How to write good articles

There's an art to writing good articles on Below you'll find some tips to help you create content travellers will love.

What are articles for?

An article about Napier on

 If the article you're publishing is based on a media release, please see the note on media releases at the bottom of this page.

Here are some examples of good articles:

Getting started

  • To create a new article, log into your account on – you’ll see ‘Sign in’ in the top black bar near the search.
  • Click on ‘Profile’ to open your dashboard.
  • Next click ‘Your articles’ in the left hand menu. Then click the button that says ‘Add an article’

Make sure you are in the correct edition of the site before you begin writing your article. For example, if you are an American travel seller, you can write your article on the US edition of This will help your article’s rankings on this edition. To do this, choose United States in the drop down menu in the top right corner of the page. 

Make sure you are in the correct edition of the site before you begin writing your article.

TIP: If your country edition is in English, your article will display across all English language editions of our site.

Step 1. Content

Write your article's title, summary and main (body) content.

Article Title

Your article title should be clear and relevant. It should imply what the article is about and where it refers to, so as not to be misleading. For example, ‘Top Adventure Activities’ would be better written as ‘Top Adventure Activities in Rotorua’.


The summary introduces the content of your article. This should be interesting and work as a hook to entice readers to click on your article to read more. This will be shown in the search results on


  • Keep it succinct and to the point, but not too brief. Between 250-400 words is optimal. Content should be unique and not published anywhere else online. 
  • Paragraphs should be kept to two or three sentences. Large blocks of text are hard to read.
  • Use subheadings or section titles to introduce key points. These make it easy for the reader to scan and read your article. To create a subheading, highlight the  text and select your desired heading size in the drop down menu.
  • Links to other articles, your business listing and destination pages on are always helpful to readers - however we do not accept links to external websites. To create a hyperlink, highlight the text you want to link and click the 'globe and chain' icon. Paste in the web address you want to link to and click OK. Always test that your links are linking to the right information after publishing.

Create hyperlinks by highlighting the text you want to link, and then clicking the 'globe and chain'


Tags help readers identify and navigate to your article in response to their searches on a specific topic. Tag your article with the main topics covered in your article. Each article can have a minimum of 1 tag and a maximum of 5 tags.

Choose tags that apply to the main topic of your article

 Step 2. Location

Choose a location for your article by dragging and dropping the pink pin to the correct location on the map. Note that you don't have to choose a location, but it is recommended to give your article context and extra exposure on

Set the location for your article by dragging the pink pin to the correct spot on the map.

Step 3. Images and Video

You can add as many images and/or videos to your article as you like.

  • Images should be at least 1920 pixels wide.
  • Provide a descriptive caption for each image and video – make sure it is relevant to your article. 


Provide a descriptive caption for each image and video. 

  • Use your best landscape (horizontal) image as your first image.
  • If your video is the main focus of your article, note that you still need to write a paragraph or two in the body of your article (Step 1) to accompany it. Articles that have video content only (and no words) will not be accepted.

Step 4. Publish Settings

You’re nearly ready to submit your article for publishing.

Related listing

If you have a business listing, don’t forget to link it to your article. This will place your business contact details (including website address) next to the article. To do this, select your business name in the dropdown list under Related listing.

Choose your business name in the drop-down menu under Related listing.

Choosing a main topic for your article simply affects the 'breadcrumb' at the top of the page which tells users where they are in the site. You can choose your main topic from any of the that appear in the drop-down list. 

The main topic of your article determines its location in the site.

Once you’ve completed your article click ‘Submit for publishing’. We’ll generally approve or decline your article within 2 working days.

TIP: Always check your article right after publishing by clicking the 'Preview' link. Check your layout, text formatting, links and images to make sure they’re looking good. If you need to make changes, click Profile > Articles > Edit (under the article you've just created). Then save and publish again.

A note about media releases

Tourism New Zealand has an email address for receiving media releases; this is the preferred channel for you to communicate information relevant to media. Please feel free to add to your media release distribution list.   

Your release will help inform the work done by our PR and Trade teams in Tourism New Zealand’s major markets, and may also be used to generate articles on our international media website

If you would like to adjust your media release to suit, here are some points to bear in mind:

  • Content should speak directly to foreign visitors with content that is relevant to them when planning their trip.
  • In terms of length, 250-400 words is optimal. Keep content within these lengths.
  • Where more words are used, subheadings are needed, as web visitors tend to scan articles rather than read every word.
  • Try to keep articles reasonably timeless, as they don’t automatically expire. If your article is very time-specific, you can add an expiry date to it under ‘Publish settings’ so it will go offline once it is out of date. 

Want to know more?

Find out how to make work for your business.

If you need help with publishing your article, please email us or call New Zealand +64 9 914 4780.