Pursue expert commentary
The firm’s professionals should contribute expertise outside the firm’s website. Opportunities include:
- Journalist requests
- Industry publications
- Podcasts
- Webinars
- Conference panels
- Association articles
- Expert roundups
- University events
- Trade groups
- Local media
- Professional newsletters
Obviously you want a backlink. But even more is to create independent confirmation that the professional is associated with the topic.
Deliverable
Create a monthly expert commentary program.