Local Business Publishing Guidelines – Definition of an Asset

January 8th, 2013 → 9:20 pm @

Robert Kiyoski, author of Rich Dad, Poor Dad once defined an asset as follows:

An asset is something that puts money in your pocket. A liability is something that takes money out of your pocket.

robert kiyosaki rich dad poor dadKiyosaki was making a compelling point about the real estate in which you live, and for which you pay a mortgage, versus investment real estate that you rent to tenants for income.

Some people are mistakenly telling themselves that “my home is my biggest asset”. According to Kiyosaki, your home is your bank’s asset and the tax man’s asset.

Stop paying your mortgage and find out who comes to “take your home back”.

Publishing Content to the Internet

covertiseSo what does all this have to do with publishing content to the Internet?

My company, Covertise, often recommends to clients that they first publish content to their website and then to third-party web “properties”.

We have seen examples where third party websites were actually hurting a local business’ marketing efforts online because the third party websites were more “trusted” and therefore outranked the company’s official website.

Unfortunately some of the business owners were compounding the problem by keeping third party websites like Facebook, Twitter, Google and Youtube more update-to-date and more vibrant than the company website.

In fact, we have seen cases where the website was never updated beyond launch date and the business owner happily went about publishing rich content for other websites.

These third party websites sure make it easy to publish content to their online properties. Kind of like that “free puppy” offered by the pet store down the block.

Do not get it wrong.

There is absolutely nothing wrong with publishing content to third party websites.

However the best and probably only way to use these third party websites is via news blurbs. And please do not be the forgetful business owner that neglects to link back to their business website for “the full story”.

But this strategy only works if you have taken the time to actually publish the full story to your business website.

Newspaper Radio & TV 2.0

newspaper radio television advertisingNewspaper, radio and TV producers have become smarter.

After taking a virtual beat-down during the early days of the Internet. “The Media 1.0″ made feeble attempts at trying to close the flood gates which brought hoards of bloggers and Internet marketers.

Well here is the news flash:

It did not work.

Many journalists are currently unemployed or at best under-employed. And even now the future looks grim for these old media players.

But all is not lost.

Consider this: newspaper, radio and TV stations have invested into their own web properties and now fully promote their assets instead of the assets of “content providers”.

Imagine being interviewed on the radio today, but before the interview, you are advised not to promote your book or website directly.

The interviewer re-assuredly confirms that the station will plug your book and website by “posting a link” on their website.

You provide the content and they control the access to it.

“Their ball, their rules”

Break the rules and risk never getting asked for an interview again.

How to Scale Your Business Publishing Campaigns

So what is a local business owner to do?

If you have a limited budget for marketing your local business, then here is a sound strategy:

Start from your core and then branch out from there.


What’s your “core”?

Hey, it’s your website!

Where do you branch out to?

Well to social media of course. Think Facebook, Twitter, Youtube and Linked In for starters…

Pitfalls to Avoid While Publishing Content to the Internet

publishing pitfalls local business owners should avoid

Where we see many business owners get into trouble is in publishing on the [insert what's hot today website] and missing out completely on the opportunity to develop their core assets.

We talked to one business owner recently and reminded him that his company does not own their Facebook Page or their Google Plus page. And you could literally see the “aha” moment in his eyes.

Remember when you play in somebody else’s playground:

“Their ball. Their rules.”

But your are a true entrepreneur with your own assets.

You do not have to recreate the wheel. Just use what you already have (your website) in better ways so that you remain effective at achieving your business goals.

How to Harvest Your Business Investment in Social Media

harvest syndication boomerang writing a book that sells small business marketing tips colin mack

We have probably all been burned at least once in the past.

While many may not see it until it is too late, top social media outlets could go out of business, get acquired or the most likely scenario: change their business model.

For example, have you ever seen the ownership group of a well regarded “free” services provider suddenly change their privacy policy, start charging for what once was free or even suspend you from their service for apparent “violations” of their cryptic terms of service?

All of this is not meant to scare local business owners.

I merely mention it to say, that you should first consider your budget. And then allocate those first precious dollars to updating your website. This is the essence of Chapter 48 from my book, Small Business Marketing Tips which introduces the concept of boomerang marketing.

This is all very easy if you have already learned the new word i.e. “syndication”.

After the website has an adequate update schedule, then publish “snippets” or “teasers” to social media and other third party sites.

And then do as they say by ending your piece with:

For the full story, “click here”…

Train your staff or even your Internet marketing firm to follow these guidelines. And you will be sure to build your core assets, which comprise the foundation of a strong business.

To your success,
Colin Mack

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