This often benefits the person due to three key reasons:
1. It highlights the importance or necessity of the services or products in that industry.
If a videographer writes a book or a series of blog posts on the uses and benefits of video marketing, then he or she may convince readers of the usefulness of video in the marketing world. This creates a desire for the reader to pursue video marketing and the consumer may seek the videographer to help in such efforts. This is an indirect way of marketing. The videographer created a job opportunity simply by highlighting the importance of using pictures and sound.
2. It creates a sense of trust in the expert.
When deciding to hire a professional for any given job, you need to be able to trust his or her expertise in that field. That is why when an industry expert writes a book, blog, or web page on various information relating to their field, those seeking services or products will feel confident they have found the right person for the job. It is an indirect way of marketing because the author offers information in exchange for possible interest and loyalty.
3. Publications can be used as portfolio pieces.
It is essential to showcase your published pieces and projects as part of a portfolio. This is not tooting your own horn. This is proof of performance. Take pride in what you've done. Be ready to explain why what you have done is important and will be beneficial to the potential client.