Getting into digital gift guides
Now we’re in October, with SEO in mind, our Christmas gift guide countdown is on.
Naturally, everyone’s at it online – and gift guides can be as hard for publications to rank for as for publicists to crack.
Instead of presenting readers with streams of suggestions for clicks’ sake (which only fuels decision fatigue), I approach gift guides with tight edits of expert recommendations. While this makes your task of securing coverage even tougher (sorry!), it is still possible.
Sustainable offerings, gifts that give back with a charity element, and smart, multi-functional products all feel of the moment. If they’re joy-sparkers and limited edition, all the better. Monogrammed-everything feels overdone, though luxury personalised items will always appeal. And novelty is a no-go; it feels naff at best, wasteful at worst.
If you’re pitching more than a few offerings at once, a line sheet with imagery and pricing is useful. Provide high-res cut-outs (on a completely white or clear background) via a link that ideally doesn’t expire after a week. Of course, lifestyle imagery is rarely used in digital guides, but it can be nice to have for homepages and social media.
Please also include a list of all digital stockists. Most of us work on an affiliate basis even within organic editorial, meaning we have preferred retail partners. If your offering only sells direct-to-consumer, consider exploring affiliate networks to maximise appeal.
When it comes to samples, some aren’t required for guides that aren’t shot but many items still need to be seen. With beauty (and scented homeware such as candles) we always try before suggesting others buy.
Last thing: while gift guides are often upheld as the holy grail of coverage, they aren’t the season’s be all and end all. They’re now one of myriad shoppable festive features that go online. So – as always – keep pitching outside the box.
What Bridget Thinks…