When coming up with story ideas for media outlets, it’s important to consider the following:
- What’s my objective here?
- Who am I trying to attract?
- What would their interests be and how can I weave my brand into those?
- What are my top three key messages I want to convey?
- Who am I pitching to and what have they run previously?
- What would I click on as a reader?
Say that you are a gym and you are trying to attract new members. You may pitch an idea into a journalist on ‘5 reasons why women should weight train’ or How to build abs of steel’. The odds are that most of the people reading this type of content may already have a gym membership as it is a little more advanced but this is still smart content to get out there as it positions you as an expert in the field by sharing this advice.
But say you want to attract a new member who is just starting out?
A simple example of how to do this is to think of things that are topical to the public. For example, training for summer, how exercise supports your mindset, but what about running season?
There are over 400 running events hosted in Australia, some of them attract tens of thousands of runners and people who participate in these events are not necessarily fit or super active, but they may be considering moving in that direction. Now consider that thousands of people have signed up for these events, many of them may don’t know how to train, eat or prepare for them so they are googling information online.
If you were a gym, why wouldn’t you pitch content out such as “The best strength workouts to help take your run the extra mile”. If you’re a nutritionist you can do things like “How to fuel your run” and “5 diet mistakes to not make the day before your fun run”. If you are a physio “5 common running injuries and how to avoid them”.
See, these people may not click on an article about 5 types of squats to do in the gym, but by sharing angles relevant to them you are showing how you are relevant to them.
In addition to coming up with story ideas that are relevant to your target audience, you also need to make sure the ideas you are pitching are relevant to the publication’s audience. Many products could have a variety of customers, but how you position the product may be the difference between them clicking on the article and learning about it or skipping onto the next thing.
“Why Hydroxyburn Neuro-Thermogenic Shred is the ultimate product for improving your performance and focus in the gym”- this subject line may be more relevant to a hardcore fitness magazine but a lifestyle magazine probably wouldn’t touch it.
If you then decide to pitch it to a lifestyle magazine, make the headline relevant to them ie. “Coffee vs. pre-workout, which will get me better results” or “Supplement 101, what an active woman should be taking to make the most of her workout.”
Through these angles, you can weave in your product, telling me about it and how it could benefit me, but initially, you actually piqued my interest by luring me in with a topic and headline that I would recognise and be interested in
Remember, the best way to get someone to read your article is by giving them something they actually would want to read.
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