Get Rid of the Muck - Five Tips for Contributing a Gem

A contributed article is not a product brochure with the company name removed. It should give a publication's readers a useful idea, a defensible argument or a practical way to approach a problem.

Before writing, review the destination publication's current guidelines and recent coverage. Confirm its requirements for topics, length, originality, authorship and submissions. Then use these five principles to assess the piece itself.

1. Start with quality content

Decide what the article is actually saying. Is there a specific point of view? Why does it matter to this audience? What should a reader understand or be able to do differently after reading it?

Use relevant examples and evidence, and make the limits of that evidence clear. A general discussion of a familiar trend is not automatically thought leadership. The author needs to contribute something beyond a summary of what others have said.

2. Cut the promotion

Read the draft as someone with no reason to buy your product. Does the advice remain useful? Does the argument depend on steering the reader toward your company's particular offering?

Explain the problem fairly and discuss the trade-offs. Do not disguise a sales pitch as neutral guidance. A relevant professional perspective can be valuable without making the article a claim that only one vendor has the answer.

3. Demonstrate relevant expertise

Choose an author who knows the subject and can support the position. A job title or a large audience is not a substitute for experience with the issue being discussed.

Provide an accurate biography and relevant background in the submission. Be ready to answer an editor's questions about the evidence, examples and the author's involvement. Do not invent credentials or personal experiences to strengthen the pitch.

4. Use visuals that clarify

Offer a chart, screenshot or other visual when it helps explain a point. Keep it readable and make sure it matches the publication's requirements. Decorative material does not become useful simply because an article could accommodate an image.

Confirm permission for the intended use, identify sources for data and include clear captions and descriptive text. A visual should meet the same standard of accuracy as the article.

5. Keep the author's voice and approval

Editorial support should help the author express their own expertise. Interview them, test the argument and make sure they have reviewed and approved the final piece. Preserve the qualifications and examples that reflect how they actually think about the subject.

Follow the publication's rules about contributors and editorial assistance. The strongest submission is one the named author understands, agrees with and is ready to discuss. That is a much better foundation than a polished draft they have barely seen.