It's time for drug companies to put patients before profits



Native Article Content GuideWhat is a native article?Native articles are a form of paid media that have a similar look and feel to content produced by our newsroom. Headlines for this content reside in a variety of spots on our website where readers are accustomed to seeing editorial headlines, but are clearly labelled as sponsored content. Native articles allow the advertiser to engage readers during their regular news-reading behavior. Native content is not advertorialThe tone for native content at The Business Journals is educational, entertaining and reader-centric. It does not include the promotional language often found in advertorials. Native content is primarily an awareness execution, not a direct-response mechanism, and the tone should reflect that. Remember to write to your reader, not about yourself.Native content processOur process brings value to the advertiser during each step. There are separate paths, depending on whether the advertiser is producing its own content or tapping into our content studio expertise to have the content created.Advertiser-produced copyWhen an advertiser chooses to produce its own content, the point of contact will be our Client Success Team for submitting and receiving feedback from our content studio. This single-point of contact ensures all aspects of a client’s campaign are aligned and executed.Most of the editing will happen through email, funneled through the Client Success Team. However, the content studio may, at times, request a conversation, and the client is welcome to request a conversation with the content studio editors, as well. In fact, we suggest clients take advantage of our services by requesting a complimentary content strategy session prior to a campaign.The submission process can take up to 14 business days.See Timeline Guide for timing details about advertiser-produced copy.Content studio-produced copyWhen an advertiser chooses to engage our studio for content creation, the Client Success Team will facilitate a content strategy session. During the session, the content studio editors will work with the client to understand its goals, suggest the types of native content that work best, and develop a multi-article strategy.See Timeline Guide for timing details about advertiser-produced copy.How do I choose what to write about?To help plan your content strategy, we provide a strategy template on the next page. The primary components include: defining your goal, defining your audience, selecting headline themes and creating the main points of the article. This structure can help you follow an article format proven to be effective with our business audience. Aligning the content with your marketing goals and unique value propositions is an effective approach. (See the template for more on this.)Headlines are critical!The headline of an article is often seen in lists, competing with other headlines for a reader's click. Headlines are often what is shared in social media, and they are critical in terms of ranking well in search engines. In short, the headline is the gateway to your content.Grab attention with your headline. Don’t be afraid to make a bold statement. Our data shows vague headlines produce low click rates. Don’t fear a long headline. Our data shows length is not as important as content to attract a reader click.Native Content Strategy Template1. Define the goalClearly state the goal of your article by asking some foundational questions, such as:What is the one takeaway I want from readers when they finish this article?What do I want to achieve from a business standpoint with this article?How can I align the content with our current marketing initiatives?What separates our business from our competitors? Can I bring thought leadership to those factors?My goal for this content is: _______________________________________________________.2. Define the audienceNow that you have defined the goal, let’s consider audience. Obviously, you are purchasing The Business Journals audience, but by focusing in on your target customer, you can better determine your topics and understand how much or how little industry jargon should be present. Questions to ask include:Am I writing to an audience that knows about my business?Am I writing to a top-of-funnel audience?Am I writing to existing or prospective customers/business partners?Are they well informed about my company, products or services?Write a short description that defines your target audience: _______________________________________________________________________________________________________________________________________________________________________.3. Choose topics of interestWith your goal and audience identified, it’s time to brainstorm topics that will achieve your goal and connect with your target audience. If your goal is to establish brand awareness, you may consider an article about a trend in your industry or where you think your industry is headed in 5 or 10 years. Perhaps you want to isolate on a particular sector of your industry.If your goal is more about driving immediate business interest, you may want to consider teaching your audience through an instructional how-to article or a list-based tip article such as “5 ways to …..”.Most marketers focus on the benefits of their products or services. It’s almost impossible to write about those without being promotional. You can, however, write thought leadership around the problems or opportunities your products/services address. Several examples are provided at the end of this ic 1: ___________________________________________________________________________Topic 2: ___________________________________________________________________________4. Develop main points of an articleWith a topic selected that aligns with your goal and audience, you are now ready to develop the headline and points of a specific article. From here, you are constructing the basic outline of your article. It may end up looking like this:Headline: _____________________________________________________________________Main point 1: __________________________________________________________________Main point 2: __________________________________________________________________Main point 3: __________________________________________________________________Call to action: __________________________________________________________________You will want to substantiate your main points, as much as possible, to increase credibility. Quoting another industry expert and/or pointing to industry research are common tactics.Your call to action will likely be the final sentence of your article prior to the bio. Like every other aspect of native content, the call to action should not be promotional. “Learn More” calls to action, paired with the relevant content, work best. For example:Learn more about M&A activity, economic perspectives and deal flow trends for these key industries by reading RSM’s Quarterly Industry Spotlights.Visit to learn the six key steps to navigating sales and use tax compliance or to schedule a meeting to discuss your situation. Advertiser-produced native articles the Content Studio likesHow Houston wins with Super Bowl LI Business JournalAdvertiser: University of HoustonIt's time for drug companies to put patients before profits Business JournalAdvertiser: Cambia Health SolutionsNative American reservations need basic infrastructure to be economically sustainable Business JournalClient: Ak-Chin Industrial Park BoardDoctor: When I realized that health care needed to change Business ReviewAdvertiser: CDPHP ................
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