How to Get Featured in Key Channel Publications
In the highly competitive IT and technology sectors, channel publications hold immense influence for companies looking to expand their market reach. These specialist titles cater to channel partners, resellers, and managed service providers (MSPs) who distribute and support technology products and services.
Securing quality coverage in these key publications can dramatically boost a vendor’s visibility, attracting new partners, and expanding their channel ecosystems. This, in turn, strengthens sales outreach and drives business growth.
Channel publications are trusted for their in-depth news, analysis, and expert commentary. They can help readers stay ahead of industry trends, tackle complex issues, and provide vital professional development through technological advice, leadership strategies, and success stories.
So, how can a business increase its chances of getting covered in a channel publication?
Hot topics that capture channel editors’ attention
Partner programmes
Channel publications are very interested in successful partner programmes helping to build strong relationships and ensure mutual growth and profitability. Highlighting unique aspects of the partner programme can catch the eye of channel editors and secure valuable coverage.
Partnerships with channel companies
Strategic partnerships between vendors and channel companies can lead to expanded market reach and new business opportunities. Whether it’s a new alliance or an enhancement of existing partnerships, these stories resonate well with channel publications. This is because they demonstrate growth and innovation within the industry.
Appointments and executive moves
Channel publications closely follow the movements of industry leaders. Appointments, especially at the C-suite level, such as a new Head of Channel or a new Chief Revenue Officer (CRO), are of high interest. These moves often signal strategic shifts and new directions for the companies involved. Providing updates on significant appointments can ensure your company stays in the spotlight.
Market trends and demands
Shifting customer demands and industry trends are naturally high on the agenda for channel titles. Whether it’s new technology, better support, or more flexible solutions, insights into customer demands can provide valuable content for these publications.
Just as important are the needs and expectations of the channel partners themselves. Publications look for stories that highlight how vendors are addressing these demands – whether through new products, improved support, or better incentives. Meeting these needs can drive business growth and strengthen partnerships, making it a key topic for coverage.
Unlike more news-focused topics, market trends work well as thought leadership pieces such as by-lined articles, Q&As, and interviews. The aim here should be to share genuine insights and practical advice for channel decision makers, rather than promoting a particular service or product.
Winning tactics for channel coverage
The first step to securing quality channel coverage is understanding which journalists or influencers are creating a buzz. This will help in making a targeted media list. Your list must include the journalist, what they write or talk about as well as what they would like to hear from you.
Next, a strong professional relationship built on mutual interest goes a long way in channel coverage. At Code Red, we have built deep relationships with key journalists and channel media publications to ensure that our clients are discussed among the right demographic. This goes beyond just knowing the right names and email addresses, with a personal relationship built over years of working together.
By building professional relationships with the channel publications, we can then understand what content resonates with a particular publication. We then tailor our pitch according to the publication’s demand thereby increasing the chance of getting covered. It is also important to be ready for any follow up questions or requests for additional information.
Finally, the importance of having relevant case studies on hand cannot be overstated. Even with a strong contact to get the ball rolling, it really helps to verify and backup all the facts with the relevant information and stats.
At Code Red, we have decades of experience in securing regular, high-quality coverage with leading channel titles, particularly for our specialist field of IT security. We understand the necessary steps to ensure that our clients stay in relevant conversations. With the help of our expertise, we ensure that your business can effectively leverage these publications to enhance its market presence and drive growth.