Article Publication Guide

Introduction

As therapists at MCO, counselors are expected to write regularly scheduled articles for the website. The following content outlines why we produce content and guidance in completing articles.

Why does MCO publish articles?

We live in a world where the primary way clients find and engage with MCO is through the internet.  Subsequently, search engine optimization is key.  SEO refers to how various search engines find and order MCO in internet searches for counseling and other counseling related inquiries.  One of the ways search engines determine MCO is worthy of being brought up in search results is the regular creation of valuable content.  Therapists writing articles is a critical part of clients finding MCO.  

Secondly, MCO therapists write articles as a part of personal development.  It helps us to refine our voice as a therapist.  Often times we have a hard time as counselors making the clinical side of therapy understandable to our clients. When we study topics and write articles it helps challenge us to develop a more personal way of communicating clinical concepts that are applicable and tangible to our clients.  It helps us learn how to communicate with our clients effectively.

Thirdly, MCO therapists write articles as a part of professional development.  It helps the therapist’s web presence and builds credibility with the public.  When clients and potential clients consume content the therapist has written, it communicates competence to help.

When are articles due?

We have an article writing schedule for our clinicians which has each therapist writing approximately 2-3 articles per year. While our Article Schedule is the minimum, you are welcome to write more articles than that! The more articles that you write, the more exposure you will get with potential clients! 😊  

Articles are assigned and due on the first day of the month.  Clinicians can find the months they are assigned an article on the Therapist Article Writing Schedule in Knowledge Base.  

How to choose a topic?

The choice of an article topic is very important.  Articles are a clinician’s voice to both current clients and future clients in need.  They also build MCO’s digital presence, allowing people to get connected with counselors who can help.  All article topics should be able to fit under the broader categories of:

• Anxiety/Depression
• Marriage
• Family
• Sex

A critical first step to choosing a topic is taking time to review the content already published on MCO’s website.  Building a great web presence means content generated should both enhance information about the subject on the website (ie: further deepening information available for clients to read) and be complimentary of content already created.  In other words, the new content fits in with content already present.  Content that seems to have no connection with anything else on the website will appear as odd and will not build up content already there.  New content should also deepen understanding for readers on the subject chosen, not repeat the same information in a different way.  

Take the time to complete this step.  Once you have done so you will have a much better idea of what to write about. 

Also, refer to the Trending Topics article in the Knowledge Base. This is updated throughout the year by our marketing team, as they research what topics are currently trending in Google that are relevant to the practice.

Tip: Once you choose a topic, create an outline of all the aspects of the topic you would like to address.  Then choose one or two of them to address in your article.  You have just created a series of articles for you to write on a topic you are interested in.  Probably the number one mistake therapists make in writing an article is to pick a topic and address it generally, not going in-depth on any one point.  There is little substance to the article and next time an article is due, they must come up with an entirely new topic.  Creating an outline and taking one or two aspects of your topic at a time will allow you to provide clients with deeper understanding and will demonstrate your competence to them.  Be encouraged: you have great things to say to people so give yourself that voice!

What is the process for writing and publishing an article?

1. Therapists are scheduled by month to complete articles.  CLICK HERE to view the writing schedule.  Clinicians are responsible for having their rough drafts of articles turned in by 1st day of the month their article is due.  Editing and corrections will be completed in the weeks that follow with the final draft of the article approved prior to the final day of the month.
2. Decide on a topic. Refer to the Trending Topics article in the Knowledge Base to see a list of topics that are relevant to the practice, and are currently driving traffic in Google. Message Brandyn Bascones via Google Chats once you have decided on a topic for approval.  Again, it is important to have reviewed the content on the MCO site.  If a counselor has not done this, they may write an article that will not be accepted due to being repeat information or not relevant to client inquiries.  
3. Once approved, write the content of the article in a BOX note or in a Word document.  Upload your article to BOX Article Inbox.  Message Brandyn Bascones in Google Chats notifying her of your article being uploaded.  Again, your initial draft of the article is due on the 1st of the month.  This should be a full draft, not an initial outline or a very rough draft.
4. Clinical Leadership assigned by Brandyn will make suggestions and edits via BOX.  The therapist will work with the suggestions, being an active part of the editing and refining process.  Again, the edits are to be completed and the article ready for publishing prior to the final day of the month the article is listed as due.
5. Upon completion of edits and refinement, the article, the article will be approved and forwarded to the Marketing Team.  The Marketing Team will be responsible for formatting the article and posting on MCO’s website.  Therapists can expect to be contacted by an interviewer, who will coordinate with the clinician to create a video interview with the therapist on their article.  Don’t stress about this interview.  This will be a simple, conversational interview regarding the topic the therapist has addressed.    It will also be edited together, so if there are any parts that are not smooth or do not sound the way intended, we will simply edit these out and redo that part of the conversation.  This video will be published along with the written content.

Tips for Writing Your Article – ON TIME!

• Keep the right perspective.  The writing schedule only has clinicians writing an article every 4-6 months. That is a generous amount of time to write what amounts to a 3-page paper.
• Create blocks of time on your calendar specifically for writing your article.  Knowing you need to complete your article but not setting aside time to do it will result in the article not getting written.  Each clinician has development hours already on their schedule which can be set aside for writing.  Take advantage of these hours.
• What are you reading/studying?  You can’t write anything of substance if you are not actively learning yourself.  Again, it is the expectation of MCO that counselors are using their development hours to grow and learn.  Counselors should be writing articles that have depth.
• Have you reviewed what is on the MCO website?  In order to select a topic, counselors are expected to have reviewed what is already on the MCO website.  This will ensure counselors are not duplicating what has already been written.  If an article is submitted which is a rewording of something already present on the website, it will not be accepted.
• Understand your audience: Think of a client you in a situation you are writing about.  Write to them.  What do they need to consider?  How do they need to be talked to?  What do they want to know about this topic? What will click with them?  Make sure you do not write a graduate school paper.  You are writing like you are talking to the client in a competent, caring, and understanding way.
• Come up with a catchy title.
• Write a grabbing intro that defines what they are experiencing.
• Come up with the body that helps define the issue and talk about how to help them practically.
• Think about the point you are trying to make to your audience in your article.  What do you want them to take away from having read it?  An article should be precise in focus, not broad.  Then read your article.  If it does not make the point you want it to make clearly or is too broad, rework it to narrow the focus.  
• Do not write an article outlining the Fear Cycle, being emotionally aware, or the general idea of needing supports so a person is not alone in what they are going through.  These have been covered, thoroughly.   
• Review this article: 7 Tips for Writing that Great Post