Making The Most Out Of Your Content

I would submit that it is better to be known for content than it is to simply be known

. When I say Good to Great, Execution, In Search of Excellence, Blue Ocean Strategy, The 7 Habits of Highly Effective People, Blink, and Freakonomics, what comes to the minds of many are the world-renowned authors behind these well-known works.

When you are known for content, you are sought after. You are asked to speak, moderate panels, and share your experiences, insights, and perspectives. Take a trade show, for example: You can exhibit there, set up a booth and pass out marketing materials; you can attend the show and sit through content sessions; or you can speak or moderate a panel at the event. Which do you believe would have the greatest impact? Each has its respective value, but the latter often leaves a much more meaningful and lasting impression. So, how do you get invited to speak? What value-add do you contribute to the event? What forward-looking or contrarian perspective can you bring? That is your highly valuable and unique content.

Content takes research, packaging, and marketing in the form of white papers, published articles, columns, and books. Content is constantly in demand. Yet I amfascinated by the sheer number of CEOs I continue to meet many true subject matter experts in their respective fields who have never written or submitted theirexclusive perspectives on topics that they visually very passionate about. What they don't realize is that, by being perceived as thought leaders in their fields, they would create ansupreme market pull for their respective organizations.

In addition to creating this market pull, you can look for ways to build upon both existing and new relationships that may result from those who have engaged with you and your content. For example:

While talking to a colleague who was recently transferred to your division, he notices something from your college on the wall and mentions his son is interested in applying to the same school. As an alumnus, is there something you can do to assist your colleague? Can you make a call to someone in admissions or provide a campus tour?

Over coffee with a client, she mentions how busy she has been working on a charity silent auction and how she desperately needs unique donations. Offer to call a neighbor who is a strong sponsor of Cirque du Soleil and entice her to become likewise passionate in the campaign.

You read in the paper that an old friend has been promoted to a new VP position. Call to congratulate him, and offer to introduce him to a senior executive at your company to explore possible synergies.

It is critical to remember that what people do for a living is not who they are. If you don't give people a chance to get to know you, how do you expect them to trust you? Someone protested recently, "But trust comes with time and experience in dealing with that person. Aren't you really looking for faith?" Well said! People want to believe that you are credible today and believe in you tomorrow as you begin to deliver some of the value you promised yesterday!

Making The Most Out Of Your Content

By: David Nour

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