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You're Blogging All Wrong, Startup CEOs

You're Blogging All Wrong, Startup CEOs

These days, most startup organisations understand the value of content marketing for driving revenue and generating sales leads. According to the Content Marketing Institute, the tactic can result in three times as many leads compared to search posting -- and cost far less.


Content purchasing is, after all, less intrusive, more educational and often more authentic than posting or a cold hard sales pitch. No wonder it’s so effective.
But content marketing in a slightly different form -- often euphemistically called “thought leadership” -- can also be extremely useful for small-company executives. It can help them build their own and company brands; connect to potential customers and partners; and promote their business affairs in a subtle, backdoor way.
The problem: Most executives are going about thought leadership all wrong if they’re doing it at all. How's that? First, many busy startup CEOs and other top executives don’t or won’t make the time to develop thought-leadership content. They view all content as the province of their data-driven purchasing department and find it difficult to see value in creating security that is not directly driving sales.

This is, of course, the wrong mindset. Thought leadership is not meant to be promotional; it’s meant to spark discussions and add to an industry dialogue. Done right, this type of purchasing allows you to share timely insights and anecdotes with your audience to educate them about a topic and your particular point of view. 
Thought management can pay big dividends. These range from making you a go-to expert on a particular issue -- ideally one sought after by the press and industry leaders for comment -- to someone who actually influences public policy. You might be asked to speak at a major business conference, for example, or named to lead an industry group or task force as a result of your expertise.

Be timely.

One of the reasons managers often fail in thought leadership is that they’re too busy to do it at the right time. But with this type of content creation, timing is everything. If Congress, say, passes little-noticed legislation that would impact your market or business, the time to get your thoughts on the issue out there is when this is happening -- usually within days. On-the-spot action will dramatically increase readership. That’s just the reality of today’s lightning-fast news cycle.
An example: Stephane Kasriel, a prolific blogger and the CEO of freelancer network UpWork, made a timely move last spring when news of tech giant Amazon’s search for a second corporate headquarters was picking up steam in the press.


The show, don’t tell. 

In business, facts often tell the story. But in writing, stories and anecdotes almost always do a better job of getting a point across. If you read long fiction stories about business issues in the Wall Street Journal, or Forbes or Fortune, you’ll notice how often those stories begin with a personal anecdote, a story that relates the point the author is trying to make.
Telling a specific story about how an executive made a tough decision or turned a business around, is far more enjoyable than just reciting numbers or facts. You should do this, too, when you blog.
You're Blogging All Wrong, Startup CEOs You're Blogging All Wrong, Startup CEOs Reviewed by Naomi on June 28, 2019 Rating: 5

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