Writing a bylined article for an industry (or trade) publication can position you as an expert in your field and in that particular sector.  It’s a great and inexpensive way for you or your firm to generate new clients.

Sure, your company or clients may prefer coverage in trendy publications, like Cosmopolitan, Vogue, Consumer Reports, Time, or Readers Digest, but unlike these titles, trade publications do not try to be everything to everybody, so they focus on one small niche, allowing you to target to a specific audience.

Also, since trades have a lower profile than consumer magazines, and–in some cases–they don’t have large budgets to pay freelancers, these editors often receive far fewer story pitches. Because they’re craving content and you need the exposure, it’s a win-win situation. Before you start pecking away on your keyboard, here are a few points for novice and even experienced bylined writers should keep in mind:

Pitching your idea

When pitching your story idea to an editor, be sure to pitch complete ideas, including why you think the article would be beneficial to the publication’s readership. Think like an editor: fit your story into a specific niche that the publication is obviously interested in (based on their previous issues).

Ask yourself why and how is your story idea timely? Is it something that has been written about a lot? If this is the case, then it’s probably not the best pitch. Finally, why is it interesting for that magazine or website’s readership?

Tailor your writing to that publication

Before submitting an article to a trade magazine or custom publication, make sure they are tailored to the publication type you’re trying to submit the article to. Many publications have sample issues available for free download. If they don’t, call or email the editor or sales department to send you a past issue. Find out what style guide that publication uses (Chicago, AP, etc.) After you finish the article, take a close look over the style guide and make sure your article follows that to a tee.

Keep it interesting

Remember, that not all trade publications are dry business stories. These readers still want to be engaged, and you can take any topic and make it interesting with the right research.

Stay focused

The focus/angle of the article should be clearly revealed in the subhead, then revealed in-depth in the intro, then supported by the body. During the copyediting process, the publications I write for are always changing the subhead to better reflect the angle/focus of the article.

Avoid the obvious and clichés

Since you are sending your story to a trade magazine, you have to assume that the readers are already well-versed in common industry topics. Also, because they’re professionals, they don’t want to read overused clichés. Strong statements and interesting information are the best combination of elements for a story.

Craft a bio targeting that audience

Since you’re writing an article for free for that publication, you can add your bio at the end of the article promoting your company’s services. So be sure to take your time and write a bio that will encourage the readers to reach out to you. Succinctly describe who you are, what your company does, and how to reach you.  And write a new bio for each publication. You may highlight one aspect of your company in a bio for a construction journal and a different one for a marketing magazine.

Make them want more

Want to continue writing for that magazine? It‘s always beneficial to ask an editor for feedback after turning in your bylined piece, especially after it’s your first one. And if you write well, turn your story in on time or early, and be polite, eager, and easy to reach, you’ll find that it’ll be easier to submit your next bylined piece.

Here are some places online where you can find trade magazines:

• Business News Publishing
• Canon Communications
• Virgo Publishing
• Crain Communications
• Penton Media
• IDG
• Tradepub.com
• Wooden Horse Publishing
• Mediabistro
• Writer’s Market Online
• American Journal Review
• Magazines.com
• One of the simplest ways is to use Google or your search engine of choice: Type in the “industry name” and “periodicals” or “magazines.” Or type in “trade magazine” and “a subject.”

What other tips or advice on writing a bylined article can you share with our readers?

Daniel Casciato is a full-time freelance writer. He is also assistant to the publisher for Pittsburgh Better Times and Western Pennsylvania Hospital News—two publications always seeking bylined pieces. For more information, visit www.danielcasciato.com. You can also follow him on Twitter or friend him on Facebook.