In today’s fast-moving, twenty-four-hours-a-day communications environment, the byline article remains an important component of many of my most successful content marketing, executive positioning and integrated proactive campaigns and programs.
This is largely because the byline article is a great way to showcase key messages, products and people, and can be a powerful tool for influencing traditional and social media search results over the short and long-term.
Here are a couple bylines I wrote on the subject of fiber optic illumination early in my writing career as a contributing editor to Fiber Optic Product News and Architectural Lighting Magazine.
Fiber optic illumination was a subject I researched extensively when I was in grad school and on behalf of the Metropolitan Museum of Art. It was a fun industry trend to explore – and drive – from both an educational and marketing perspective.
These stories were among the first articles in top-tier trade magazines to examine how fiber optics could be used to illuminate a wide range of interior and exterior environments. They were also written at a time when there was very little educational information about fiber optic lighting available.
Shortly after I wrote these articles, I was on my way to Austria to meet Swarovski designers and executives who had recently launched a unique fiber optic lighting system that incorporated Swarovski crystals. I was there as part of a preliminary team working on marketing the new Swarovski fiber optic product line in U.S. markets.
I’ve written hundreds of news releases, positioning pieces and byline articles since these stories were published nearly twenty years ago. Sometimes my name appears in a story as an author or contributing editor. Other times my name does not appear in an article because I’ve ghostwritten and placed a story on behalf of a client.
Check out my Writing Green post for a look at a series of articles ghostwritten by me for my pals at Climate Savers Computing Initiative. I developed this well-received series to regularly communicate messages and leadership positions, provide the reader with a clear call to action and to consistently showcase some of the benefits of energy efficient computing.
Is it time to leverage a byline – or a series of byline articles – to enhance your strategic communication program? – Russ DeVeau