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2013 is the year of content marketing, and that means an increase on eye strain and inbox space for the editorial team here.

As Econsultancy's Content Marketing Executive, I schedule and source content from contributors that might align well with our reports, and there are a few things I'd like to highlight as tips for both PRs and journalists working with Econsultancy.

This includes what we do and do not cover on the blog, and pitching best practice outlined below.

Any PR or content marketer worth their salt will know to check in with the tone and style of the blog they are outreaching before sending a pitch, but here is some added guidance:

Why do we blog? 

It's fun, it's interesting, but there are other reasons. The blog is about getting the Econsultancy brand known and providing articles which digital marketers will find useful, which will create informed debate and perhaps inspire people to investigate the site further and check out our splendid reports, events and training. 

The blog attracts upwards of 400,000 unique visitors per month and, as well as being informative for our readers (we hope), helps us to learn a lot about the issues that marketers care about

What do we cover here?

Broadly speaking, we cover any aspect of digital marketing and ecommerce which our readers will find useful.

The topics we cover most are ecommerce, search, social media, content marketing and mobile, but we also look to provide insight on web analytics, online advertising, and many other things digital. 

Within these topic areas we are looking for: 

  • Data (industry insights for our verticals). We like data on UX tests, interesting studies into search, anything which offers new insights for our readers. 
  • News on ecommerce launches. We review ecommerce sites regularly, so keep us up to date with new launches, redesigns, etc. 
  • New and innovative marketing campaigns. We like to know about new campaign which offer lessons for other marketers. Even better if you come to us with stats. 
  • M-commerce and apps. Are you launching a new mobile site or app? Let us know. 
  • Client-side interviews. While we don't rule out interviews with suppliers / agencies, we'd often rather speak to brands and retailers. 
  • Startups. We run regular Start Me Up! Q&As, so let us know if you have an interesting startup. 

What do we not cover here?

  • We don't cover news about new hires. 
  • We don't cover rebrands.
  • We don't write about client wins, though if you have some useful stats or case studies further down the line, then we might be interested. 
  • We don't cover funding or acquistions. If it's funding, you may be a candidate for a startup Q&A. 
  • We don't do news per se, though we may do an analysis piece or review based on a piece of news, like this

Who covers what?

We all cover a bit of everything, though we do have our preferred topic areas. 

  • Graham Charlton. Our Editor covers ecommerce, multichannel retail, UX, search and email. 
  • Patricio Robles: US-focused, looks at most topics, with a focus on ecommerce, social and B2B marketing. 
  • Claire Brinkley: Claire looks at digital and ecommerce trends in Australia. 
  • David Moth: David focuses on ecommerce, mobile and social. 
  • Heather Taylor. Heather, our US editor covers social trends and more. 

Once you've absorbed what we're all about, if you'd like to send a press release or propose a contributor, please use: press@econsultancy.com.

Finally, if you are an active contributor to a website that covers any of the verticals we specialise in (SEO/Marketing/PR/Ecommerce/Mobile/Advertising) then you may be interested in joining the Econsultancy for Journalists LinkedIn Group where we provide our own industry data and commentary around trending news and our reports.

If you are a journalist, but more of a Twitter type, send us a tweet (@econsultancy) with the hashtag #EconLIST and we'll take care of the rest.

Ryan Sommer

Published 15 January, 2013 by Ryan Sommer

Ryan Sommer is web veteran and recovering expat who contributes to Econsultancy on startups, content marketing and new media. You can connect with him on LinkedIn, follow him on Twitter, or add him to your circles on Google+

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Comments (7)

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Stephen

Hello Ryan,

Just wanted to say that this was an interesting way to broadcast your editorial guidelines and other related info in order to reduce the amount of times you're asked the same question or presented with irrelevant info.

I know it may sound may strange, but as with most things on Econsultancy, I just found it interesting and creative.

Stephen

over 3 years ago

Graham Charlton

Graham Charlton, Editor in Chief at ClickZ Global

Thanks Stephen, let's see if it works!

over 3 years ago

Andrew Smith

Andrew Smith, Director at eschermanSmall Business

Hi Ryan - judging by your list of things you don't cover, I assume you nevertheless still get people pitching these kinds of stories.

What would you say is the percentage of irrelevant pitches from PRs compared to ones that have some value to you? It would be interesting to see whether publishing this list has any noticeable impact on reducing the number of unwanted or irrelevant pitches you get.

I wish you luck.

over 3 years ago

Graham Charlton

Graham Charlton, Editor in Chief at ClickZ Global

Hi Andrew. My inbox is full of irrelevant pitches. I'd say 15% from PRs aren't even digital-related, while another 50% are stuff we don't cover - new hires, gadget news, someone using a new ecommerce platform etc.

You end up ignoring a lot of them and the good stuff can sometimes get lost in the crowd.

Hopefully this will reduce the number of unwanted pitches. If nothing else, it may shift them from my inbox ;)

over 3 years ago

Andrew Smith

Andrew Smith, Director at eschermanSmall Business

@Graham - sad but true re: the level of irrelevance you get - as I said, I wish you luck in reducing the amount of unneeded stuff clogging your inbox.

over 3 years ago

Graham Charlton

Graham Charlton, Editor in Chief at ClickZ Global

@Andrew what annoys me sometimes is that a cursory glance at the blog should tell them whether their pitch is relevant or not.

over 3 years ago

Andrew Smith

Andrew Smith, Director at eschermanSmall Business

@Graham It is lazy PR - doing a keyword search on Gorkana and then carpet bombing emails to journalists on the list - in some cases, they won't even know they've sent you the email let alone bothered to visit the blog and actually read it.

over 3 years ago

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