Prose

Writing bylined articles (ghostwritten)

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What's a contributed bylined article?

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A contributed or bylined article is a piece of content ghostwritten for someone within your organization – like your CEO, a senior executive, or even a subject matter expert – that gets published in a reputable media outlet under their name. Think of it as a guest appearance on a popular TV show, but in the world of journalism. But it’s more than just sharing info; it’s about flexing your expertise, building credibility, and giving your brand a personal, authoritative voice. Thought leadership, achieved.

How can a bylined article benefit us?

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Getting your bylined article published in a top-tier outlet isn’t just a win—it’s a game-changer. Here’s how it helps:

Builds authority: It positions you as a go-to expert, guiding the industry conversation and solidifying your thought leadership.
Boosts credibility: Being featured in respected publications is like a stamp of approval. It builds trust with your audience and acts as a third-party endorsement.
Increases visibility: More eyeballs on your content = more brand recognition. Plus, those valuable backlinks boost your SEO and drive traffic to your site.
Engages your audience: Connect with readers on a deeper level. Offer insights they value, and you’ll keep them coming back for more.
Supports sales and marketing: These articles are lead generators and perfect for repurposing across your marketing channels for even more mileage.
Enhances brand storytelling: Use bylined articles to shape your narrative—whether it’s showcasing wins, sharing thought leadership, or managing a crisis.

Once published, you can keep the momentum going: feature the article on your website, share it in marketing materials, or distribute it at events to extend the impact.

Can you write in the specific voice of our executive/s?

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Yes. As veteran executive ghostwriters, we’re pros at doing just that.

Here’s how we do it:

Interviews: If it’s convenient on your side, we kick things off with in-depth interviews to really get to know the executive’s tone, personality, and storytelling preferences. What kind of stories do they like to tell? What’s their go-to style—formal, casual, witty?
Past content: We’ll also dive into any speeches, interviews, or articles they’ve done. Got a YouTube link of a past keynote? Perfect. We’ll study that to nail their voice, style, tone…
Voice recordings: Your exec can even record a quick voice note, talking off the cuff about the topic. That gives us even more insight into how they naturally express themselves.
Feedback: Writing in someone else’s voice is an art, and if we don’t hit the mark on the first draft, no worries. We’ll simply revise and fine-tune the tone till it feels spot-on.

Ghostwriting is a sensitive art, but we’re well-versed in the best practices and committed to researching, writing, and editing until we get the draft just right.

In short: We don’t just capture the message—we capture their voice, style, and personality to make sure it’s authentically them.

What should the article be about?

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A successful bylined article tackles timely topics that matter to your industry—without turning into a sales pitch. Focus on key issues, trends, or challenges related to your products or services, offering smart solutions without overtly promoting your company. Got a topic in mind? Awesome. Need inspiration? The Prose crew can pitch ideas that resonate.

Here’s a few common formats to consider:

How-to article: Solve a common problem, subtly showing off your company’s expertise without flashing the logo.
Opinion article: Offer a bold take or a fresh perspective on a hot industry issue—maybe even stir up a little debate.
Trend article: Dive into high-level industry trends, sharing insights or predictions that position you as a thought leader.
Research article: Break down original research, giving readers a deeper understanding of key data and its impact.
Case study article: Tell a compelling problem-solution story, slipping in how your product or service made the difference.

To what extent will the article feature our company?

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Honestly, not much—and that’s the whole point. A bylined article is all about showcasing your thought leadership, not promoting your brand outright. If you’re looking for more direct exposure, consider a sponsored post (details below). That said, here’s how your company can still sneak in:

Subtle integration: The article will focus on providing valuable insights, but we’ll weave in your company through examples or anecdotes that highlight your expertise or successes.
Balanced mentions: We can include your company without sounding promotional, like “At [Your Company], we’ve noticed a growing demand for sustainable solutions.” Plus, your executive’s bio at the end will make the brand connection clear.‍
Publication guidelines: We always follow the editorial standards of the publication, which typically lean toward industry-wide insights. Any mention of your company will feel natural, adding value without sounding like an ad.

Do we need to credit the original author?

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Nope! Bylined articles are ghostwritten by default, so you own the copyright. That means you can credit them to whoever you want. Most brands “credit” an executive within the company who has expertise in the topic or could use a little extra exposure.

You can:

Attribute all your bylined articles to one person
Spread the love and assign different articles to different team members

It’s totally up to you.