Top Content Creators use articles titled [How (Company You Know) Is Doing (Something) to Achieve (Positive Result)] to Draw a Bigger Audience
Why does this content model work?
Brand name recognition
Nielsen wanted to determine why people purchased specific products. What did it find? Brand!
These articles are, by definition, exploring how awesome these companies are. They’re literally saying, “If (brand) does it, it must be worth trying.” The brand gets external links, a huge trust boost, and increased brand awareness it probably doesn’t need (but never hurts).
5 steps to use this article model
1. Identify an innovative company or thought leader
Identify a business that doesn’t feel too out of reach. Avoid mega brands such as Apple, Coca-Cola, or Salesforce, as it’ll be tough for your reader to relate to the strategies they’re implementing.
Identify a business implementing innovative or interesting strategies. It should be doing something worth writing about. Your article will be harder to write (and less interesting) if you pick a big brand name that isn’t doing something exciting.
Target a business doing something interesting related to your business. There’s no point in getting people excited about a strategy that doesn’t relate to your business.
2. Start your research
3. Reach out to a representative
4. Go a step above with design
5. Promote to specific influencers
Research the influencers before you reach out to them to better
Learn if they are interested in content similar to what you’re doing.
Follow them on social media.
Then reach out to the influencer and personalize the outreach.