Writing a By-Lined Article

Publications are always looking for expertise on hot topics of interest to its readers.  A by-lined article is a great way to highlight your own company’s expertise, delivered right to your peers and potential customers.  A by-lined article is simply an article, credited to the expert author.  They provide a win-win partnership between the publication and the author; an editor receives valuable content for his publication, and the author is presented to readers as a leader or trendsetter in his field.

Selecting a topic

When selecting a topic, consider your area of expertise and the readers’ interests.  A common theme is to propose a problem and solution.  Discuss lessons learned from a particular problem, utilizing case studies from your own organization’s experience.  Editors are most interested in new and highly relevant topics for the near future.  Review current articles and identify any trends in topics.  What is the latest buzz word? 

Pitching your article to a publication

Pitching a by-lined article to an editor is no easy task, but with quality content, the right publication, and a little persistence, your efforts will likely be rewarded.  Begin by submitting an abstract that clearly expresses the purpose of the story.  Check in with the editor periodically for a response.  Be persistent but not bothersome.  If you receive a “no”, move on.  If you are pitching to multiple publications, be sure to make any appropriate modifications to suite each publication’s readers. 

Leveraging the opportunity

Once the article is published, it becomes the copyrighted material of the publication.  But you are free to promote it through your own channels.  Take advantage of this opportunity to share about your company in the spotlight with your current clients, potential clients, and referral relationships.  Purchase reprints to use in customer mailings, at trade shows, or in a press kit. 

Seeking assistance

Do you see the benefit of writing a by-lined article, but do not feel confident in your writing ability?  Most public relations agencies offer professional ghostwriting services to help turn your expertise into a polished article fit for publication.  A public relations professional can also help to find the best opportunities for it.  By-lined articles are a highly effective strategy for increasing visibility, gaining credibility, and building your brand more effectively.