The goal of this content is to present the firm or the author as an expert on a specific topic, and to share useful information and best practices with readers.

1. Benefits: This establishes the firm and individual team members as thought leaders in your field while being free/cost effective. Often this type of column provides consistent exposure (monthly guest contributor).
   
   
   
2. Tips and Tricks:
    
   1. Build relationships with publication editors
      
      
   2. Confirm policies, specifications, and copyright rules
      
      
   3. Remain unbiased and avoid overtly promoting your firm, service, or product
      
      
   4. Use content in SOQs, website, social media, proposals, and brochures
      
      
   5. Focus the subject to support your firm’s target markets/clients
      
      
   6. Mail/repost article to existing, past, and potential clients
      
      
   7. Display in your office (lobby, etc.)
      
      
   8. Add to the individual team member’s resume and/or website bio