There's no longer any doubt as to whether the ability to become the dominant player in your market niche depends on having a strong Internet presence. Unfortunately, most organizations are still failing in their online efforts. If you ask any ten small business owners today whether they've tried blogging as a means of promoting themselves, there's a good chance they'll all say yes. The problem is that nine of them will also say they haven't seen any meaningful results.

The reason most of these well-intentioned marketing efforts flop typically has nothing to do with a lack of good ideas. Most of the business owners and in-house marketing executives I talk to have a year's worth of blog posts, webinars, and articles that they would love to share online. The catch is that they have a whole lot of other things to do that take priority.

Fortunately, there's a way to create all the online content you need to be seen as the preeminent expert in your niche and still have all the time you need to get everything else done.

A Month's Worth of Content in One Day

Here's how it works. Reserve one day of each month, and make a promise to yourself that you'll do nothing unrelated to content creation. That includes client work, putting out "fires," repeatedly checking your email, etc. Book the day far enough in advance so that you can make whatever arrangements you need so you're unavailable for day-to-day operational matters.

Next, make a list of all the people you know who your potential customers would want to learn from. In most cases, they will be in businesses and industries that are complementary to yours. Divide this list into five to 12 segments, and then set about contacting everyone in segment number one. Ask them if they would be willing to sit for a half hour recorded interview with you, and tell them that you plan to share it with everyone in your network.

Most people will say yes--they're looking for exposure just like you are. Schedule your interviews back-to-back and record every one of them. After each session, ask every interviewee if they know anyone else who might make a good guest. They will be happy to oblige.

At the end of the day, you will have all the content you need to keep your audience, and search engines, satisfied for the next full cycle of the moon. Edit the recordings and post them as podcasts. Have a transcription service type up the dialogue, and with a few polishes, you'll have everything from a series of blog posts to a handful of eBooks. Even better, you'll have an entire network of influential interview guests doing the hard work of driving people to your site by sharing what you've created--and loving every minute of it.

Published on: Oct 9, 2014
The opinions expressed here by Inc.com columnists are their own, not those of Inc.com.