In every industry there are magazines, newsletters, and journals that contain current news and bylined articles from experts in the field. Authored or bylined articles usually provide valuable information about a relevant subject to readers. The process of writing and getting a bylined article published is time-consuming but worth the effort. Once the article gets published, it becomes a valuable marketing piece with a long shelf life.
Benefits of Bylines
A bylined article establishes credibility with a target audience. It showcases the author as an authority in a field. In doing so, the article brings attention to the prominence and strength of the company and sets it apart from competitors.
When professionals “author” an article, they are able to demonstrate their expertise to industry peers and colleagues, and the general public who follow that industry. For instance, a real estate broker that is expert in marketing properties could create and place articles about: What to Tell Your Clients about Listing a Property or How to Increase the Curb Appeal of Your House.
Placing Your Article
The next step is placing the article. Think about what industry publications you read and that your competitors might read. Identify target publications in which you want to be visible. Finding trade publications is easy because they are usually well known in your profession. Otherwise, they are listed in media outlet sources, such as PR NewsWire, BusinessWire and Bacon’s.
Industry or trade publications are looking for well-written bylined articles authored by experts in the field. Two important tips to start are: (1) Find out the writing guidelines by going to the magazine’s website or by calling or emailing one of the editors; and (2) Check for media calendars at each publication. Note the featured topics for each month of the year.
Some examples of bylined articles are as follows:
- A real estate lawyer writes about zoning reviews, citing a specific project as an example.
- A civil engineer contributes an article about a feasibility study for a new tunnel in an urban area.
- A dermatologist writes about a new procedure in skin treatment.
- A family therapist authors an article about counseling techniques.
Organizing the Effort
- Talk to your public relations representative about getting an article in a trade publication.
- Be familiar with the magazine so you understand the format and the writing style.
- Request a Media Calendar or locate one on the website — this will tell you the topics the editor is looking for and the issue date/month.
- Request Writing Guidelines — length of the article, style, and focus.
- Pitch a Story Idea that fits the publication — call or email the editor several months in advance of the target date.
- Be sure of the deadline for submission.
Submit the article on time and if allowed, include contact details and a web address at the bottom of the article. After the story is published, obtain reprints to use in your corporate album, hand out at trade shows, and send to stakeholders. Use the reprint in your press kit. Obtain electronic versions for online posting.
Bylined articles are quite impressive for show and tell in the office waiting room and at trade shows. Are you ready to get started on your first article? The rewards of becoming an influencer in your industry are enormous. And once you become familiar with the process, you will be writing articles on a regular basis. You may even end up on television with your own talk show.