Editorials are the most powerful, and underutilized marketing tactic.
Olivia Barton
Publications are constantly on the lookout for credible, newsworthy and on-trend pieces; our companies want to make the news, and a handful of ambitious types in our industries could use a publication platform to establish themselves. With our forces (subject matter expertise and PR skills) combined, we can create unbeatable news contributions.
I married this concept as the third marketing teammate (and only PR professional) at RockTape in 2015. I assembled and mobilized an unstoppable team of SMEs to kick off a flagship editorial process that launched a small education team into industry-leading experts of sports medicine. I carried this program throughout my eight-yearlong tenure.
See a year’s worth of editorial content I managed here.
Inc. 5,000 list spots 99 Silicon Valley companies with huge revenue growth.
RockTape was #449
My media collaborations:
Earned Media
See my organic media coverage for two brands in my category (RockTape and TriggerPoint) in Oxygen Magazine:
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Organic Editorial Placements
Consumer Publications
See my organic editorial submissions for The Box Magazine, a monthly publication for CrossFitters and personal trainers. I collaborated with subject matter expert Dr. Steve Agocs, a sports chiropractor and CrossFit coach, to provide articles on applying kinesiology tape (our products) for performance and injury prevention.
When collaborating on organic editorial contributions with SMEs, the editorial manager should always provide the topic beforehand, and coach them to follow these guidelines:
- Avoid mentioning your product by name, but emphasize the importance of choosing products with your brands’ key differentiating features.
Always submit the final version to the editors after editing in-house, and provide a variety of relevant images of your product in use, ideally in landscape, portrait and square specs. If you’re unable to showcase the brand logo in these images, be sure to have other unlabeled options that are recognizable as your brand. In these cases, I highly recommend using photography your brand has used repeatedly in marketing assets.
See our collaborations for The Box Magazine (published on the web and in print) below.
Medical Publications
See my sponsored articles and monthly organic editorial submissions in sports medicine and rehabilitation trade publications, Chiropractic Economics and Massage Magazine.
Editorial Planning
With our company mission in mind, I acted as editorial director, project manager and PR pro, earning paid and organic media features for a handful of brands I represented over the years. See what a year’s worth of editorial planning (B2B and B2C) looks like:
Olivia Barton 