Working with BINK on Wikipedia
Learn how Beutler Ink can support your Wikipedia goals via strategic expertise, ethical practices, and a collaborative process. From crafting content to guiding on-wiki discussions, we provide clear answers about working within community guidelines and managing expectations for an effective engagement.
Why should I hire Beutler Ink?
Beutler Ink stands out in the Wikipedia consulting space by delivering high-quality work backed by an experienced team and a strong track record of success. Our approach is rooted in strategic expertise, professionalism, and a deep understanding of the Wikipedia community. Founded in 2010 as the first ethical Wikipedia consultancy, our team brings over 50 years of combined experience and is trusted by leading brands across a wide range of industries.
We pride ourselves on producing thoroughly researched, carefully crafted content that aligns your messaging with Wikipedia's mission, and have a 90%+ success rate for edit requests and new article creation. Our client-focused approach ensures responsive service tailored to your needs, while always making Wikipedia a better resource for its global readership.
Not only do we follow Wikipedia's rules of engagement for paid editors, we've also played a role in bringing them to wider awareness. Our founder, William Beutler, has been a Wikipedia editor since 2006 and led a 2014 pledge from top PR firms to follow Wikipedia's rules. His insights on COI editing were published by MIT Press in 2020.
Beutler Ink's combination of industry leadership, ethical practices, and deep expertise makes us the ideal partner for companies looking to strengthen their presence on Wikipedia. We're the best choice for established brands seeking guidance through Wikipedia's complex rules, ensuring both effective and ethical outcomes.
What is your process like?
At Beutler Ink, our process is designed to be collaborative and flexible, tailored to meet your specific needs. Whether you want to stay involved at every step or prefer a more hands-off approach, we can adapt our services to suit your requirements. Each Wikipedia project is led by a dedicated account manager and an experienced strategist who will guide you through the process, while our team leaders follow progress closely to ensure the highest standard of care.
For improving existing articles, we begin by learning about your goals, conducting thorough research, and drafting content that adheres to Wikipedia's guidelines. We work transparently with the Wikipedia community, submitting new content for review and approval. This process includes goal-setting, research, drafting, outreach, and ongoing support until the project is complete.
When creating new articles, the process is similar but focused on building the page from scratch. After setting clear goals and conducting research, we draft the article for your review. Once approved, we submit it through Wikipedia's Articles for Creation process, where it is reviewed by volunteer editors for final approval.
Both services emphasize collaboration, ethical standards, and research-driven content. Our aim is to deliver high-quality work that meets your needs while enhancing Wikipedia's value.
Can you use a draft I wrote?
We understand that clients sometimes already have a prepared draft, but in most cases, this is more challenging than it may initially appear. While it might feel like this would save time, the reality is that Wikipedia requires content to follow a very specific style and structure, with strict adherence to sourcing guidelines—factors that can be difficult to navigate without in-depth knowledge of the platform.
Writing for Wikipedia is a form of technical writing that goes beyond just adopting an encyclopedic tone. It requires understanding which sources are deemed reliable, what information is appropriate for Wikipedia, and ensuring that content is neutral and fully compliant with the site's policies. Even seemingly small details—like following complex citation templates—demand expertise. Often, fixing issues in an existing draft takes more time than starting from scratch.
Our team has developed a repeatable process that eliminates guesswork and ensures content alignment with Wikipedia's standards from the outset, leading to more efficient and successful outcomes. While we're happy to review any materials you have, we recommend letting us handle the writing to ensure the highest quality and compliance with Wikipedia's guidelines.
How do you work with Wikipedia editors?
Because paid editors are strongly discouraged from directly editing articles on Wikipedia, we must work through the community to propose changes in line with Wikipedia's conflict of interest (COI) guidelines. This process involves submitting requests to volunteer editors, who review our proposals and—if they agree the content improves Wikipedia based on its standards of neutrality and verifiability—implement the changes for us. It's important not to waste editors' time with lengthy messages or unrealistic requests. We also save you time, by taking the guesswork out of this process, ensuring each proposal has the best chance of being well-received.
Once we've finished drafting content that meets your messaging goals and satisfies Wikipedia's standards, we then post it on a related discussion page for community review. We explain the rationale behind each change, provide reliable sources, and reference relevant Wikipedia guidelines. Since Wikipedia is community-driven, it can take time to receive an initial response, and making a significant impact on an article often takes several months. For this reason, we generally recommend a six-month effort to write, submit, and place all content.
This collaborative approach emphasizes transparency and respect for Wikipedia's volunteer editors, who are more willing to work with us when they see that we respect their platform's aims. By maintaining open dialogue with the editor community and adhering to Wikipedia's guidelines, we help ensure that changes are reviewed fairly and have the best chance of being accepted.
How long does the edit request process typically take?
The Wikipedia editing process can take considerable time because it’s community-driven and relies on the availability and judgment calls made by volunteer editors who generally want to get it right. Even straightforward edit requests may take a few days to a week for a response, while more complex changes often involve multiple rounds of review, discussion, and revision. As a result, making a meaningful impact on an article typically takes multiple months. That’s why we generally recommend starting with a six-month engagement to accomplish as many of your goals as possible. The timeline can vary depending on factors like the complexity of the proposed edits, the sensitivity of the topic, and how active the article's editorial community is. Given the complexity, many organizations find it helpful to find professional guidance.
How often should a Wikipedia article be updated?
Wikipedia articles should be updated whenever significant new information becomes available from reliable sources, but there's no set schedule. Major milestones like executive changes, product launches covered by independent media, awards from reputable organizations, or significant business developments warrant updates. However, avoid frequent minor updates that could appear promotional or disruptive to the Wikipedia community. Focus on substantial, well-sourced changes that genuinely improve the article's accuracy and comprehensiveness.
Do you employ Wikipedia administrators?
No, we do not employ Wikipedia administrators—doing so would be highly unethical. Any consultant that claims to be a Wikipedia administrator or have one on the payroll is either misrepresenting themselves or violating community norms. Either way, steer clear. And while a tiny minority of Wikipedia’s hundreds of administrators may blur ethical lines, the vast majority take their role seriously and are deeply committed to upholding Wikipedia's rules. Our effectiveness comes less from insider status than our a deep understanding of how Wikipedia works and our ability to create well-sourced content that improves the encyclopedia overall.
Do you offer guarantees?
No, we do not offer guarantees of success, and any service that claims they can is misleading you. Wikipedia is a collaborative platform with a strong community of volunteer editors who are dedicated to protecting its editorial integrity. No one can guarantee changes will be made, especially if those changes don't align with Wikipedia's guidelines. Our approach is built on transparency and adherence to these rules, which is the only ethical way to work with Wikipedia.
How do you evaluate eligibility for a Wikipedia article?
Beutler Ink uses a milestone-based approach to Wikipedia article creation. Every project begins with writing a draft based on the sources available to support notability. We look for in-depth, independent coverage—feature stories, profiles, or reporting that reflects public interest in the subject. Routine mentions, such as being frequently quoted or named in passing, doesn't meet these standards. Each engagement also includes the creation of a Wikidata item, ensuring visibility in structured data even if a Wikipedia article is not approved.
We also account for topic-specific notability guidelines, which can raise or lower the bar depending on the field. Individuals in areas like sports, entertainment, or academia often qualify under well-defined criteria. Companies and organizations, by contrast, face stricter standards—reflecting the high volume of business topics submitted lacking true significance.
To start the process, send your three best links to hello@beutlerink.com and we'll suggest next steps.
What happens after a draft is submitted to Wikipedia?
New articles go through Wikipedia's Articles for Creation (AfC) process, where volunteer editors review the draft for compliance with notability guidelines, reliable sourcing, and neutrality policies. The reviewing editor will either approve the article for publication, decline it with specific feedback about what needs improvement, or request additional sources and revisions. If declined, the draft can be revised and resubmitted based on the feedback provided. The process emphasizes collaboration between the submitter and Wikipedia's volunteer community to ensure the final article meets all of Wikipedia's standards before going live.
How long does it take to get a new article approved?
The Articles for Creation review process typically takes several weeks to several months, depending on the backlog of submissions and the complexity of the topic. Simple, well-sourced articles about obviously eligible subjects may be approved relatively quickly, while more complex or borderline cases can take longer as reviewers carefully evaluate sources and notability. If a draft is declined, the revision and resubmission process can extend the timeline further. The review process is entirely dependent on volunteer editors' availability, so patience is essential as there are no guaranteed timeframes for approval.
How does Wikipedia monitoring work?
Wikipedia monitoring involves tracking changes to articles over time using open source or proprietary web-based software tools—or hiring a firm that specializes in it. Once a Wikipedia improvement project is complete, monitoring services are like an insurance policy to protect your investment. This includes watching for vandalism, inaccurate edits, or changes that might harm your organization's reputation. Professional monitoring helps identify when articles need attention and can alert you to significant changes or discussions about your topics.
To learn about Beutler Ink's monitoring options, write to us at hello@beutlerink.com.