June 12, 2015
/ by Guest Contributor
This is a guest post by Matthew Bryant, a Media Outreach Specialist at Relevance. Matthew specializes in securing both earned and paid placements on top media outlets and social networks for his clients.
In today’s rapidly evolving business landscape, it has become increasingly important to get ahead of important conversations happening in and around your industry.
At Relevance, through continued information gathering via media analysis and client interviews, we have found that the need for thought leadership is growing. More and more, C-Suite executives are being positioned as influencers in their industries and quoted within the media to add insights. This practice builds credibility for the individual as well as the brand they represent, helping to position the organization as a leader in that industry.
According to Nielsen Media, 85 percent of consumers seek out expert content on third-party niche media outlets when making business decisions. Through experience, we have found that guest byline opportunities are one of the most effective ways to become a thought leader and position a company’s in-house expert or experts as influencers.
Once a topic and author have been identified and an article has been produced, the article can be published on third-party media websites that are relevant to the target audience.
In this post, I will take a look at three examples of guest bylines and how they achieved their thought leadership goals.
Aaron Shapiro is CEO of a global interactive agency where he helps clients navigate their business practices through the digital age. In this article, titled You’ll Need More than Facebook to Smash the Wall Between You and Your Customers, he tackles common pain points that are seen by businesses in today’s modern e-commerce landscape.
He addresses these paint points while giving actionable tips and affirming his expertise on the subject based on his own experience, research and content. This is effective because it drives traffic to the content he links to in the article and establishes him as an expert in the field of digital marketing. The placement is also an effective strategy, as FastCompany.com is a site that is credible among Shapiro’s target audience.
ObjectRocket is a cloud database infrastructure company with a focus on performance and scalability. This article from founder Kenny Gorman tackles the notion that the Database Administrator (DBA) may be a thing of the past.
He takes a stance and backs up his position with data and information from his own experience. He takes several opportunities to link to ObjectRocket assets to further solidify the brand as a credible one in the eyes of the audience.
As a doctor of medicine and former Chief Medical Officer at Dell Healthcare, Litt is an expert in the field of healthcare technology. This expertise has earned him a regular guest contribution role with ComputerWorld.
In this article, he leverages his expertise to give his opinion on the future of healthcare through mobile apps, with a focus on whether they should be labeled medical devices and therefore regulated by the FDA. Giving helpful insight and information about possible future startup opportunity, he comments on the history of mobile health apps and the direction he believes they will take in the future.
In each of these three posts, the contributors provide useful information for their target audiences without being overtly self-promotional. They let their expertise and experience speak for themselves rather than blatantly promoting themselves or their brands. This is crucial in the thought leadership process.
Thought leadership is quickly becoming an integral part of any comprehensive promotion strategy and guest byline opportunities are a great way to get that ball rolling.
To see how others have built their brands with bylined articles and to learn how to do it yourself, sign up for Relevance’s latest webinar.
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