I’m audience-obsessed. Before ever putting pen to paper — ahem, fingers to keyboard — I crush the research on who is reading and why. What do they care about? What are their challenges? What makes them light up? If I’m ghostwriting, I then learn about the messenger and how to craft an article in that voice. Here are two Op-Eds with different bylines in Accounting Today, read by 325,000 CFOs and other finance decision-makers. The first focuses on the allure of technology improving finance functions; the second explores a trend in late corporate tax fillings. As a direct result of this work, top-tier publications including Reuters (the world’s largest international multimedia news provider), CFO Brew, and CFO Dive called the authors for follow-up interviews on this eye-catching content. The winners here? An even broader audience gains industry insight. And the authors attract a very bright spotlight for their hard-won expertise.
