Why the picture of Mark Twain? This quote:
It were not best that we should all think alike; it is difference of opinion that makes horse-races
This line, from Twain’s novel Pudd’nhead Wilson, reveals a lot about the potency of commentary; not the power to persuade, rather the natural human interest in consuming commentary. Look to any newspaper, magazine or news site and you’ll soon stumble upon opinion pieces offering an expert or journalist’s interpretation of what is hot in the news – whether it’s drum-beating pieces on immigration in the Daily Mail or confected social commentary in the Guardian, a la Nothing’s wrong with Renée Zellweger’s face. There’s something wrong with us. All grist for the news mill. Yes, Content Desk has a comment section.
Yet no matter how keen newspapers are to throw commentary our way, the practice is rare in content marketing. Seldom do B2B businesses take the time to cultivate an in-house commentator who can talk about hot issues in their field and engage with the wider business community. Data on this topic is scarce, but given the popularity of commentators in mainstream media, it’s probably a safe bet that companies can generate audiences – and even drive sales – through using the same tactic.
Here’s a blueprint for using commentary to boost your audience, and for becoming a member of your industry’s elite commentariat.
0–6 months: Hit the company blog
Frome wasn’t built in a day, and it will take you time to become a well-known B2B commentator. Start out by setting up a comment section on your company blog and set a basic strategy for writing entries: find time to read trade journals and form an opinion of the day’s hot topics, establish a writing routine and stick to it.
3 months in: Up the interaction
Promoting your comment pieces won’t be easy, but use Twitter and LinkedIn to push your links and engage with people in your work sphere. When people start commenting on your links, see their input as an opportunity for further debate – whether they agree with you or not. Think of debate as a means of raising your profile. Hopefully, your readers will write response pieces and link back to your company’s site, pleasing those SEO gods.
7 months: Host a roundtable, speak at a debate
On the subject of profiles, you can turbocharge yours by getting your company to host roundtables and engaging in debates. Once you have established yourself as a commentator and have a devoted readership, reaching out to experts, industry bigwigs and, yes, other commentators, should be a doddle. Choose a theme for your roundtable and define areas to discuss. Then video the debate and post it to YouTube, write a subsequent comment piece and note down any points that can be used as inspiration for future blog entries. Get your participants to write on their blogs, and link to your site. (Ye SEO gods again.)
10 months: Approach trade magazines and industry bodies
That old saw about not asking and not getting applies equally to the trade press. Identify the titles you’d like to write for and approach the editorial staff, remembering to provide links to your best articles. With dwindling editorial budgets and ad revenues – not to mention staff numbers – they’re likely jump at the chance of trying you out, especially if your words come for free and you have a healthy following on Twitter. If your industry has a representative body with a newsletter or podcast, try to get involved in those as well.
12 months: Speaking at events
Almost every industry has a big event or trade fair. In marketing its Marketing Week Live, in yachting, the Monaco Yacht Show. Try to find out who organises the fair relevant to your industry and see whether you can host a talk on your chosen subject. By now you will have gained a reputation as an expert in your field, and should have no problem finding a booking. Perhaps your company could sponsor your talk, and be sure to choose a topic related to your company’s niche.
