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Building Your Thought Leadership: Do Digital Op-Eds Make a Difference?

Posted on September 23rd, 2016 | Author practices,Blog Marketing,Content Marketing Category | No comments

You’ve had an interesting journey in work and life.  Whether you went to Africa to fight the Ebola virus, or innovated a new management technique, you’ve got a story to tell, a message to share, a company or book to promote.

You’re not naive. You know TED isn’t going to call you right out of the box.  But how do you build your reputation as a thought leader on your issue? We help our clients go about this work in many ways—from speaking gigs to media relations to book development.

But right now, let’s talk about the impact of publishing op-eds and “thought pieces” online.

Getting what we in the business call earned media–i.e. reporters and producers feature you or your work in magazines, newspapers, radio shows, or television–is harder than ever (and therefore even more valuable).  But it’s easier than ever to get published—online—with an op-ed or essay or blog post. Editors now have to feed their 24/7 content machines.

Is everyone is going to read your Huff Po piece, or that essay you wrote for Slate?  No.  But getting published online for a reputable media outlet builds your credibility as a thought leader.

It’s your job to then spread and amplify it.  Post it on your website,  your social channels, your blog, and feature it in your next email newsletter.

By building several of these bylined pieces, you have a much better chance of getting featured and profiled by major media down the road, or even next week.

Don’t get us wrong.  It’s not to easy to develop and  publish a bylined piece on a site like Fortune.com, Fast Company, or Harvard Business Review. Here are some tips that we give to our clients all the time.

  1. Be original. Or at least bring a new or surprising angle on an old


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Letting Go: A Note to Authors When Submitting to Your Editor

Posted on September 22nd, 2016 | Author practices,Trade Publishers Category | No comments

A few weeks ago, my oldest son Gabriel left us for his junior college year abroad ​in Athens, Greece.  It was a bigger transition than sending him to college in Wisconsin. Yes, we can fly to Athens if absolutely necessary, but he isn’t looking for that, and the flight is long and expensive.  So this represents the first time he’s really on his own beyond a day’s travel. We are thrilled for him.  But for us, it is more difficult that we expected.  It’s another way parents need to let go, and so far he’s doing well and we aren’t looking over his shoulder but enjoying the occasional Skype or text.

Whether it is birthing pains or kids leaving the nest, transitions can leave many of us feeling fragile and anxious.  This is also true of many authors when it’s time to submit their manuscripts.

Unless you’ve written one, it’s hard to understand the mental energy required to write a book to trade publishing standards against a deadline.  Writing is original, one sentence at a time thinking, and that requires the mind’s most energy-intense work over months and years.

Authors need to navigate handing over the manuscript to the publisher without getting caught up in negative feelings or fears that can make it hard to think clearly.

None of this is to say you shouldn’t advocate for your views and concerns–or even take action if a publisher is damaging the book.  But I’ve seen how important it is for authors to distinguish between their free-floating transition anxiety, and a genuine need to advocate for themselves.

For authors, while your editor and marketing team have loved your proposal, now you are entering a new relationship. Your editor has sole responsibility for turning your pages into a quality finished product, one that lives


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Authors: Boost Your Blog Posts

Posted on October 13th, 2015 | Big Fish Media,Blog Marketing,Content Marketing,Self Publishing,Social Media Marketing Category | No comments

 

As a nonfiction author, you’re an expert on a topic—be it health care, personal finance, or neuroscience. This is what sets you apart from others and makes your blog posts more interesting. From time to time, it’s important to offer your readers a different perspective for the content you write—so you are not predictable or promotional. Here are four ways you can make your content more intriguing.

1. Offer expert critique of the hottest issue in the news if you are qualified. Alternatively, you can amplify what someone else is saying about the issue. The Ebola virus has become a major health concern and one that transcends borders. If you’re in health care, write about how to not catch viruses in general or clarify any myths about Ebola.

2. Show readers parts of the profession/work you do that they don’t know about. If you’re an expert don’t repeat the advice people get everywhere; write about topics that only you would know about from experience. For example, if you’re a venture capitalist, what do you observe about entrepreneurs in their closed-door meetings and pitches that people don’t see? If you’re a financial planner, what are some of the situations clients bring you that are most common? Think about what you see or know and offer these insights in a post.

3. Make a “best of” list. Nobody has the time to read everything, which is why “best of” lists are popular; they winnow down content into bites of information. Plus, they are fun and interesting. Think about ways you can simplify the universe of information on your topic and come up with recommendations—“5 Best Movies on Finance and Wall Street” or “5 Best Business Memoirs” or “10 Worst Book Jackets.”

4. Ask other experts in your field or a


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Well-Established Authors Share Their Digital Storytelling Tactics

Posted on October 10th, 2014 | Author practices,Big Fish Media,Blog Marketing,Content Marketing,Social Media Marketing Category | No comments

On my last post I talked about how first-time authors should use social media to build awareness about themselves and their work. But what about the rest of you who are advanced bloggers, Twitter users and the like? You should step it up to the next level.

This article in Mashable talks about the creative and sophisticated ways some authors are using digital and social platforms to tell stories, connect with audiences and promote their work. While these ideas make sense for authors with well-established followings and readership in fiction, first-time authors can also get some inspiration. I especially liked the idea of posting or tweeting about a variety of subjects—focusing not only on your book but also on topics that you are passionate and knowledgeable about and causes your involved in. The key being: take the time to be interesting and thoughtful.


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No Author Platform? Three Ways to Get Started

Posted on October 10th, 2014 | Author practices,Big Fish Media,Blog Marketing Category | No comments

I got a call recently from an agent who received a book proposal from a business professional. She liked the book idea and wanted to take it on but the prospective author had no platform. The agent wanted to know: Could I help?  It raised a good question that I think other authors frequently wonder about: How do you start from nothing?

First I went to the author’s website. He used the site mainly for speaking engagements. The design was fine, but it needed to be professionally written to market his profile and expertise.

1. If you have a website, make sure it is good. For any person or brand, think of your website as your house. It is a reflection of you and it’s the place people will go to when they want to know who you are. It’s your chance to express your value and expertise to readers so take the time to figure out how you are different from others in your space. Ask yourself: Who is your audience? What do you have to say? And watch out for typos—they will put off a reader.

After looking at his author website, I Googled his name. A fairly minimal list of results came up. The agent wanted someone to help him write and place stories and blog posts under his byline so he could start to make a name for himself. This brings me to my second point:

2. Write and place some stories on blogs, even small ones, to show off your point of view and writing. Try Huffington Post or the online version of a magazine you admire. But don’t underestimate the power of guest posting for smaller, lesser-known sites. The main point is to get your voice out there. Re-post content on your own website and share the link through your


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Email Marketing and You

Posted on July 2nd, 2014 | Author practices,Big Fish Media,Content Marketing Category | No comments

Major kudos to New York Times David Carr whose latest Media Equation column on email marketing,  “For Email Newsletters, A Death Greatly Exaggerated,” is immensely valuable to all of us who promote our ideas and services and a fascinating case study in how we use information as users of the Internet.    Carr spoke to the editors of popular newsletters about why they are gaining in popularity despite being the “cockroaches of the Internet,” a supposedly outmoded form of digital communication.

What a great reminder to nonfiction authors and other thought leaders that you should collect email addresses and offer newsletters targeted to your most valued audience.  A food history author can send a historic recipe each month; a personal finance guru can curate saving and retirement tips; a yoga author could send meditations and mindfulness reminders.  As Carr notes, all you need technically are services such as Mail Chimp or Constant Contact that are popular and easy to use.  Remember to be clear up front what potential signer-uppers are getting for their subscription, and make it clear that you won’t share their names or send them other stuff they don’t want.

I know how hard it is.  My own newsletter is running late.


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4 New Book Proposals Going on Offer to Publishers

Posted on July 1st, 2014 | Uncategorized Category | No comments

Big Fish Media is preparing four proposals going on offer to publishers this July (contact us if you are an interested editor):

Spinning Into Control: Timeless Skills for Incubating the Sustainable Startup:  Amiel Kornel is a venture capitalist and board member at Innocentive who has co-founded 4 startups, helped incubate over 15 other early-stage ventures and advised more than a dozen multinational companies seeking to strengthen their corporate venture investing and innovation activities.

The Co-Creation Edge: Transforming Sales and Procurement for Business Value: This book is co-written by Francis Gouillart, President of Experience Co-Creation Partnership, a management consultancy affiliated with PWC, and Bernard Quancard, the President of the Stategic Account Management Association.

Get a Dayjob: How to be An Artist Without Losing Your Mind, Your Shirt, or Your Creative Compass, by JoAnneh Nagler.   Successful author Nagler returns with the most practical and game changing book ever written for artists of all incomes, all walks of life, all disciplines.

The Invisible Cage: Living and Working with Schizophrenia, Marjorie Baldwin, Arizona State University.  A major contribution to the literature of mental illness and labor policy, that expertly combines a mother’s memoir of her experiences helping her son when he became mentally ill, and evidence-based arguments that the victims of schizophrenia can be successfully treated and join the workforce.


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Media Interest Growing in What It Takes to Be a Liberated CEO

Posted on June 13th, 2014 | Author practices,Big Fish Media,Media relations Category | No comments

We were excited when Scott Leonard, author of The Liberated CEO (Wiley 2014), hired Big Fish Media to help him and his team get the word out about this intriguing book.  Over recent weeks, media coverage has been growing, with strong interest in Scott’s program for reinventing the workplace.   Among recent developments Scott appeared for a lengthy segment on the Unfinished Business radio program aired on KNX and KFWB hosted by Renee Fraser and Betsy Berkhemer-Credaire.    Financial Advisor ran a feature summarizing his three-year sabbatical and how it applies to the book; Entrepreneur.com published Scott’s article, How You Can Recharge Your Entrepreneurial Batteries with a Working Sabbatical, Fast Company.com featured his piece, Everything You Need to Know to Become a Remote CEO, and Upstart Journal ran a feature, and an essay by Scott, as well.

And there’s far more coverage and interviews which you can check out on the liberatedceo.com’s in the press page.  Why do you think Scott’s message and strategies are connecting across a number of audiences?  I’ll discuss this in a future post.

 


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Why It Wasn’t Such a Bad Winter After All

Posted on April 9th, 2014 | Big Fish Media Category | No comments

It was a harsh six months here in the Northeast. We took a pounding with a never-ending barrage of snowstorms and the freezing temps courtesy of the Polar Vortex.   But spring is here.   Finally.   It’s time for baseball and trout fishing (two of my greatest passions).

Now that the weather has lifted, I see that actually, the winter was better than I’d realized because we got a lot done for our clients—here’s just a sampling:

  • National media campaign.  Al Lewis and his writing partner Vik Khanna asked me to publicize their important work on the ineffectiveness of corporate wellness programs including the publication of their e- book Surviving Workplace Wellness.  Al and Vik make my job easier because they are so original and have so much to say on a topic that is constantly in the news cycle.  Our work began last year when we helped them get an op-ed last year in the Wall Street Journal, among others, and built on that momentum in 2014 by scoring articles and placements in Fast Company, ChiefExecutive.net, IndustryWeek. and Harvard Business Review Blog Network. Al also wrote a book with Tom Emerick and we helped them get into Fortune and placed a cover story in Workforce magazine among numerous placements.
  • Editorial development and promotion.   When we first met Scott Leonard, he had a great idea for a book about a three-year sabbatical he took from the helm of a company he founded.  We helped him develop his concept into a saleable book proposal, then steered him to a publisher.  Later, we coached him through the writing process.  The result:  The Liberated CEO came out in March, published by Wiley.  I was especially happy to see this book published because it offers such a positive message:


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Finding Facebook Friends and Fans: What Authors Need to Know About Big Changes in Facebook

Posted on January 25th, 2014 | Blog Marketing,Content Marketing,Media relations,Self Publishing,Social Media Marketing Category | No comments

Chances are once you’ve published new content to your website, you automatically update your other social media platforms to reach friends and fans: you send out a tweet, update your Pinterest and LinkedIn accounts, share on Google+, and post to Facebook. What you may not know is the new content you just posted on Facebook will not automatically appear on your friends or fans’ newsfeeds. In fact, your content will reach smaller number of fans than before. If you want to ensure reaching all your fans, it will be at a cost.

In the good old days it was a given that your posts would appear in your fans’ newsfeeds (where people spend the majority of their time) but according to Facebook, the onslaught of content has increased competition for what is limited space. Over the past six months, Facebook changed its algorithm; now, fewer fans are reading your content in their newsfeeds.

Reaction to the changes at Facebook has been mixed. The small business owners profiled in the New York Times article, “Facebook Revamps Ads to Compete With Google,” are not complaining; in fact, some have embraced the changes. But comments posted by other small business owners to an Advertising Age article (“Facebook Admits Organic Reach is Falling Short, Urges Marketers to Buy Ads,”) are far from happy. To read candid comments on the relative worth of Facebook for business owners, irrespective of the changes, read “A Social Media Marketer Assesses Facebook’s Advertising Platform” (NYT).

There is no doubt that Facebook is an important tool for authors. It’s where you can generate “Likes” for your work, comment on posts, and interact with your fans. But with these new changes, you’ll have to decide whether it’s the right social distribution channel for you. Our recommendation?


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