In the past, gaining coverage with the media usually meant working with a PR agency to secure interviews between you and news outlets. However, there seems to be a shift in what journalists are looking for now. Some still want to conduct interviews and write their own articles, but others will accept a contributed, or bylined, article with more frequency due to diminishing staff and resources.
These articles are usually penned by a subject matter expert at your company with the agency acting as the liaison between you and the publication, or you may ask the agency to ghost write the article for you. The benefits of publishing contributed articles are numerous, but here’s a few that can really make a difference for your brand:
1. The message will be expressed correctly.
Often times, when you are being interviewed, you do not have a say in how the final product will turn out since the publication is not likely to let you proof the article before it is written. The journalist might present all the facts correctly, but not express the right messaging or reasoning you had behind doing this project or that campaign. However, when the content comes directly from you, you have complete control over the messaging and presentation. By writing it and asking the publication to print it, there is no room for misinterpretation on behalf of the journalist, and every idea can be expressed clearly.
2. Articles help establish credibility and thought leadership.
By working with publications that directly align with the industry or trade you’re seeking visibility in, and contributing articles to them, you are directly reaching audiences that have an interest in that subject matter. The more the audiences see your name in articles, either through interviews or the articles you contributed, the more you will show yourself as a thought leader in that field. You will be speaking to subject matters that are of interest to the audiences and showing that you are an expert in those areas. By doing so, you are establishing thought leadership and giving yourself more credibility with those readers.
3. They will separate your company from your competitors.
If your competitors are not submitting contributed articles to publications, maintaining a presence in them can really distinguish you from the rest of the pack. You are putting your company more in the eye of your audience and will garner more of their attention, especially if positioning your company as an industry expert. This not only puts you in a better light, but will also gain you more top of mind exposure since your audiences will see your name in publications more than competitors’ names.
4. Contributed articles will draw attention to important issues.
By choosing exactly what to write about, contributed articles will help draw attention to the issues or subjects that really matter to you. If, for example, you want to grow one side of your business that isn’t talked about as much in the media, then find a publication in that field and try to contribute an article about that aspect of your business. This can help you not only grow that side, but it can also help you become a subject matter expert in another industry vertical that your company does business in, which helps you stand out even more.
So don’t be afraid to start expressing interest in contributing articles, whether you want to write them yourselves or work with your PR agency to write them for you. It will bring positive coverage to you and help your brand grow in your industry.