How To Write and Get the Most from Bylines and Sponsored ArticlesRamon Ray
As editor of SmartHustle.com I’m pitched what’s probably hundreds or more times per year for by-lined article submissions.
Most of the articles we receive are crap.
The PR professional, in the VERY understandable need to get the links, clicks and overall visibility for their clients writes what’s really an infomercial all about the client.
The article is seeded with “the best XYC company in the best…”, the “leading company about xyz…” — it’s all about them (their client).
What they forget is that the bylined article SHOULD be about the reader.
In my case it should be about helping the business owner better themselves or their business.
Riddling the article with link after link about the company does not serve you well
In fact, people reading it get frustrated as they get LITTLE information.
The get frustrated as you’re not serving them.
They then get pissed off at you for not helping them and they get pissed off at ME (or whoever the publisher is) for letting such an article through.
When you write a bylined article (or a sponsored post) it should be 80% to — 90% about the READER, to HELP THEM. It should NOT be about you.
So, how do you win?
You win by forming a relationship with the publisher of delivering great content.
The publisher then wants to work with you to get more great content.
YES we NEED content.
Over time, the readers see your byline, see your short bio, see the 1 or 2 links to your client in the article and get more AWARENESS (top of the funnel) of who you are and how you can serve them.
This is how to write a GREAT byline.
Now, some bylines might be product focused. That’s GREAT write about your company, product or service.
But STILL if it is supposed to be about YOU, still SERVE the reader. What can they LEARN from YOU?
It’s tempting to write an article that’s stuffed with links to your client and the client mentioned every 3rd word — but it HURTS YOU in the end and HURTS the publisher.
AFTER YOU GET THE BYLINED article (or sponsored post), what’s next?
It’s important to now share this article with YOUR OWN COMMUNITY.
The article gives your brand more credibility, builds your authenticity and more. Share it on your own social media, get your partners to share it. You might even want to consider investing a small dollar amount to amplify this on social media.
I hope this helps. I’m tired of writing emails like this to my PR friends, so I did this post and hope it helps.
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