Most people might think, “I can’t write an article of value. While you may not be overtly publicizing your brand in your article, you are speaking to readers (ideally, your target audience). Plus, by sharing your content, the publication validates your credibility. Getting your expertise published can make an impact on your brand, inspire new levels of creativity and make you stand out with editorial gatekeepers such as reporters, bloggers, etc. Oftentimes editorial gatekeepers can tell whether a piece is not from the original author because there is a dip in the quality of the content. Your voice best serves your business message. When you are a part of the writing process, from start to finish, you can really dig into shaping and sharing your voice. When you write a piece, you decide what direction to take it and the main points you want to address. The point is you have less control over what gets shared. By sharing a bylined article, you identify the most salient points and the most beneficial ideas to share.
There are two words in the public relations world that often cause industry outsiders to say “huh?”
These two words: Contributed content.
Contributed content, also known as bylined articles or contributed articles, are written by you, the expert, and are meant to offer a vendor-neutral perspective on topics relevant to a publication’s readers.
You start with an idea. Preferably a good one, and you pitch the idea to an editor or content gatekeeper at a publication. Should they accept it, you get to share your insights and knowledge with their audience.
Case in point. This very article is an example of such a process.
Most people might think, “I can’t write an article of value. I’m a small operation. I don’t have any credibility. I don’t have a huge, successful business.”
Gaining consistent media attention is not exclusive to large, established companies. It’s about the value your story brings and if it resonates with people.
Contributed content brings benefit to you as a solopreneur or entrepreneur. While you may not be overtly publicizing your brand in your article, you are speaking to readers (ideally, your target audience). After seeing your byline, those readers can look for more on you and your brand. Plus, by sharing your content, the publication validates your credibility.
Think about your business objectives. Do you want to increase your blog subscribers? Increase traffic and warm leads to your website? Build trust with established customers?
From the outside, it may just look like more work. From the inside, you’re doing more than writing. Getting your expertise published can make an impact on your brand, inspire new levels of creativity and make you stand out with editorial gatekeepers such as reporters, bloggers, etc.
Your voice serves your editorial success.
There is a lot of content online and no shortage of people writing about the same thing again and again. Editors expect guest posts to stand out, and this is where you can insert what makes you unique — your personality, your voice and your ideas.
Just think about your favorite writers, where they insert wit, nuance and their own style. You keep going back to them because it feels like they are directly speaking to you, and they start conversations you’re not seeing elsewhere.