Tapping into forward feature lists and building relationships with publishers is a reliable way to achieve consistent coverage for clients.
With so many channels now feeding into content planning, it’s easy to overlook the basics. One of those is remembering that magazines, both print and online, still publish forward feature lists across the year.
What are forward features?
Forward features are planned themes or topics that a publication intends to cover in upcoming editions. Editors map these out to ensure a balance of subjects, perspectives and expertise throughout the year.
Some topics are broad, such as sustainability or health and safety. Others are more specific, tied to events, milestones or industry developments.
Most B2B and trade publications work this way, and many share their forward features lists in advance, often towards the end of the previous year.
Why forward feature lists should form part of your content planning
Trade media still has a role to play alongside social media, website content and video. Appearing in publications your audience already reads helps build familiarity and credibility, particularly in the built environment where trust and expertise carry weight.
Referencing forward feature lists can also bring structure to your content planning. Thought leadership, case studies and testimonials can be adapted to fit upcoming themes, helping you tap into topics and keep a consistent voice across channels.
Seen this way, forward feature lists become part of your wider content marketing plan rather than a standalone tactic. Coverage in trade publications builds visibility over time. It’s less about one-off wins and more about long-term consistency.
And we can’t ignore the chatter around how online PR is helping companies get visibility in AI search too. It’s not just what you say about yourself online but how you’re being spoken about elsewhere too. Getting quoted in online articles alongside other experts, for example, validates your company and expertise because AI platforms like brands who appear consistently on trusted websites. Another reason to feed content into relevant forward features.
Making forward feature lists work for you
Requesting forward features from relevant media gives you a view of the topics being covered across the year. The lists will give you an idea of what topics the trade media deem of interest to your audience, which means you can marry your client’s expertise to any relevant topics.
Once you have a working list of publications and themes, the next step is to start conversations with editors. This might involve offering expert comment, arranging interviews, or submitting by-lined articles. In some cases, there may also be opportunities for advertorial or wider campaign activity.
With this in place, content can be planned or adapted in advance and shaped to suit each publication’s audience.
It does take some initial effort. Not all publications make their forward features easy to find, so you may need to ask directly. Others include them in media packs or publish them on their website.
Facilities Management Journal (FMJ)’s forward features list can be found here, while Property Week’s is available here. The Housebuilder features list is here.
The value is in making sure your client’s expertise appears in the places their audience already looks.
We can help you plan ahead
At Macbeth Lankester, we use forward features to help clients plan content more effectively across the year.
If you need support identifying opportunities, shaping content or building relationships with the right publications, we can help.
Get in touch with our team.