Publishing your own material.
WHY IT MATTERS
It demonstrates expertise without requiring anyone else's permission.
WHAT FORMS IT TAKES
Articles and guides Data and research Case studies Commentary on developments Speaking at events
WHAT MAKES IT CREDIBLE
It is genuinely useful It is accurate It does not primarily sell
WHY NOT SELLING
Material that is promotional is discounted immediately.
WHAT TO WRITE ABOUT
Questions customers actually ask Problems in your sector What you know that others do not
WHY CUSTOMER QUESTIONS
They indicate what people are searching for.
WHAT ORIGINAL DATA PROVIDES
Something nobody else has.
WHERE IT COMES FROM
Your own operations, aggregated and anonymised.
WHY IT IS VALUABLE
Journalists and audiences use data, and it attracts citation.
WHAT TO BE CAREFUL WITH
Disclosing anything confidential or identifying customers.
WHAT SPEAKING PROVIDES
Credibility, and direct contact with an audience.
HOW TO GET OPPORTUNITIES
Offer, to organisers of relevant events, with a specific topic.
WHAT TO OFFER
Something useful, not a presentation about your business.
WHY
Organisers reject promotional talks.
WHAT TO ESTABLISH
A sustainable rate of publishing.
WHY SUSTAINABLE
Irregular publishing achieves less than consistent modest output.
WHAT TO MEASURE
Whether it produces enquiries, citations or invitations.
