This article originally appeared in Fast Company.
Follow these eight simple tips to make sure your submitted article stands out from the rest.
From finding the right topic to developing an interesting angle, writing an article for publication can feel daunting.
But the hard work doesn’t stop there. The earned media landscape is increasingly competitive as editors have limited time to review an endless supply of submissions from industry leaders like yourself.
Follow these eight simple tips to make sure your article stands out from the rest:
1. PICK A TOPIC THAT PROVIDES VALUE TO THE READER
Treat the reader as you would like to be treated. You wouldn’t waste your time reading something in which the author’s take is obvious or self-serving, so be sure not to do it in your writing.
Find an interesting topic that your target publication’s readers are actively thinking about or dealing with. Make sure that it’s a topic you can uniquely weigh in on as an expert, then offer a strong POV that hasn’t already been covered by the media or widely shared across your industry.
2. JUMP OFF WHAT’S HAPPENING IN THE NEWS
If you’re writing about a trending topic or breaking news, you’re in luck. A piece about cookies, for example, might start with a reference to Google’s latest delay of the cookie-sunset timeline. Or a piece about social media might mention the latest update on Elon Musk’s Twitter acquisition.
If you decide to write about an evergreen topic—that is, one that can be published any day of the year—you can increase your chances of getting it placed by connecting it to something happening in the news.
3. KEEP EVERYTHING SHORT AND SWEET
These days, few outlets will publish anything over 650 words, so your piece shouldn’t exceed that threshold—bonus points if you keep it at 500 words! This means you have to keep the lead and the conclusion short and to the point.
The lead should be long enough to hook the reader into finishing your piece, but short enough to quickly get to the meat of the content. The conclusion should be a brief wrap-up—only a few lines long. Think of it as the “so what,” “what’s next,” or “the bottom line” of your piece.
4. USE A “SERVICE” FORMAT
Focus on key takeaways or actionable insights that are valuable to your reader when you’re writing. A format is important when it comes to capturing and presenting these insights.
The vast majority of articles published in trade outlets today follow a “service” format that rounds up and visibly highlights the key takeaways. Examples include “dos and don’ts,” “Q&As,” “5 tips to …” or “3 ways to…”.
5. SPEND TIME ON THE HEADLINE AND SUBHEADS
The headline and subheads are key to getting your article placed. The headline should entice someone to read your piece. It should also explain what will be answered in the article.
The subheads should be equally informative, summarizing in one line what that section is about. A litmus test for a good article is if you can understand what the piece is trying to convey by only reading the headline and subheads.
7. USE CONVERSATIONAL LANGUAGE
There are some common writing best practices that will ensure your writing is earned-media ready.
Avoid passive voice as much as possible. Focus on concise, engaging, conversational language. If you can say what you’re trying to say in fewer words, do it!
7. DON’T TALK ABOUT YOURSELF
Most outlets won’t publish articles that mention the author, the author’s business, or the business’s clients. Using personal examples is seen as being too referential or self-promotional. Of course, there are some rare exceptions, such as talking about your experiences adopting new business practices or opening with a quick personal story.
This can be challenging, but when in doubt, go back to tip #1 and remember that the point of your article is to provide value to your reader.
8. INCLUDE SPECIFIC, MEMORABLE DETAILS
Your piece should be rich with details and outside resources. Include positive or illustrative examples from your industry. Cite supporting surveys or data. Add links to relevant content.
This will make your article more interesting and pertinent by anchoring it in current developments and real-life illustrations.
WHAT’S NEXT?
Now you’re ready to write an article for earned media. Follow these tips and you’ll create an interesting and professional piece that editors will want to publish and people will want to read and share.