When it comes to growing your audience, publishing contributed content is like pushing a magic button—and then watching your audience grow before your very eyes! But what exactly is contributed content, and why is it something you should add to your marketing strategy? Let’s dive in.
What is contributed content?
Unlike content that is written by an outside writer about a person or company, contributed content is written by a person or company and then submitted, or contributed, to a publication.
An example of contributed content is a nutritionist writing an article about the benefits of a gluten-free diet and then gifting that article to a popular health-focused magazine or blog. Or it might be a physiotherapist weighing in on the benefits of weight training in a contributed article for a fitness blog or senior’s magazine.
Contributed content can be a win-win for both writer and publisher. Aligning yourself with a powerful media publication can drum up attention for your own brand. While professional writers should be paid for their work (and not through “exposure”), some professionals benefit from strategically writing contributed articles to promote their work and establish themselves as an expert. The goal of guest posting is interest, not income.
The benefits of contributed content
While there is undeniable value in publishing content on your own platform, guest posting allows your work to be seen by a much wider audience. By publishing contributed content to popular blogs or online magazines, you make it easier for readers to discover your amazing work. Unlike a Facebook ad, contributed content lives forever and can continue to grow your business over time. Your content may be shared by them on social media and then seen or even shared by celebrities, influencers, and other well-connected professionals.
Because contributed content focuses more on your message than credentials, it’s a great place to start if you are looking to establish yourself as a thought leader. As your name becomes more recognized through your contributed content, you will establish your expertise and authority and be seen as a true expert in your field. Also, writing articles lets your personality and perspective shine through more than a resume ever could.
Getting a byline in mainstream media outlets allows you to leverage their brand power and promotion strategies. And the more you get your name out there, the more doors will open up. As more people come to know and love your content, they will seek out your services or offerings. Editors that regularly work with you will grow to love you, and may ask you to create regular content for them. Your contributed content could even lead to being a columnist. The possibilities are endless!
Guest posting lets you decide what your content will include—including the call-to-action (CTA) at the end of the article. Do you have a website that you want people to visit, or a social media handle that you want people to follow? At the conclusion of your post, you can include a link to your business, motivating readers to look at your services. This will generate traffic for your business and grow your online following. Seize the opportunity to promote your business or brand with each piece of content that is published.
How to do it
The beauty of guest posting is that you can repurpose and pitch your existing content. Revisit your previous content from blogs, speaking events, courses, books, and anywhere else that valuable content may be hiding. Refresh it and voila! Contributed content at the ready. (Another option is to enlist the help of a writer to transform your previous work into fresh content.)If you don’t have existing content, choose one topic that you’re passionate about and create content centred around it.
Once you feel ready to put your message out into the world, jot down a list of media publications that would be a good fit for your content. Send your pitch to the appropriate editorial contact, making sure to follow the publication’s submission guidelines.
Finally, don’t forget about promotion! Once the article is written and published, be sure to promote it widely by posting it on your website, sharing it on social media, and including it in your email signature to let the world know about your amazing new piece.