BOCA is excited to start a new blog series we call #PRPlaybook, all about best practices in the industry. We have learned a lot throughout the past 14 years and we want to share some of our best tricks of the trade. This month we are talking all about contributed content!
Contributed content, also known as bylined articles or thought leadership, is content that comes from the vendor, typically a top executive. It is intended to be a neutral perspective on topics relevant to the publication’s readers. Placing contributed content is a fantastic way to promote company executives as thought leaders and gain further exposure for your client.
So you know you want to score thought leadership for your client, but first you need to decide what it’s going to be about. Some of the best places to look for byline ideas are on company blogs, white papers, media interviews and case studies. You can also get inspiration from brainstorming sessions and even by paying attention to what’s happening in the news and thinking about what your client might have to say about it. As you consider various topics, ask yourself: Is this topic timely? Are these topics actionable and will readers see quantifiable results? Does the writer have a different/non-traditional opinion? Who is the spokesperson and what makes them appropriate for this topic? Again, contributed content is a great way to indirectly promote the company, but it is not an advertisement.
Once you’ve identified a topic for your byline, you have to figure out where you will eventually go with it. This is a critical piece to the puzzle, as identifying the right publication and crafting the perfect pitch will determine whether or not your article sees the light of day. In order to decide where to pitch, you want to consider who the target audience is. Maybe it’s investors, people with technical backgrounds, entry-level workers, or C-Suite executives. Whomever it might be, locate the publications that these people read. Get to know how they operate and who is responsible for covering the topic you are pitching. It pays to do your research and make sure you know if the publication has specific submission guidelines or requirements. Then it’s time to create.
As you sit down to start writing your byline, start with an outline — it’s okay if it’s messy at first! Use your outline to start building the piece section by section, and then dig into the first draft. While you are writing, flag any areas that you know you want to come back to. Pay attention to the sequencing. How much context do you need to introduce the problem? Are there parts of the story you need to explain before introducing? You should make sure to have three sections: an introduction, an argument, and a conclusion. Spend some time going through it and take breaks as needed, because as any writer knows, a fresh set of eyes will often pick up on things previously missed.
Now comes the fun part — time to clean it up and ship it out! The best review processes start with an outline that’s approved by the client. This will save you time and get everyone involved and committed early. Share your draft with your internal team, even if it’s not “ready” for publication quite yet. It is important that the first draft be as vendor-neutral as possible because typically revisions will become more and more client-specific the higher up the chain they progress. As you go through this process, try not to lose sight of the target audience and relevance of the byline topic. Your endgame should include a contributed piece that is both engaging and smart so that your client comes out on top looking like a powerhouse in their area of expertise.
And that’s how you create contributed content #BOCAstyle.