Useful Links
In this newsletter, I’ve so far avoided the topic of blogging – even though this newsletter is really a blog. And not that I’m bragging (well, I suppose I am), this blog has now been publishing for a year, which is some kind of a gauge of success. The number of subscribers keeps on climbing, unsubscribes remain low, and metrics indicate a pretty high “open” rate.
Once upon a time in America, if an event didn’t get covered on the six o’clock news of CBS, NBC or ABC, it was like it didn’t happen. There were “major news media,” and there were those that didn’t matter.
In a business context too, there were major media like Fortune and the Wall Street Journal, as well as specialty publications like Engineering News Record – titans that stood like gatekeepers, between “sources” with expertise to offer, and the readers of those publications.
In a business context too, there were major media like Fortune and the Wall Street Journal, as well as specialty publications like Engineering News Record – titans that stood like gatekeepers, between “sources” with expertise to offer, and the readers of those publications.
Some of the technical professionals I’ve worked with don’t think much of marketing. “My work speaks for itself,” they say. “Do good work, build your reputation, and clients will find you.” A number of the people who’ve told me this take an understandable pride in having built a practice and a reputation that brings in repeat work and referrals.
Maybe you’ve devoted a lot of time into creating Really Useful Content – blog posts, articles, speeches, maybe a video or two – and it’s just not working. It’s not getting you business. So, what to do?
Why do you create thought leadership content – blog posts, articles, videos, speeches and the like? It could be to get the attention of potential clients. Or it could be because you have insights to share, and you like helping.
But it could be that the biggest beneficiary of your thought leadership program is you. Here’s how that can work.
But it could be that the biggest beneficiary of your thought leadership program is you. Here’s how that can work.
Are you looking for a way to provide reassurance to your prospects and clients that you’re into it for the long haul – a reliable resource, who they can count on for meeting their needs for years to come? And, that you’re dedicated to understanding the issues that they’re facing, so your work fits their reality?
One way to do this is through what I call “anniversary newsjacking” content.
One way to do this is through what I call “anniversary newsjacking” content.
