The Contributed Content Backlash

July 12, 2023

Newsroom staffs have continued to dwindle over the last few years while the demand for breaking news and 'round the clock coverage has skyrocketed. This has put tremendous stress on the remaining reporters and their editors, who have to weed through hundreds and possibly thousands of pitches and news announcements on a daily basis. They have to determine what is critical to cover immediately, what stories are interested but can wait, and those they just don't have the time or interest in. Reporters now typically have to submit a few and sometimes dozens of stories daily. They aren't able to truly deep-dive into many stories or passion projects.

To help relieve this pressure from their staffs, editors started opening up contributor networks, giving outside, non-staff experts the opportunity to share their perspective on timely topics, while helping add more content to their sites.

This was well-received for quite some time, what seemed to be a win-win for media and brands alike. Media got the supply of content needed to fill the demand requested by readers, while thought leaders, executives and brands were able to share their specific perspectives on the news of the day.

But recently there has been some backlash. Media outlets like TechCrunch have rescinded their contributed network offers, citing the amount of articles they receive that they "strongly suspected where ghost-written by PR or really had no business being given the platform."

While I'm not a fan of blaming the entire quality issue on PR, I understand the delicate balance outlets are trying to achieve. As a result, these outlets and probably many more will overcorrect and severely limit or completely eliminate their contributed content programs. In turn, businesses and their leaders will need to find different and some possibly new avenues to consider as part of their PR and thought leadership programs.

No need for much concern though. There are more platforms than ever before for people to publish and share their viewpoints beyond traditional media outlets and blogs -- LinkedIn, Medium, to name a few.

Some may view these platforms as the "easy way" to get content published and out into the public sphere, believing that this isn't "real coverage". True. Media coverage in traditional outlets will now mostly pertain to news.

But if you are wanting to focus on thought leadership, publishing on these alternative platforms and having a well executed socialization plan in place can make your readership and impact as strong as a what you may have hoped to achieved with a previous guest post on a traditional blog.

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