Article Structure and Content

Title

The title needs to have keywords that will attract both search engines and site/newsletter browsers who may only scan the title among many others (and not the article content).

As such your article title needs to reveal what the article is going to be about using keywords that might also be searched for by architects when looking for solutions online. You really need to pretend you are one of your potential customers that has never heard of your product before and is hastily scanning a website or email newsletter. Hubspot have some great advice:

• Start with a working title
• Stay accurate
• Make it sexy
• Optimise it for SEO
• Brainstorm with somebody else

Byline

The byline is a short sentence of 'teaser' text that displays under your article title on the article page, in archive pages and in email newsletters. It should elaborate on the title's keywords by revealing the key point of the article. For example a title might be Product X Adds Character to Project Y, while the byline might elaborate with "Product X was selected by Architects Z for its industry leading acoustic and fire performance." This is another opportunity to 'hook' your readers if the title has piqued their interest — newspapers and magazines (both online and offline) utilise this effectively.

Please note that our editorial team may adjust or rewrite your title and byline to make them more descriptive and search engine friendly.

Body content

Our research says that an article should be benefits-focused. The main body of your article should outline the benefits of your product and show how it can be used effectively, using a project as a case study where possible. If you were an architect, what would make you you want to give up five minutes of your busy day to read about a product?

For a case study, we recommend that you cover the following:

Project

Outline the project background. What is the aim/purpose of the project?

Product selection

Why was the product chosen for the project? What benefits did it offer and how was it installed?

Final result

Including a quote from the user/designer if possible

If not focusing on one specific project, you may wish to give an estimate on the number of recent NZ projects where the product has been used, or describe the types of projects the product is suitable for.

Make sure you write your articles professionally. Architects and designers are educated, detail-oriented people and expect your content to be a professional reflection of your product's quality and your service.

View the EBOSS House Style Guide for key stylistic tips for good articles.

Breakout box

This is an optional text area at the bottom of your article to include sundry information such as project credits.