There is a brand you really want to write for, but you have heard they are really selective about their freelancers. Or perhaps you are responding to a job ad for a major company and you know that every other writer is going to apply as well. Often, to get a response from top brand, you need to invest some time and effort in your initial communication to stand out from the crowd.

Here are five steps to use the concepts of paid, owned, and earned media to help you land a new content marketing writing client:

1. Familiarize yourself with the brand’s paid media efforts. Do a Google search for ad campaigns. Check for press releases by the company about new advertising. Look on the company’s website. Review the paid media to get an understanding of what products the company is looking to push.

Are the ads more conservative or are they edgy? Think about the publications or media where the company has purchased ads for clues about the target audience the brand is going after. For example, if a food brand has purchased print advertising in magazines for parents, then it is a good sign that they are looking to encourage parents to purchase the treats for their children.

2. Know what owned media the company currently has. Look for blogs, custom publications, smartphone apps, white papers, and ghostwritten articles. The company website is a good place to start, but keep looking for other sources as well. Again, note the audience, tone, and subjects that the owned media focuses on. Take special note of any types of deliverables that the company is not offering, or any that they are executing poorly, such as a haphazardly maintained blog or scattered social media posts.

3. Find out what media the company has received in recent months. Look on social media to see how often the brand’s content is being retweeted as well as any recent media coverage they have received. Make a list of all earned media the company has had, and estimate the impact this media has had on the brand. A viral Facebook post or a cover story in a major magazine is going to have more reach than a few bloggers touting the brand.

4. Brainstorm ideas for new “owned media.” Make a list of specific ideas for content that will help the brand reach the target market and product focus illustrated through their recent paid media campaigns. Be as specific as possible with your ideas. Don’t just say “start a blog,” but list five to 10 blog topics. Think outside the box for deliverables such as case studies, video content, and even events, which are often overlooked by brands.

5. Communicate your ideas to the brand. In your email or phone conversation, detail your ideas to the brand. If the company is not using earned media to its full potential, be sure to explain this concept and the lack of current earned media. Communicate the earned media potential of your ideas as well as how the deliverables will attract the companies target demographic or product. 

Most writers will simply tell potential clients about their qualifications and send writing samples. By demonstrating your understanding of the types of media and the brands goals and current offering, you are more importantly illustrating the value that you can  bring to the brand through concrete ideas. And those are the writers that get the best content marketing gigs.