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While one of the key benefits of placing bylined articles in industry publications is the exposure you gain for your company and executives, don’t rely strictly on the media out for promotion of the article.
You can expand the article’s reach even more when you kick off your own promotion campaign once it is published.
In order to maximize the reach of the article, share it with your own audiences in these ways:
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Write a blog post about the article (with a CTA for a related offer).
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Share that blog post on all of your social media accounts.
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Include a link in email newsletters.
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Have sales reps send the article link directly to key customers or prospects who could benefit from the information in the article.
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Add the article link to email signatures.
The key, of course, to being able to turn that bylined article into website traffic and leads is to not just link to the publication’s website. Instead, link to a blog post about the article and also include links to related information and offers on your site.
Promoting and repurposing bylined articles is just one of three rules for maximizing the marketing mileage of these PR tools. You’ll find the others detailed with examples in our Best Practices Case Study: Bylined Articles.
