Travel Alberta

How to Write a Great Article for an ATIS Listing

The purpose of every article in ATIS is to tell a good story. A story that is interesting to your potential visitors. Articles are not advertisements, so be careful not to use “marketing speak,” no brochure copy and never include prices.

Here are some helpful tips for you to reference when putting together your next article:

General Requirements:

Take Ownership!
Your article and images must be content that you own or have the right to share (either original content you created or content you’ve paid someone to create on your behalf).

Keep it Consumer Focused
Articles should interest travellers, not the tourism industry or business to business.

Awesome Writing
Make sure your article is well written in terms of sentence structure, syntax, grammar and punctuation.

Fact Check Required
It is your responsibility to fact check against an authoritative source. Make sure all information in your article is correct and up to date.

Evergreen Content
An “evergreen” article is one that never goes out of date. So, unless your article is specifically about upcoming festivals or events, please don’t mention dates and never any prices. For a longer shelf life (visible to consumers), if you are writing about annual events, rather than using specific dates, you could just say, “every year in mid-August the “xyz” rodeo…

Photography is Key
Use high quality images that best reflect the content of the story.  Review the How to Stand Out with Great Photography section of the ATIS Resource Hub.

Some articles get translated, so avoid using expressions, idioms, and colloquialisms that may not be understood or won’t translate well.

Short Summaries
Aim for fifteen words or less that sum up what your story is all about. Try using the “elevator test.” How would you describe your story in one sentence to someone as you ride up the elevator together?

Watch the Length
Articles should be no longer than 800 words. If you can tell your story in 400, then leave it at 400.

Use Subheads
Subheads will help guide your reader through the story, especially as they scan online

Add Related Links
Add resourceful links that support your story and would be useful to your reader. For example, if your article is about fishing in Northern Alberta, add a link to fishing regulations in the Province.

Provide the Author
Enter the name of the author who wrote the article and feel free to enter a short author bio (no more than 40 words).

Check out example of well-formatted and well-written article on ATIS:

Paradise Found at Lesser Slave Lake

For more information about article best practices and examples of well-formatted and well-written articles, visit the ATIS Resource Hub and watch for tips on how to tell a good story with the quarterly Travel Alberta Story Series.

Travel Alberta