I find the news pretty discouraging for the most part, but the good news is that you can use what is shared in the news to grow your business in two very specific ways.
I am a big advocate of blogging for the purpose of growing your online reach. When I share this with business owners, I am often asked “what should I blog about?” The simplest answer is to listen to what your prospects are asking you and then blog about those answers. Chances are, they are not the only ones asking the questions.
Another great way to find relevant content is to keep up with the news. For the most part, the news is discouraging, so I keep my intake at a bare minimum. In fact, I get most of my news via the web and social media. If you listen to what’s going on in the news, it will certainly give you relevant material to talk about. If it is directly related to your business, that is ideal, but even if it is not, you can either find a connection of just give your commentary. People want to know that you are human, and not always just about business.
The more you do this, the more you will be seen as a thought leader in your field, because you are staying current with what’s gong on, and you are relating it to your business.
Getting Quoted in the News
It’s no secret that being quoted as an expert by the media can help elevate your positioning in the marketplace. I always encourage business owners to build relationships with local and niche market journalists to get on the short list of “go to” experts that are called upon when someone is needed for a story.
A few great ways to connect with journalists are:
1. By making direct contact. Many use Twitter, so I recommend starting by connecting through Twitter and being a good netizen.
2. Respond to their requests. Journalists make requests all day long; you just have to know how to find them. One great resource is HARO, a free service that literally sends these requests to you three times per day.
Creating press releases can be a good way to get in the news as well. The key to a successful press release is making sure it is actually newsworthy (and not just an advertisement) and sending it to the right journalist at the right time.
My one caveat is that in the quest for using the news as a means of growing your business, that you don’t become addicted to it
Wishing you success!