How Do You Decide Which Content to Pitch Versus Self-Publish?

How Do You Decide Which Content to Pitch Versus Self-Publish?

Determining the right platform for your content can be a strategic decision that impacts reach and engagement. We've gathered insights from five professionals, including a Managing Director and a Chief Editor, to shed light on this decision-making process. From assessing newsworthiness for media pitches to leveraging media for audience reach and credibility, discover how these experts decide between pitching to journalists and publishing on their own channels.

• Assess Newsworthiness for Media Pitches
• Strategize Content for Audience Impact
• Consider Audience Overlap and Expertise
• Evaluate Content Lifespan for Channel Choice
• Leverage Media for Audience Reach and Credibility

Assess Newsworthiness for Media Pitches

In my role at the explainer video company, I decide what content to pitch to journalists versus publish on our own channels based on newsworthiness and audience reach.

For example, if we have a significant industry milestone, like a major partnership or a cutting-edge video innovation, I'll pitch it to relevant media outlets to gain credibility and broader exposure.

On the other hand, content like case studies or tips on video marketing strategies is ideal for our own blog, where we can engage directly with our audience and position ourselves as experts. Recently, we pitched a story about our collaboration with a top tech firm, which resulted in media coverage in industry publications, while we shared the behind-the-scenes process on our blog to drive deeper engagement.

Strategize Content for Audience Impact

I take a step back and think about what types of stories or information will benefit from wider distribution versus what will speak more directly to our existing audience. More often than not, we pitch stories to journalists that have broader appeal or a little-known hook into a current trend related back to our service in some way—anything from big shifts in gift-giving or holiday shopping behavior to little-known uses for technology when giving or receiving gifts.

For instance, we recently wrote a very interesting study on generational differences in gift preferences and spending. This piece had a strong news hook, and we knew it could be a strong story with the holiday seasons right around the corner and gift-buying top of mind. We pitched it to journalists, and a major lifestyle publication picked it up, giving us great exposure. On the other hand, detailed gift guides or customer stories are perfect for our blog, where they can engage our existing customers with useful content that will keep them coming back to our service. By placing this content where it can have the greatest impact and drive the most growth—be it within or beyond our existing customer base—we're being more strategic.

Consider Audience Overlap and Expertise

When deciding whether to pitch content to journalists or publish it on your channels, consider audience overlap, expertise, timeliness, and depth. If the target audience aligns with a journalist's readership, pitching can boost visibility. If the content requires specialized knowledge, a journalist's credibility can lend weight to your message. For breaking news or time-sensitive topics, pitching to journalists ensures the content reaches a wider audience quickly. If the content is in-depth or requires extensive research, it may be better suited for your channels. For instance, a tech startup's AI tool can be pitched to major publications to increase exposure and credibility.

Evaluate Content Lifespan for Channel Choice

When deciding what to pitch to journalists versus what to publish on our own channels, I focus on the content's lifespan. If it's time-sensitive, like reacting to breaking news or trends, I pitch it to journalists for quicker exposure.

For evergreen content—such as how-to guides or thought leadership pieces that provide long-term value—I publish it on our own platforms. This way, we maximize impact while keeping control over ongoing narratives that resonate with our audience over time.

Leverage Media for Audience Reach and Credibility

When deciding what content to pitch to journalists versus what to publish on our channels at Gema Sumatra, I focus on two key factors: audience reach and brand control. If a story is likely to have broader appeal or needs the credibility of third-party validation, I pitch it to journalists.

For example, this year, we are trying to collaborate with many different media to reach more audiences. So, we use news collaboration to explore bigger opportunities, and it makes sense to leverage media outlets to amplify the message. Journalists add credibility and expand our reach beyond our usual audience. So far, we have partnered with two media outlets to cover more national updates together: Jenggirat.com and Mediaindonesia24.com.

On the other hand, I publish more nuanced or brand-specific content on our platforms. These are pieces where I can fully control the narrative, like local business spotlights or deeper dives into topics our audience cares about, such as Sumatra's cultural heritage.

Surprisingly, I've found that content with a smaller or niche focus often performs better on our channels. For instance, a story about a small-scale local event gained more traction on our website than through mainstream media, where it might have been overlooked. This allows us to engage directly with a passionate, targeted audience without depending on external validation.