Let’s just be real for a minute here. Writing isn’t typically the most social art form. It’s usually just you, that not-so-subtle blinking cursor, and a few suspiciously empty energy drink cans. We sit and dig through our minds, looking for that idea that gives us goosebumps when we find it at 2 a.m.
You know the One.
But what if I told you that your best content booster doesn’t have to be discovered in some dusty corner of your brain? What if I told you that it’s floating around your community… right now… just waiting to be invited to the party?
Right now, we seem to exist in a highly creative space where every marketer, freelancer, and mid-level manager is still functioning in some way as a content creator. Everyone knows content is the way forward, the yellow brick road of getting from Strategy A to a successful outcome. That’s why it’s incredibly tempting to treat others in your industry like the competition… hoping they don’t make it to the Emerald City before you do.
But there’s a plot twist to this old depressing scenario. When we stop seeing each other as competitors in a content Hunger Games, then we may be able to start viewing one another as collaborators, mentors, and idea co-conspirators. This is where something magical happens. (No crystal ball or flying monkeys required.)
This is when you stop writing in a vacuum. Instead, you start writing in stereo. Can you hear the music?
This article is your pretty pink permission slip to step out of the Dark Ages and start collecting insights, quotes, and gold nuggets from the brilliant minds already in your orbit. This could be the wittiest voice of all in that new Slack community you just joined, or the one with the spicy LinkedIn posts you always save. You just have to get over viewing these people as your competition. They’re your content collaborators… even if they don’t know it yet.
So let’s jump in and explore how to find them, engage them, and turn their voices into a community effort that gives your content more depth, credibility, and inspiration from a variety of viewpoints.
Table of Contents
Why Your Community Is Your Secret Advantage
First things first. Creating content doesn’t have to be a solitary pilgrimage. Going solo isn’t a badge of honor. Actually, it’s a missed opportunity.
While you’re setting up your Google Doc and wondering if you went too far with the Jane Austen quotes, your community is out there, simply overflowing with ideas, insights, and viewpoints that just aren’t in your wheelhouse. They’re sharing stories in Slack channels. They’re posting data and research results in LinkedIn comments. They’re dropping genius-level metaphors into community chats like it’s no big deal. And in all the time you’ve spent over here basically trying to reinvent the wheel, your community has invented a flying car.
But as I’ve already mentioned, the real hurdle here is learning that like-minded people in your space don’t want to fight it out to the death for the most traffic. You can share your ideas… even give away some of your special ones that finally helped you drop that imposter syndrome. Ten people could have the same idea but execute it 15 different ways. (I’ll explain the math. Half of us know we need a Plan B.)
The more we treat our professional circles like the inspiration that they truly are, then the richer our content becomes. And yes, sometimes your “competitor” actually says something brilliant that you wish you’d written. Instead of resenting it, quote them! Elevate it. Build on it. Make it a duet instead of a solo. This is the power of community.
When people come together, the results are typically so much better than what any of us could do alone. I see it all the time in our WTS Community—when we collaborate, something interesting or totally new comes out of it, and it usually ends up reaching way more people too.
More brains in the mix = better ideas.
More people involved = bigger reach.
Finding a group or community where the default is supporting each other instead of competing—that’s the real competitive edge. Magic happens when you’re in a space where there’s room for everyone and the vibe is “let’s build together.”
Erin Simmons, Managing Director, The WTS Community
This mindset shift is what separates isolated writers from content creators who understand the basics of collaboration. When you start viewing your community as a treasure chest of untapped ideas, you open up new possibilities. You can create something more engaging and interactive because it resonates more deeply, as it reflects a collective effort. It becomes a conversation.
Still afraid to share your soapbox? Then look at it like this. You’re not outsourcing your ideas, you’re contextualizing them. You’re showing that you are part of a network of smart, insightful people, and that you’re savvy enough to tap into that collective brainpower instead of pretending to know it all.
What to Look for in the Perfect Collaborators
So there’s good news ahead! It turns out that you actually don’t need a metal detector to find content gold. (You can return that Amazon order.) You just need to pay better attention to the conversations already happening all around you.
Begin with your regular hangouts. This can mean your Slack communities, private group chats, LinkedIn connections, and even those group DMs you keep forgetting to mute. These spots are overflowing with Subject Matter Experts (SMEs) in the making. They’re thoughtful, funny, and deeply original. And the best part is that they often don’t even realize it.
Look for:
- The ones who leave “that comment” that really stirs up a conversation.
- The ones who explain things better in Slack than some people do in webinars.
- The ones whose LinkedIn posts make you really wish you’d said that.
And the bottom line here is that this is mutually beneficial. You’re turning a regular article into a Digital PR masterpiece, and the people you’re quoting know it!
I always try to be open to having my thoughts, opinions, and insights quoted in articles—in fact, I often spend time seeking out these opportunities. When you can form real relationships with the folks writing these pieces, it makes the process smoother for everyone. I’m spending less time looking for places to share my knowledge and expertise, and I’m more willing to work around the writer’s deadlines or needs for the piece because we have an existing relationship that makes me invested in them and their work. Angela and I have collaborated a number of times already, and she knew she could count on me to contribute here!
And these quotes don’t have to be long or overly polished. Sometimes the most impactful insight comes from a short to-the-point comment that helps you (and your readers) gain a new perspective. Pretty cool, yeah?
Reach Out to Your Selected SMEs
So, here you go! You’ve found the people that you’d be absolutely honored to feature in your work. But now what?
Well, you have to ask them.
That’s it.
That’s the whole strategy.
Okay, maybe it’s not the entire strategy. But it’s pretty darn close.
The simple truth is, most people love to talk about topics that they’re passionate about. They don’t need a red carpet and three months’ notice. They really just need a thoughtful request, some context, and a reason to care about your topic. And if you’ve done your homework, then you know what makes this person a perfect fit, and why they should find your article intriguing.
And if you’re feeling a little intimidated about reaching out to a person with a bigger following or a fancier title, remember that we’re all just people here trying to share some ideas. Thoughtful creators will likely want to be part of thoughtful work. So like I always say, just ask for it!
Everyone is an expert in something, but most people never get the microphone to share their expertise. Don’t be shy about asking someone to share their knowledge. People need an outlet to share their life’s accumulations, and want to make sure that their experience can benefit others. Whether that’s posting a query on HARO or asking a question on Featured.com, presenting people with the opportunity to share is beneficial for sources, your readers, and your story.
It turns out, the world is full of people who want to share what they know. There are even entire platforms dedicated to connecting journalists with SMEs… like Featured and HARO (yesssss, they’re back!) Look into this when you want to quote more often, or would like to be quoted yourself.
So, whether it’s a LinkedIn message, a Slack DM, or a straight-to-the-point email, go for it. Ask for the quote. Everyone involved will benefit from it.
Build Relationships and Boost Personal Branding
We’re going to get really honest for a minute. Networking used to sound like something that happened in sad conference rooms where everyone was just waiting to escape for lunch. But the new era of networking includes fun in-person conferences and events, remote talks and webinars, and (I saved the best for last!) mutual collaborations.
Featuring someone in your article isn’t just about creating amazing content. It’s like a handshake or a fist bump, while you say, “Hey, I love your work.” It’s the beginning of a relationship that will help you both. How neat is that?
You see, every time you quote someone, you’re also quite openly reinforcing your own personal brand. You’re showing the world what you care about, who you’re connected to, and what conversations you want to lead. You’re no longer just another writer. You’re a person who can spot the right thought leaders and build community through content.
Your personal brand is shaped by the connections you make, the character you bring to them and the reputation you forge along the way.
Personal branding isn’t just about what you say—it’s about who you are, the qualities you cultivate, and the reputation you build over time. Featuring others in your content allows you to spotlight shared values, amplify great work, and align yourself with the kind of thinking you want to be known for. On the podcast the guests are selected not just for the expertise they can share, but because they ‘fit’ with the mission of the podcast.
Each collaboration is more than a moment; it’s the start of an informal team, a connection that can outlast the project itself. It is these connections that weave together and make everything stronger.
And it is also a chance to grow. Every relationship is a window into another world—and you never know what learnings or opportunities might come through it. So be intentional for sure, but as the saying goes, we are stronger together.
So yes, this is absolutely about creating better content, but it’s also about creating better connections. When you feature someone, you often start a relationship that goes beyond the page. Maybe you’ll run into them at an event (It’s a small world!) or just send the occasional DM.
This special brand of networking can turn into your superpower. It’s branding, it’s bonding, and it’s making friends with the people you admire.
How Expert Quotes Supercharge Promoting Your Article
Do you want to know a little secret? When you’ve selected someone to feature in your article, they transform from lending their insights to… being an investor. They’ve put their name, their thoughts, and a bit of their reputation on the line. So, you’d better believe they’re going to want to share it.
It’s not just your article now. It’s ours.
When you showcase a person’s ideas, then what you’re actually doing is presenting them with a moment in the spotlight. You’ll quickly find that most people aren’t shy about stepping into it, especially when the stage is LinkedIn.
Unlike other platforms, where algorithms feel like an unpredictable wizard behind a curtain, LinkedIn actually rewards engagement and authentic conversations. A quote in your article becomes a reason for that person to post, share, tag, and shout it from the virtual rooftops. Plus, there’s that beautiful moment where conversations begin in the comments, which expands your reach to entirely new circles where your article may not have made it otherwise.
This simple process has turned every quote into an integral part of your article’s story, with every collaborator spinning their tale in their own unique way. If this isn’t a win-win, then I’m hopelessly lost for the definition of the term.
Every quote is an opportunity to share your expertise in communities that feel relevant to your work. For me, social selling is uncomfortable so I’m all about adding value where I can be useful. This allows me to connect with others and continue the conversation.
It helps you build your brand, stand out for what you want to be known for, and it also gives you a reason to share an interesting resource on your profile. LinkedIn is indeed about sharing your expertise and it makes the perfect fit for tapping into an audience that is eager to hear your thoughts. Bonus points for the ranking factor and the social proof that comes with it!
LinkedIn is a community builder’s dream. Once you’ve gone through the rewarding effort of quoting amazing people in your article, don’t stop when you publish it. Tag them, send them a thank-you message with the link, and dance in their honor. Odds are, they’ll be dancing, too.
Hello, Yellow Brick Road
Collaboration over competition isn’t just a content strategy for us. In fact, it’s something that completely embodies the culture of Flow. We’ve always had this fantastical idea (cue the unicorns!) in building this space together, where we can pull up chairs for our friends across different roles, varying niches, and rich perspectives to help us share something that’s not just more… but more meaningful.
So this last quote is more than just a mic drop. It’s a final stamp of wisdom from someone who gets it.
I never go into a Slack thread expecting to come out with a content idea, but it happens all the time. Just the other day, someone asked, “Do we really need a Reddit manager now that UGC is such a big deal?” And suddenly, the thread explodes, with people sharing tools, strategies, and frameworks. I wasn’t even looking for answers. But I learned.
You’re not in “research mode,” but something someone says makes a lightbulb go off. It becomes a hook, a headline, a pitch, a conversation. Sometimes it even becomes the thing you didn’t know you should care about.
It’s also just easier to share with strangers. There’s no pressure to be polished or insightful. You don’t need to have a hot take ready. You can say, “I don’t get it,” or “Am I the only one struggling with this?” and instead of judgment, you get five people saying “same” – plus one person who quietly drops a solution that saves you three hours.
You don’t need to schedule a 1:1 or write a 10-slide deck. Sometimes all it takes is one question – yours or someone else’s – in the right room. The ideas are already there, floating in the group chat, waiting to be heard. And if you’re paying attention, you’ll find them. Or better yet, they’ll find you.
And one last thing: if someone’s comment sparks an idea or makes it into your work, ask first. Credit them. Tag them. Community-driven content only works when it’s built on mutual respect.
Because the truth is, who wants to follow that yellow brick road all alone? (We’ve seen the movie. We know what can happen out there!) But instead, we’d all like to show up for Oz with a community filled with unique brains, a bit of heart, and the bravery to create outside of the box.
So go on. Reach out to someone you admire. Quote the comment that made you completely stop what you were doing to just think. Drop your ego at the door and create something bigger than your own thoughts. After all, community IS home. So just click those ruby slippers three times…
