For many B2B businesses, especially in service industries, generating publicity is less about the ‘stuff’ you can offer and more about the ideas, insight and expertise you can provide. Being a “thought leader” can lead to lots of holiday media opportunities, but how do you get there?
Your company blog is a great place to start. A regularly updated blog is perfect for thoughtfully conveying your expertise through anecdotes, commentary on timely topics, and other compelling content.
For holiday publicity, the content on your blog should leverage your expertise on themes relating to the season, positioning you as a perfect resource for the media at this time of year.
Here are three ways to share your thought leadership:
A video of you or a colleague weighing in on a topic with advice, tips, or first-hand experience is easy for a blogger or reporter to link to. Are you a private financial planner with budget tips for the holidays? Put a few of these tips together in a quick video and post it to your website. Then, integrate it with your other marketing components by sharing it through social media, an online news release, and in your email newsletter to customers.
Expert information is power. Insight from industry insiders is incredibly valuable to reporters and bloggers, so make yours available and don’t be afraid to announce it.
Maybe you’re a B2B provider of network services, with a survey of your customers showing where they’ll need the most bandwidth during the holiday shopping season. Share it. Use a tool like Hohli or Chartle to compile the results into compelling visuals, and include it in your correspondence with media, news releases, and on the news section of your website.
Writing a post that offers your perspective on a current trend or holiday news story is a great ways to publicize your business. This is especially true for B2B vendors, who typically have expertise that readers will want to hear. Don’t be afraid to step out from behind your desk once in a while and share your perspective on industry issues through your blog..
For the holidays, consider an opinion piece about what customer service means to you—and how you’re putting it to work in your business during the hectic holiday season.
Don’t have a company blog? It’s too late to start one for holiday publicity this year. However, you can still generate holiday publicity by pitching one of these ideas as a guest post to a blog covering your industry. To make your pitch effective, always be sure to research the blogger beforehand, and to explain why your idea is relevant to their readers.
Image: Rego (Creative Commons)