How to Use Articles as a Powerful Marketing Tool

 By Brian Hanna

Every marketing professional knows the benefits of positive press. But many companies overlook golden opportunities for good press coverage. Most trade magazines will accept professionally written application articles that are of interest to their readers. On the other hand, editors turn a deaf ear to "hype" or blatant self-promotion, but will open their pages (and often their covers) to factual stories about new products, technologies or services that solve real-world problems.

In a recent survey of trade publication readers, respondents rated articles as their most valuable means of obtaining product information. The highest credibility went to articles written by the publication's staff. When companies generate the articles, there seems to be an almost uncontrollable urge to say nice things about themselves, especially when they're footing the bill.

In other words, if you can get the editors of a major publication to write a favorable story about your company, by all means do so. If you can't, consider writing an article yourself. Many companies have interesting stories to tell, but lack the time, resources and contacts to turn these stories into high-profile cover­age in a publication of choice.

"In a recent survey of trade publication readers, respondents rated articles as their most valuable means of obtaining product information."

Such companies should consider hiring an outside article-writing agency. These agencies specialize in article preparation and editorial contact. Often, they offer research, writing, photography, and editorial placement as a complete package or as separate services, depending on the needs of the client.

Costs will vary, based on the scope of the project, but in many cases, the total fee for a multi-page cover story, including photographs, is a fraction of the cost of creating and inserting a one-page, four-color ad in a respected trade journal.

The benefits of a well-written article continue after publication. For example, reprints make an effective "leave behind" piece for salespeople. They can also be sent out in response to inquiries, or incorporated in direct mail campaigns. Often, editorial contacts created during the preparation of an article lead to ongoing communications between marketing and media personnel.

Ad campaigns, product brochures, and press releases are important components of any marketing strategy. But, if you're not making use of contributed articles as part of that strategy, you could be missing a golden opportunity.

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