If an op-ed would be published online as well, it should be optimised for SEO.
This article notes that op-eds are effective in demonstrating a company’s expertise and knowledge, while reaching out to potential clients who might read a wide range of titles. PR professionals generating op-ed opportunities for their clients to participate in, could lead these companies to secure new business and media opportunities.
This can help get a strong return from ROI and “boost the bottom line”. Brands should opt for mainstream newspapers and respected titles to reach out to a wider potential client pool.
Further, sharing freshly published op-eds on LinkedIn as well allows brands to capitalise on the news angle. The op-eds should be passionate, punchy and accessible. The author suggests 800 to be the optimal word count.
[4 minute read]