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Guide

Press release, advertising article, guest post, interview: what is what?

Not every piece of news needs the same format. This guide explains what each content type does, who writes it and when it fits best. Plus a yearly planner and tips, so your publications appear in the right magazine at the right time.

Content types in detailWhat fits when?Plan your year

At a glance

The main formats compared

The short version for busy readers. Each content type is explained in full further down.

FormatWho writes itBest forShelf life
Press releaseYou, for newsroomsReal news with news valueShort, while the news is fresh
Advertising articleThe editorial team, on your behalfYour company, your service, your offerLong, the article stays online
Guest postYou, under your own nameShowing expertise, building trustLong
InterviewThe editors ask, you answerPersonality, attitude, expertiseLong
Product featureThe editorial team, with your materialOne product or service in detailUntil the next model
How-to guideThe editorial team or youAnswering your customers' questionsVery long
AnnouncementThe editorial team, short and to the pointOpening, date, appointment, job offerShort, until the date
MentionThe editorial teamA recommendation in a fitting articleLong

At Friends.Member.Show

Which of these is your free article?

This page offers two ways into a magazine of the Online Media Network.

With a voucher code: your free article

Through a member's recommendation link you get an editorial article about your business. You send your finished text, or our editors write it from your information and you approve it. With pictures or a video, a link to your website, author and social networks.

Without a voucher code: your guest post

The form is open to everyone. Send us your finished article with a link and two or three pictures, and our editors review it before publication.

Interviews, announcements, ad placements, backlinks, frontlinks and all other formats are part of a membership in the Online Media Network.

Choose a magazineView the membership

In detail

What each content type does

Thirteen formats in three groups: longer articles, short formats and placements, links for search engines and artificial intelligence.

Longer articles

Texts with substance. They stay online, get found and get linked.

Also known as: Press information, news release

Press release

A factual news item that a company writes itself and sends to newsrooms. It answers the five Ws (who, what, when, where, why) plus how, is written in the third person and ends with a press contact. Whether and how it is covered is up to the editors.

Who writes it
You or your agency
Fits when
there is real news: an opening, a product launch, an award, new figures or new management.
Tip
Put the most important point in the first sentence. Facts instead of superlatives, plus a quote and a good picture.

With usWith a voucher code, choose “Have it written” and send the key points. Our editors turn them into your article.

Also known as: Advertorial, sponsored post

Advertising article

An article in editorial style about your company, your service or your offer, which you commission. Because it is paid for, it is labelled as advertising. In return, publication is guaranteed, with pictures and a followable link to your website.

Who writes it
The editorial team, based on your input. You approve it.
Fits when
you want to introduce your company, promote an offer or be visible ahead of the season.
Tip
One topic per article. Tell readers what they gain, not just what you sell.

With usYour free article with a voucher code is an editorial article about your business, at no cost to you: text, pictures, link, online for at least twelve months.

Also known as: Guest article, expert article, contributed article

Guest post

A specialist text that you write yourself and that appears under your name. It shares knowledge from your daily work instead of selling. A short author line with a link shows who is behind it.

Who writes it
You, as the expert
Fits when
you want to show that you master your field and build trust before anyone buys.
Tip
Answer a question your customers keep asking. One concrete example convinces more than any self-promotion.

With usOpen to everyone, even without a voucher code: your own text with a link and two or three pictures. Our editors review it before publication.

Also known as: Conversation, Q&A

Interview

Questions from the editors, your answers, edited for publication. An interview shows the people behind a brand: attitude, experience and a voice of their own. Good quotes can be reused many times later.

Who writes it
The editors ask, you answer and approve.
Fits when
an anniversary is coming up, new management takes over, you have something to say about an industry topic or your face should become known.
Tip
A good portrait photo and two or three clear statements that only you would make.

With usBookable through the Online Media Network.

Also known as: Product portrait, service portrait

Product feature

A detailed article about a single product or service, with a picture series, features and technical details. It helps people who are already comparing and close to a decision.

Who writes it
The editorial team, with your material
Fits when
a new product launches, a collection comes out or a service needs explaining.
Tip
Pictures from several angles and the facts customers ask for: size, material, price, availability.

With usBookable through the Online Media Network.

Also known as: Guide, explainer, evergreen article

How-to guide

An article that answers a specific question: What should I look out for when buying, how do I find the right provider, what does it cost? Guides hardly ever go out of date and are favoured by search engines and answer engines alike.

Who writes it
The editorial team or you
Fits when
you want to be found all year round, regardless of season or news.
Tip
The headline is the question your customers type into search. Your company appears as an example, not as an advert.

With usA how-to guide works well as a guest post or as the topic of your free article.

Short formats and placements

Fast, timely and right where readers are already looking.

Also known as: News item, announcement

Announcement

The short format for an occasion: opening, event, product launch, appointment, job offer or anniversary. A few sentences, one picture, one link, published in the news section of the right title.

Who writes it
The editorial team, based on your information
Fits when
a date is fixed. An announcement lives on good timing.
Tip
Publish well before the date and put date, place and registration in the very first sentence.

With usBookable through the Online Media Network.

Also known as: Name check, in-text recommendation

Mention

Your name with a link in an existing article that matches your topic. Not a page of its own, but a recommendation right in the flow of reading, exactly where someone is looking for a solution.

Who writes it
The editorial team
Fits when
there are already well-read articles on your topic, such as city guides, how-to guides or best-of lists.
Tip
Several mentions in different titles work like a web of recommendations.

With usBookable through the Online Media Network.

Also known as: Highlight, top placement

Home page teaser

Your article does not just sit in its section but is featured prominently on the magazine's homepage, where everyone who opens the title sees it.

Who writes it
The editorial team places your article
Fits when
an article matters most: for the season, a product launch or an opening.
Tip
A strong cover image decides whether people click. Landscape format, ideally without text in the picture.

With usBookable through the Online Media Network.

Also known as: Banner, display ad, video ad

Ad placement

A classic advertising space next to matching articles: banner, video or interactive banner. Clearly recognisable as an advert, one click leads to your website.

Who writes it
You supply the creative
Fits when
you want to show a brand, a promotion or a date over a longer period.
Tip
One message, one picture, one button. The space works best next to an article on the same topic.

With usBookable through the Online Media Network.

Also known as: Directory listing, business entry

Local company entry

Your company in a curated directory or city portal: contact details, short profile, services and link. Anyone searching for your industry in your city finds you there.

Who writes it
The editorial team, based on your details
Fits when
your customers come from the region. And always as a foundation that works all year.
Tip
Write name, address and phone number the same way everywhere. This helps search engines and map services match you correctly.

With usBookable through the Online Media Network.

Links for Google and AI

Invisible to many, decisive for being found.

What fits when?

From occasion to the right format

Almost every occasion can be told in several formats. This is how to combine them well.

OccasionFitting formatsTiming
Opening or new locationAnnouncement ahead of the date, then an advertising article with pictures, local company entryAnnouncement two to four weeks ahead, article on opening day
New product, new servicePress release as the basis, product feature, later a how-to guideAt launch, the guide a few weeks later
Event, trade fair, open dayAnnouncement ahead of the date, follow-up as an advertising articleFour to six weeks ahead, follow-up within a week
Award or certificationPress release, announcement, mentions in fitting articlesRight away, while it is new
AnniversaryInterview or portrait as an advertising article, plus a home page teaserIn the anniversary month
New management, new partnerAnnouncement of the appointment, then an interviewAs soon as it is official
HiringAnnouncement with the job offer, interview with the teamOngoing, especially before peak season
Seasonal businessAdvertising article with home page teaser, ad placementSix to eight weeks before the season starts
Showing expertiseGuest post, how-to guide, interviewAll year, ideally monthly
Being found on Google and by AIHow-to guides, backlinks to fitting pages, frontlinks, company entryPermanently and spread evenly
Local visibilityLocal company entry, mentions in city and how-to articlesSet up once, then keep it current
New markets, international customersAdvertising articles in several languages, each in the fitting titleBefore entering the market, then regularly

Plan your year

Which topics are read when

Many industries have their own rhythm. This overview shows when which topics are in season. Always publish a little earlier than demand begins.

January and February

New year and good intentions: health, fitness, finance, training. Holidays, weddings and renovations are planned now, and many trade fairs take place.

March and April

Spring and Easter: home, garden, property, cars and motorbikes. In holiday regions such as Mallorca the season begins, restaurants and hotels reopen.

May and June

Summer is coming: travel, events, weddings, terraces and beach clubs, fashion and beauty. A good time for openings and events.

July and August

Holiday season: lifestyle, leisure, food and travel are strong, many business topics pause. Ideal for preparing guides and autumn topics.

September and October

Fresh start after summer: trade fairs, training, business decisions, autumn and winter. If you want to be visible for the Christmas season, publish now.

November and December

Gifts, Black Friday, Christmas and New Year's Eve, plus reviews of the year and outlooks. Budgets and plans for the new year are made in these weeks.

How-to guides, guest posts and company entries are not tied to any season. They are the foundation that seasonal articles build on.

Good timing

Seven rules for the right moment

  1. Earlier than demand

    Search engines need time to find and rank new articles. Seasonal topics should therefore appear six to eight weeks before your customers start searching.

  2. Regularly, not all at once

    One article a month has more impact than twelve in one week. Readers, search engines and answer engines then see a company that is consistently active.

  3. News fast, knowledge any time

    Announcements and press releases date quickly, so publish them promptly. Guides and guest posts work for years and fit into any quiet week.

  4. One occasion, several formats

    Start with an announcement, tell the story in an advertising article, draw attention with a home page teaser and anchor the topic with mentions.

  5. The right context

    An article only works where your audience reads. The magazine's topic, language and region must match your customers.

  6. Lead time for approval

    Allow time for material, draft and your approval. If you have pictures and facts ready early, you are online sooner.

  7. Reuse it

    Share every article on your social networks and in your newsletter, and show it on your website. That way it works twice.

What to have ready

The better the material, the better the article. These points help the editors and speed up approval.

  • Occasion and goal in one sentence
  • Three to five key messages: what is new, what do readers gain?
  • Facts such as date, place, prices or figures, as far as they should be mentioned
  • Two or three good landscape pictures, with the necessary rights
  • A quote or a contact person
  • The right landing page for the link
  • Who approves the article

Common mistakes

And how to avoid them.

Advertising language in a press release
Unique, leading, revolutionary: editors delete words like these. Facts and figures are more convincing.
No news
Without a real occasion, a press release is the wrong format. A how-to guide or guest post fits better.
Everything at once
Ten articles in one week followed by silence work less well than a calm, steady rhythm.
Too late for the season
If you only publish when the season starts, you are found when it is already under way.
Linking only to the homepage
If the link leads to the right page, readers arrive where they want to be and search engines understand the topic.
Pictures without rights
Photos taken from the internet can get expensive. Use your own pictures or ones with a clear licence.

Frequently asked questions about content types

What is the difference between a press release and an advertising article?

You write the press release yourself, and the editors decide whether to cover it. The advertising article is commissioned: it is guaranteed to appear, with pictures and a link, and it is labelled as advertising.

How promotional can a guest post be?

As little as possible. A guest post lives on expertise. The more factual it is, the more credible it seems and the more likely it is to be read, shared and linked. The author line with a link shows who is behind it.

How long should an article be?

As a guideline: an announcement 150 to 300 words, a press release 300 to 500, an advertising article or interview 600 to 1,000, a how-to guide or guest post 800 to 1,500 words. More important than length is that every paragraph has something to say.

How often should I publish?

Regularly. One article a month is a good rhythm, plus announcements whenever there is news. That keeps you visible without overwhelming your readers.

What does a backlink do, and what does a frontlink do?

A backlink helps your website in search engines because a fitting magazine points to you. A frontlink makes sure artificial intelligence can name you with your name, service and place. Together they cover classic search and the new answer engines.

Can I send a finished press release?

With a voucher code, choose “Have it written” and send the key points. Our editors turn them into an article that you approve before publication. Without a code, you submit a finished text as a guest post.

Which magazine suits me?

Choose your industry on the start page or filter by topic, language and region. If you are unsure, pick “I need help choosing” in the form and we will suggest suitable magazines.

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