Feature articles and quotes in trend pieces aren’t the only way to showcase your business in the media. You can also aim for “byline articles” – pieces you author and submit for publication.
What’s the point? Byline articles can help your business in several ways. If well placed, they get your name in front of your target audience. If well written, they show that audience that you are a knowledgable contributor to the field. Byline articles showcase your understanding of new developments and ongoing challenges in your industry, as well as your customers’ needs.
Opportunities for byline articles may be ongoing, as in a recurring column, or one-time. They include guest blogs as well as pieces in many print publications. When pitching yourself as a guest author, be sure to find and follow the guidelines of each outlet.
Once you have secured a byline opportunity, consider the following:
Educate, don’t advertise
When you have an opportunity to publish a guest piece, it has to be bigger than your own organization. Your piece should not use “educational” content as a thin veil for self-promotion. An article that reads like an ad won’t win you customers, but a well-written commentary on trends in your industry or the needs your services address will position you as knowledgable.
Choose good company
When your aim is to position yourself as an expert in your field, it’s important to choose outlets to pitch thoughtfully. Look for credible outlets with well-written pieces and knowledgable writers. These can include blogs, news sites and print publications. Make sure they reach your target audience.
Harness the hit
Now that you’ve landed a piece, make sure to link it back to your work. Your post or article can’t be promotional, but your bio should be. Use those few lines to lead interested readers to your website, social media accounts, blog and other writings.
A strategic public relations campaign will include both byline placements and reporter outreach.