Contributed Media Articles: A Valuable Resource Library

Of course, increased name recognition and stronger brand awareness are critical pieces of the marketing mix achieved by media relations. However, what are some other key benefits?

First, it’s important to understand the different forms media relations can take. We refer to this element of marketing as “earned” media – not to be confused with “paid” media which most commonly refers to traditional advertising. Even earned media, though, comes in different forms. Many are familiar with news releases, which companies use to make announcements to the public and industry peers. New hires, mergers, awards and company milestones are all great opportunities to distribute a news release.

Another powerful form of earned media is the contributed article. Media outlets often welcome expert-written pieces for their editorial pages, sometime referred to as byline articles. This type of earned media coverage can be far more valuable than a paid advertisement, as it increases the author’s credibility with the audience. Readers recognize that this trusted media source chose to publish this content based on merit, as opposed to being paid to do so.

Strong contributed content can also fuel your company’s broader marketing efforts including social media, blog and email campaigns. However, what about some of the educational and practical uses of this kind of earned media content?

To explore this further, we asked Michelle Fischer, Marketing Communications Director at Valin Corporation to share how Black Twig has supported their efforts to build a robust library of marketing and educational resources. Valin has been a valued client of Black Twig’s for the past 13 years.

At Valin, our goal has always been to be more than just a supplier—we strive to be a trusted partner and expert resource for our customers. To achieve this, we’ve worked with Black Twig to develop and execute a strategic PR approach that positions us as thought leaders in the industries we serve. Together, we’ve created a steady cadence of published articles in key industry publications, all of which are tightly aligned with the needs and challenges of our target audiences.

These articles are far more than just promotional pieces—they serve as educational resources that address complex topics and offer practical solutions, helping readers better understand their applications and ultimately make more informed decisions. By consistently offering valuable insights, we’ve been able to earn credibility and build trust with engineers, procurement specialists, and decision-makers across a variety of sectors.

Each published article is also part of a larger content ecosystem.
Once live, we integrate the piece into our online resource library on valin.com, promote it through our social media channels, and often feature it in email campaigns. This strategy has proven to be highly effective in driving qualified traffic back to our website, where visitors can learn more, access related resources, and most importantly—reach out to us directly for personalized assistance.

The partnership with Black Twig has helped amplify our voice, extend our reach, and reinforce our commitment to being a go-to source of knowledge in our field. By continuing to invest in high-quality, informative content, we’re not just attracting leads—we’re building long-term relationships grounded in trust and expertise.

Are you ready to turn your expertise into an effective selling tool? Reach out and we can talk through the best way to get you started!