Strategic Vantage | National Mortgage Professional Magazine

Strategic Vantage

You don’t need to be Rob Chrisman or James Patterson to know that getting published can make you famous. Whether you’re writing thought leadership articles, blogs or books, a strategically placed, well-written piece can have significant, far-reaching benefits for an author and the company they represent.
Fortunately, you don’t have to be a great writer to become published.  Many if not most published articles, blogs and even books by senior executives were ghost written for them by an accomplished writer.
So if you’ve ever pondered whether you should get published, here’s a rundown of some of the many not-so-evident benefits to doing so:
Rosalie Berg is President of Strategic Vantage1. Influence. If you and your company are looking to change the way business is done, or if you are seeking to convince people to choose the kinds of products or services you offer, getting published is key. Influencing the opinions of one’s peers can be critical to the success of any company. By getting published, you become a “person of influence,” someone who can help set the agenda for the industry and influence others to think like you do.
2. Sales tool. By becoming published, you’ll pique the interest of prospects and be able to cement relationships with current clients. You can also use your published work as a sales piece. Order reprints and send them to clients, add them to your promotional packet, post a link to the article on your company website and social media pages, or use it on your blog.
3. SEO ranking. If you’re published in a widely-read media outlet and they include a link back to your website, that link will improve your website’s search engine ranking, making your company more visible to those who are looking for your services online.
4. Search results. It’s not just about SEO ranking. When people are looking for information on who you are, or on a product or service that your company provides, the first thing many of them will do is an online search.  When you appear as an expert on the topic of interest to them, they are far more likely to trust you and your company’s offerings.
5. Respect. Having a published article in a well-regarded media outlet generates respect from your peers—and having several published articles can help your credibility skyrocket. More than ever, you’ll be seen as an authority.
6. Speaking engagements. The aura of authority you receive from being published sets you up for speaking engagements, further cementing you as an industry leader. Many conference producers want to know what you’ve done before considering you as a speaker, and they may look you up online. Having published articles solidifies your reputation, making you an obvious go-to expert that conference organizers would be eager to include in their program – which will bring you even more exposure.
7. Control. Unlike when a reporter quotes you in a story, when you are the one writing an article or blog for a media outlet, you are suddenly in control over the message and what gets published—and you get the limelight, without sharing it with others.  It also enables you to control how you and your company are portrayed, thereby creating a recognizable brand.
8. Repeat publicity. Contributing an article establishes you as an expert on the topic. Other reporters and editors will likely take note, so once you’ve been published, they will be much more likely to call you for a quote or include you in their own stories.
9. Awards. Your body of work–which is now public knowledge–creates the credentials you need to win coveted industry recognition and appreciation. That just further enhances your reputation and your company’s.
Indeed, getting published has countless benefits. However, writing something doesn’t mean it automatically gets published. Editors, especially at the most respected media outlets, don’t just accept everything that comes into their e-mail inbox. Your article must first pass editorial muster, and the more the editor likes it, the better placement you’ll get–and the more people will see it.
But will they read it once they see it? Great articles get read—those with an intriguing headline, a compelling opener, and content that makes a statement. Boring or poorly written articles get overlooked–even worse, they can reflect badly on you and your company.

Rosalie Berg is President of Strategic VantageRosalie Berg is President of Strategic Vantage, a marketing and public relations agency that specializes in the mortgage and financial services industries. Lenders, technology companies, service providers and start-ups count on Strategic Vantage to publicize their companies, write content and create their marketing materials. She may be reached by e-mail at or visit


Today, LinkedIn is the de facto standard to connect with other business executives on social media. Most everyone uses it. Yet only a tiny percentage are actually leveraging it to increase their profiles and grow their businesses. Here’s why.

Most people think leveraging LinkedIn is about connecting to colleagues. If you’re among them, you’re missing out. The greatest power behind LinkedIn is in groups. These discussion groups are where topics are addressed, questions are answered and opinions are voiced.

LinkedIn’s groups are a living, active platform for individuals to engage, thereby creating lasting impressions and influencing opinions. Groups also help draw in business leads, drive traffic to your website, position you and your company as thought leaders, build credibility, and ultimately, grow a business.

The trick behind LinkedIn groups is to be proactive. So how do you get involved?

There are three routes: You can join a LinkedIn group, you can create one, or you can do both. Today, we’ll talk about joining a LinkedIn group.

The first step is to find a few relevant groups. Start by searching within LinkedIn for where your prospects live.  In the LinkedIn search bar, you can highlight ‘Groups’ to streamline this process.  For instance, you can search under the terms “mortgage banking” or “warehouse lending.”


From here, you can read a brief summary of what each group is about. Below this you will also see:

►How many members are in the group
How active the group is
How many of your connections are in the group

To maximize visibility, we recommend joining a group that has several hundred members, but not more than several thousand.

Once you’ve joined the best groups, find the most popular and relevant discussions in each group. You will want to join the conversation, provide insights, answers and commentary. You will also want to start new discussion threads or questions whenever appropriate.

Next, repeat this cycle, ideally two to four times a week. You will quickly build credibility and start generating leads.

Keith Freeman is social media specialist at Strategic Vantage, a marketing and public relations agency dedicated exclusively to assisting lenders and service providers in the mortgage industry. Strategic Vantage can be reached at (305) 971-5352 or via e-mail at