Experts columns – tips and guidelines

Our Expert of the Week slots are an opportunity for advertisers to demonstrate their expertise and cement their place in the ‘Expert Economy’.

Experts columns provide useful information to the Business Biscuit readership and may prompt enquiries about the subject matter of the article or a related matter.

Experts columns appear in the Experts section of the Business Biscuit website, where they remain in perpetuity. They also appear in the Expert of the Week slot on the weekly e-newsletter.

While Experts slots are a great promotional and lead generation tool, it’s important to understand that they are not advertorials for authors to sell their goods or services – think soft-sell, not hard-sell!

Experts columns should impart knowledge or offer an opinion. They should be specific rather than broad in their content.

Authors should refrain from referring to their own business in the main body of the text.

However, the author will be credited in the footer of the article, along with a website link and contact details if requested.

The ideal Experts column is between 400 and 600 words long. Subheadings and bullet points are fine. Links to external web pages are okay too – but bear in mind that they may take the reader away from your article.

A landscape-shaped image of the author will be required to accompany the article.

Business Biscuit reserves the right to edit columns for the purposes of clarity or house style.