Writing an article

that works for you

Many people think that writing an article is the job of a journalist. But this is not always the case. Often they are written by experts in the field. Experts just like you!

This is particularly the case in niche industry publications where great content is vital. And it’s a win-win situation. It costs the publication nothing and it is one of the most effective tools available for you to establish credibility with your target audience because it showcases you as an expert in your market.

And what’s more - writing an article is not rocket science! Just follow three simple steps:

1. Place your article

   Identify your target publication(s) - you already know how to do this! Chances are it will be those that you read regularly. Look in your intray for inspiration!

   Contact the editor (details will be in the magazine or on the website) to introduce yourself and explain why you are an expert in your field, why your opinions will be of value to their readers and what you would like to write about. Make your suggestion topical and valuable to the readers.

   At this point you also need to ask for any rules you need to adhere to when writing an article, such as what should/shouldn’t be included, word count, style and format etc.

   Once you have agreement from a publication to submit an idea for an article, you will usually have to produce a brief synopsis for the editor to approve.

2. Write the article

   A bylined article (one which is attributed to an individual rather than remaining anonymous) is not a sales pitch. In fact, in most cases you will not be allowed to mention your company in the main body of the article. (Though most will include a short biog about the writer where you will usually be able to provide your position and company name).

   Instead, when writing an article you should focus on a topical issue (one perhaps for which your company provides a solution!).

   Make sure the tone, style and voice are right for the publication. Equally important is the validity of what you are saying. While your piece can be based on opinion, make sure anything you say is factually correct.

   If you do not have somebody within your organisation that can write articles, it may be worth paying for a copywriter to do it for you. You need to impress the editor and the readers in order for your article to be effective for you. The cost of hiring a copywriter is likely to be much less than you would page for a full page advertisement, and the results much greater.

   Whoever physically writes the article, the byline should be that of the managing director or other senior manager.

3. Use your article!

   A published article shows that your views are respected in the industry and by the publication and so you should use it as much as possible - on your website, as part of a press cutting portfolio, or even mailed out to your customers if appropriate.

   Remember - once published, the article will generally become the copyrighted material of the publication, so you must adhere to its copyright rules. You may need to purchase reprints if you want to use it for your own marketing. Always check with the publication before reproducing anything.

A final word on writing an article - don’t underestimate the value of them! It can take time and effort. But the rewards of becoming seen as a thought leader in your field can be immense. Articles are seen as much more objective than advertising so potential clients are more likely to read and digest what you have to say – and will cost you much less!