????一種選擇是，不要建設個人品牌，轉(zhuǎn)而建設一個社區(qū)。不是親自撰寫每篇博客文章，回答每一個評論，構(gòu)思每條微博，你或許應該在你的產(chǎn)業(yè)內(nèi)打造一個人際網(wǎng)絡，讓其他人分擔內(nèi)容創(chuàng)作任務。如果你擺正位置，設法成為這個社區(qū)的軸心，你往往可以獲得同樣多的曝光度。

????另一種方法是，用工具和培訓武裝你的員工，鼓勵每個人在一段較長期間內(nèi)貢獻少量內(nèi)容。雖然一個人獨占聚光燈的感覺或許很好，但讓團隊中每個人都參與進來，往往能夠成倍放大推銷效果，這樣做還可以給你留出足夠多的時間，讓你從事真正重要的工作。

????無論你最終選擇何種推銷戰(zhàn)略，有一件事情非常明顯——對于我們許多人來說，把重心從“我”轉(zhuǎn)移到“我們”，是構(gòu)建、營銷和銷售真正偉大的產(chǎn)品的秘訣所在。

????本文作者邁克爾?施恩是邁克爾?施恩通信公司創(chuàng)始人兼負責人。這家數(shù)字營銷公司已經(jīng)為包括eBay、LinkedIn和Avectra等公司創(chuàng)造了許多營銷內(nèi)容。（財富中文網(wǎng)）

????譯者：葉寒

????One option is to eschew personal brand building in favor of building a community. Instead of personally writing every blog post, answering every comment, and crafting every tweet, you might instead build a network of people in your industry willing to share in content creation duties. By positioning yourself as the lynchpin of that community, you often gain as much visibility as you would otherwise.

????Another approach is to arm your employees with the tools, training, and encouragement to each contribute a small amount of content over an extended period of time. While it may feel good to take a solo in the spotlight, letting everyone on your team chip in can multiply the effect while still leaving plenty of time for you to do the work that really matters.

????Whatever promotional strategy you ultimately choose, there’s one thing that’s clear—for many of us, shifting the focus from “me” to “we” is the secret to building, marketing, and selling something truly great.

????Michael Schein is the founder and principal of Michael Schein Communications, a digital marketing firm that has created or facilitated content creation for companies including eBay, LinkedIn, Avectra.