Technology has changed the media landscape. Publications that were once restricted by page counts now have the unlimited expanse of the Internet to publish articles that inform and enlighten their readers.
As a result, media outlets are seeking more voices, creating a tremendous opportunity for financial firms to speak directly to their target audiences through submitted content, such as bylined articles and blog posts.
Collaborating with a media outlet can help financial firms promote their unique value while establishing a significant online presence.
But as with any aspect of a public relations campaign, contributing content must be done strategically, not only to ensure you're appearing in the right publications and reaching your intended audience, but that you're capitalizing on this publicity by incorporating other PR tactics, like digital and social media, into your overall campaign.
How do you develop a content strategy? First, consider if contributing content is right for you.
Firms that are research-driven and willing to take a strong stance on emerging issues are naturals for writing bylines and thought pieces. Editors receive dozens of submissions every day, yet only a small percentage of those pieces are ever published. To stand out, submissions must be timely, focused and non-promotional. Editors want an informed opinion that is backed by data, research and real-world expertise, not a sales pitch in disguise.
Let passion, candor and insight be your guide when choosing what topics to write about. If you have an idea for advancing your industry, are an advocate for a cause or an expert in your field, the energy and vision you bring to these pursuits will come through in your writing.
Strive to have your content appear in the publications your target audiences read. But remember too that media begets media. While your initial forays into writing might be restricted to publications with a limited reach, mainstream opportunities can arise once you're established as a leading voice for a particular issue or insight.
Finally, promote your media wins! Social networking and media strategies, like emailing, tweeting or sharing within communities can help capture a wider audience by expanding your online reach. Not only does this allow you to address more readers, but it lends greater credibility with increasingly high-profile publications, helping to establish you as a reliable source and sought-after spokesperson.
Technology has created an unmatched opportunity for financial firms to reach new audiences in a direct manner. A comprehensive content strategy, as part of a fully integrated, strategic public relations campaign, can help you capitalize on this trend, generating more press opportunities, creating greater visibility and building a foundation to drive continued growth.