Author’s Column
An author’s column is a regular piece of content in which the author expresses their opinion, analysis, or position on a specific topic.
Simply put:
it’s an expert’s or author’s personal perspective on an important issue
Key features
- subjective point of view,
- author’s unique style,
- analysis or commentary,
- regular publication format.
Where it is published
- online media
- corporate blogs
- magazines and newspapers
- LinkedIn, Telegram, and other platforms
What author’s columns are about
- industry trends
- marketing and business
- technology
- societal topics
- professional experience
- case studies and observations
Why author’s columns are useful
They help:
- build the expert’s personal brand
- increase trust in the company or the author
- demonstrate expertise
- attract an audience
- stimulate discussion
Difference from news
News – neutral presentation of facts
Author’s column – the author’s opinion and interpretation
Example
Topic:
“Why brands should adopt an omnichannel strategy”
The author:
- analyzes the market,
- shares their experience,
- draws conclusions and makes predictions.
What’s important to remember
An author’s column is a content marketing and media format in which the author shares their expert opinion and analysis.
It helps strengthen expertise and build trusting relationships with the audience.
