9 Ways Publishing Content Can Help You Expand Your Personal Brand

What is one creative way entrepreneurs can use a book or e-book to expand on their personal brand?

1. Publish the Controversial Posts

Some businesses are gun-shy about posting more controversial topics on a company blog, but writing about your opinions can absolutely establish your personal brand. Collect the ideas that are too out there for the business and use them showcase your personality, beliefs and brand in a format that promises exclusive content such as a book or e-book. – Kelly Azevedo, She’s Got Systems

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2. Offer Exclusive Tips and Examples

Creating an e-book or whitepaper that offers an in-depth analysis of a common pain point in your industry can help position you as a credible resource. For instance, our CEO frequently shares this whitepaper on generating leads with LinkedIn content, which includes a step-by-step analysis for one of his articles. That resource improved sales calls and better showcased his expertise. –Kelsey Meyer, Influence & Co.

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3. Promote It on Other Channels

You’ve put all this time into putting together an e-book. Now, I recommend finding opportunities to link back to supporting/additional information published on properties that readers can subscribe to: YouTube videos, your Facebook page, etc. What is the next step after your e-book? Where can they get more information, or sneak peeks at new material? – Adam Steele, The Magistrate

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4. Establish Yourself as an Expert

You’ve written the book on the subject now, right? Expertise is a very important part of personal branding, and having an author credit in your profile can help establish that. Make sure you leverage all the opportunities to mention it (social profiles, About Us section, etc.) – Matt Doyle, Excel Builders

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5. Use It for Lead Generation

Books are a great way to serve the audience you have and also expand your reach. A lot of new people have found their way to my community after buying my book at the bookstore or on their Kindle. It’s important that you build calls to action into the book to capture new leads, and provide more resources that can build trust and turn a reader into a customer. – Natalie MacNeil, She Takes on the World

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6. Use It to Leverage Sales

I self-published my first book through createspace.com, a division of Amazon. Since then, I’ve published several books. Not only does “as seen on Amazon.com” establish expertise, it creates a funnel and allows you to legitimately offer your products and services to readers. We routinely make sales via strategy calls and free trial offers through my books on Amazon. – Nitin Chhoda, In Touch EMR

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7. Offer Real Value

E-books are a great way to generate leads and educate potential customers. But they are often used improperly and serve as blatant brand dissemination. Rather than releasing an e-book for the purposes of spreading brand awareness, use it as an opportunity to offer real value to the community. Think of it as giving something back for your success rather than a way to improve your bottom line. – Blair Thomas, EMerchantBroker

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8. Solve One Problem

Books and e-books are a great way for a consumer to wrap their head around one key issue. Blog posts may tackle lists or top level items, but books should absolutely nail one key problem. Once the reader has effectively solved one problem, you should show them how you can solve more by driving them back to your website. – Carter Thomas, Bluecloud Solutions

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9. Outline a Proven Framework for Others

Once you identify a methodology or framework that works for your business, take it one step further and see how it can be of use to others. My business partner and I are writing a book comprised of 1,000 interviews to test our successful methodology with others and explain how entrepreneurs can tailor it to their needs. – Hank Ostholthoff, Mabbly