Feature article

This is one of the key findings of the 2015/16 B2B Decision-Maker Analysis by Deutsche Fachpresse. This is because 94 per cent of the core target group use printed or digital trade media, primarily trade journals. Trade articles are not only written by editorial teams, but often also by external authors. These may be freelance editors and journalists, but also marketing managers or communications specialists. 

But what makes a good specialist article?

In her bachelor’s thesis, our colleague Sarah Schöffler examined precisely this topic and came to the following conclusion: guest and author contributions in B2B trade journals only partially meet the criteria of quality journalism. 

Criteria such as clarity and appeal are almost always met. However, professional selection criteria, transparency, citation of sources and source criticism – in other words, the hallmarks of quality journalism – are frequently overlooked. 

Our view 

When writing a good specialist article, it is therefore important to remain objective. This means avoiding superlatives, half-truths and exaggerated phrases such as ‘market leadership’, ‘technological breakthrough’ and ‘groundbreaking solution’. A fundamental prerequisite for a good article is also that the author always puts themselves in the readers’ shoes and considers what information they need and for what purpose. Above all, the specialist article should pursue the following objective: it should make statements about solutions and approaches – thereby minimising the risk associated with every decision made by professional decision-makers. Et voilà.

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Service: Product communication

Reference: Press and public relations for Siemens