Max Borges Agency’s recently debuted 2022 Collective Media Intelligence Report revealed a goldmine of actionable insights into today’s media landscape for innovative consumer brands. One finding of particular note is that business publications were the top performers as compared to any other media vertical when it comes to average site visits driven per article and average shares per article. In fact, business outlets averaged nearly 3x the traffic and 5x the revenue as compared to other media categories, making them an ideal area for brands to place extra emphasis when it comes to their overall press strategies.
Topping the list were business outlets, Business Insider and Wall Street Journal, which, respectively, drove 6x and 3x more traffic on average than other websites. While some may assume that business publications are primarily covering brands in interviews and profiles, this is just a portion of what these publications typically cover. In fact, some of the highest drivers of traffic from Business Insider, for example, actually came from commerce writers on the editorial staff.
Here are some great tips for landing press coverage with business outlets:
Identify the preferred editorial format for the business writer and publication
There are many different formats by which journalists cover brands at each outlet and business publications are particularly well known for their wide variety of editorial formats. Knowing the preferred format prior to reaching out to the journalist will increase your likelihood of being covered. Identify whether the writer typically includes executive commentary and how that commentary is featured, the corporate background information they typically include and the frequency with which they publish articles.
Be prepared to offer insight on your company’s finances
In many cases, writers at business and financial publications will expect to have background information into your company including annual revenue, employee count and potentially customer count and/or active users. This data provides contextual detail that many business writers find essential for credibility, particularly if you’re working with a writer that
Identify multiple potential coverage tracks in the same publication
With large-scale business publications, you may find many different opportunities to be featured within a single publication across multiple writers. For example, a commerce writer that features round-ups of products for a business publication could offer one avenue for coverage, while another could be a writer that focuses on entrepreneurship and will be more interested in the origin story of a company’s business.
Over the years, business publications have consistently proven to yield high results for innovative consumer lifestyle and technology brands. As a result, it’s important that media relations teams prioritize their approach for these outlets with smart, targeted outreach that will increase their likelihood of landing coverage.
For brands looking for media relations support, Max Borges Agency offers full service PR services and 20+ years of experience landing coverage in business outlets for brands in this space. Contact us today to learn more about how we can support your brand.
