Having highlighted speaking as a powerful avenue of entrepreneurs to borrow audiences to introduce themselves to more potential leads for increased visibility and amplified credibility in a past article, let’s add writing for established platforms as another potent way to do the same. You will build your authority within your niche by contributing written insights for trusted sources.
- Benefits. Contributing writing on popular platforms offers a number of positives for growing your online presence and credibility. By publishing on established sites, blogs, or other digital publications, you instantly expand your reach through access to audiences that are already engaged. It puts your brand in front of new potential clients with a transference of trust from the publications willingness to publish your work creating a stream of top-of-funnel leads (TOFU). Additionally, contributing writing can drive targeted traffic back to your website, providing an opportunity to capture new leads through well-placed calls-to-action and optimized landing pages.
- Platforms. Once you’ve identified potential platforms, it’s essential to assess each one’s relevance and quality before investing time and energy into contributing. Start by evaluating the platform’s authority within your industry—look for established sites that are well-regarded and regularly produce quality content. It’s also important to ensure that the platform’s values, tone, and overall brand align with your own, as this alignment reinforces your credibility and ensures that your message resonates authentically with readers. Additionally, consider engagement and readership metrics, such as the number of shares, comments, and active interactions on similar articles. Platforms with a responsive, engaged audience offer more potential for readers to connect with your content, increasing the chances of turning viewers into leads.
- Structure. Platforms usually have guidelines, suggestions, and examples as the best way to write for their readers. There are also items you want to be sure to include so that you are sure to garner the attention of your ideal client and maximizing the opportunity. Start by including a brief, engaging bio at the end of each piece with a clear call-to-action (CTA), inviting readers to visit your website, subscribe to your newsletter, or download a valuable lead magnet. To make this transition seamless, aim to educate and provide value throughout the article, naturally guiding readers toward wanting to learn more about your services. Additionally, optimizing articles for SEO with relevant keywords will improve organic reach, bringing more potential clients to your content.
- Leverage. After publishing a contributed article, you can leverage it to further nurture your middle-of-funnel (MOFU) audience and build deeper connections by sharing it. This not only amplifies the article’s reach but also reinforces your authority within your network. Additionally, keep track of readers who actively engage, whether through comments, shares, or direct messages, and remind them of your invitation (CTA), including for them to take the next step by joining your community or subscribing to your newsletter. This ongoing connection allows you to provide continued value and stay top-of-mind as they move closer to becoming clients.
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