The Proptech Startup's Guide to Getting Published: Understanding the Publishing Landscape
Having worked with numerous proptech startups, I've seen how getting published in the right outlets can be a game-changer. It's not just about visibility; it's about establishing authority and credibility in a highly competitive market. This guide focuses on the first crucial step: understanding the publishing landscape, which can often seem like a maze to entrepreneurs and founders in proptech.
Understanding the Publishing Landscape:
The media landscape is vast and varied, especially for a niche as dynamic and innovative as proptech. One startup specializing in smart home technology succeeded by only targeting publications focused on home and design publications in the residential sector. Another, offering a unique solution in commercial real estate, grabbed attention by pitching to only commercial real estate-focused outlets.
Key Strategy: Identify publications that align with your niche. Research their content style, audience, and the types of stories they publish. For example, if your product focuses on sustainability in real estate, look for publications that highlight green innovations and build relationships with a handful of journalists in the sector.
Identifying the Right Platforms:
It's crucial to target the right platforms for your content. A proptech startup offering a property management tool gained traction by contributing to real estate tech blogs, while another focusing on real estate market analytics made waves by publishing in financial and real estate investment forums.
Key Strategy: Consider both general tech platforms and those specific to real estate. General tech platforms can provide broad visibility, while real estate-specific outlets offer targeted exposure to your direct market.
Tailoring Content to Publication Styles:
Each publication has its unique style and audience. A proptech company dealing in AI for property valuation found success by adopting a more data-driven, analytical style for tech publications, while they used a more narrative-driven approach for real estate magazines to tell the story behind their technology.
Key Strategy: Adapt your content to match the publication's style. Use data and technical details for tech-savvy audiences and narrative styles for publications focused on broader real estate trends and stories.
Building Relationships with Journalists and Editors:
A crucial aspect often overlooked is building relationships with those who curate and create content for these publications. One startup managed to get featured in a top real estate magazine by first establishing a rapport with a journalist through LinkedIn, sharing insights and trends in the proptech space.
Key Strategy: Engage with journalists and editors on social media. Comment on their articles, share insightful thoughts, and gradually build a professional relationship before pitching your story.
Final Thoughts:
Understanding the publishing landscape is vital for proptech startups looking to get their stories out there. It's about finding the right platforms, tailoring your content to fit their style, and building relationships with key people in the media. Mastering these aspects can significantly boost your chances of getting published, helping you to establish your presence in the exciting world of proptech.