Every business owner dreams of being featured on the cover of a magazine. I should know — before I launched Pressboard, I even mocked up our cover story as proof of our eventual success.
You might ask yourself: Does being associated with an influential publication like The New York Times or Fast Company really matter? Sure. There are benefits to your search rankings, your awareness levels and your ego, but how does it influence how people feel about you and your company?
The short answer is: more than you might think. The science behind this comes down to a special skill we humans have called pattern recognition. Humans are excellent at recognizing patterns of all types, and we’ve used this advantage for thousands of years. In the modern era, our brains continue to use patterns to inform our decisions, whether that’s choosing a place to work or buying a pair of shoes. So, when a person or company is associated with a trusted source, such as a reputable publication, our brains can take that signal as confirmation that the company is a good use of our time or money.
Understanding that this trusted association is important is only the first step. Companies and business leaders still need a way to form that association, which brings us back to the real challenge: How do you get your story published in the first place? And better yet, will people actually read it?
Earning Coverage
The most obvious way to have your story featured is to do something newsworthy. Reporters receive a ton of press releases and only cover a tiny fraction of them. The press release inbox is an overwhelming place to be. Don’t waste their time with a poorly crafted pitch. Instead, focus on helping them do their job, which is to tell interesting stories to their loyal readers.
Even better, come to the reporter with a well-thought-out story, already crafted. This requires you to take things a step further than sending out a press release. Instead, look at your story and imagine what a reporter would take away from it. Is there a unique stat or quote that makes this particularly newsworthy? Who could you interview to add depth and insight to the piece? Try to approach the story with your journalist hat on and see what you can come up with.
Becoming A Contributor
Many media publications also provide the opportunity for select industry thought leaders and experts to share their knowledge. This article that you’re reading right now is an example of a contributor post. But just because you have an “in” doesn’t mean you can skimp on the story. The same rules that apply to getting earned coverage also apply here. Try to understand what the publication covers editorially and put your own unique spin on it. If you’re able to share anecdotes and become vulnerable, your content is more likely to get noticed by the editors as well as your readers.
Sponsoring A Story
If you’re not finding success through either of these avenues, many publishers provide a platform for companies and brands to share their expertise. It’s called sponsored content, and as more and more consumers avoid ads, it has become a powerful way for companies to tell interesting stories to a site’s avid readers.
The placements of sponsored articles — or pieces of content crafted by either the brands themselves or a creative agency before being placed on a publication — are paid for, and the business relationship is disclosed upfront to the readers to avoid any confusion.
Although sponsored content guarantees your story’s placement, that doesn’t make it exempt from the stringent guidelines of press coverage and contributor submissions. Time and consideration should go into striking the right balance between your own story, the publication’s voice and the reader’s interests. After all, what good is a story if no one reads it?
