SKC Insights

 

 

5 Keys to Getting Your Thought Leadership Article Published

Are you aspiring to be a thought leader? Being a thought leader may seem intimidating, but it doesn’t have to be. Thought leadership can take many forms, but the most powerful tool in your arsenal is the contributed article. Such an article provides insights and positions you as an expert, without a hint of self-promotion. If you do it well, the benefits are aplenty, including having people seek you out as your industry’s "guru” and knowledge purveyor.

So, let’s get you published! To see your name, story and picture featured in your coveted industry magazine or even business and technology outlets like Entrepreneur and ReadWrite, here are 5 tips to getting your thought leadership articles accepted.

1. Offer Your Unique Point of View

Your point of view is not about your product. It’s your unique, even provocative perspective, informed by your experiences past and present, that are relevant enough to be part of your industry’s conversations and meaningful to your audience. Shawn Guan, CEO of Umbo Computer Vision, watched the artificial intelligence (AI) market evolve over the years and formed a unique insight on how AI will revolutionize video security. His “The Next Evolution” opinion caught the attention of Security Today which published the piece for their audience of security professionals.

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4 Reasons a PR-Digital Marketing Marriage is Good for Business

Public Relations and digital marketing have a common goal. Both want to increase visibility and awareness, but while one is about your relationships with customers and prospects, the other is more about your relationships with reporters and media outlets.

A healthy marriage of the two disciplines benefits each side — making each one stronger than it would be on its own. PR gets access to digital audiences beyond their traditional sphere, and digital marketing gets the experience of tried-and-true methods of communication. And you get a cross-channel strategy that can’t be matched that provides the following 5 key advantages to your business.

1. Amplifies Your PR Efforts

By incorporating digital marketing tactics into your PR activities, press releases, thought leadership articles, case studies, and press coverage can be spread and amplified through new channels. Reporters will be able to find information on your business through twitter or a google search. Backlinks and/or SEO key phrases in your press release can boost viewership of a piece of news to a whole new audience. Sharing contributed articles or coverage clippings on social media extends PR to your followers and beyond. PR materials are also a great source for content-hungry channels and for content marketing where you can chop up a release for a blog post or whitepaper.

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7 Steps to Becoming a Thought Leader

Would you like to become a thought leader and reap the benefits that come with it? Thought leaders—like Microsoft founder Bill Gates and Amazon founder Jeff Bezos—are people who have visions and strong degrees of expertise in subjects, topics, or issues. But more than that, they have publicly and relentlessly demonstrated their bona fides by taking a stance, having a perspective, and voicing their views and opinions. They’re leaders others want to meet, learn from and emulate.

Thought leadership takes time and effort, but the benefits are worth it. From building credibility with investors and customers, to shortening your sales cycle, to creating a legacy for the future, your efforts will not only help elevate your industry but catapult you to a new level of success and renown. Here are 7 steps to get started:

 

1. Be a Journalistic Resource

Getting quoted in news articles and publications is a great way to establish yourself as an expert or leader in a field. To be quoted, position yourself as a valuable source and make yourself known to reporters. Put yourself out there and be visible – engage in conversations with journalists, share your great ideas and insights. Help reporters choose you.

 

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8 Tips for Creating Newsworthy Content

 

 

"Sorry, that's not news." Have you ever stumbled when a journalist tells you what you have to offer isn't newsworthy enough? You gulp. Here you are, with an exciting piece of news or scintillating insight, ready to strut your stuff, but they decide "it's not newsworthy" and don't give you a clue on what makes them tick. 

Well, we can't generalize for all media, but in our many years of working with hundreds, if not thousands of them, we have developed a good sense of the types of news and information that companies can create and package to pique the media's interest, earn their trust, and get written up in their news stories.

Here are 8 tips for creating newsworthy content:

1. Dazzle with Facts & Figures

Journalists love hard data. And that's a fact! Shining the spotlight on facts and figures, preferably with announcements about reports that shed light on industry trends, can entice a reporter to write about your organization as part of a larger trend story or even lead them to creating news just on your content. Survey data works great. When ACUHO-I's Annual State of ResNet Report was published earlier this year, media outlets picked up the story based on the strength of the numbers and infographic provided. One outlet, Campus Technology, even used the report in not one, but two articles, drawing from various newsy aspects of the report to cover multiple angles.

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4 Foolproof Content Ideas

Building 365, or even 182, days of content can test the most creative and best writers among us. Sometimes, it might feel like no matter what you do, you can't fill the blank spaces on the calendar fast enough. Fret not. Here are some tips to create timely content for your blog, newsletters, contributed articles, infographics, white papers, etc.


1. Celebrate the Holidays!

With built-in themes and dates, holidays are fantastic sources of content inspiration. Centering your content around the anticipated needs of your prospective customers, like including some of your fun gadgets as gift ideas for Mother's Day, is a great way to build content in advance. Some image creators, like Canva, even have holiday templates months ahead of time that you can use for stress-free planning. No big holidays coming up? Look for other opportunities. If you're a security company, you can have a field day with National Cyber Security Awareness Month. 

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8 Content Types to Boost Your Digital Marketing

Content is the main ingredient when you’re cooking up a luscious digital marketing strategy. Just like how a chef works with different ingredients, you can work with varying types of content to entice your customers.

Here are 8 types of content to boost your digital marketing:

1. Publish a Hearty Blog

Short for “weblog,” blogs function both as a type of content and a channel to publish that content. This makes your company blog an excellent hub for all of your other content. As a channel, a blog is a homemade meal to social media's restaurant. Preparing all of your ingredients seems like a hassle at first, but you get to decide how your blog looks, feels, and tastes to give it a personal touch that serves you and your audience.

2. Send a Sweet Treat E-Newsletter to their Inbox

We've talked before about how newsletters can grow your business, but it's also a great piece of a digital marketing strategy. When paired with other content, like a review of your month's blog posts or promoting your latest e-book, personalized newsletters make for a compelling one-two punch. Newsletters are a place where you can talk directly to one customer instead of having to feed an audience. This makes them intensely personal and a great way to connect.

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Happy Earth Day! How Marketing & PR Can Learn from the 3Rs

“I see trees of green, red roses too…” As Louis Armstrong sings, it’s a wonderful world. Every Earth Day we celebrate earth and our efforts to protect it. One of our environmental protection mantras is the 3Rs – Reduce, Recycle, Reuse. The idea of reusing old items to reduce waste can also be useful for your company’s marketing and PR content. Instead of the classic 3Rs, may we present, Renew, Recycle, and Repurpose:

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5 Messages Every Company Needs

Still searching for "the one"? For that perfect message, that is. Every company desires messaging that clicks with their customers and resonates loudly in the minds of prospective buyers and media. But creating the right perceptions isn't about having a single message. It’s about matching the correct messages, to the right types of audiences, at the right time.The secret to fantastic messaging is found in developing 5 key messages:

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5 Ways to Make News When There is No News

In 1492, Columbus sailed the ocean blue. Then in 2017, you and your crew set sail in search of buried gold to stake a claim on your industry’s uncharted territory. But alas mate, you find yourselves in the dreaded doldrums - where the calm sea of no publicity lies. If only a current of public recognition would carry you away, then you are this much closer to Treasure Island.
 
Well Captain, your crew awaits your instructions, so what should you do before there is mutiny on the bounty? It’s time to bring in the PR oars of salvation and start rowing your ship to the promised land.

Here are five ways to make news when there is no news:

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Building Your Own Lead Generation Machine

 

Generating high quality, and quantity, leads is crucial to any marketing campaign. Successful lead generation keeps sales brimming with new prospects and hardly requires any effort once put in motion. But as with any machine, getting the gears started requires some old-fashioned elbow grease.

Setting up your own lead generation systems requires focus on five areas:

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