Bylined articles or columns are an excellent way to reach your audience and get publicity for your business. When you write your own article or a regularly occurring column, you enhance your credibility, establish yourself as an expert and position you as a thought leader in your field.
Building relationships with the media in an effort to generate publicity is an important part of marketing your business, but it can take time. You can achieve that publicity quicker by writing your own articles and posting on your company website, submitting them to online article directories and pitching them to a specific media outlet.
Bylined articles also allow you to control the message better than you would be able to if you were being interviewed by the media for a news story. As long as you write for the reader and offer valuable content such as how-to pieces, lessons learned or hot trends and issues in your industry, you can draw attention to your company and differentiate it from competitors. Convince just one editor to print your articles on a regular basis and you’ll have guaranteed exposure as long as you follow the outlet’s submission guidelines and meet its deadlines. You’ll also quickly establish a relationship with that editor, who may just open up other publicity opportunities for you and your business.
This is the final installment of Media Magnet Monday. Where do you feel stuck? Leave me a comment letting me know.
Missed a previous installment? Just click on any of the links below to catch up.
- Put together a strong PR strategy
- Create a killer media kit
- Use a media release versus a media pitch
- Use media events (and why you should avoid press conferences)
- Write bylined articles and columns that position you as an expert in your field