Crack the Code: How to Earn Better Media Coverage & Editorial Pickup
What’s the secret to creating content that appeals to editors? Understanding what they need and delivering it in a way that serves the reader first.
Brands that master the art of writing editorial content are reaping the benefits of broader reach, increased credibility and better media placements. If you can deliver high-quality, lightly branded content in the right format, at the right time and through the right channels, the earned media benefits will follow.
Put Yourself in Editors’ Shoes
Editors are busy juggling deadlines, layout demands and audience expectations. You’ll have a better shot at getting top placements if you make their job easier by providing content that’s formatted, polished and ready for publication.
It’s especially important to plan ahead and make content available as early as possible for editors. They often work months in advance, especially when it comes to holiday and seasonal content. When spring is in full swing, it doesn’t mean editors are still working on spring content; they’re already planning for summer.
Provide Content with Value to the Audience
Editors aren’t looking for ads, they’re looking for value and stories their readers will appreciate. Instead of centering your product or service, focus on solving a problem, sharing timely insights or offering helpful tips and solutions. Your brand should be integrated in a subtle way without a forced sales tone.
By shifting from overt marketing to reader-first storytelling, brands can position themselves as a trusted source and secure earned media benefits. By increasing your earned media power, you’ll boost your brand’s credibility and trustworthiness. When a respected, high-quality publication features your content, your brand receives a powerful, third-party endorsement and is more likely to shared by audiences.
Tap Into Seasonal and Trending Topics
Publications often plan content around seasonal themes and trends. Aligning your branded content with timely themes editors are already planning can make it more relevant.
Upcoming seasonal themes could include: summer grilling, outdoor home improvements and back to school.
Package Your Content for Distribution
Make your editorial content more appealing by delivering it in a well-organized, publication-ready format with high-quality visual assets:
- Clean copy that adheres to Associated Press style guidelines
- Compelling, catchy headlines
- High-resolution images
- An accompanying video
Offering content in multiple formats, such as print, digital and video, helps broaden your reach and increases the chances of media placement.
Even the most compelling content needs to be strategically distributed to generate results. To gain meaningful exposure, it’s essential to get your content in the right channels at the right time. Partnering with a content distribution expert that already has strong media relationships and knows exactly how to pitch your story the right way can ensure your content gets noticed.
Looking to scale your content’s reach? At Family Features, we’ve spent decades helping brands achieve earned media success by developing engaging content editors trust for their audiences. The media relationships we’ve built guarantee your brand will see meaningful results.
