One of our clients is a very successful media investor who is often invited to speak around the world at various industry events. So when he asked how we could leverage one of his recent speaking opportunities in Germany, we didn’t hesitate. “Write a bylined article,” we said. “Better still, write two.” And so he did, with our help. The first was targeted at his specific industry segment and the second was focused on dealmakers, as the segment has long attracted a lot of private equity investment. Both articles came directly from the content he’d already labored over for the German speaking opportunity. Even before the dealmaker article came out, the publication of the industry bylined article achieved the desired effect – particularly after the publication re-posted the article on its blog. Phone calls and emails started coming in from the industry, including former colleagues and associates…the kind it makes sense to keep in touch with. Then it was time for an email campaign (“In case you missed it…”). We posted the article on his company’s website. And all that’s left is to social media it.