What does a dame have to do to get some buzz around here?

My friend, Andrea J Miller, recently wrote a great article, published by Entrepreneur magazine online (https://lnkd.in/dhHWfCB).

It was on a timely topic, too: how employers can gain competitive advantage in this tight labor market by offering better health insurance.

But she saw no engagement. No traction. No conversation…

Which is not surprising. Because in today’s world, where we’re all avalanched with content, it’s easy to miss the gems for all the other gems (and the dross). Frankly, it’s easy to forget to check the latest articles in Entrepreneur.

So writers who’d like their articles to get some buzz, but who don’t have thousands of followers or PR armies at their disposal, need to engage in the modern equivalent of home delivery.

They need to email/message/text their article to people who might be interested. They need to start conversations on social media.

An even better option is to incorporate quotes from experts and influential voices into the article, and let them know about it. More often than not, those quoted in the article will promote it to their followers.

This is the kind of elbow grease that will eventually result in traction. It’s not glamorous, but it works.