One of the most effective forms of promotion for a business is to be seen in print, or online, by having articles published. Having your name as a contributor says lots about the expertise you have which can only add to your credibility and build potential customers’ confidence in your offer.

Your trade journal is a good place to start in getting your business extra exposure. Most of them welcome editorial contributions from spokespeople who can offer their readers an opinion, a perspective on current trends within the industry or some other timely and informative comment. So how do you go about bagging your slice of the action?

First of all, check the journal to see the kind of features it publishes. Then review some hot topics with your own team that fit this profile. It’s likely you’ll already have a bank of ideas based on your experience of the industry which, with a little application, can be moulded into something worthwhile.

Next get in touch to discuss the angles and topics the editor is looking to cover. This is important – your offer should be tailored to the publication’s requirements so be flexible. If you’ve done your homework then you should be able to pitch an idea that will serve you both well. Agree the final topic, required length (word count) and the deadline – and stick to them all. Remember, your article shouldn’t be sales-orientated and solely about your business (if it is don’t expect it to be published); rather it’s an opportunity for you to demonstrate insight and expertise from the vantage point of your industry knowledge.

Of course you can also publish online by adding articles to your website and by submitting to article marketing sites like EzineArticles.com. For these, you must conform to set editorial guidelines (just as you would to the requirements of your trade editor) in return for which your articles will be made available via the internet.

What return can you expect from publishing articles? It’s best to see your writing as part of your longer-term marketing and PR effort and to commit to a regular output. That way they will contribute to a developing awareness of your business among prospective customers that should pay dividends over time. Of course you may get lucky with a topic that strikes just the right note at just the right moment and leads to an enquiry. But that’s likely to be the exception rather than the rule.

« back | Posted: on Tuesday, October 13th, 2009 under Writing feature articles.
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