How to Build Your Thought Leadership with Bylined Articles
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Would you like to become an established thought leader in your industry? Research has shown that there's a growing need for business leaders, especially in B2B industries, to establish themselves as influencers. First hand experience has taught us that bylined articles are one of the most effective ways to do so, and in this webinar we will share our brand-building secrets with you. This webinar will show you: - Why you should establish yourself as an industry thought leader - A process through which your bylined articles can be produced and pitched - How to effectively promote your bylined article once it's published - The positive effects your bylined articles will have on you and your company
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How to Build Your Thought Leadership with Bylined Articles
- 1. #bylinedbasics RACKSPACE SEO VENDOR RFP | MAY 2015
- 2. #bylinedbasics HOW TO BUILD YOUR THOUGHT LEADERSHIP WITH BYLINED ARTICLES Presented by: Matthew Bryant & Ashley Sherman #bylinedbasics
- 3. #bylinedbasics#bylinedbasics Thought leadership defined Bylined Basics Pitching & Promotion Evaluation
- 4. #bylinedbasics Thought leaders are... #bylinedbasics Opinion leaders Influencers in their field of expertise Trusted, respected sources Motivators with innovative ideas Replicators of success
- 5. #bylinedbasics Companies with socially engaged employees are 57% more likely to have an increase in leads. - Altimeter Group #bylinedbasics
- 7. #bylinedbasics RESEARCH SHOWS: 60% of Top Articles are by a Guest Contributor
- 8. #bylinedbasics#bylinedbasics 85% of consumers seek out expert content on third-party niche media outlets before making business decisions - Nielsen Media Research
- 9. #bylinedbasics Thought leadership defined Bylined Basics Pitching & Promotion Evaluation #bylinedbasics
- 10. #bylinedbasics CHOOSE YOUR AUDIENCE IDENTIFY TOPIC CONFIRM AUTHOR CREATE AN OUTLINE PRODUCE ARTICLE GET APPROVAL
- 11. #bylinedbasics CHOOSE YOUR AUDIENCE Who are you trying to reach? What are the top issues and pain points on their minds?
- 12. #bylinedbasics IDENTIFY A TOPIC Which publications do they read to get advice? = How can you provide a new perspective on those topics for the publications?
- 13. #bylinedbasics CONFIRM AUTHOR Are you the best person in the organization for that topic? If not, revisit your topic selection and focus on what aligns with your expertise
- 14. #bylinedbasics CREATE AN OUTLINE Share New Advice THATWILLHELP YOUR COMMUNITY with their problems and pain points Successful Articles Offer AUNIQUE PERSPECTIVEON THEINDUSTRY Without a brand or product bias
- 15. #bylinedbasics PRODUCE ARTICLE Optimize a contributor opportunity by including a CTA to similar content published by the brand that helps the reader progress through the buyer’s journey
- 16. #bylinedbasics GET APPROVAL Your voice reflects on the brand Ask for permission, not forgiveness
- 17. #bylinedbasics Thought leadership defined Bylined Basics Pitching & Promotion Evaluation #bylinedbasics
- 18. #bylinedbasics IDENTIFY ANGLES & VERTICALS BUILD MEDIA LIST DRAFT EMAIL PITCH MAKE OUTREACH QUALIFY RESPONSES COMMIT TO PUBLICATION AMPLIFY FOR AWARENESS
- 19. #bylinedbasics IDENTIFY ANGLES & VERTICALS Pitch Appeals to Journalist Select Media Outlets Topic Relevancy Target Audience
- 20. #bylinedbasics BUILD MEDIA LIST Consider your angles and verticals Consider media outlets relevant to your target Build a list of 5-10 editors
- 21. #bylinedbasics DRAFT EMAIL PITCH Build an email pitch around the main angle Keep it short and sweet – don’t overwhelm the contact Tailor each pitch to relate directly to the journalist or blogger
- 22. #bylinedbasics MAKE OUTREACH To Start: Send email pitch to 3-5 contacts (expand if necessary)
- 23. #bylinedbasics QUALIFY RESPONSES Which outlets (if any) responded? Which outlets are your “best case scenario?” Do you need to expand your outreach?
- 24. #bylinedbasics COMMIT TO PUBLICATION Object Rocket Cofounder Contributes to The Next Web with a Unique Perspective
- 25. #bylinedbasics Published Article AMPLIFY FOR AWARENESS Social Media Email Marketing Content Distribution Native Social
- 26. #bylinedbasics When You have Awesome Content AMPLIFY FOR AWARENESS Tweet with at least 2 relevant hashtags Post in 2-3 LinkedIn Communities Share in 1-2 relevant subreddits
- 27. #bylinedbasics Thought leadership defined Bylined Basics Pitching & Promotion Evaluation #bylinedbasics
- 28. #bylinedbasics WHAT WOULD YOU CHANGE NEXT TIME? BACKLINKS COMMENTS METRICS SOCIAL SHARES TRAFFIC
- 29. #bylinedbasics Join us on Thursday, June 25 at 2 pm EST http://bitly.com/lead-acquisition
Editor's Notes
- Speaker: Matthew + Ashley
- Speaker: Matthew
- Speaker: Ashley Let’s talk about what it means to be a thought leader. Thought leaders are: Opinion leaders Go-to people in their field of expertise Trusted sources Move and inspire people w/ innovative ideas Know and show how to replicate their success
- Speaker: Matthew Importance for thought leadership among C-suite executives Quote: “Companies with socially engaged employees are 57% more likely to have an increase in leads” As well as throughout an organization Not all executives are the experts
- Speaker: Matthew Employees are the most trusted stakeholders to pass on a company’s message through online channels - 2014 trust barometer (Edelman)
- Speaker: Matthew Our research has shown… Talking to clients, we know that thought leadership is a sought-after goal across many industries – especially in B2B
- Speaker: Ashley 85% of consumers seek out expert content on third-party niche media outlets before making business decisions This is why, among all of the tactics that help build thought leadership, bylined articles are the best first step to start tackling.
- Speaker: Matthew
- Speaker: Ashley To cover the basics of getting started with a contributed bylined article strategy, we’ll review: Choosing your audience Identifying the right topic Confirming an author Creating an Outline Writing the article Having it approved
- Speaker: Ashley Who are you trying to reach? – You probably have multiple target audiences, don’t try to reach them all at once, pick a key audience that aligns with your organization’s goals. Are you trying to build awareness, which group is more top of funnel? Looking to reach people more middle-end of funnel, who are they? Then, think about what those people care about. What are the top issues and topics that are relevant to them? Identify their pain points and speak to them
- Speaker: Ashley When you know what topics and issues, you need to select ONE – don’t try to speak to everything all at once. Maybe there’s an opportunity to pitch a series, but start with baby steps. Once you’ve selected a topic, determine where your audience goes to get information on those topics. Those are the outlets you want to write for. You’ll pitch them later, but keep their style in mind and look to see if they’ve already written about it a ton. Maybe yours needs a new spin if it’s over saturated.
- Speaker: Ashley Are you the person to answer that question, or speak to that pain point? If not, who is? If you, or maybe a customer service or sales rep, were looking to answer that question – who internally at your organization would you ask? That’s probably your author. Remember, it doesn't’t need to be the c-level executive. If you’re looking to build thought leadership for yourself, tailor your topic selection to the areas that connect with your audience and lined up with your expertise. Often times, that’s the person who also speaks at conferences on that topic. Does the person who came to mind already have a presence? If not, that’s fine too! Does that person have any writing skills? Maybe he/she already contributes to your blog. If not, think about using a ghost writer – they can interview the “author” to get the key points and create an article based on the thought leaders input, whiteout them having to write it.
- Speaker: Ashley Check your intentions – you’re not there to sell a product or a service, you need to solve a problem give advice, speak to your audiences pain. It builds trust and awareness. Your author will have a unique perspective that should be shared, and that message will be lost if it’s focused on the sale.
- Speaker: Ashley Side note: you CAN start the outreach phase at this point – you only need the outline to start making outreach. When you do write the article (or have it written), consider linking back to other content from your organization – as long as that content is beneficial and helps the reader in some way. Links for links’ sake that provide no value are a thinly veiled attempt at promoting your brand. Again, not the point.
- Speaker: Ashley If you need someone’s sign off, be sure to get it. Even though you’re building yourself (or the author) as a thought leader, your voice still reflects the brand so before you start sharing your article with people, be sure an internal stakeholder is aware of it!
- Speaker: Matthew
- Peter – we need new icons here! (they should all be grey on the first slide) Speaker: Ashley
- Matthew: Who is your target audience? How does the topic pertain to them? What types of media outlets are your target audiences engaging with? Which pitch angles will appeal to those journalists and/or bloggers?
- Matthew
- Peter – we need new icons here! (they should all be grey on the first slide) Speaker: Ashley
- Peter – we need new icons here! (they should all be grey on the first slide) Speaker: Ashley
- Peter – we need new icons here! (they should all be grey on the first slide) Speaker: Ashley
- Peter – we need new icons here! (they should all be grey on the first slide) Speaker: Ashley
- Peter – we need new icons here! (they should all be grey on the first slide) Speaker: Ashley
- Speaker: Matthew
- Revisit main points: