Know it, Write it, Share it
Recently, we were asked to perform some market research for a client. We were pleasantly surprised to discover the benefits of a Blog.
Our client wanted a better understanding of the many trade organizations they belonged to as a paying member. As business owners we often belong to community, cultural, and trade groups that help us network, learn, and mentor. But are we maximizing the benefits of such groups?
As we worked our way through the websites of the organizations our client belonged to, we saw a pattern emerge. Certainly, there were opportunities within each to advertise. These included sponsorships, annual conferences, monthly newsletters. However, in most cases, the fees to advertise were somewhat steep for a sole proprietor or small business with a limited marketing budget. The call for articles for their Blogs stood out to us as a real gem of an opportunity, and one that was free.
Of the three (3) trade organizations we researched, two (2) of them provided their members with the opportunity to submit targeted topic articles that could be featured in their online Blog. To be clear, these were not a call for free advertising but a chance to submit an article on a topic relevant to the mission of the organization that would be beneficial to the membership. Members were encouraged to submit articles for the monthly e-newsletter and/or online Blog that was refreshed usually weekly or monthly. What a great venue to showcase your industry expertise!
When we join organizations as small businesses, we usually only have limited time for involvement. So, our choices need to be targeted and offer a return for that limited time. Writing an article for a Blog can be an excellent way to showcase your expertise, your knowledge, and, indirectly, create brand awareness of your firm. And, if your article can be submitted to multiple online Blogs across various platforms, even better! This means even less time spent with a wider audience being reached.
So, the next time you join an organization, consider reviewing their website for the opportunity to submit an article that appropriately follows their submission guidelines. While providing informative dialogue around their mission that can educate the membership, you will be cementing your brand as an expert in the chosen topic. Offer information that would be relevant to a great number of their members. This will ensure you are reaching most of their membership and you may also create an opportunity to write a follow-up article. The more members your topic is relevant to, the greater the chances of establishing your brand as a trusted resource.
Surely, this branding opportunity should be worth the time to write an article. Maximize your reach and your investment in organizations. Be sure to identify article submissions for online Blogs as a means to validate your investment in an organization while establishing a positive impact for your brand.
Be well.
