How To Discover Exterior Sources for Reliable Content material

Working as a reporter, not a advertising and marketing copywriter, ranges up your content material. It permits audiences to view your model as a trusted useful resource for worthwhile data, not a product-hawking promotional engine.

Step one? Assume exterior your organization.

Third-party sources can elevate the dialog with a number of and various viewpoints, examples, and experiences. In flip, the viewers is extra more likely to devour and interact with the content material as a result of they acknowledge the publishing model as an impartial media useful resource, not a vendor of services.

Act like a reporter and use third-party sources so your #content isn’t a product-hawking promotional engine, says @AnnGynn via @CMIContent. Click To Tweet

Let’s discover 5 paths to inject related and useful exterior sources into your articles, infographics, movies, podcasts, and every other sort of content material:

  • Ask industry-, role-, or geographic-specific organizations.
  • Join on interactive platforms.
  • Search non-human sources.
  • Use Qwoted as a model journalist.
  • Construct a supply community.

Ask industry-, role-, or geographic-specific teams and associations

Tens of hundreds {of professional} and commerce organizations exist in america alone. The American Society of Affiliation Executives (ASAE) reports over 7,400 member organizations, and estimates show that the entire quantity in america is greater than 56,000. At the very least one among them doubtless connects to your content material’s material.

Associations and industry organizations offer a plethora of expert sources for your brand’s #content, says @AnnGynn via @CMIContent. Click To Tweet

To search out educated sources in these organizations, take a look at their web sites:

  • Determine senior leaders and their specialty areas, then e mail or name the one most related to your content material subject.
  • Assessment board members to see which firms they signify and get in touch with those that signify manufacturers your viewers will acknowledge.
  • Attend the group’s in-person occasions to attach with potential sources. Go to the annual commerce present and discuss to some attendees to get a greater understanding of their experience. Ask them should you may attain out sooner or later while you’re creating content material the place their enter could be useful.


This article, from Dassault Systèmes’ The DELMIA Weblog, about closing the gender hole within the office contains an interview with the CEO of a related nationwide group.

Right here’s an excerpt from the article:

Teniel Jones is president and CEO of Base 11, a nationwide group devoted to serving to girls and Black, Indigenous and folks of colour (BIPOC) blaze a path in STEM industries.

I believe probably the most obvious problem feminine college students face within the schooling system is sexism, stated Jones. There’s an ill-conceived notion that ladies can’t be taught or examine in the identical fields males can, and these perceptions begin at beginning. We arrange totally different gender expectations for girls and boys, which interprets to STEM.

Join on interactive platforms

Use your model’s social channels to elicit enter out of your current viewers. This works properly for reaction-focused or crowdsourced content material as a result of it permits you to incorporate many voices in your piece – and you are able to do it rapidly. (Don’t neglect to say in your social submit that you could be use their responses in an upcoming article, video, or podcast.)

However don’t restrict your outreach to your social channels:

  • Tag your request for sources utilizing related hashtags.
  • Put up to topic-related LinkedIn or Fb teams.
  • Use crowdsourcing websites like Quora and Reddit to determine contributors to posts about your subject, {industry}, or content material angle. Attain out to them individually.


Yearly, I ask on social media for suggestions for CMI’s annual e-book reward information. Final 12 months, I acquired over a dozen responses on LinkedIn that went into the 2022 model.

TIP: Incorporate related current content material from social media – with the poster’s permission – into your content material. For instance, Kate Parish not too long ago included a Twitter dialog began by Elna Cain into this text about AI detection instruments:

Search non-human sources

Trade {and professional} organizations, in addition to different manufacturers, additionally is usually a nice useful resource for analysis, white papers, and different media protection. For those who can’t get to the suitable individual to interview, the subsequent neatest thing could also be a weblog or different media protection quoting that individual – simply be certain to quote and hyperlink to the unique supply.

Quote third-party research to elevate the credibility of your company’s #content, says @AnnGynn via @CMIContent. Click To Tweet


Paycor, an HR platform supplier, cited a statistic (98% need to work remotely for the remainder of their profession) from the State of Distant Work analysis by Buffer (a third-party supply) in its article about remote work reimbursement rules.

Right here’s the excerpt exhibiting how they included the statistic:

It’s most likely protected to say that distant work is the brand new regular for a lot of People. Right now, greater than 27.6 million individuals make money working from home versus the roughly 9 million individuals in 2019 (American Community Survey). And, those that don’t wish to. 98% of respondents in Buffer’s 2023 Distant Work Survey of 3000 wish to work remotely for the remainder of their careers (Buffer).

Distant-first organizations could make large financial savings on actual property—however are they required to as an alternative pay for distant workers’ bills? When workers make money working from home, they use their very own electrical energy, web and (usually) workplace provides. What portion of those business-related bills are, or ought to be, reimbursable?

Be a model journalist on Qwoted

Qwoted is a comparatively new service utilized by the advertising and marketing communication/PR world to attach the model’s consultants with the media. However content material entrepreneurs can use it too – taking the journalist’s position to hunt sources for his or her content material. And it’s free.

TIP: Be particular and succinct in your question. Embrace what you want AND what you don’t want. “Question: Looking for telephone interview with trucking {industry} professional on the impression of gasoline costs. Have already got enough responses from gasoline manufacturers or particular person truck drivers.”

Undergo the responses with a discerning eye. Delete people who don’t meet your wants. Then undergo to see who has probably the most shocking or attention-grabbing related responses. Use the submitted responses or follow-up to interview these responders to generate that contemporary content material your viewers needs.


On this article in regards to the position of Twitter in advertising and marketing after Elon Musk’s acquisition, I acquired a dozen or so responses to my question on Qwoted and picked a handful to incorporate:

Construct a supply community

As you domesticate new sources on your content material, be certain to doc their participation and get in touch with data. Create a grasp spreadsheet on your group. Embrace the individual’s title, title, group, contact data, and social handles, and word their areas of specialty. Then attain out to them while you need their enter on the content material being created.

Additionally, add a column for hyperlinks to content material the place your organization included that supply. That manner, your content material group isn’t utilizing the identical supply again and again. (It’s actually tempting to achieve out too continuously to a terrific supply you’ll be able to rely upon.)

There’s no single finest approach to incorporate exterior sources into your content material advertising and marketing. Whether or not you join extra together with your {industry} commerce group, search for current exterior references, use on-line communities, or put a question out to Qwoted’s database, you’ll create extra credible content material to place your organization as a go-to media model on your viewers.

How do you develop your supply community? Please share within the feedback.

Up to date from a January 2020 submit.

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Cowl picture by Joseph Kalinowski/Content material Advertising Institute