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Guidelines for Successful Trade Journal Articles
The vendor-contributed article appearing in a respected trade journal such as Genetic Engineering News or Bioscience Technology is a powerful promotional tool. To get the most from your trade journal article, here are a few guidelines you should follow:
1. Give these articles the same emphasis in your promotional plans that you would give to print and online advertising, including a publication schedule and allocation of resources.
2. Establish a goal for each article, such as building awareness or positioning against an entrenched competitor.
3. Focus on data and applications that are compelling to your target audience. Include real-world, challenging samples during the validation phase of a new product, so that the data can also be used for technical notes and trade journal articles, to be released at launch.
4. Do not focus on the product itself. If your article is self-promotional the publisher will reject it and may not accept future submissions from your company.
5. Draw on your public relations agency's relationship with the editors in order to find the best placement opportunities for your articles.
6. You may not have the resources in-house to write the quantity or quality of articles that you require. Utilizing an outside writing service is a cost effective option that can minimize the time required from the R&D or marketing staff and still meet the journals' deadlines.
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