Some of the top book PR firms in the world today routinely advise authors to write bylined articles as a part of their book promotion services. It's because anything that makes the media's job easier is likely to do well as a publicity tactic. Contributing bylined articles to well-read media has become a promotional staple for non-fiction authors needing to publicize their books. The articles themselves are informational and not promotional, but in the brief author bio at the end, given a mention to books published. They're a natural fit for many authors when the article topic relates to their industry or profession.
When a target reader for a book reads and benefits from an article, they have a favorable impression of its author. If the same person has written a book on the same or a closely related topic, it's likely the reader may become interested in the book. Typically, the articles are 800-1,200 words in length and easy for the intended audience to read. For example, the author of a book on personal finance would be seen as credible to write an article on essential questions to ask a personal financial advisor. It would be likely the article would be picked up and run on a financial news page.
Every year, the value of bylined articles increases. A significant reason is staff cuts at many media outlets. Therefore, they are on the lookout for expertly written content that can replace what staff writers used to contribute. Also, the exponential growth of online media has created many more content-hungry places that need quality articles. Authors must provide tangible, useful information in their writing. Anything that is even slightly promotional will turn off editors who decide whether to run it. Many people are surprised by the number of media that will accept excellent articles.
With a strong article written by a respected author, virtually any media will consider it. But the most significant book publicity for selling books sometimes occurs in smaller niche media with highly interested audiences. When an article reaches a target audience, it's highly likely they will read it and may become interested enough in the author to buy a book. For authors overly focused on large, national media with general audiences, it can be wise to pause and consider a different approach's benefits. Bylined article writing is a crucial element of a well-rounded publicity and marketing campaign.