Why do TechTarget editors do what they do? Historically, their innate expertise tells them what to write and why. Today's TechTarget doesn't operate that way -- and PR had better understand the changes. TechTarget now employs content and traffic strategists who study what TT readers have read previously on TechTarget sites, what they've searched for, and what they shared in social media.
It's hard to think of a reporter more experienced than Silicon Angle enterprise editor Paul Gillin. He's a former star reporter at the late, great PC Week, a former Computerworld EIC and the founding editor of TechTarget. He has managed many dozens of reporters over the years and there isn't an aspect of tech editorial he hasn't mastered.
Two scenarios dominate your use of SWMS valet consulting these days. One, after a gatekeeper rejects your IT-related contributed post, you send it to us and ask who else might run it. Or two, you'll send us a draft and ask who might run it. In both cases it is usually too late: the piece lacks the context gatekeepers require.
After 13 years at eWeek and Ziff Davis Enterprise, Scot Petersen now begins his second year steering C-title tech coverage at TechTarget. He rarely writes so you might not know that Scot oversees all coverage at SearchCIO.com, SearchCIO-midmarket.com and SearchCompliance.com. Where did all the B-to-B tech edit go? At TechTarget, it never left. Meet the guy who helps shape it.
The trade publishers are as frustrated as you are. They wish they had more advertising, too. So they’re diversifying, into virtual trade shows, newsletters, face-to-face events… they’re chasing the money. Just like you would.
For PR, that means that you’ll have to do your job in parallel. You’ll pitch reporters and reviewers as you always have. And you’ll stay abreast of all the non-traditional opportunities in b-to-b media, and seize those opps.
Your clients will have to help you. They need to create digital content assets — audio, video, Flash — to get you into this new game.
Below are the edit themes we’re most likely to see this year. Here’s to a successful 2010!