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SAVVY TECH MARKETING

Share Your Supply Chain Knowledge

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Writing in established technology media is one of the most cost-effective ways for supply chain companies to create awareness and credibility.

The really good news is that you don't have to be a giant distributor to get stories published. What's essential is developing a brand-agnostic story that truly informs target readers about what's new or important in the electronics supply sector. That's not difficult, but it's not simple, either.

The author needs to have something valuable to say to technology pros. This is not about promoting your company, and it's not a task to hand off to a PR agency or assistant. That's your name on the article. You need to own it. Never, ever copy a word from another article without carefully attributing it and linking to the original. And never quote more than is necessary.

Think like your customers do. What are their design or manufacturing interests? Can you speak authoritatively on a particular point that would interest them? You're teaching with a purpose.

A good takeoff point is thinking about how to do something more productively. The electronic engineering and manufacturing community is constantly searching for ways to improve skills, as well as knowledge of new tools and techniques.

The value of working with established media outlets is simple. The story gains far more audience credibility than it would if you published it on your own, like just another whitepaper. Plus, more people tend to read those publications than would likely read your website.

One-trick pony
Before approaching an editor, ask yourself if you want to write a single essay or contribute regularly. Then start your queries by reaching out to editors personally and explaining your background and interest.

How can you share your knowledge without becoming promotional? Act like the expert you are. In some cases, you might be able to use the information elsewhere (whitepapers or presentations). But check with the publication about its rules. Submitting the same story to two competing publications is a certain way of ending your relationship with one or both editors.

After the article is published, you can link your site to the published article and promote it via email newsletters and/or social media channels. Promoting your article after publication is often a huge missed opportunity.

What story ideas do you have that members of the electronics supply chain community would enjoy reading?

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Jacob
User Rank
Supply Network Guru
Re: Contributed editorial content targeting...knowing where you're going
Jacob   7/31/2013 11:52:46 PM
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1 saves

"Both the content author and the publication's editor want informaiton appropriate to the audience or readership."

Ford, you are right. That's the reason, another round of editing and content reading happen at editorial desk.

Ford Kanzler
User Rank
Blogger
Contributed editorial content targeting...knowing where you're going
Ford Kanzler   7/31/2013 9:25:45 AM
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Both the content author and the publication's editor want informaiton appropriate to the audience or readership. If you don't know who reads a publication, most of them have a "media kit" typically created for advertisers, explaining this. It should be available online and is worth reading before you approach an editor with a story. Its a good starting point and should prevent wasted time chasing inappropriate publications.

Jacob
User Rank
Supply Network Guru
Re: e-content
Jacob   7/27/2013 11:40:13 AM
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1 saves

"I think the choice of your publisher is very (also) important, because you want your article to be posted where your customers will likely read them."

HH, you are right. the content should be well organized and appropriate with repect to the context

Jacob
User Rank
Supply Network Guru
Re: Engineers or manufacturers as trusted sources, Oh really?
Jacob   7/27/2013 11:37:40 AM
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1 saves

"Can anyone think of LESS than a dozen tech companies who haven't been accurate in the info they've issued?"

Ford, thats a new news about inaccurate or inappropriate information. i think, its the responsibility of document or content writer to make sure that the datas are correct in all the sence

Ford Kanzler
User Rank
Blogger
Contributing to target medai outlets...a different approach
Ford Kanzler   7/25/2013 1:30:55 PM
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An approach that can help overcome obstacles is teaming with another organization or brand where your interests, including target media, are the same. Of course cooperation is inherent but if one brand is short on expertise or ideas, sometimes the other can bring that. If external PR or writing talent are required to execute the project, both companies can fund that investment. Additionally, a topic proposed to an editor has less chance of being seen as overtly promotional. The two brand's combined expertise around a topic will likely also be percieved as more valuable by readers. The main trick is working well with your partnered brand. Other promotional tactics may be jointly accomplished the same way if there's a willingness to share in effort and results and not let egos get in the way.

Hospice_Houngbo
User Rank
Supply Network Guru
Re: Esisting media outlet vs. own blog
Hospice_Houngbo   7/24/2013 11:48:30 PM
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@Ford, Well said and thanks for the valuable edvice. "Develop an expertise first before you can start publishing" - Very true!

nimantha.d
User Rank
Supply Network Guru
Re: e-content
nimantha.d   7/24/2013 11:07:01 PM
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@Hospice: Indeed since then only the information flow will work as expected. If not then the whole purpose of having the article written is lost. Targeting the desired audience is very essential.

Ford Kanzler
User Rank
Blogger
Esisting media outlet vs. own blog
Ford Kanzler   7/23/2013 5:23:08 PM
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Everyone and every business can certainly self-publish. If you've got a web site, you're in the publishing business! However, if you can't interest an editor at an established publication to accept your story ideas, you ought to be looking at what you're pitching to them. This isn't rocket science. It takes a clear understanding of what the publication finds interesting to its readers, not what's important to you or your marketing department. Both of those may be served by contributed editorial content, but the editor is in the driver's seat. Get it right with them first. Suggestions:Be informative and brand-agnostic (non-promotional). Have fresh ideas. Demonstrate particular expertise of value to the publcations' readers. Discuss a relevant controversial subject with strong support for your point of vew. DO NOT attempt to simply promote your product or brand. You'll get shot down nearly every time.

Also don't pitch a completed article fait acompli. Editors desire full-custom content. Pitch the idea first, gain agreement using a short synopsis, then write the story as agreed and by deadline. DO NOT attempt to pitch an identical idea to multiple, competing publications' editors. You'll get away with that just once. After that you will be perminently rejected. Editors read their competitors' publications. You can revise, edit and and expand on a story idea and, if its different enough, get it accepted by multiple, competing publications. This is frankly all PR-1A. Perhaps competent, professional tech PR help is needed to get your stories published.

Contrastingly, self-publishing your content is popular because, as mentioned, anyone can do it and you have editorial control. The downside is that your web site and its content will be viewed by a very small fraction of the number of people who visit established publications' sites. Additionally, well-known publications have created a far stronger journalistic reputation with readers than very few if any corporate web sites can ever hope to achieve. They've earned audience trust

I recommend my clients first take their best ideas to traditional media outlets as potential contributions for far greater audience reach and percieved credibility. Other ideas may be worth self-publishing. For more on this go to:

http://www.marketingprofs.com/articles/2010/3615/establish-credibility-and-persuade-customers-via-contributed-articles

(or)

http://ceo-info.com/2010/04/22/how-to-write-pitch-and-place-bylined-articles/

 

Hospice_Houngbo
User Rank
Supply Network Guru
Sharing on Own blog
Hospice_Houngbo   7/23/2013 4:14:56 PM
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@Ford, Well established publishers might be the ideal choice. But what do you do if no such publishers are willing to post your articles on their sites? Won't it be easier to publish them on your company's blog?

Hospice_Houngbo
User Rank
Supply Network Guru
Re: e-content
Hospice_Houngbo   7/23/2013 4:03:45 PM
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@Jacob- I think the choice of your publisher is very (also) important, because you want your article to be posted where your customers will likely read them.

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