Many other marketing experts are sending pitches, as well. Content
is a common strategy.
Editors at marketing publications, too, are familiar with content marketing
themselves and already field countless pitches, so they have to scrutinize
those pitches intensively, making them less inclined to respond to just any
The 7 questions you should be asking about brand journalism]
Here are a few challenges to expect when targeting marketing publications,
along with ways to address each:
1. Make timeliness work for you.
It’s up to you to give an editor a reason to push your content to
the front of the line.
One way to do that is to write on a timely topic. Because evergreen content
has an extended shelf life, it’s often moved to the back burner, and it
could take months for your submission to be published.
When your pitch doesn’t speak to a specific, popular trend or an issue in
the current marketing and advertising news cycle, it’s not likely to prompt
an editor to push aside the rest of his or her agenda.
New marketing trends
emerge all the time, and your content should prove that you’re on top of
2. Promote your knowledge, not your services.
For example, if you work at an experiential marketing agency, avoid writing
benefits-of type pieces. Instead, focus on using your expertise to provide
analysis through a case study or by commenting on something newsworthy in
Another option is to present yourself as a marketing expert and prove your
expertise by speaking to bigger marketing principles or your ideas for the
industry. Plus, by addressing trends instead of using content to promote
your company’s services, you build equity with publication editors and show
them how far your expertise stretches.
3. Show your commitment through your pitch.
Demonstrate that you understand what type of content they need, and elicit
feedback from them. Follow three steps:
- Prove the exclusivity of your submission by stating as much and
explaining why it’s a fit for a certain section on their site and for their
- Look through their submission guidelines to determine whether they prefer
to see an outline first or simply want a final edited version of your
article. Some editors want to influence a concept early in its development.
Others are more exacting, and it’s up to you to submit a stellar final
submission and only that version.
- Offer to help publication editors with revisions. They’re swamped, and if
you want them to invest time in reviewing and publishing your piece, show
them you’re willing to help them every step of the way.
Daniel Trevinos works for Influence & Co. A version of this article
originally appeared on
Influence & Co.’s blog.