I have said it before and I will say it again, “content is the foundation on which online marketing is based.” It is about providing value to your reader and setting yourself apart as an industry expert. I have also gone through the steps to build out your content, establish yourself as an expert and drive traffic and grow your business.
Now that you understand the importance of creating a solid content marketing strategy, it’s time to get published!
Why it’s important to get published
Submitting articles to other outlets is an important step that should not be left unexplored. By getting your name and your content in various publications you are reaching an audience with which you may not currently have connections, not on your email list, connected to you on social media, or even know your website exists. This opens many possibilities for contact with potential clients and networking.
What are the steps to get published?
Many financial advisers do not know where to begin. Think about what sources you use to get your information. Think about various online publications, such as LinkedIn Publisher, Investopedia Advisor Insights, and even local news outlets.
You will need to research and closely follow each outlet’s submission guidelines when sending your content. If you can’t find the exact person’s direct contact information, get the individual’s title correct, and that should be sufficient when sending to a generic publication inbox. You can keep a database of who and how to send your submissions and save it for future use.
Three best places to submit content
Go big!
Think creatively and consider who your target market really is. Find the publications that the clients you want to do business with are subscribing to and reading.
Local/regional print options
Here are some good points of contact when you’re looking to submit content to your local or regional publications:
- Local or regional financial publications: editor
- Daily Community Newspaper: Contact the city editor or the editor in charge of the section likely, the business editor
- Weekly Newspaper: editor
- Magazine: editor or managing editor
Help a Reporter Out (HARO)
HARO is a database of sources for journalists. It is a fantastic opportunity that is underutilized by professionals looking to publicize their name. You can sign up for their business and finance section and get emails three times a day looking for input on topics for upcoming articles. The quicker you can respond, the better your chances of being used.
This is a great way to be featured in many different publications as an expert and get exposed to a lot of different readers. Only respond to the queries that help you get in front of your ideal client and with a reputable media source. If the source says “anonymous,” it is almost always one of the more popular media sources.
The best part is that their basic subscription is free.
Investopedia
Investopedia is a leading source of financial content on the internet. It has more than 30 million unique visitors and 90 million page views each month. This is another great resource to use to get your content published.
You can set up an account with them and submit articles that you write and they will not only show up on the website, but they are emailed to all of their clients who are looking for financial help and advice. There is also a chance that anything that is published with Investopedia might also be picked up by additional media outlets.
Are there rules to follow?
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 online
Sometimes you can upload an article directly to the outlets’ website over a secure submission platform. If this is an option – use it! It simplifies the process and it is already set up to reach the right people.
Submitting via email
If the outlet doesn’t specify a method or give you options, email it. You need to address it to the appropriate editor or department to save the end source of your article valuable time and to make sure it doesn’t get discarded while trying to reach the right person.
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 contains.
Body
The body of an emailed article submission should have the content pasted into the email 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 the same email text for each submission, but be sure to send each one separately – do not mass mail one email to several outlets!
Media files
Again 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 your submission from getting lost at the top of the hour, such as 9:17 a.m.
Whew, that was a lot of information!
If you are creating content and using it on your website and social media platforms you should explore the opportunity to have it published with other media outlets.
This is a process I help my clients with all of the time, and one that I use for myself frequently. If you want to start showing up as an expert in your industry but think you need extra help or direction please feel free to reach out and see how I can help you grow your business with a customized content marketing strategy.