Look to niche media instead of self-publishing as a more effective way to share your expertise with potential clients.

1. Get Your Content in
Front of the Right Eyes
Emily Chiodo and Carl Friesen, MBA
April 2018

2. Trend: Self-Publishing
►Companies are creating:
▪ Blog Posts
▪ Videos
▪ Social Media Posts
▪ Corporate Newsletter
▪ Etc.
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3. Trend: Self-Publishing
►Downsides:
▪ Saturation and paid placement means you may be lost
▪ Audience skepticism – are you credible?
▪ Passively hoping the right people see your message
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4. Alternative to Self-Publishing: Niche Media
►Publishers are seeking:
▪ Text Articles
▪ Videos
▪ Infographics
▪ Case Studies
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5. Alternative to Self-Publishing: Niche Media
►Benefits:
▪ Add prestige and credibility to your firm’s message
▪ Sidestep Google’s algorithms
▪ Meet your firm’s “top of funnel” prospecting needs
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6. Niche Media: How to get in
►Get buy-in for your article up front
▪ Query letter to editor
o What’s your topic?
o Why readers should care
o What your article will cover – bullet points
o What’s your credibility?
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7. Niche Media: How to get in
►Get quoted or referenced in an article
▪ Resource for staff writers
o Respond to inquiries in a timely fashion
o Answer questions about their topic
o Provide a direct quote
o Ask what else they’re working on / how you can help
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8. Questions?
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Emily Chiodo is Communications & PR Manager for
Civil & Environmental Consultants, Inc. in Pittsburgh, Pa.
echiodo@cecinc.com
Carl Friesen, MBA, is Principal of
Thought Leadership Resources in Mississauga, Ontario.
cfriesen@rogers.net