Tuesday, January 28, 2020

Highlighting Client Expertise with Bylined Articles


At LCWA, we're all about providing superior client service — so, of course, we're not satisfied until our clients are rightfully positioned and maintained as industry leaders. We’re also always looking for effective ways to increase brand awareness among their target audiences, One of the most effective ways to do this is by securing opportunities for clients, whether B2B or B2C, to contribute bylined articles in publications that reach those audiences.

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."


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