When it comes to major publications, content is king. The usual filler that is covered by smaller publications will not cut it on major authority websites and publications. Instead, they are looking for new and exciting content to keep readers coming back.
If your business or organization is looking to raise its profile, comprehensive studies and extensive research can be the most effective way to get noticed. By providing major sites with new and useful information related to their niche, you provide them with a fresh angle to produce more material. When done correctly, it’s a mutually beneficial relationship.
However, getting your data driven content featured in large publications is not easy, particularly if you are in a small startup or new nonprofit. Without name recognition, your studies will be overlooked. To get your research referenced in articles, you need to build your authority. These four tips can help establish your work as credible and get your company mentioned in large publications.
#1. Ensure Your Research is Comprehensive
In order for your research to be useful to major outlets, it needs to be comprehensive. A small survey of 100 people in a particular city is too tiny and limited to be of use to large publications. To be useful, studies need to include surveys of at least several hundred to several thousand people from across the country. Analyses need to take into account institutions and trends over the course of multiple years. The study needs to be large enough to account for margins of error and indicate larger trends.
You should aim to do a study that is relevant to your niche. For example, a student loan site got coverage on a large news site by performing an analysis of crazy things borrowers would do to have their debt forgiven. By surveying students throughout the nation, the data is more valuable and reflective of the larger population, making it useful for authority sites covering student loans.
Additionally, studies need to follow the scientific process to be reliable and usable by major publications. Using appropriate measures, such as standardized questions, objective scoring and control groups give your research a layer of objectivity and credibility that makes it more likely to be used by authority sites.
#2. Connect With Authority Figures
If you are part of a small or growing company and have performed the research in-house, large publications will view your studies with some doubt. Without name recognition, you lack the level of trust necessary for them to take your research seriously.
To combat that attitude and get your research noticed, connect with industry authority figures. Reach out to a professor at a major university, the editor of a trade journal, or an industry thought leader to take part in or endorse your study. Whether they want to be part of the planning process early on or simply review your data afterwards and deem it significant, being able to attach their names to your work can give your data a level of authority you would otherwise not have. Getting a stamp of approval from experts in the field can give your work the boost needed to get it recognized by major publications.
#3. Establish Yourself
You can also build your study’s credibility by establishing yourself as a thought leader in the field. And it’s surprisingly easy to do. Journalists, bloggers, government officials, academic researchers and industry analysts are always looking for quotable experts for their latest articles, case studies or white papers.
Having your own data to cite makes you a desirable source. By being a quotable expert, you can get great public relations exposure for both your research and your company and build relationships with media and industry experts.
ProfNet and HARO are two resources that connect industry experts with writers and analysts. You can post a profile in your niche and accept queries from people looking for sources, or you can search reporters’ queries and respond to the articles that meet your interests. Opportunities range from small, targeted blogs to national print publications. You can also find speaking opportunities as well as requests for television and radio interviews, all which can raise your profile and help build your reputation. By contributing regularly, you can build your name recognition and become an industry authority figure.
#4. Public Relations
Public relations, specifically press outreach, is one of the most overlooked areas when it comes to getting the word out about a new study. However, press releases and media follow-up are some of the most effective ways to get your research in front of major players in your industry.
When you have completed a study that shows noteworthy results, cover main points in a press release. Briefly outline how the research was conducted, what it proved and what trends it indicates going forward. Include quotes from authority figures, such as academics or industry leaders, and offer interviews with research leads or company representatives.
While it’s a good idea to send out the press release to a targeted group of media outlets and publications, it can also be smart to send your release out via a distribution service like PR Newswire. While there is a cost associated with issuing a release, it will get your information in front of thousands of people, including national publications. You will see hundreds, if not thousands, of sites reporting on your article. Even if only small sites pick it up at first, by getting your name out there and covered by news outlets, you raise your company’s profile and reputation as a news source.
Getting the Word Out
When you have produced great data-driven content, it can be frustrating trying to get it noticed by large publications. However, it’s important to understand the needs and concerns of authority websites. You can allay their concerns by proactively taking measures to establish yourself as a credible source of information. Producing great content, connecting with industry leaders, offering yourself as a source and doing media outreach can build your reputation and name recognition. With these tips, you can get your content mentioned and referenced by major print and online publications.
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