BY JAY BAER, CSP
FOUR RULES TO DOUBLE YOUR
BUSINESS WITH CONTENT
JAY BAER, CSP,
has spent 20-plus years
in digital marketing and
consulting for more than
700 companies, including
31 Fortune 500 clients.
Baer’s Convince & Convert
Consulting division works
with leading brands on
social media and content
marketing strategy. His
Media division educates
marketers and business
people through blogs,
webinars, and more than
50 keynotes annually.
peakers are content creators. Whether it’s onstage, on
video, via blog post, podcast, infographic, or beyond, if
you’re a speaker circa 2017, you’re likely packaging your
expertise into bite-sized chunks of online content.
Creating content is monetized indirectly, and over time, by
increasing the likelihood that meeting planners will find you online,
and be convinced to hire you. It increases awareness of you and your
message, and yields more inbound opportunities.
But, creating content can also be monetized directly, through
If you can create enough relevant content, you can get paid to
make it. How? The audience for your content wants what your sponsors are selling, and you are a valuable conduit for that relationship.
I have almost doubled my business through sponsorships, and
if you’d like to attempt to do the same (and you should!), I’d like
to share with you these four rules that will help you create enough
content—in the right places—to make sponsorship a reality.