As a founder starting out in a new industry, one of the biggest challenges is getting face time with the key decision makers and thought leaders. How do you get on their radar and earn their attention?
One clever strategy is to launch your own industry publication.
The Power of a Publication
I recently spoke with a founder in the hospitality industry who was looking for a way to connect with hotel owners, managers, and other influential figures.
His brilliant idea? Start a publication focused on the hospitality space.
By positioning himself as someone deeply interested in the industry trends and insights, he was able to reach out to leaders and invite them to be featured on his blog or in interviews. The value proposition was clear - they got exposure and a platform to share their expertise, while he gained invaluable access and the chance to build relationships.
The Outreach Strategy
This founder shared several key tips about leveraging a publication for outreach:
Attend Industry Events
Don't just go to events, but message the speakers/attendees you want to connect with ahead of time. When people have already committed to being at an event, they are in a networking mindset and more open to taking meetings.
As an introvert, he understood the value of having conversations lined up beforehand. Attending networking events can be daunting if you don't have a clear plan for who to talk to. By setting up meetings in advance, you take away that anxiety.
Target the New Joiners
Those who have recently stepped into new leadership roles or have just joined from another industry are often looking to establish themselves and build their profile. Offering to feature them in your publication helps raise their visibility. It's an easy win for them, so they're more likely to accept an interview.
He gave the example of reaching out to a newly appointed leader. He said he was doing a series highlighting up-and-coming leaders, and the manager was excited about the opportunity to share his vision.
Start with One, Then Expand
Once you get your first featured guest, you can ask them to introduce you to others in their network. The momentum begins to build organically from there.
After interviewing the new leader, he asked if the leader could put him in touch with others he thought would be interesting to feature or have deeper conversation with. People are usually flattered to be asked and willing to make connections, especially if you've already featured someone they know.
In fact, that was how he got hold of the CEO of one of the business in the industry!
Listen and Add Value
The key is to approach this as a way to genuinely learn about the industry from experts. Don't sell, but show you want to deeply understand the space and share valuable insights.
He made it clear from the start that his goal was to create a really insightful publication for the hospitality community. He wasn't trying to pitch anything, just have an open discussion about their perspectives and where the industry is headed.
The Relationship Payoff
By taking this "publication" approach, the founder was able to have in-depth conversations with over many leaders in the hospitality industry in a matter of months. He built real relationships and credibility in a new space.
Not only did this give him a wealth of insights to shape his product ideas, but many of the leaders he interviewed can later become his advisors and champions for his startup after getting to know him through the publication process.
A Publication Isn't Just Content
A publication strategy isn't just a content marketing play - it can be an ingenious way to open doors and navigate a new industry. If you're looking to rapidly build a presence and relationships, consider how you can position yourself as a passionate learner.
The approach allows you to demonstrate clear value before ever asking for anything in return. By interviewing experts with a curious mindset, you earn their respect and attention.
Revisiting the Insights
Additionally, the publication serves as a repository to revisit key insights and perspectives shared during the conversations. You can refer back to pinpoint ideas that may inspire new product directions or marketing angles.
Leveraging Their Networks
When you feature industry leaders, they are likely to redistribute that content to their own networks as a way to amplify their own voice and credibility. This allows you to rapidly build awareness in an organic, authentic way.
The Long-Term Payoff
While this took significant effort upfront, the founder says it was one of the highest-leverage activities he did as a startup. Years later, he still benefits from the relationships and industry knowledge he developed.
The publication essentially became his way to earn a "transferable credential" in the hospitality space. It gave him a huge head start that would have otherwise taken many more years to acquire.
Key Takeaways
If you're entering a new industry, especially one with entrenched players, consider launching your own publication as a way to:
Build relationships with key leaders
Rapidly gain industry knowledge and insights
Establish credibility and become a trusted voice
Create a distribution channel for your ideas
Earn a powerful "transferable credential"
A publication isn't just a content play - it can be an ingenious way to navigate a new industry and open doors. If you approach it with the right mindset and strategy, it can pay dividends for years to come.
