Expert. It’s a short word that conveys a lot of meaning. Whether you are working in a company or are an entrepreneur, you likely want to be known as an expert or authority in your field. The big question is how to take your skills and knowledge turn that into expert status.
While social media acts as a platform for experts, if you are just starting out it can be difficult to cut through the clutter. Twitter alone has an average of 58 million tweets per day, so you may have a hard time getting your four or five tweets a day noticed by anyone.
Even with amazing content and ideas, to break into the expert realm, you should consider to adopting some classic PR tactics. When you think about PR it may feel a bit old school.
PR often gets overlooked in favor of the latest and greatest platforms but there is a reason it has been around for so long. It works, especially in a world super focused on social media. When PR is used in conjunction with social media, it can help you put your name on the map that much faster.
Guest Posting as Your PR Launchpad
For new or lesser known experts, authorship programs where you place guest blog posts offer a proven and practical way to support marketing and business goals. Sure, you can tell everyone you are an expert, but having articles you’ve authored on the top blogs in your niche says it for you.
As a strategy, guest blog posting has taken a few minor hits as several high profile blogs announced they would no longer take guest blog posts. Then in July 2013, Google announced it was making changes to its link building scheme, and certain types of links in guest posts would be penalized. What all of this means is that if you insert links into your articles they need to add value. This change is positive for guest posting programs as it helps improve the overall quality of guest posts.
Despite these developments, rest assured, guest posting is alive and well. For would-be experts, writing and placing guest posts is truly the perfect way to get started with PR. You can control the message, test out story ideas, and do it all on a shoestring budget.
Building Your Street Cred
It is no accident that when you land on a top blogger or podcaster’s web site that they have the logos of blogs or media outlets where they’ve featured. By guest posting, you can quickly build up a portfolio of your work to showcase on your site either by using logos and/or creating a press page. That information acts as shorthand for prospects and influencers when they visit your site. With a quick glance, they can see you are respected within your industry.
For speaking engagements, conference organizers can see you have a track record providing new ideas and stimulating discussion on timely topics within your industry. One of their goals is to showcase speakers that draw attendees, so if you have been out there creating buzz, you are going to be much more appealing as a potential speaker.
Plus, guest posting can expose you to new audiences and connect you to key players in your industry. While you should always guest post without expecting anything in return, throughout this process you will build relationships with bloggers and editors and become better known in your industry. Over time, more people will read your work giving you an even bigger platform as an expert.
All of this helps to open up doors you may not have imagined. Great businesses are truly built one relationship at a time and a well-written post may result in a dream client or a show organizer wanting you to speak at their event. You just never know.
Preparing for the Media Spotlight
As you have been guest posting when you start pitching mainstream media, you’ll have far more credibility as an expert source. When they Google you or visit your web site they will quickly be able to get a sense of who you are. The writer, editor or producer will see you’ve been out there talking about related topics and understand that you are a credible source for a story.
Pitching mainstream media can be intimidating, especially starting out. Through guest posting you will have a chance to refine your message and build confidence sharing your stories. When it’s time for you to pitch the media, you’ll have the confidence you need to sell the story or pull off a killer interview. In short, you’ll be ready for your big break in the mainstream media and be able to make the most of it.
Guest blog posting offers any expert an ideal platform for building awareness and credibility than can act as a key building block for other PR opportunities. PR should not be overlooked but serve as a complement to social media or other marketing efforts.
How has guest blog posting help build your expert status? Share in the comments below.
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