Scoring Media Coverage in Business Insider with Deputy Editor Jake Swearingen

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This a briefing for PR agencies looking to score coverage in Business Insider with Deputy Editor Jake Swearingen, who has also written for Consumer Reports, New York Magazine, The Atlantic, Wired, Slate and LA Weekly. 

In this exclusive interview we talk about Business Insider’s meteoric rise to name brand status, public relations opportunities for media coverage and challenges covering small business news.

Tips for Getting Media Coverage at Business Insider

If you want to pitch a story to Business Insider likely to get considered, it’s important to understand what their success metrics look like.

• Measuring Success at Business Insider: Business Insider assesses the success of a story by considering engagement metrics, reader feedback, social media shares, and the resonance it creates within their target audience. They analyze how well the story aligns with their editorial goals and if it sparks meaningful conversations among readers.
• Success Criteria for Business Insider Articles: A successful article in Business Insider is characterized by the number of page views. It’s a quantitative measure reflecting the article’s reach and impact within their vast readership.
• Daily Publication Rate at Business Insider: Business Insider maintains a dynamic content strategy. They publishing a lot of stories every day. This high publication rate keeps their readers abreast of the latest news.
• Business Insider’s Interest in Short Stories: Business Insider shows interest in covering shorter, concise stories that are focused on trending topics, niche subjects, or emerging developments. These stories offer quick and relevant information to their readers. Plus, they’re easier stories to cover.
• Successful Pitching to Business Insider by PR Agencies: When PR agencies successfully pitch to Business Insider, they provide compelling, newsworthy angles and well-researched content. Establishing a strong rapport with the editorial team is also key to getting considered quicker.
• Guest Columns on Business Insider: Business Insider does occasionally run guest columns. To be considered, potential contributors should submit well-crafted, insightful pieces that align with the publication’s editorial guidelines and audience interests.
• Content Monetization Strategy at Business Insider: Business Insider decides whether an article should be offered as free or premium content based on its perceived value, depth, and exclusivity. Premium content often includes in-depth analysis or exclusive insights.
• Lessons from the Pandemic for Small Businesses: The pandemic highlighted the importance of resilience, adaptability, and digital transformation for small businesses. Learning from this experience, small businesses should focus on agility and leveraging technology to thrive in a landscape increasingly dominated by big tech brands.

If you’re a small business trying to get Business Insider’s attention, or a public relations consultant looking for insights on how to pitch Business Insider, this exclusive interview with Jake Swearingen, which is being release on the Earned Media Podcast, is well worth a listen.