An article was published the other day about the top 1000 websites on the Internet. Below the article was a link to another piece about the top 1000 websites for bird watchers (or birders as they like to be called). Below that, top 1000 fishing websites, and top 1000 luxury car websites, and on and on and on! If there is some sort of niche market, you can bet there is a “top 1000 websites” category accompanying it.
So, in a world full of so much … much, how can your organization or business stand out? The answer is simple: Become the expert and they’ll come find you.
Although the answer may be simple, the execution may be a bit more complex, but it certainly doesn’t make it impossible. It just means you need to more strategic in how you approach your industry.
For example, sending out a press release because the CEO of your online cubicle company won a yacht race in the Bahamas doesn’t exactly scream ‘newsworthy.’ Few journalists, if any, are going to want to pick up that story. What people often don't realize, however, is that newsworthy events happen every day; you just need to find out how it relates to your business. Say recent legislation is pushing for more government censorship of social media sites. What could that mean for businesses utilizing social media for marketing purposes? Now all of the sudden it matters what the CEO of your online business has to say. He is part of the picture … he can be the expert. He’s knowledgably, he’s experienced, and most importantly he quotable.
The idea isn’t to lie to people. If you’re not the expert, don't pretend to be. But opportunities present themselves everyday for businesses to contribute valuable knowledge and useful information to an audience searching for guidance. Blog posts, press releases, white papers, self-published articles all contribute to the overall appearance of expertise, but they must be strategic in their delivery.
That's where a firm like Advent Creative becomes useful. It’s our business to know what’s newsworthy and to help clients identify that within their own organizations. We research what’s being said and what others want to talk about. We plug you into the conversation and help you stay there by delivering targeted messages and contributing quality information. Once we’ve found your niche, we paint you as the expert and do everything in our power to share that with others.
Once the ball gets rolling, it will be almost impossible to stop. In a world of so much stuff, we don't have nearly enough experts. Become the expert and find yourself perched atop the “best 1000 websites of whatever” list!