Another marketing vehicle many coaches may want to explore is that of article writing. Articles can come in all shapes and sizes – from 500 - 700 words to much longer. Articles can be posted on your own website, on collaborative article sites such as EzineArticles.com. You might also consider becoming a contributor to a larger publication.
What can you repurpose? Part of marketing success is repurposing and when approaching article writing you may not have to start from scratch. What is the content you already have that may be leveraged? Have you done a recent speaking engagement? Is there anything from that, that can be used? Could you weave together a series of shorter blog posts into a longer article?
Who is the audience? Writing with the audience in mind is key for positioning and angling your message. What is it that you want to communicate? What will they find interesting around this topic?
What’s the message? What are the key points of the message? Writing from an initial outline helps to keep an article focused. What are the three to five main points you want to communicate in your article? How clearly are these laid out?
What is your call to action? After reading the article, what do you want people to do? What action steps? What research or dialogue do you want them to undertake?
What are the things people are searching for? Consider key words: It’s one thing to write an article, another thing for it to be found. In creating a title for your article, consider what terms people may be looking for. Are there key words. Is this a How to…. article or a Ways to …. article. Consider what terms people are searching for.
What’s the appropriate length? What’s the best length of article for the audience and publication? Do some research and/or review the submission guidelines. While you won’t submit the same article in different locations, it’s likely you can repurpose some and change the slant of the topic.
What do you want to spotlight in your bio? Articles usually are followed by a short bio. What do you want to highlight in that? What are the items you want to spotlight?
Article writing can be a valuable approach for marketing. As with any of the other marketing vehicles we have been exploring, consider what is going to be a strategic use of your time and energy.
As it relates to article writing, check out section 3 of the Coaching Business Builder for more questions and exercises to gain clarity around your core messaging.
Jennifer Britton, PCC, CPCC
Author multiple books including the Coaching Business Builder Workbook and Planner (2018), Effective Group Coaching (2010)
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Coach Jennifer Britton has worked with entrepreneurs across a variety of sectors since the late 1990s, even before she was in business herself. From supporting micro-entreprise and eco-tourism businesses to working with service based entrepreneurs and coaches, her PRACTICAL and TACTICAL approach to business coaching is ACTION focused, with emphasis on AWARENESS as well. Jenn is the author of the Coaching Business Builder Workbook and planner, and 3 others books related to group and team coaching and virtual conversations. She also hosts the Coaching BIzGrowth Lab, an open-enrollment group coaching program for coaches. Jenn founded her business - Potentials Realized - in April 2004.