Each month, Max Borges Agency hosts members of the media to discuss a range of topics that range from which products work best on camera, to what it takes to land a brand profile in print, to what content is most engaging for Snapchat Discover. We use these lessons to better understand editorial needs, what topics journalists find interesting, and ways journalists and outlets are adapting to new types of media. Here are four of our favorites:
Be Patient for Print
Jeff Bercovici, San Francisco Bureau Chief at Inc.
If you’re looking for a brand feature in a business publication like Inc., expect heavy competition. With only four to six feature stories a year and just eight issues annually, editorial space is extremely limited. The key ingredients for a print feature in Inc. are the perfect balance of a unique story, an interesting personality, a timely trend, and a willingness to share a few secrets. Writers pitch stories to their editors constantly, and some even get as far as interviews and first drafts. Without a relevant hook though, those ideas and drafts can sit in queue for months. To help land a feature, begin by pitching journalists who have a personal interest in your industry or brand story. Once you have interest, have shared your story, and are waiting for editorial approval, check in periodically with relevant trends and company news to keep your story top of mind. Be patient for the right time to hit and your story to be chosen. If time is of the essence, consider discussing an online opportunity.
Up-and-Coming Outlets are Hungry for Content
Carly Weinner, Booking Producer at Cheddar.tv
Carly is responsible for booking 20 guests per day for Cheddar.tv, and is frequently checking outlets like Mashable and TechCrunch for story ideas. What began as a Facebook Live broadcast has rapidly grown to the leading post-cable network, streaming on Sling, Amazon, Vimeo, local broadcast stations, and more. Cheddar is hungry for tech content (especially when it intersects with politics), and are open to receiving pitches for a wide variety of brands and products. Skype interviews are easy to execute, so air-time is still a possibility even if you’re not in New York.
Embrace Social Media Coverage
Natalie DiBlasio, Head of Social Media at WIRED
According to Natalie, brands still don’t understand the value of social media. She explains that sometimes the WIRED team will reach out for a social-only story, and that brands will turn it down, thinking it’s not worth their time. Social channels are rapidly becoming a highly valuable outlet for media consumption. More than two-thirds of Americans (67%) get their news via social media, and in many cases, social content is getting more views and engagement than an online or print article. It’s time to start taking social media seriously by not only accepting to do those social-only stories, but also by seeking them.
Furthermore, increased content on social media channels such as Instagram Stories, Snapchat Discover, and Facebook Live means product and lifestyle images no longer cut it. If you want better odds at appearing on outlets’ social channels, prioritize videos of your product, and offer vertical assets rather than horizontal.
Know What Works on Camera
Yashad Kulkarni, Head of Studio at TechCrunch
Events, gadget reviews, and people-behind-the-products make for great video content. Events often get a lot of watch time, but gadget reviews and news typically draw a larger audience, especially when it’s a major product like iPhone or Xbox. According to Yashad, highly visual products that lend themselves to being shown off on camera (think robots, flying drones) work best. The content becomes even more engaging when the team can incorporate interviews and shoot in unique locations (e.g. a gene-editing lab). Yashad and his team enjoy learning more about the people behind the product – the ups and downs experienced while creating it – and telling that story via video. Video teams often work closely with journalists, so if you have a visually enticing story or product, it’s ok to copy a video editor on a pitch.
