Ghost Writing Articles By-Lined to Clients
“Through a succession of fortnightly articles published in a key media title Parker, Wayne & Kent have enabled us to establish ourselves as thought leaders in the UK on email marketing,” said Return Path’s Senior Director, Global Corporate Communications, Tami Monahan Forman. “The articles have given us an authoritative voice in the email marketing industry and positioned us as a valued contributor to the media. Feedback surrounding the articles has been extremely positive with both the editor and the readership complimenting the style and content of the articles.”
One of the key achievements of the media tour conducted by Parker, Wayne & Kent for Return Path was gaining 26 fortnightly feature articles with a leading marketing publication. The series of articles would enable Return Path, the email deliverability experts, to highlight relevant issues on email deliverability as well as their thought leadership and industry expertise to the email marketing sector. The articles were ghost written in the name of a senior Return Path executive, recently arrived in the UK, and thus served to boost their profile in this country, while also giving a human face to the company.
Following the development of an initial media presence, Return Path needed to concentrate on publicising its expertise to both customers and potential customers. The articles concentrated on raising awareness of email marketing issues and demonstrating Return Path’s expertise in a manner that would capture the attention and interest of the marketing community.
Parker, Wayne & Kent recognized throughout the project that the articles needed to specific angles to maximise readers’ interest, and to achieving the highest number of click-throughs from the headline to the article.
Parker, Wayne & Kent drew up a schedule of articles alternating between sector-specific and more general email marketing issues. These articles enabled Return Path to promote their expertise and services while attracting the largest and most relevant readership. Ultimately the articles were designed to give practical, valuable advice that improve the readerships’ job performance and demonstrate Return Path’s expertise.
Every member of the Parker, Wayne & Kent team has practical journalism experience, and they were therefore able to write articles that would not only capture readers’ attention but were also powerful and engaging. Every article used one real world examples of how email marketers are getting things right – or wrong.
All articles were written with Return Path’s objectives in mind, with the company’s key messages skillfully woven throughout, and all articles were sent to the client for final approval.
Parker, Wayne & Kent enabled Return Path to initiate and then dominate discussion on the issue of email deliverability in a key publication. The articles appeared every fortnight over the course of a year, delivering long-term reinforcement of Return Path’s key messages, and sustained visibility for the by-lined executive.
What’s more, Parker, Wayne & Kent’s exceptional copy-writing garnered numerous compliments from the editor of the magazine who praised the features’ regular high standard. The editor also thanked the author for producing some of “the best read items on the site”; she also honoured the articles with regular inclusion in the title’s email newsletter.
This succession of informative, clearly written articles enabled Return Path to build strong editorial relations with a key publication. This relationship is beneficial not only in terms of short-term media coverage, but also in the longer-term recognition of expertise which the publication can draw upon in the future. Return Path have been able to prove themselves a reliable source of information on email marketing for future consultations and media enquiries.