Content creation is a top priority for 45% of communications leaders’ marketing plans, but choosing the right format for this is essential. Press releases and media blasts are great for getting information out quickly, but there may be times where a subjective piece of content would be more effective in achieving your goals. This is where feature articles can make a difference.
What is a feature article?
Editorial feature articles are typically longer than your average press release, are more opinion-led, and allow for greater depth. 52% of B2B buyers want to see content that covers specific issues or pain points, and articles can give your business the chance to focus on the wider trends or challenges affecting your industry.
The structure and length of an article will depend on the guidelines provided by an editor or journalist. Some articles will be vendor-neutral and topic focused; others will be more technical and product-focused. For businesses, some articles can provide the context behind new solutions on the market. On the other hand, not-for-profit organisations may use features to explain a certain stance they’ve taken. Features can be as versatile as you need them to be.
Why write a feature?
Audience reach potential: With 80% of decision-makers stating business publications remain the most authoritative source of information, an in-depth, technical piece that reaches prospective buyers in a niche magazine could prove to be lucrative to your business. Alternatively, if you want to make some noise on a topic outside your market, a larger, more general outlet might be a better option. Speaking with your agency about your ideas can help them narrow down the right opportunity for your needs.
Creating thought-leaders: Every industry has experts and influencers people want to hear from. At the same time, 85% of technology decision-makers believe high-quality thought-leadership B2B content improves their perception of a brand. By securing a feature within a top-tier publication, a good agency can establish you and your workforce as respected ‘voices’ within your market. This can not only enhance credibility of your business, but of the specific author as well.
Digital marketing impact: Many publications now feature articles in both print and online format, with the author and your company’s social media accounts often forming part of the by-line. Insightful articles can help your business build a wider following on sites like LinkedIn, where readers will see your solutions in action, even if they weren’t directly mentioned in the copy.
Tailoring your content
Of course, securing and writing a feature is no easy feat. Making sure the content is enticing to journalists is vital. A survey from 2023 found that journalists opened 49% of pitches they received, yet only responded to 3% of these.
When it comes to pitching, along with the content, knowing your journalists and their beats is often the difference between a failed attempt and a successful feature. Once an opportunity has been secured, the pressure is on to ensure the article remains high-quality and engaging. In a world where 55% of B2B buyers believe a piece of thought-leadership has only one minute to capture their interest, the importance of this cannot be understated.
If you’re interested in learning how Proactive PR can help boost your brand’s visibility and credibility through feature articles, book a meeting with our Marketing Director, Jade Hush, or email Jade directly at jade.hush@proactive-pr.com.
Comentarios