Can an average entrepreneur really get coverage and recognition in the national media without already being a well-known expert?
When making a purchasing decision for a product or a service, we always look for the obvious expert. We are looking for the authority in that particular industry.
For us, entrepreneurs becoming an authority in a particular industry amplifies your message dramatically and converts your new audience into higher paying customers.
To gain authority status in our industry, we would leverage our knowledge with Authority Marketing
In other words, it’s the process for positioning yourself as an authority, or even a celebrity, in your marketplace.
Today’s guest, Brain Ainsley Horn is a bestselling author, investor and an entrepreneur. He helps professionals and entrepreneurs leverage their knowledge to gain authority in their industry using Authority Marketing to get them national media exposure at Authority Alchemy
His unique method has been talked about and covered on the Howard Stern Show, Wall Street Journal, Perez Hilton, CBS News, Forbes, Advertising Age and a lot of other media outlets.
He is the co-founder of the consulting firm Authority Alchemy, and he also regularly writes for the Huffington Post and Entrepreneur Magazine about authority marketing and personal branding. He and his partner Jack Mize also have a fantastic podcast on iTunes.
In this episode you will hear actionable steps and examples on how to write for influential online publications to really gain authority in your industry.
What you will hear Brad and Brian discuss:
- How Brain got into Authority Marketing [05:49]
- How Brian got interviewed on the Howard Stern Show [12:52]
- How to write for Forbes
- How to come up with topics to write about [23:18]
- How often to submit articles [29:02]
- How necessary it is to have a social media following to get published [32:11]
- Building an authority for a brand rather than a personality & Micro-Specialization [33:42]
- Writing Human Interest Stories [44:09]
- Realistic time frame to go from zero to published [53:20]
Coming up with topics to write about
Places of authority to write for like Forbes, Entrepreneur and Huffington Post are looking for more topical posts rather than evergreen content. These evergreen articles have had a lot of coverage and have been reused too much. They want to have pieces that will tie into events that are going on right now.
An easy way to find out what topics to write about is to use a tool like Buzzsumo. Using this tool, look up what has been shared the most in places such as Huffington Post then work it into a current news topic.
How necessary it is to have a social media following to get published
Having a large social media following is not essential, but it will help when getting approved. What the publications are primarily looking for are page views and a sexy headline. Having a podcast and email list can help if you have not cultivated a large following.
If this is your first time submitting articles and you have not started a blog, start pitching yourself to smaller publications to start getting a portfolio of work together as this will help when pitching articles to the bigger sites such as Forbes.
When tieing a current event or a person into your story, try picking someone that has a large following and has fan groups on Facebook. You would be able to post your articles to fan group which in return will bring traffic to the article.
Micro-Specialization is providing one specific service to one specific market.
Realistic time frame to go from zero to published
Getting set up as a contributor can take a while to do, as well as writing the article itself, getting an article submitted to one of these sites can take up to three months. Having a really good article and snappy headline can speed the process up, following up with the sites may also help but this is a realistic timeframe to follow.
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