First thing is first, who are you directing the article towards and who is the audience of the publication you are pitching to?

Using a supplement company as an example, if I see an article on a particular product and it just says ‘What you need to know about Hydroxyburn Neoruo Therogenic Shred’, someone who understands what that is would probably click on it for more information. I probably wouldn’t click on it however because I don’t know what that is. Therefore, a headline like this would be more relevant to a body building and fitness specific publication. But what if I wanted to show this product to a general audience on a major news site?

In that case you want to try something like ‘Coffee vs. pre-workout’, or Supplement 101- what an active women should be taking to maximise your workout. These angles are relevant to the audience who does not generally take pre- workout but might consider it in the future if you can show how it is relevant to them.

The key to coming up with good story ideas

Make sure your story ideas and content are either:

  • Educational
  • Inspiring
  • Relatable
  • Funny/ Shareable

Your articles do not need to tick all of the above boxes all the time, but just make sure they have a purpose as you want people to read them and share them with their friends, network or audience.

Also make sure your story idea is relevant to the Journalist who you are pitching and their audience. You are not going to pitch female training methods into GQ for example, but you might pitch to them why male athletes are loving Barre and ballet to help strengthen their smaller muscles.

A few tips when it comes to finding your story:

  • A good story has the potential to offer good information that people want to read, without sounding like an advertisement. For example, positioning a story such as *5 Reasons Why You Should Use a Breville Sandwich Press is an Ad, it is boring and it is less likely to get picked up, while *5 Ways to make a killer sandwich is something that the media may pick up and a reader may click on as many people like sandwiches
  • Utilise new stats, research and big news stories. TV and radio for example usually run segments based on the news, so if a story comes out that you could comment on, put a pitch together and try to leverage it. For example, today (as I am writing this) Business Insider ran an article about why Scarlett Johansson’s PT suggests eating chocolate before a workout instead of having coffee. I happen to have a chocolate client so I pitched them straight into TV off the back of the article
  • Do you have a twist that you can pitch in or a new way of doing something that people are already familiar with? For example, the Uber of Pet walkers, or one I worked on recently, the launch of KOMBOFFEE (Kombucha and coffee)
  • Do you have an interesting back story? Can you pitch an entrepreneurial style story in about how you started?
  • Do you have an opinion on a particular topic? Just be mindful not to bad mouth your competition as that will not put you in a good light
  • Consider weeks that are relevant to your business. If you are a health expert there is pain week, healthy weight week, diabetes week and more that you could leverage off of with your tips
  • TIP: Keep in mind that when you provide content to the media, it must be repurposed. If you give a Journalist identical content that has already run on the internet, google may penalise one or both of you and that is not good from your ranking. Plagiarism is frowned upon so be careful not to do that
  • TIP: Don’t give competitors the same story. If you get a story into, DON’T send the same type of content into SMH. That is not how you get people to like you

If you want to run any ideas by me feel free to email

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