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Editors of online publications say the top reasons they reject guest or contributed content from brands are that the pieces are too promotional and the pieces are not a good fit with their readership, according to recent research from Influence & Co.

The report was based on data from a survey of 84 editors who work for industry-focused online publications.

Some 79% of surveyed editors say content that's too promotional is one of the biggest problems they face with pitches; that's up eight percentage points from Influence & Co's 2017 survey.

What makes a piece too promotional? In last year's edition of the survey, editors said the biggest issues are forced mentions of products/services/clients, including company links in the main body of the text, and covering the industry from the vendor's point-of-view.

Some 56% of editors say content that's not a good fit with the publication's readership is one of the biggest problems of the hpitches they receive.

Most editors are publishing content in formats beyond text in 2018.

Some 67% of respondents say their publication will post videos this year, 52% say their publication will post infographics, and 40% say their publication will post podcasts.

Though editors are embracing various content formats, many still cannot publish certain types of pieces: Some 31% of respondents say their publication does not have the capacity/means to publish videos, and 18% cannot publish podcasts.

Some 93% of editors say they measure the success of contributed content by pageview counts, 75% look at time spent on site, and 69% look at social shares.

About the research: The report was based on data from a survey of 84 editors who work for industry-focused online publications.

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ABOUT THE AUTHOR
image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji