This is pretty simple and pretty basic, and it works.
Think about creating your own news with stories you can re-publish and add to your web site, give to your sales people, offer to investors, show to partners.
1. Do you have a compelling customer story?
2. Establish yourself as an expert: offer to write a contributed story
3. Monitor editorial calenders.
Download the white paper here.
Photo shot on location in Moscow by Alan Weinkrantz (c) 2007