B2B articles usually fall under the heading of "Thought Leadership." The goal here is to establish YOU, the Executive, as the leading authority in your field, and/or to establish your company as the "Go-To People" for products and solutions in a certain B2B market.

A topical B2B article can help to establish you as an Influencer regarding new technologies and business issues. Using articles, you can comment on recent industry trends, sway opinions amongst your clients, and present your company as an organization of forward-thinking strategists.

When you publish a B2B article in a trade journal that caters to a specific industry, niche, or geographic region, it puts your company "in the spotlight" for prospects in these markets. It tells your target audience, "Our company has the knowledge, skills, and solutions to solve your problems."

People really do read these articles. And a lot of those readers are company decision-makers. Publishing a B2B article can help to bring target customers to your door.But the question is…which type of article do you really need?

But the question is…which type of article do you really need?

The Different Types of B2B Articles

In general, there are three types of B2B business articles:

Trade Journal Articles (1200-1500 words) – Published in a variety of online journals, which may be targeted to different industries, or to specific niches within an industry. (For example, the high-tech industry has online journals devoted to software development, cloud technology, data centers, IoT, AI, Big Data, etc.)

Business News Articles (1200-1500 words) – Published in online business magazines and newspapers. They may be targeted to general business audiences (Forbes or the Wall Street Journal), to certain types of executives (CIOs or CFOs), or to business people in a particular city (The Seattle Business Journal).

Blog Articles (800-1000 words) – Usually published on a company's blog, or on an industry blog that covers recent industry issues and trends. Blog articles showcase your company's expertise or efforts in a certain area. These types of articles attract the search engine bots, increase your company's standing in organic searches, and drive traffic and potential customers to your company's web site.

Why Not Hire a Ghost-Writer?

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For most executives, writing an article holds about as much appeal as a tax audit. Many executives simply don't have the skills to write long trade journal articles, or to compose weekly blog posts. And even if you do have the skills, as a busy executive, you probably don't have the time.

No writing skills? No time to write? No problem!

As a ghost-writer, I write the article for you. But it gets published in a trade journal under your name, or under the name of one of your Subject Matter Experts. Your company gets the credit for it, and the article helps you to bring in new customers.

Does a trade journal or business magazine mind if you get the credit, even if you didn't actually write the article? Usually, they don't. After all, it's still your expertise that's being conveyed, even if you hired a "communications consultant" to help you organize the information and get the words right.

And what do I get for writing the article? I get a fee from your company.

As long as I get paid, I don't mind if an executive gets the final credit. To quote the great actor Ralph Bellamy, "I always tell the producers, if I can't get the girl at the end of the movie, at least pay me more money."

Looking for a Trade Journal or Blog Article Writer?

When I write a trade journal or business article for you, I will:

Work with your Marketing people and/or your executives to develop a topic and a strong lead for the article
Do all necessary interviews with executives and/or SMEs, to gather information
Help you develop a query, and submit it to trade journals or business magazines to place the article for publication
Write the first draft, once the query is accepted by an editor
Do revisions to the article, based on executive/SME feedback, to get it into its final form before the publication date

For blog articles, I do the following:

Brainstorm potential blog topics with your Marketing people
Do interviews with SMEs to gather information for the blog article
Do keyword research to find the best keywords for attracting search engine bots
Write the first draft, using relevant keywords
Do revisions to complete the article for posting. This may include coordinating with your SMEs for accuracy of information, and coordinating with your Marketing people to give the blog article its best appearance.

But wait, there's more. Here's what else I do:

Help you to promote the published trade journal or blog article, through email newsletters and social media.
Show you how to use the article as collateral, in sales presentations, conferences, and trade shows.
Give you a plan for repurposing the article, by turning its content into a white paper, eBook, Slideshare, or Q & A, or by making it the subject of a webinar, podcast, executive speech, or presentation.

Got an idea for a trade journal, business magazine, or blog article? Need a ghost-writer to help you organize and clarify your ideas?

LET'S DISCUSS IT!

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Trade Journal & Blog Articles