5 Proven Ways To Write An Article That Boosts Your Visibility & Brand

by | Aug 30, 2026 | Speaking Tips

This is my 100th Article published on LinkedIn! 🤸🏻♂️

To celebrate, I thought I’d share a bit about my journey from 0-100 articles and what i’d do differently if I was starting from scratch!

If you were planning on writing an Article soon, or if you’d like to start a whole Newsletter series, this one is for you.

So the first Article I ever wrote back in October 2017 was titled ‘My top 5 tips to nail a winning pitch’.

It was very basic.

But I’m glad I just got started though. Because you learn the most from doing!

With no set format in mind, I wrote some more Articles here and there (25 more over a 2 year period) and then I started a regular Newsletter for my Mailing List.

However it was a very old school …..

Lots of different sections and topics covered in one edition. Gah…!


I didn’t really like the format though.

What I really liked were the articles I’d read on Forbes, or on Harvard Business Review. So I wanted to create something that would honour the type of richness I personally liked reading.

So, in 2022, I started my official Magnetic Communicator Newsletter.

With the aim to help people to communicate with more power, to boost their influence, brand and career.

Whether it’s Storytelling, Presentation Skills, Confidence, Conference Speaking, Persuasive Writing or anything in between.

This had a very specific brief though:

One topic. A specific perspective, backed up with interesting stories/stats and made visually appealing.

Since then I’ve published 74 Newsletter editions (which makes this the 100th one in total). With this new format I was able to grow my subscriber base to over 3,500+ (across LinkedIn and Email).

I’ve really enjoyed the process of writing as it hones my understanding of various topics.

But the icing on the cake is that it’s helped me grow my personal brand and take my business to places I never would have imagined!

E.g. Being interviewed by well known publications like Medium, being invited onto some amazing Podcasts, or being engaged to deliver training or coaching for companies or individuals that found me, or vouched for me, because of my Newsletter.


So I thought it would be a perfect time to share some tips on Article Writing.

Here’s my Top 5 tips for how to write an Article / Newsletter that generates attention, visibility & builds your brand.

🎯 STEP 1 – CLARIFY IT 🎯

Coming up with an idea for an article can be a whole process. But just because you’ve chosen your topic doesn’t mean you can start writing…. (Eeek).

You must define the point of your article (which will be much more specific than the broader topic).

This becomes like a ‘North Star’ to guide what you include vs what you exclude.

Plus to ensure it’s of the most value to the reader.

A good objective for your Article would include a crisp point you’re trying to make + an action you want your readers to take afterwards.

E.g. If you’re writing about Securing AI Agents, what is the core point you’re trying to make and what might people do differently afterwards?

 

🧱 STEP 2 – STRUCTURE IT 🧱

There is a set structure to almost all Articles.

Just like you would have been taught in English classes back in school. I follow the same high level structure each time, which helps me to cut down on thinking time.

Here’s how I structure all of my Articles and how you can too:

i. Opening Hook

Start in an interesting and creative way, so people are compelled to keep reading.

It could be with a short story, a statement (about the problem space or value proposition) or interesting question.

ii. Defined Body

I almost always chunk my content down so it’s easier to read and follow.

If you look at my Articles, you’ll see this sometimes this takes the form of a list (E.g. 5 ways to…) or it sometimes takes the form of separate steps / sections (E.g. What is X, How to execute X, etc).

iii. Summarised Closing

I always wrap up by sharing a summary of the whole article, in a few sentences. To remind people of the whole gist of it, plus (if you want to truly persuade behaviour change) a clear call to action.

🦩 STEP 3 – SPICE IT UP 🦩

Now you’ve got the core content you’re going to share, you need to spice it up!


I like to add in things like:

• Content: Stories, interesting stats, examples, quotes, etc

• Visuals: Giphs, screenshots, images, etc

Something to break it up.

I’ve found that what you ‘add’ to an article visually or content wise (after your first draft) can make or break whether it’s received well or not.

 

✂️ STEP 4 – FORMAT IT ✂️

One of the last things you should do is format your text.

A lot of people neglect this step. Which is a shame as it makes a massive difference to the readability of an article!

Because – did you know? A lot of people SKIM-READ.

So they won’t properly consume your content unless you’ve bolded key aspects.

E.g. Some of the things I do when formatting are as follows:

  • I Bold certain text
  • underline it
  • use italics.
  • Split large paragraphs up.
  • Use different font sizes.
  • Use CAPITALS.
  • Put things in (brackets).
  • Use >>>.
  • Use around words.

I always re-read my articles and add these touches in after my first draft.

This is like decorating a cake after you’ve baked it. It makes a massive difference to the overall appearance and readability!

 

💸 STEP 5 – SELL IT 💸

Did you know, people are 8 times more likely to click into an article if the Title is an interesting one!?


So… don’t simply write a Headline that contains the Topic name.

Get people curious and excited to read your article by choosing a powerful headline.

Here’s how I do this:

– I like to include the benefits in the title somewhere (E.g. What will people get as a result of reading the article?)

– I find that titles with numbers in them do really well too. (E.g. 3 Ways to… do <x>)

– I try and include Power Words in my titles where I can (e.g. Something like Secret, Uncover, Surprising, Proven, etc).

I also use a tool called Headline Studio which helps you understand how powerful your Headline actually is and it even suggests improvements.

 

Still not convinced about the power of Article Writing?

Did you know…. out of 1.3 Billion users on LinkedIn, only 184,000 Newsletters exist. So essentially, out of every 7,000 members, only 1 person will go on to publish a Newsletter.

This means there’s a massive opportunity to stand out and be seen as a thought leader.

Now if you think it’s too late to jump in because you’re worried long form content is dead, checkout the incredible growth Substack has seen.

Substack was created in 2017 and it took them 5 years to hit 1 million paid subscribers.

But, Substack’s paid subscribers have more than quadrupled in the last 2 years (from 4M in 2024 to 8.4M in 2026)!!!

IN SUMMARY

If you’re keen to create a regular Article / Newsletter / Blog to raise your visibility and brand, it’s not too late to start. In fact, the demand for it is only increasing!

Follow my proven 5 step formula:

  1. CLARIFY IT
  2. STRUCTURE IT
  3. SPICE IT UP
  4. FORMAT IT
  5. SELL IT

Based on my experience, it’s one of the best things you can do for your personal brand and lots of exciting things will follow.

Thanks to all of you who have been a subscriber of my Newsletters. I appreciate the support! Here’s to 100 more!

Cheers,

Emily

Hey, I’m Emily Edgeley, a Public Speaking Coach for the Tech/Cybersec industry.

Since 2017 I’ve transformed the lives of thousands, by helping them to communicate with more power. I’ve run 300+ group coaching sessions, coached more than 250 people privately, and helped more than 100+ others give their first ever Conf talk.

I’m on a mission to help anyone in Tech/Cybersec communicate with more clarity, impact and confidence. To boost their brand, career and influence.

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