Businesses want to see their names in print. They’ve spent years learning the ins and outs of an industry by working in it themselves, and are chomping at the bit to share their knowledge with others.
In theory, contributed pieces are a win-win for businesses and the trade publication they’re pitching to. But the gap between making a pitch and actually getting published is wider than you might think.
Even one misstep could keep your article from appearing in next month’s issue to getting lost in an editor’s inbox.
Find Your Angle
In order for your pitch to stand out, you need to be heard above the other (often loud) industry noise.
If you’re not sure what to focus on, home in on what’s getting the industry talking. These points are often contradictory to the status quo, include an unexpected finding, or serve as a cautionary tale for other industry professionals.
Once you’ve identified a topic with traction, ask yourself: What perspective can you bring to the industry that others can’t? Is there something only you know about the industry that other people would find valuable?
Your unique position in the industry will naturally shape your angle—lean into it. The key is taking a strong stance on an industry issue that resonates well with readers and offers them insights they can’t find anywhere else.
Make a List of Potential Publications
If you’ve been around the industry for a while, make a list of magazines and websites that professionals read, including yourself. This is the best place to start because you already understand the audience and style of these media outlets.
It’s also smart to reach out to your colleagues to see what they read regularly. Tell them about the article you want to write, and ask which publication would be more likely to publish it. This is a quick way to identify some of the most trusted publications in your industry.
Lastly, check out professional associations in your industry. They often publish magazines, journals, and online publications. These publications are smart to target, as they’re typically looking for outside contributions.
Study These Publications
Once you’ve identified the publications you’d like to write for, study them closely.
Dedicate an hour to reading recent articles from each publication. Don’t go back too far, though — reading content that was published within the last six months isn’t timely enough. From there, you should focus on the length of the articles they publish, the types of content they publish, and how often they post.
In addition, pay attention to who’s writing these articles and what their credentials are. Job titles in particular will tell you the level of expertise their writers have and the voice they value.
Make sure to note any important gaps in a publication’s content. If you see the same topics getting covered every week, make sure your article covers something they haven’t written about yet.
Lastly, take a look at their social media accounts and newsletters. This will give you a better perspective on what their audience likes to see, the content they engage with, and what they want to see covered.
Craft the Pitch Email Carefully
Your email to the trade publication is a critical part of getting published. Pay special attention to the subject line, the email address you’re sending from, and make sure to reference the publication name when appropriate.
It’s easy to say “important article idea” in the subject line, but this gives the idea that you didn’t give your pitch much thought. By hinting at what your article is covering, the editor will be more open to speaking with you if it’s suitable for their publication.
Make your email scannable by using simple, direct language. Editors have to read multiple articles every day — they don’t want to put too much thought into reading your article pitch. Try to use bulleted lists, short sentences, and leave room for plenty of white space.
As long as you state the title of your pitch and briefly explain what you’d like to cover, you’re golden.
Deliver What You Promised
Once the editor has accepted your pitch, it’s time to start writing.
Editors remember contributors who deliver the content they promised and those who don’t. So, if you pitched a 1,200 word how-to article, that’s what you should send in.
As the head of a media publication, editors aren’t looking for self-promotional content unless it was specifically agreed upon. So stay neutral, include the elements and statistics you said you would, and provide any information they need to fact-check your work.
That said, the editor will probably have some revisions for you to make. Accept their edits gracefully, warn them about potential issues with sources or a delay in timeline, and be active during the editing process.
Above anything else, don’t settle for “good enough.” You want your piece to deliver on what you promised. “Almost” isn’t anywhere close to exactly right, and that could prevent you from writing for this publication in the future.
What Happens After Publication
When your post is polished and published, it’s important to stay in touch with the editor. First, thank them for their time and tell them to keep you in mind for future articles. Building this relationship is important, as editors can share their upcoming content calendar with you so you can pitch article ideas in the future.
But don’t limit yourself to pitching ideas to only one publication. This piece could open the door to other publishers, as editors often talk to each other and share the names of talented freelance writers.
Most importantly, let your professional network know that you were featured in a trade publication. This will get more eyes on your piece, driving more engagement and better metrics for editors.
With these tips and tricks, the gap between pitching and getting published will be much narrower.