How to Get Published on Forbes.com
My latest article, "How to Mix LinkedIn Marketing with Content Marketing," just got published on Forbes.com! How did I do it? By implementing the same strategies that gained me recognition in the New York Times, Website Magazine, Electronic Retailer Magazine, MarketingProfs, RainToday and many more.
Here's how I did it and how you can too.
1. Thought provoking content is key
I know that finding the time to create high quality content is one of the biggest challenges facing marketing and communication professionals. These organizations are looking to fill the gap by curating and aggregating content. The problem is, when you create conversations in social media circles like LinkedIn, you become more of a resource rather than a thought leader. You need to be creating content and creating thoughtprovoking conversations that take a stance so prospects and the media will be drawn to you.
2. Go beyond industry news
A recent LinkedIn report shows that decision makers are 11.5 times more engaged with thought-leadership articles and best practices on LinkedIn than industry news. So, I take the industry news to the next level. For example, a couple of years ago, when a report came out showing that 92% of the media was on LinkedIn, I wrote an article featured on Bulldog Reporter. In the article I discussed how more journalists, bloggers and other media professionals are on LinkedIn than any other network. But more importantly, I educated readers about how to build and maintain relationships with the media on LinkedIn. This created relevance.
3. Create discussions on the PR you generate through LinkedIn and content distribution
By creating discussions based on my articles and my PR, I gain credibility and a reputation as a thought leader. In fact. here's an actual email I recently received from LinkedIn itself.
Hi Kristina,
We're hoping to tap into your savvy marketing expertise for LinkedIn's new eBook, The Definitive Guide to Marketing on LinkedIn (working title).
Your previous post, "Are You Calling Yourself a Marketing Expert on LinkedIn? Then Prove It", is exactly the kind of in-depth, thought-provoking analysis we're looking for, and it's why we immediately thought of you. Would you be interested in getting interviewed and featured in our upcoming ebook?
Pretty cool eh?
4. Invite the media to join your LinkedIn group
Studies show that B2B (business-to-business) buyers are 70% ready to make a buying decision before they even speak to sales professionals. They are self-nourished from reviewing articles, case studies, reviews, videos etc. I believe the media is doing the same thing and they are 70% sure that they're going to use an expert's insights or articles before they approach the expert.
Now, when the media is looking to cover a topic around LinkedIn marketing, I want them in my ecosystem. So I invite media professionals to connect with me and to join my LinkedIn group where they can see the value I provide. From there, I build and maintain relationships with the media while they see my content on a regular basis. The editor of the Women's Media column that published my article on Forbes.com is a member of my LinkedIn group – and it took several months of her seeing my content before she was ready to publish my article.
It's not just about strategic moves – Your content MUST…
Challenge the way people think or act. For example, in one article I challenged readers to take a good look at their profile to see if they really were proving their expertise. You must make your LinkedIn profile result oriented and case study driven. So when it comes to convincing content, start at home with your profile.
Incorporate Case Studies. In my Forbes article, I shared four different case studies that demonstrated my expertise – and more importantly, my relevance. Proving that you can do what you say you can do helps to build trust and relevance.
Offer unique and real value. Editors and journalists are always looking for new ideas, topics and different spin on old issues. This may require redefining your prospects' problems to give your content a fresh perspective.
Now you're ready to start getting more publicity for your firm using LinkedIn and content marketing.
New York Times recognized social media expert Kristina Jaramillo helps women business owners and executives find, influence and convert prospects into clients using LinkedIn marketing and content marketing. To help readers further, she has interviewed a senior content marketing manager at LinkedIn and a top executive at Slideshare. You can get access to these recordings at http://www.freelinkedinmarketingtraining.com.
