Use Feature Articles For Marketing and PRBy: Ana Ventura
Writing a feature article about your own product, service, or company is one the best marketing techniques that can be used. Sending the article to trade, consumer, or business publications that correspond to the topic can get pages devoted to you at no cost, not to mention the prestige and recognition brought to the author and company. Why prestige and recognition? Well, having an editorial piece gives you a lot more credibility than paid, sponsored advertising.
Deciding what type of article you want to write depends on what you want to say. An application story is one popular type of article because it addresses how the company solved a problem or addressed a specific need. Your PR comes in by suggesting this case history to editors. Readers can learn through the article how your product can be used in their lives by it's previous success.
How to articles are also popular, and are aimed at editors, executives, managers, and professionals. You could also write an article based on new products, trends in the industry, or developments. Just remember to keep your topic newsworthy if you want anyone to publish it.
As far as getting your work published, don't be discouraged when you get rejected many, many times. The best way to get your work out there is to keep submitting to new places until someone decides to give it a go. Many authors have submitted their works to thousands and thousands of editors, to have only a few hundred articles published.
Looking at back issues of the journals and magazines where you wish to submit is a good idea. By seeing what sorts of materials have run there before, you have a better chance of writing something that they might be looking for.
It is highly suggested by some editors to send a query letter before submitting the actual article. This is especially true if you are wanting to send to exclusive print journals. Keep in mind that this query is much like a sales letter with your editor as a prospect. Always be professional, do your research, state your credentials, and edit, edit, edit.
If the publication allows, use a resource box at the end of the article. This is longer than a byline and gives the reader much more information about you, including your contact info in case they would like to use your business. The resource box usually brings in more response than an ad would, because your article has established your authority on the subject.
© Copyright 2001, Ana Ventura.
The author assumes full responsibility for the contents of this article and retains all of its property rights. MarcommWise publishes it here with the permission of the author. MarcomWise assumes no responsibility for the article's contents.