How to write a Feature Article
09/10/2009 - Writing a good Feature Article is important. Feature Articles (also known as case studies or white papers) are a proven way to inform, educate and influence potential buyers with an in-depth look at a particular subject.
A Feature Article is very different from a News Release or Product Release and it needs to be written as such in order to stand the best chance of having it published to a wide audience of potential buyers.
Feature Articles differ from News Releases in that they are a more in-depth discussion about a particular subject. They can include detailed information about successful projects, methodologies, case studies or other useful information.
Optimising your Feature Article for search engines
It is important to write with search engines in mind as they can provide considerable exposure for your content.
You can use Google’s Keyword Research Tool to find the most highly searched keyword phrases relating to the article’s subject. Pick one or two popular phrases and use them throughout your article. Include them in the headline, first paragraph and main content.
- You stand a better chance of ranking highly for 2 or 3 word phrases rather than 1 word.
- Use your keyword phrases early on in the headline, first paragraph and main content.
- Don’t overuse or place keywords in non structured sentences. This can harm rankings.
How to write a Feature Article
These suggestions will help you create a number of paragraphs that will flow together smoothly to produce interesting and compelling Feature Articles.
You can base Feature Articles on case studies and customer successes that have come about due to the effectiveness of your product or service.
- Headline - Summarise the article in one short line to use as the headline. Use roughly nine words or less.
- Introduction - In a short introductory paragraph, explain why this topic is important to the reader.
Eg: Why this customer needed assistance and how your company helped.
- In detail, expand on this subject with further in depth information.
Eg: Describe exactly how this company used your product to great benefit.
- Elaborate further on the subject, ideally providing credible viewpoints from outside experts. Eg: Outline what kind of problems the company was experiencing before they called on your company.
- Provide credible and objective information on how your company uniquely addresses such challenges for customers. Eg: Write about how your product is designed specifically for solving problems like this.
- Include quotes in order to add credibility and validity to the article.
Eg: Use a quote from the client about how much this solution was needed and what kind of a difference it has made to them.
- Point out a few more facts on the subject to highlight additional benefits.
- Additional ideas if available:
a. Use a quote from a member within your company about the R&D that has gone into this product to ensure that it helps solve these sorts of problems.
b. Write about what difference this solution will make in the long run to the future of the company.
- Consclusion - Write a conclusion to the article which sums up some of the key points discussed. Use informative and objective information. This will add to your feature article’s credibility and avoid it being overly promotional.
Putting it all together
Try to make the story flow by joining together the above sections. Here is a possible approach:
After your summary, you could tie in point 3 with these kinds of words: 'XYZ has used our product....to great success to help it to increase efficiency and produce more....'
You could start off point 4 like this: 'Before then, it was facing massive hold ups in productivity and was losing $200,000 a year because it couldn't keep up to speed with demand...'
Point 5 could be: 'This product was specifically designed for this kind of scenario....'
Point 6 could be: 'David Apple, the managing director of XYZ said: “We were going backwards as a company before we started to use this product. Since then, we've been progressing really well, thanks to......”'
Point 7 could be: 'The product not only helps with increasing efficiency but it can also be used remotely...'
Point 8 could be: 'Daniel Beddingfield, the managing director of Dee Consulting, says the product was developed after 15 years of research: “We went through a number of trials before finding the right solution to....”'
Conclusion ideas could be: 'XYZ is just one example of a string of other companies that have changed their business around due to this product....'
Getting your Feature Article published
There are a number of ways to get your Feature Articles published. You can distribute them to your own database, to print and online media or to broadcast media. Choose the audiences most relevant to your article.
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