A simple guide to effective article writing.

2. A Guide to Article Writing
By, Priyan DC
Managing Partner, Ogilvy PR

3. What is an article?
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An article is a written full text document or literary work
It may be for a newspaper, magazine, journal or just an informational document
In addition, an article in grammar can be either a, an or the, and these are used
before a noun

4. Writing tips
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The Brief – Understand the need for the article, what is the expected outcome, what is the
essence, what are the highlights
Brainstorm ideas – Engage with teams to discuss and get more ideas for a compelling piece
Research – Preparation for the article in terms of background, originality, trends, Core
concept, etc
Know your audience – Visualise the ultimate audience for the write up, what is the expected
impact, how will it relate to the audience and make it interesting
Create a structure with flow – Outline the key areas to be covered in the article before you
begin to elaborate each heading
Build context – Find examples of recent trends and local happening to create relevance
Quotes and paraphrasing – Include quotes by well known individuals or opinion leaders to
engage the audience and for credibility
Proof Read – Finally review the article to ensure it contains everything that you originally
visualised, check for grammar and flow

5. Typical Structure
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An article typically contains an introduction, the body and conclusion.
The introduction will flow from a suitable title that sets the tone
The introduction features a brief note on what the reader can expect and the careful use of
language to excite the reader to continue reading
The body of the article is its core containing all essential details such as references, examples,
quotes
The conclusion is where the article is summarized reinforcing what the writer is aiming to
communicate with the piece
Credits – Especially in well researched pieces make it a point to provide necessary credits.
This also adds to the credibility of the piece
This method of writing is called "being taken down the garden path" by many professional
writers as this neatly explains the process

6. A good article depends on
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A writers skill and experience
A writers SEO knowledge and skill
The writers good use of grammar
Good spelling
Research and knowledge of the topic
Unique content - Avoid plagiarism
A well structured article that grabs the reader's attention and compels him to read on

7. In summary
The key thing to remember is that you’re telling a story to your
readers. That means you need a beginning, a middle and an end
It also means you need to think about where you’re taking your
reader and create a logical path to that end point

16. THANK YOU