Brett Farmiloe, CEO, Featured.com

Welcome, Brett! Can you tell our readers a little about yourself and your background in contributor programs for publishers?

Absolutely! I'm Brett Farmiloe, founder and CEO of Featured.com. My journey into contributor programs for publishers began with my first startup, Pursue the Passion, where I realized the lack of meaningful outlets for people to share their expertise. After running and successfully exiting Markitors, a digital agency for small businesses, I launched Featured.com to connect experts with top publishers. Today, we power contributor content for over 1,000 publishers, helping them generate revenue and high-quality content while giving 30,000+ experts a platform to share their knowledge.

How did your journey lead you to become an expert in powering these programs? Was there a pivotal moment or project?

My journey to becoming an expert in powering contributor programs started with Pursue the Passion, where I saw firsthand the untapped potential of sharing expertise. A pivotal moment was launching Markitors and realizing the impact of quality content on digital marketing. This experience highlighted the need for scalable, expert-driven content, leading to the creation of Featured.com. The success of our model, validated by partnerships with over 1,000 publishers, confirmed we were on the right path.

From your experience, what's the biggest misconception content marketers have about contributor programs, and how can we debunk it?

The biggest misconception content marketers have about contributor programs is that they are purely for guest blogging or link-building. In reality, contributor programs are about building genuine, expert-driven content that adds value to readers and enhances a publisher's credibility. To debunk this, focus on the quality and relevance of contributions, showcasing how they drive engagement, improve SEO through authentic content, and establish thought leadership rather than just serving as a backlink strategy.

Can you share a time when a contributor program exceeded expectations? What key factors contributed to its success?

One standout example is our partnership with Fast Company, where the contributor program significantly exceeded expectations. The key factors contributing to its success were the high-quality of expert submissions, the rigorous editorial review process, and the strategic promotion of content on social media. By ensuring that contributions were insightful and relevant, and by leveraging our AI assessment for E-E-A-T guidelines, we were able to deliver content that resonated deeply with Fast Company's audience, driving substantial traffic and engagement.

Conversely, what's a common pitfall publishers face with these programs, and what advice would you offer to avoid it?

A common pitfall publishers face with contributor programs is accepting low-quality or irrelevant content just to fill quotas. This can dilate their brand and disengage their audience. To avoid this, publishers should implement strict editorial standards and leverage tools like AI assessments to ensure content meets quality guidelines. Additionally, fostering strong relationships with contributors and providing clear guidelines can help maintain high standards and ensure the content consistently adds value to their readership.

Building a strong community is crucial for any contributor program. How can publishers foster a sense of belonging and encourage active participation?

To foster a strong community, publishers should actively engage with their contributors by providing feedback, recognizing top contributors, and creating opportunities for networking and collaboration. Regularly hosting webinars, Q&A sessions, and virtual meet-ups can help build a sense of belonging. Additionally, offering incentives such as featured spots on the website, badges for high-quality contributions, and access to exclusive content or events can encourage active participation and make contributors feel valued and integral to the community.

In the ever-evolving digital landscape, how can publishers leverage technology to streamline their contributor programs and enhance efficiency?

Publishers can leverage technology by using AI-driven platforms like Featured to streamline content creation, review, and publication processes. Implementing tools for automated content assessments based on E-E-A-T guidelines ensures quality and relevance. Additionally, utilizing project-management software can help coordinate contributions and deadlines, while analytics tools can track performance and engagement. By integrating these technologies, publishers can enhance efficiency, maintain high editorial standards, and make data-driven decisions to optimize their contributor programs.

What are your thoughts on incentivizing contributors beyond monetary compensation? What creative strategies have you seen work well?

Incentivizing contributors beyond monetary compensation can significantly enhance engagement and loyalty. Recognition is a powerful motivator; featuring top contributors prominently on the site or in newsletters can boost their visibility and credibility. Providing exclusive access to resources, events, or networking opportunities also adds value. Another effective strategy is offering professional development opportunities, such as webinars or training sessions. Additionally, gamifying the contribution process with badges, leaderboards, and rewards for milestones can make participation more enjoyable and competitive, fostering a vibrant and active contributor community.

Looking ahead, what emerging trends do you see shaping the future of contributor programs for publishers? What should content marketers be prepared for?

Looking ahead, the integration of generative AI with human expertise will shape the future of contributor programs. AI will assist in content creation and curation, while human contributors will provide the nuanced insights and authenticity that machines can't replicate. Additionally, there will be a greater emphasis on diverse, multi-platform content that includes video, podcasts, and interactive media. Content marketers should be prepared to adapt to these technologies, focus on creating high-quality, multi-format content, and develop strategies to leverage AI while maintaining the human touch that engages and builds trust with audiences.

Thanks for sharing your knowledge and expertise. Is there anything else you'd like to add?

Thank you for the opportunity to share insights about contributor programs. I’d like to emphasize that the success of these programs hinges on the quality of contributions and the strength of community engagement. By leveraging technology and fostering genuine connections with contributors, publishers can create valuable, impactful content. Our mission at Featured is to unlock new knowledge and democratize thought leadership, and we’re excited to continue partnering with publishers to achieve this vision. If anyone has further questions or wants to explore how Featured can benefit their publication, we’re always here to help.