Start with the resource you want to share
Before choosing a format, describe what your destination page helps a reader do. A detailed tutorial, a research report and a product page offer different kinds of value. The format should follow that value and the publication’s editorial context, rather than an assumption that one type of link always performs better.
When an existing article may fit
An insertion may be worth exploring when an article already addresses the right subject and your resource adds a missing explanation, example or next step. Read the actual passage. If the proposed addition feels disconnected from the surrounding argument, a relevant domain name does not solve the problem. Ask for confirmation of the page and the proposed context.
When a new article may fit
A guest article may make more sense when the topic needs its own explanation or your team can contribute expertise that is not already covered. This involves a content decision as well as a placement decision. Confirm who will research, draft and revise the article, and whether the publication accepts the proposed angle.
Compare the full scope
For both formats, list publisher approval, page or topic approval, copy review, writing responsibility, disclosure, total quote and delivery expectations. Do not compare an insertion-only quote with an article package that includes research and writing as though they contain the same work. Ask what happens if the proposed opportunity is unavailable.
Make the decision explicit
Write a one-sentence rationale: “This article already serves our audience and our guide adds a practical example,” or “This topic needs a new explanation and we can supply the expertise.” If neither statement is credible, revisit the publisher or resource rather than forcing a placement. Neither format guarantees rankings or audience response.
Apply this guidance to your next opportunity.
Prepare your brief