UPDATE: Due to the excellent suggestions in the Comments and in other conversations I am going to delay the release of the newsletter until the end of this week. It is important to me that I do it right, and make it valuable to you as a reader. I know that your time is worth a lot to you and I really appreciate your attention. Thanks!!

I am working on putting the first Knowledge Exchange Summit (KES) Newsletter together this weekend, and I am looking for some input.

I believe that there are some of you out there that would be interested in a deeper exploration of some of the topics that I write about on the blog. I like to keep my blog posts short and use them to expose a couple of thoughts that I find interesting and/or useful.

So here is the question: What would you like to see in the newsletter?

• Specific tools and techniques for small business online?
• Productivity information?

I would like to see this newsletter become a private coffee-shop style exchange of information that leads to a better understanding of the art that we are working on (that may sound a little odd, wait for my review of The War of Art by Stephen Pressfield next week).

Why we do what we do.

Who we are doing it for.

What we hope to accomplish.

This is your chance to get involved, pick my brain, and get yours picked too. We are in this together and I would love to get your input. Leave a comment, or if you prefer to remain anonymous, send me an e-mail [ stephen at stephenpsmith dot com].

Register for the newsletter here (if you can’t see the form, click here: KES)

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Merrit Colaizzi posted from the Online Marketing Summit on the 24th with Live from OMS: The 10-Step Content Strategy

I’d like to take a minute and discuss what I feel are the two most important parts of the strategy:

6. Commit to your blog. In Arnie Keunn’s business, Vertical Measures, 25% of his Web traffic comes from its blog. The blog should be the hub for your marketing activities, with platforms such as Twitter, Facebook, [and] LinkedIn as the spokes. Your blog is real estate you own, and you can control 100% how your content is presented.

Control. Something that every business wants to have, over every aspect of their marketspace.

Too bad. Social Media and user-generated content is outside of your control, but you can control the content that is on your own site. You can use it to do some things that can push the conversation in a healthy direction:

• Promote the people that have nice things to say about your company, publish links to their Tweets, their websites, etc.
• Engage them in conversations about your company.
• Provide them with a forum to discuss their issues and problems – make a case study out of how they used your company to solve those issues.
• Remember that it is your job to let the conversations take place. While the website is your hub it is your job to get out of the way and let people share.

Here is another important concept, that I just discussed with my colleague Kevin Ferrasci O”Malley: (@kfom on Twitter)

7. Make content educational, not promotional. Tell stories about problems your customers have, don’t just pitch your product. Consider asking for registration/further engagement with your audience at the end of your content — once readers are hooked — rather than at the beginning. Shoot for 200 to 400 words, which is the sweet spot for blog-post length, and don’t forget to augment your content with video whenever possible.

Video is important, and something that small businesses need to invest some time and energy in learning, because (sooner rather than later) video is going to be essential to your success. I am still experimenting with video, especially in my book review posts, and I have found these types of posts to be much more popular and successful.

Videos are fantastic tools for teaching, and for exposing the “wow” factor of your product or service. It is one thing to tell people about what you do, it is another to be able to show them and let them show other people.

This past Thursday I had the great pleasure of meeting for a day with my colleague Dave Seah to exchange some knowledge, best practices and ideas. I also got to met Dave’s friends Sid and Joanne, who brought some great questions and insights.

We called it a “summit” and had invited a few more people to join us in COncord, NH, but bad weather here prevented the rest from attending. Undeterred, we took the opportunity to really dive in to our own businesses and take a good hard look at what we do, what we sell, who our clients are, and how we can serve them more successfully.

I learned a lot from the group, especially with regards to the tools of production and design of the products that I create. I also discovered that there were some pretty important things that I did not know that I did not know! The unknown unknowns are always the most dangerous, aren’t they?

How a Knowledge Exchange can help your business

Getting together with like-minded individuals can create a tremendous opportunity for sharing and collaborating. I found this meeting to be particularly valuable because I had the chance to meet with people in very different industries, which gave me a chance to think about new ways of applying the things that I do. Flexing your mental muscles is always refreshing.

We talked about products.

We talked about services.

We talked about SEO and web design.

We took a look at each others’ websites. (This was especially fun, because we have such different approaches to what we are trying to accomplish.)

This is something that any one of you can do, that is, put together a meeting of the minds and share your knowledge. Learn something from another businessperson. The beauty of this idea is that you can do it in person, with local businesspeople, or you can do it online. See what Dave Seah had to say about the meeting here :

The key pieces fell into place at the informal New Hampshire Knowledge Exchange that Stephen Smith and I held up in Concord NH. Stephen arranged for a conference room at The Centennial Hotel (the staff was very accommodating) and four of us showed up despite the threat of snowstorms. Neither Stephen or I knew exactly how this would work, but we had a simple agenda: (1) Find out what people were wanting to know and then (2) Share our relevant expertise.

It ended up being quite informative for me, because Stephen’s knowledge and experience with using the Internet as the platform for his information and knowledge-based businesses filled in the missing pieces. Plus, Stephen has the mindset of an independent business owner coupled with his years of hospitality management experience. Here’s the distillation of what I learned, framed in the context of my current drive to adopt the “owner” mentality: (Getting Unstuck at the Knowledge Exchange)

This meeting got me to thinking about how to apply this meeting format in a larger group, and how to share it with everyone. I was also struck by the parallels to the Linchpin mind-set that came up in the discussions. Each person in this meeting is working hard, creating some amazing art, and is bent on owning the means of their own production. That last part is essential to the Linchpin Way of doing business.

The Linchpin Way

My friend Justin McCullough has put together a community site on ning.com for cultivating the Linchpin Mindset. Called The Linchpin Way, it is a place for this type of knowledge exchange to take place regardless of geography and availability. Click that link and join us. Tell us about your situation and what you have to share, or what you would like to learn.

If you are still not sure what all of this means to you, or how you can use it, here are a couple of additional resources:

Order the book, Linchpin: Are You Indispensable?
(from Amazon, aff link).

And sign up for the Knowledge Exchange newsletter. I will publish this from time to time with more detailed news and information about what we are working on, as well the time and registration information for future Summits (all free, too).

I will also be using this newsletter for more in-depth book reviews than the ones I post here on the site. This will give you a chance to learn a little more about how the books I share affect my life and business.

I am tentatively planning the first newsletter for Friday, 5 March 2010.

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