An effective inbound marketing strategy is to prepare a credible article and place it under the byline of a key company person in an organization. By doing so and having the article published in a key trade publication online or in print will help position the author as an industry expert on specific topics.
The key to this strategy is that it must be ongoing. One article will not do the job, but a series of articles—posted and published throughout the year—will get this person and his or her company before key purchasers. This person now becomes an expert, helping to expand the credibility of the company he or she works for and its products.
Additionally, the company’s name and its products get mentioned in major trade publications, which very subtly help to promote the company. And, as we know, when people read about a product, it can typically have more credibility and impact than an advertisement about the same product.
However, that brings up a very crucial factor. The article must be truly valuable information that the readers of the publication can learn from and find credible. As soon as it becomes “advertorial” or promotional, the article loses credibility and the reader sees the author and the article as simply trying to sell something—all the benefits go out the door when this happens.
“Expertising” a company or an individual can have other benefits as well. Several years ago, Forbes magazine realized it had never run a major article on the professional cleaning industry. One of its reporters started investigating the industry and discovered two or three experts whose articles were frequently in jansan trade publications.
At least two of these “experts” and their companies were working with PR/communication agencies. The reporter contacted these experts and they, along with their companies, received national attention in a major worldwide publication…all for free.