One of the biggest mistakes experts make when given the opportunity to contribute content to major media outlets is being too self-promotional. But it’s no wonder why: With so much time dedicated to marketing your product or service, it’s natural to want to keep on selling in thought leadership content too.

The problem is, readers don’t want that — and neither do publications or their editors. In fact, it turns both off pretty quickly.

Recently, Influence & Co. conducted a study on the state of digital media and asked leading editors to comment on the main issues they see. Nickie Bartels breaks down the top three self-promotional mistakes on the company’s blog:

  • Forced mentions of company, products, services, or clients
  • Unnecessary links to your own site(s) or products
  • Writing about the specific problem your company/product/service/client solves and presenting your company as the solution. (Yeah, I know this last one is tricky. More on that in a minute.)

Knowing these pitfalls is the first step to purging them from your writing and creating more valuable, trusted thought leadership content.

The Real Cost of Writing About Your Own Company, Clients or Products

Why is it so bad to write about your own company or service? Why not write an op ed on the problems in an industry and present your company as the solution? Don’t you want readers to discover the solutions you provide?

To answer this question, I reached out to Kelsey Meyer, co-founder of Influence & Co. (and Forbes Agency Council member).
“Thought leaders should steer clear of self-promotion because it breaks down trust between them and their audience,” she told me. “The point of publishing content should be to educate and engage your audience so that they view you as a trusted source of information, and begin to build trust with your company/service. If you start with the self-promotion, you hurt your chances of building trust with the audience, and of publishing with that media outlet again.”

Trust. Trust is the key word there. Sales copy sells directly — often to a lead who’s already signed up for an email newsletter or visited a store, for example. But “thought leadership” should share essential insights and advice with a global audience in order to position yourself and your organization as authorities in the field.

And guess what? Thought leaders don’t need to sell. They are known as honest and trustworthy experts, and those are the people folks really want to buy from.

How to Write Content That Your Audience Actually Wants to Read

If you’re an executive or entrepreneur struggling with how to frame your expertise and avoid the trap of self-promotion, here are four simple strategies to steer you in the right direction.

Comment, don’t pitch.

Don’t frame an article like this: “This is a problem. But, good news: Here’s how our company fixes it.” That’s like a pitch you’d make an investor or a customer, and it’s never appropriate for contributed content. Instead, try: “Here is a key challenge our industry faces and what I think about it as an expert.” Think about a cybersecurity expert discussing the recent high-profile hacks, or a leadership guru commenting on how CEOs can navigate political issues with their teams and customers.

Predict the future.

Discuss what you think is coming next in your field and the repercussions it will have on businesses in the near future. In other words, show your audience that you are a credible and trustworthy expert with foresight, which is much needed in a fast-changing business world.

Identify key trend(s) in your industry.

Focus on the very real, tangible things that are about to impact your colleagues, customers, and competitors, and examine what these trends mean for businesses going forward. Include research from top influencers and experts to bolster your connection with others in your field.

Give away some of your “secret sauce” for free.

This is far and away one of the best strategies available. Says Meyer, “One tip for people new to content marketing/publishing thought leadership content is to think about what proprietary information you are willing to give away for free — and publish content around that. Instead of thinking of knowledge you have about your industry as your “secret sauce” that you aren’t willing to share without being paid a consulting fee — give it away to your audience through your written content because it will showcase you as a thought leader and expert in the field, and will start the trust-building process.”

Don’t risk alienating your audience with self-promotion. Instead, help them. Inform them. Keep their best interests in mind. They’ll thank you for it by giving you their trust and, in the future, potentially their business too.