自拍时代的自我推销之道

    一种选择是，不要建设个人品牌，转而建设一个社区。不是亲自撰写每篇博客文章，回答每一个评论，构思每条微博，你或许应该在你的产业内打造一个人际网络，让其他人分担内容创作任务。如果你摆正位置，设法成为这个社区的轴心，你往往可以获得同样多的曝光度。

    另一种方法是，用工具和培训武装你的员工，鼓励每个人在一段较长期间内贡献少量内容。虽然一个人独占聚光灯的感觉或许很好，但让团队中每个人都参与进来，往往能够成倍放大推销效果，这样做还可以给你留出足够多的时间，让你从事真正重要的工作。

    无论你最终选择何种推销战略，有一件事情非常明显——对于我们许多人来说，把重心从“我”转移到“我们”，是构建、营销和销售真正伟大的产品的秘诀所在。

    本文作者迈克尔•施恩是迈克尔•施恩通信公司创始人兼负责人。这家数字营销公司已经为包括eBay、LinkedIn和Avectra等公司创造了许多营销内容。（财富中文网）

    译者：叶寒

    One option is to eschew personal brand building in favor of building a community. Instead of personally writing every blog post, answering every comment, and crafting every tweet, you might instead build a network of people in your industry willing to share in content creation duties. By positioning yourself as the lynchpin of that community, you often gain as much visibility as you would otherwise.

    Another approach is to arm your employees with the tools, training, and encouragement to each contribute a small amount of content over an extended period of time. While it may feel good to take a solo in the spotlight, letting everyone on your team chip in can multiply the effect while still leaving plenty of time for you to do the work that really matters.

    Whatever promotional strategy you ultimately choose, there’s one thing that’s clear—for many of us, shifting the focus from “me” to “we” is the secret to building, marketing, and selling something truly great.

    Michael Schein is the founder and principal of Michael Schein Communications, a digital marketing firm that has created or facilitated content creation for companies including eBay, LinkedIn, Avectra.