December 24, 2011

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We live and conduct business in a digital era where relevant and fresh content is in high demand. It is no surprise then, that journalists, writers and reporters are forever scrambling to present concepts, ideas and philosophies in a new interesting way.

A journalist may be talented, but they may not always have industry-specific expertise … and this is where you step in. By sharing industry specific ideas and content, an entrepreneur can help writers deliver on their goals to share compelling stories. In turn, the writer will also share the source of their contribution — your business. Thus, the reporter’s latest story is read and your company receives visibility and exposure.

Every small business owner should include content creation as a part of their marketing strategy. There are numerous tools at your fingertips including custom magazines, online newsletters, digital content, microsites, white papers, webcasts, podcasts … and the list goes on.

By sharing useful content (not a sales pitch) you can engage current and potential customers. Here are four proven ways to share your expertise and increase your brand’s visibility.

1. Contribute your expertise to an author.

Are you an expert in your industry? Do you know of an author or journalist that has plans to release a new book? If so, ask to be included as a source. Not only will you help the author meet his or her goals, but you will gain indirect promotion of your small business.

Well-written, subject specific books are always in demand. As an entrepreneur, you can easily team up with a skilled writer to contribute to or publish a new book. Include relevant case studies, share sought-after and niche commentary — the possibilities are endless.

And don’t forget — the publication of a book is also associated with promotional events including product launches, speaking engagements and so on. All of these tactics can indirectly promote your small business or provide you with an opportunity to do so directly.

2. Court celebrity bloggers and the worlds top blogs.

Huffington Post, Tech Crunch, Gawker, Jezebel, Mashable, The Rise to the Top, YFS Magazine, Venture Hacks, Under30CEO … These days, well-known industry bloggers and popular blogs are alternative celebrities. Getting air-play in a coveted or widely-read blog could earn your business a more reputable name.

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