Most people realize by now that great content is the key to great marketing. Writing clear, helpful articles and producing attractive video and images about your product or service is absolutely essential for communicating with potential customers.
To make the most of the content you’re writing or producing anyway, why not schedule writing content (or producing images or video) to coincide with the editorial calendar of the publications your target market reads? The idea is to join the conversation already taking place about the topics people are already thinking about.
If you have (or develop) relationships with these publications, you may also be able to assist with the articles THEY are writing, provide materials or answer reporters’ questions. This may net you (or your product or service) a mention in the publication, which is often better than paid advertising!
Of course, if you’re purchasing advertising, you should be coordinating your ads with editorial content to maximize your return on investment.
It’s ideal to plan materials and start making contacts at least four months in advance, so that you have time to focus your materials, do research, and build relationships. Here’s what we recommend:
- Find a topic in the editorial calendar in which you are an expert or in which your company has some expertise.
- Find out about the publication – read it, get a feel for the style of writing and level of detail
- Contact the publication and find the name of the reporter will be covering the topic you have in mind.
- Find out as much as you can about the reporter (you can use Google for this)
- Contact the reporter and ask if you can be of assistance. Offer interesting facts about the topic, not a sales pitch for your product or service.
Download our Aviation Marketing Calendar Template here.
Of course, you can also look up these publications yourself, but I’m sure you have plenty of other things to do with your time this year – like planning and writing great content!
Publications
| Publication | Topics |
| Aerospace Manufacturing & Design | Focus – Industry Outlook
Features
|
| AIN | Low-Cost Carriers |
| Air & Space Magazine | Combined with December 2010 |
| Airport Business Magazine | Fueling & Line Operations
Aviation Service Providers, FBO Supplement |
| AMT – Aviation Maintenance & Technology | Helicopter Maintenance Focus
Military Maintenance IA Recurrency Exam |
| AOPA Flight Training Magazine | Instrument Flying: Decision Making Landing Resources |
| AOPA Pilot Magazine | AOPA Aviation Summit Tampa Postview GA Serves America Series Installment Cessna Skycatcher A Day in the Life of America’s Airports (Alton Bay, NH) |
| Aviation Times | • Homeland Security Technology Systems
• Biometric Solutions • Counter terror and tactical deployment |
| Aviation Week & Space Technology | 3-Jan Person of the Year
10-Jan Laureates Nominees Issue 17-Jan Business Aviation in Asia 24-Jan Aerospace 2011 AFCEA West 31-Jan Aerospace 2011 |
| Aviation Week Business & Commercial Aviation | Business Aviation Operations in New Zealand
The Why and When of the Super-Midsize Aircraft |
| Cessna Owners Magazine | Aircraft Owners Parts and Service Reference Guide |
| Flight Journal | A typical issue of Flight Journal will include, among other features:
|
| Flying Magazine | Training, Safety, How-to technique, and Opinion |
| Ground Support Worldwide | |
| NBAA | ..Money Matters: Tax changes for the coming year, budgeting, aircraft transactions and planning for recurrent training
“Dispatch” section: Dedicated content on scheduling and dispatching ..NBAA Schedulers & Dispatchers Conference ..NBAA Aicraft Registration Conference ..NBAA Regional Forum NBAA Leadership Conference |
| Pipers Magazine | Aircraft Owners Parts and Service Reference Guide |
| Robb Report | Travel Issue Travel the world in style with January’s Travel Issue showcasing select world-class luxury resorts and one-of-a-kind travel experiences. Robb Report compiles and reviews the ultimate destinations that the sophisticated traveler should experience in the year ahead. |
| Robb Report Colllection |
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