As editorial teams continue to get leaner, publications are relying on subject matter experts (SMEs) to submit content for placement in print and online. This is especially true in the B2B landscape where trade magazines are sometimes limited to as few as one or two team members playing the role of writers, editors and publishers.

Because of this trend, our clients are expected to utilize their budgets to churn out more content than ever before. This includes articles authored by their industry SMEs for editorial placement – many of which only receive one run due to strict exclusivity rules and editorial agreements.

Here are six ways to maximize reach of your editorial content and, in turn, your ROI.

  1. Make it industry specific. Many of our B2B clients work across industry segments. Choosing a core topic relevant to all industries can be a good base to build an article. Once the core piece is created, use terms and cases to add an industry-specific twist to gain an additional vertical placement and maximize reach with your key stakeholders.
  2. Re-use it with paid media. Use of your content doesn’t need to stop at one media placement. Use paid programs to maximize reach of your content. Many outlets offer content-based advertising through custom e-blasts, e-newsletter ads and content alerts that guide readers to download a key piece of content.
  3. Shorten, or lengthen it! Already have an editorial article? Shorten your article to create a punchier piece for use on your blog. Or lengthen a current article to create a full white paper that can be used as a core asset on your website.
  4. Transform it into a new form. Just because your content was placed in a publication with exclusivity, doesn’t mean the underlying focus of the article can’t be used elsewhere. Take the key points of your article and create a video for social sharing. Or create an infographic for your website. What about an e-book for ongoing paid promotion?   
  5. Update it. Whether one or two years old, your content isn’t necessarily irrelevant. With some new research, an update to metrics or sources and a new case study incorporated, your content could easily be refreshed for other uses and an additional editorial placement. When updating, remember to verify all links are directing appropriately, incorporate new links that might be relevant and ensure statistics are up-to-date. As a rule of thumb, we don’t recommend citing data more than two years old.
  6. Continue promoting it. From editorial placements to blogs, continue to promote your key content through targeted social media posts, advertising efforts and your own customer communication, like newsletters. There’s no rule that you can only promote a piece of content once. Continuously pushing your content to key stakeholders ensures you’re getting your message in front of the people that matter most.

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