!
  • Media Files
    Again, do not attach files. Instead, send your contact person a link to your media through a service.
  • Timing
    Submit the article in the morning on a Monday or Tuesday. Choose an atypical time to keep from getting lost at the top of the hour, such as 9:17 a.m.

Resources

  • HARO (Help a Reporter Out) – This tool will help you connect with journalists who are actively looking for financial experts to quote, interview, and even author articles. You can sign up to be notified of relevant source requests throughout the day.
  • LinkedIn – This tool will help you identify and connect with journalists and editors of specific publications and online media outlets.
  • The Business Journals – This resource lists the top business journal publications in major metropolitan areas around the country. Here, you can get ideas for content that is directed at your target audience and find information to connect with business journalists and editors.

Conclusion

Submitting content to online publications will provide ongoing opportunities to expand your reach to new audiences and potential clients. Don’t discount small local publications or niche publications if they are what your target audience is reading. But don’t count out more popular media outlets because your content can create opportunities to reach a wider audience. Always aim to be a resource for editors by respecting their guidelines and time and you will set yourself apart from the competition.

Download a free copy of the Financial Advisor Content Marketing & Optimization Guide here.

 Sometimes content marketing can seem like an overwhelming task to undertake on your own. This is exactly what we do for our clients! We help create and select the right content, optimize it so it is reaching the right people, and handle the scheduling to ensure it is as far-reaching as possible. Let us help you get a handle on the whole process by scheduling a discovery meeting today.

Meet Crystal

Crystal Lee Butler, MBA
Crystal Lee Butler, MBA is a creative marketer and results-oriented business consultant with over a decade of experience collaborating with independent advisors. At Crystal Marketing Solutions, she delivers exceptional insights for financial professionals enabling them to create a consistent marketing presence so they can focus on the things that matter most to them.
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