One of the best ways to get media exposure is to offer editors an exclusive article tailored for their publication.

But how do you tailor an article so that it sounds like it is written exactly for that publication? Below are a few tips.

Select a publication to which you would like to submit an article.

Visit the website and make notes on the following:

1. What language does the publication use to describe the audience?

2. What terms are in the editorial calendar?

3. What are the main topics and headings on the website?

4. What keywords are listed under article headings?

For instance, when I write for Construction executive, we use the terms:

• Construction executives

• Construction leaders

• Contractors

When we write for a different publication called Construction Business Owner, we use:

• Construction business owner

• Contractors

Construction Executive has a main heading for “Workforce” so much of the content we submit contains this keyword. This keyword is also found in the editorial calendar numerous times, which is also a good clue. So instead of using terms, such as human resources, we would insert the term “workforce” more frequently.

Under workforce, we find terms, such as business development, workforce development, recruitment, and retention. We know these are prime terms to use in our articles that align with what the editor wants.

The more you can align with the media outlet’s topics and language, the more an article will feel like the perfect fit to an editor.