8 rules to writing media-friendly thought leadership articles

*This has been compiled using Sifted and TechCrunch guidance for op-eds, as well as the MVPR team’s own tips.

Placing articles in the media (sometimes referred to as op-eds or by-lines) is a time-tested way to create brand awareness and credibility with your customers, employees and investors. Getting a publication focused on your niche to publish your own expert advice on the challenges you or your industry has faced can fairly quickly build your reputation as a "thought leader" (we're not fans of this word 🤢 but there aren't many others that encapsulate the idea of writing thoughtful, self-promotion-free content). This translates into better/faster customer acquisition and positive employer branding.

After reading hundreds of drafts from startups over the years, and working closely with media outlets on the lookout for such expert contributions, we'd like to think we understand the difference between a "likely to be published" piece and a "not good enough" piece.

To give founders and marketing teams a better chance at media coverage conversion, we have set down some rules below to consider, as you create your next article.

1. Say something new and unexpected

Do your research before writing. Has this topic been written about by your competitors or your peers in the media already? Have similar publications to the one you’re pitching been writing stories related to it? Tier 1 media - the major news outlets - will particularly need a fresh topic to consider taking your article. Your audience will also appreciate being surprised by something different to what they’re reading every day.

2. Choose a topic that your audience can relate to

If you’re pitching the right journalists, they will be writing for your target audience - so they will care about what that audience cares about. The best way to come up with a relevant topic is to interview your customers. Identify the things that keep them up at night and that you have an opinion on - and create thought leadership articles around them.

3. Don’t make it about you

Media won’t accept pitches for a company that are attempting to masquerade as thought pieces, or a press release dressed as a guest post. Find the balance between your business interests and a reasonable discussion of topics that are also relevant to everybody else (read: your target audience). For VC firms, don’t write about why you think your latest investment is great. For founders, don’t write about why you think there’s such a big opportunity in your niche. You can write about trends you’re a part of, but only if you place yourself within the bigger picture.

4. Give a punchy opinion

Ideally, use a controversial or unusual point of view. Journalists want content that surprises and engages. And so do your audiences. Don’t pitch a piece about why it’s a good idea to talk to your customers early on, pitch an idea about why customers are stupid and should be ignored at all costs. Examples of good contrarian, provocative pieces are here (courtesy of Sifted):

• Don't believe the Web3 hype
• Founders, drop the NDAs — no one cares about your idea

5. Be precise

Stick to making one point really well — not two or three vaguely related ones.

Managing and hiring talent, for example, is way too broad a topic to be discussed in 800 words — so just pick one element of it, like this piece: “Why a people person should be one of your startup’s first 10 hires”.

6. Use a human and personable tone - and ideally a touch of humour

No one wants to read an article written in jargon-y, rigid sentences. The best articles - even those on B2B, technical topics - showcase a real, human experience, and an engaging tone. A recent survey of 3,132 journalists from across the globe to gauge the industry's top priorities and challenges found that “a surefire way to get blocked is by sending pitches that read like marketing materials”. So, write as you would speak in a conversation. Matt Levine, for instance, is very good at that.

7. Make use of data, anecdotes, examples

In the same survey, it was found that journalists are increasingly looking for compelling data to inform their reporting, and 68% want to see original research and trend data in pitches. So, as much as possible, use data or a concrete use case to make a point —that also engages readers much more than theoretical descriptions of a problem. Ideally, use your own data - if not possible, use industry data from credible sources. It’s also useful to quote others, and show the opposite point of view - with corresponding data - if you have room for it.

8. Actionable advice and a direct call-to-action

Make sure your pitch includes practical advice or insights that can easily be implemented or considered - that’s the key to journalists getting clicks and so they pay particular attention to this. The best conclusion will contain a “call-to-action”, which is telling your audience that they should do X and the reasons why.

That’s it!

And if you would like a visual aid, use our content recipe and checklist against any finished content to make sure it hits the mark:

MVPR Engaging Content Checklist*

Your end-content will need to be:

• Unexpected
• Relevant
• Not about you
• Direct & punchy
• Focused
• Personal
• Data-Driven
• Actionable

*Ensure the first three items are ticked off at a minimum when writing your content