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How to write a Feature Article

Supplier: Industracom
12 September, 2013

Feature Articles (also known as case studies or white papers) are an effective way to inform, educate and influence potential buyers with an in-depth look at a particular subject. This type of content marketing works hard to build your brand as a thought leader.

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.

You may wish to submit any of the following types of Feature Articles:

  • Industry discussion – provide your expert analysis of a hot topic in the industry (recent policy changes, studies, debates etc).
  • Technology & innovation review/preview – discuss the latest technology or what the future holds.
  • Case study – describe the practical application of a product along with testimonial quotes from your customer.
  • Q&A – respond to our questionnaire below on industry trends and challenges, or suggest an alternative topic and we will ask you the questions.
  • How-to guide – talk your potential customers through how to achieve the best results with a highly informative, non-promotional guide.
  • Do you have an idea for a Feature Article? Let us know and we'll be happy to help.

Optimising your Feature Article for search engines

Write with search engines in mind as they can generate additinal traffic for your content. Use Google's Keyword Planner 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.

Keyword suggestions:
- You stand a better chance of ranking for 3 or 4 word phrases than 1 or 2 word phrases
- 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 your rankings

Writing your 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.

  1. Headline - Summarise the article in one short line as the headline. Use roughly nine words or less.
  2. Introduction - In a short introductory paragraph, explain why this topic is important to the reader.
  3. Body 
    1. In detail, expand on this subject with further in-depth information. Use sub-headings to break up the content and make it easy to read.
    2. 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.
    3. 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.
    4. 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.
    5. Point out a few more facts on the subject to add additional substance.
    6. 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 for the company.
  4. Conclusion - 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.