The best way to engage your prospective audience is through the press. Getting coverage that is objective (hence credible), there interest created in a wide yet targeted audience (driving traffic into the sales funnel) , and best of all - it's free.

However, most businesses do not always have something interesting for the media to pick up. It is not everyday that one raises funds, signs a rockstar employee, or partners with an industry giant. So what is there to do when there is nothing to announce but there is still the need to engage the masses? Constant Content Creation, that is. 

1. Thought Leadership

Most media outlets will have an opinion editorial / commentary / forum desk where they are open to receiving contributed content from the public. What the editors are looking for are for insights into current events or a unique point-of-view on an industry. 

This is where savvy business leaders can establish themselves as thought leaders. Consider sharing about hidden facts, lesser known trends, predictions - something new that isn't available in the public eye. Being able to create such articles is good, even better, if it isn't a promotional piece about one's company.

After all, this is not sales material. So keep the hyperbole to a minimum - or risk it being rejected.

Effort needed - high (quality research and writing needed, ideally penned by the C suite) 

Success rate - low (in tier 1 media outlets, very few articles get accepted)

Payoff - very high (it is an achievement to be recognised by the media and the readers)

2. Blogs

Most corporate websites have their own blogs - it is a space where the firm can share all updates. The opportunity here (missed by many) is that key members of the team can contribute here to show off the company culture and wealth of knowledge. Though, the audience is way lower than in thought leadership posts.

There is no need to be objective so promotional language is welcome (that said, do hold off from excessive and false claims). It is also a place to have a bit of fun where non-work related content can be posted to showcase the company as a great place to work in.

Effort needed - low (1 post per week and can delegated to a junior or mid-experience staff) 

Success rate - high (no quality check needed, all internal)

Payoff - low (as mentioned, audience is low but those who venture here should enjoy it)

3. LinkedIn (LI)

LI is often overlooked in social media but it has 740 million registered users and 55 million companies. The content is typically business oriented and in most parts, it is professionals sharing professional work.

While each post may have limited reach to the connections present (average is 930), there is the network effect where other business contacts like/share/comment to their connections. There is also the Pulse function (similar to Medium) where one can blog about topics.

The real magic is when a topically engaging post gets picked up by the LinkedIn Editors. It will be shared to a wider audience potentially being seen by tens of thousands of business people outside your immediate network.  

Effort needed - low (2-3 posts per week and can delegated to a junior or mid-experience staff) 

Success rate - high (no quality check needed, all internal)

Payoff - mid (network effect can come into play)

4. Webinars

With physical events pretty much a thing of the past (accurate as of the time of writing), everything has gone digital. As many keep getting lockdown or are on-the-go, people are consuming an every increasing amount of video content. So get started on creating a series that talks about your expertise.

Any companies' audience will be limited so as a start, partner up with a community that's bigger. Try looking up Meetup groups with similar interest in your field - often times, it's a win-win to give content and received enquiries.

Pro-tip: everyone is facing Zoom fatigue so keep it short and sweet - definitely also choose to inform, and not sell.

Effort needed - mid (need to prepare the content to be informative and engaging to be delivered by a mid-experience or senior staff) 

Success rate - mid (it may take a while to find the right audience / community)

Payoff - mid (the attendants are definitely your target audience so follow up with sales. Also, the video content created can be repurposed for social media / website)

In the world of business, there is never a quiet place. Look a little further and there is always plenty to do in-between announcements.