Few edit shops frustrate PR pros more than HBR. With all of those big-name professors and book authors, how the heck do you place contributed content? According to Similarweb, HBR.org gets 9.6 million unique visits per month, lower than Computerworld (11.5M) but higher than CIO (4.5M).
We've learned more about Huffington Post's forthcoming, self-service approach to contributed content. Now in beta, it's called HuffPost Contributors. It seems to have two purposes. One, it relieves all HuffPo editors from having to evaluate unsolicited third-party content. And two, it consolidates all contributions in a single platform housed apart from HuffPo proper.
So you want to get into TechCrunch. You can pitch beleaguered reporters -- or write the piece yourself. It's easier than you think. Just make senior editor Jon Shieber happy. "The whole thrust of what we want to do is to have people who are very experienced in the industry be able to explain different aspects of the industry, or speak to the community on things that are going on," explains Jon.
If you want to place contributed content, be a myth buster. Search the web and you'll find page after page of headlines with the term "myth busting" (or its one-word or hyphenated variants). Myth busting is big. Forrester uses the term to hawk its webinars. The HuffPo has a standing column about them. Adam Savage and Jamie Hyneman have been busting myths on TV for 12 years; name another show that lasted that long.
Publishers these days want contributed voices, not just contributed content. In its online application form, the IDG Contributor Network "asks how many posts would you like to commit to at this time?" Inc. now gives its contributors access to its content management system so they can post as many times as they wish. Forbes pays contributors X for every one-time monthly visitor to their page but 20X if that reader returns to read that contributor's other posts.
We've never seen PR pros more pressured to deliver "Tier 1" business coverage than we did this year. Not to pander, but we know how difficult this can be: clients rarely give you what you need. Often, though -- and as we see in the skyrocketing number of SWMS valet requests -- PR pros often spend too much time finding targets for an idea that's weak in the first place.
Promoted last month from deputy editor to editor of the Wall Street Journal's CIO Journal, Steve Rosenbush has plans. He's made a job offer to a well-known IT journalist and hopes to make an announcement imminently. He's working on CIO Journal "cross-platform projects" that will run across print and digital. He's been talking with producers about a bigger CIO Journal role in WSJ Video.
FT west coast editor Richard Waters and correspondent Hannah Kuchler collaborated this week on a 2,000-word news analysis you and your clients absolutely have to read. Why? Because it's a model for the contributed content that gatekeepers want to receive from you. The topic, as Richard described it for us: "how collaboration/productivity services are evolving and converging... and what some of the big players and some of the more interesting start-ups are up to."
Looking to place IT-related contributed content, not just once or twice, but regularly? The fast-growing IDG Contributor Network "is a collection of blogs written by leading IT practitioners about technology trends, business opportunities and the challenges they face every day." The IDG Contributor Network is directed by Joyce Carpenter, who spent eight years building Computerworld's blog network.