Demonstrate
Expertise with Bylined Articles
By:
Jennifer Marsnik
________________________________________________________________
A key piece of public relations is managing
the spread of information between your company and your target market. One of
the best ways to control the message is by generating and delivering the
information directly to your audience. When this is done in an educational or
informative manner, the company is positioned as a respected authority on the
subject matter or a “thought leader,” which helps to build trust and
credibility in a competitive landscape.
Promoting thought leadership can be among
the most affordable and impactful strategies in creating fresh leads, nurturing
existing leads and even converting new sales. And one of the best ways to
demonstrate your expertise is by writing bylined articles.
Bylined articles position the writer as an
authority on the subject matter, indirectly bringing recognition to the company
he or she represents. This creates a positive perception not only in the eyes
of existing and new clients, but also among prospective employees, competitors
and the market at-large.
Where to begin?
As with all marketing and PR-related
activities, having clearly defined goals and objectives will help you develop a
meaningful strategy around promoting thought leadership and getting articles
published in particular. You must know whom you are trying to reach and what
your key messages are.
Once you have identified your primary
audience(s), research media calendars for publications that reach those
targets. These schedules often include topic features for each issue, which
will help to determine where your areas of expertise align with subjects being
covered.
Next, familiarize yourself with the
publication’s writing guidelines. Know the general writing style and type of
content typically published, and make sure you are clear on the editor’s
requirements for word count, footnotes/references and especially deadlines.
Writing
When writing for industry publications,
limit the use of jargon or buzzwords. And never promote your own company or
products in a bylined article. Editors want to share valuable knowledge rather
than infomercials. And if the editor does not cut such references up front, the
entire piece may be seen as self-promotional, rather than educational or
informative, and both the author and the company will lose credibility rather
than gain it.
Not everyone enjoys writing, and not
everyone has confidence in their writing ability even when they know the
subject matter inside and out. Ghostwriters are commonly used when the bylined
author has the necessary expertise but not the time or desire to put pen to
paper.
If allowed to include an author bio, keep
it brief and focused on recent experience or achievements most relevant to the
topic you are covering.
Follow-up
When selecting outlets to which you will
pitch articles for placement, prioritize those that provide authors with a
complimentary or low-cost reprint of their bylined article. Share the article
on your company website, through email campaigns and via social media channels.
If the content is good, it may be shared by your network and beyond.
Finally, be patient! Most thought
leadership activities take time to generate measurable results. A single
demonstration of your knowledge or expertise may not make the phone ring, but
once the audience sees a pattern of authority and credibility on a given
subject, you can expect their perception to improve, which can eventually open
doors to new business.
About the Author
Jennifer Marsnik is a senior account manager with Edge
Marketing, Inc. Leveraging more than 20 years of experience working in
professional services industries, Jennifer consults with clients to develop and
implement strategic marketing plans that complement and support their overall
business goals.
