(This article was originally written for the Productivity Institute Newsletter.)

Across industries, article writing can be a great marketing tool.  It allows you to focus attention on your target clients and referral sources informing them in detail about your products and services, and acts as an effective way to evangelize your expertise.
The only hitch?  Writing is time-consuming and a challenge for those who don’t enjoy it.  If this is the case, you may be better off hiring professionals to create your content.  Certainly you know what you want to say, but it may take a seasoned copywriter to say it best.

However, if you’re up for a challenge and confident about your writing ability, regardless of your industry, here are some tips to help turn your article writing into valuable marketing opportunities:

1. Write for your target market
It’s great that you’re passionate about what you do.  However, don’t fall into the trap of writing about only what interests you – if your topics aren’t relevant to your targeted clients, the best-written articles won’t be very effective.  Consider asking for feedback from existing clients to help determine which topics are of real value.  Once you’ve identified their concerns, tailor your articles to give prospective clients the information that they’re looking for.

2. Focus on your expertise
Once you’ve discovered your clients’ needs, narrow your topics down to those that relate best to your areas of expertise.  Emerging as a font of valuable knowledge goes a long way to being regarded as an expert in your field.

3. Edit, edit, edit
You’ve expended a lot of energy writing your article.  Don’t cut corners by glossing over the editing process.  Don’t rely on software generated spell checks – give your article to someone you trust, preferably a writing professional, before publishing it.  Nothing compromises your professional credibility like poor grammar and spelling mistakes.  As well, ask your editor for feedback – resulting in more than a rigorous edit, a second pair of eyes may offer a valuable, fresh perspective.

4. Access your target market
Once you’ve created a valuable, content-driven article, don’t assume that your audience will inevitably see your piece. Instead, send your article directly to those for whom it has the most value.  Include a note mentioning why you think it might be of interest to them – it’s a great way to grow existing relationships and to build credibility.

5. The details
As simple as it seems, like a good press release your article can’t leave out the basics.  Make sure you include your contact information and the best method for reaching you – name, address, email, phone number and website – all are essential factors.

6. Leverage your efforts
You’re poised to take advantage of your efforts – that means getting the word out.  Brainstorm places to publish your article.  Start with the obvious: your website, various social media applications, trade journals, and self-published white papers.  Your options are many – can you modify the article to make it relevant to another audience?  With a little research and some professional advice you’ll be able to get your article in front of those who are most interested in what you have to offer; thereby promoting your knowledgability and expertise.

So, while article writing can be time consuming, it’s also a great vehicle for self-promotion and a powerful way to reach your target audience.  Offering well-written, valuable content to your ideal prospects will keep them coming back – as clients, again and again.

By Katie Mead