Whether you’re building your business, launching a product or pursuing a creative endeavor, writing is an inexpensive and effective way to create enormous opportunity. So many people don’t realize that with consistent and focused effort, writing a few articles and publishing them on sites beyond a personal blog will go a long way in helping you build your brand.
This was certainly true for me. I started my personal blog, Leah’s Thoughts, in 2009 as a place to share stories about the challenges and joys of parenthood. Eventually I decided to share my knowledge and stories beyond my personal space. I pitched an article on navigating my own interfaith wedding to InterfaithFamily.com, which was accepted and published. And then one became two pieces, and I started pitching articles to Red Tricycle (where I now serve as an editor). Today I’ve had articles published in Huffington Post Parents, Babble, Scary Mommy and BlogHer. I’ve developed my niche, and companies have hired me because of that knowledge and credibility.
Need more convincing to write? Here are three ways publishing will help you build your brand and business.
- Publishing builds your credibility in your field. If you want to position yourself as an expert in your given niche – whether it’s non-profit fundraising, family law or financial planning – writing is a great way to do this. Publishing content helps you showcase your knowledge and gets people coming back to learn more from you. People begin to see you as a trusted source of information. Because I am the editor of an online publication that helps parents and kids find fun things to do in San Diego, I am constantly being asked for my recommendations and insight about family-friendly activities around town.
- Publishing gives you exposure to potential clients and referral sources. Nobody has the time (or the desire) to attend every networking event out there. Publishing allows your writing to network on your behalf. Every time you publish an article, it’s read by someone who may hire you, or refer you to someone who may also be looking for a person with your expertise.Not sure how those potential clients will even see your writing? This is where you let the Google bots work for you. Search engines mine websites for trending words and topics, and your articles will be included in search results. This brings your publications – and you – front and center to potential clients and hiring managers.
- Publishing is marketing that doesn’t cost a dime. When you write an article, it’s essentially a piece of credible marketing that is not costing you hard cash (aside from your time crafting the piece). Unlike advertising, you are not paying a publication to accept your work. I had one client who – through the publication of one article about her subject area and including a link back to her site – received thousands of click-throughs to her business website. And through the power of social media, readers have the opportunity to share your articles through their social networks. This, in turn, builds your audience and gets your name and writing more exposed.
It takes thought to determine the best topics, and time to write pieces and then pitch to publications. But the power of writing and publishing is huge and will help your business grow to new heights.