
Bylined articles, usually attributed to clients' expert
spokespersons or brand ambassadors, establish thought leadership and go beyond
a simple product or brand mention in terms of enhancing credibility and
reputations by providing helpful content to their audiences while also their
goods or services. By representing the brand through the insights of an expert
in the field, placing bylined articles is one of the more organic ways to
promote clients. Additionally, with many media outlets short-staffed, providing
quality editorial content is often welcomed by editors.
Recently, LCWA placed a bylined thought leadership article
on behalf of client Staging Concepts
— a leader in custom modular staging — in an issue of Productions
Magazine. Productions, which is a trade magazine reaching show choir
professionals and enthusiasts, was an ideal outlet in which to highlight
Staging Concepts' unique projects and top products. Perhaps more notably, we
had the opportunity to develop the article in conjunction with one of the
company’s expert team members — who is just one of Staging Concepts’ talented
employees who worked "in the field" in the performing arts industry
before joining the company.
Productions readers, including those in charge of staging
purchases, were exposed to a breadth and depth of knowledge about the keys to
maximizing staging functionality and flexibility and undoubtedly came away with
the conclusion that the team behind Staging Concepts’ designs and customer
support genuinely know their stuff and care about being the best in the
industry.
Another example of a successful byline was a piece we
developed on behalf of LCWA client Trex Commercial Products for
inclusion in Construction
Specifier Magazine. Construction Specifier targets professionals who
select, recommend and influence buying decisions in the construction industry,
so this was a perfect opportunity to position Trex Commercial Products as a
go-to resource when it comes to specifying architectural railing systems. For
this particular byline, we worked with the VP of Engineering at Trex Commercial
Products to discuss how to specify for windscreen railing systems designed for commercial
exterior use. The timing was also strategic as Trex Commercial Products had just
launched its own innovative windscreen product.
These are just a couple of examples of LCWA’s emphasis on
incorporating thought leadership as part of well-rounded client programming.
For more information and insight on effective thought leadership strategies, we
encourage you to check out LCWA team member Ben Arens’ post on the "Keys to
Establishing Effective Thought Leadership."